Hot on the heels of the Jumeirah Port Soller Hotel that opened on the west of Mallorca in April this year, two more luxury lifestyle brands have made the Spanish island their home.
Nikki Beach and Wave House are the latest names to gain a foothold in the Balearics and leading local estate aged Mallorca Sotheby’s International Realty has welcomed their arrival.
‘Mallorca has long been admired by celebrities and royalty, but as more first class golf courses, boutique hotels, Michelin starred restaurants and super yacht marinas such as the all new Port Adriano come to the table, the island’s continued popularity amongst the well heeled is assured,’ said Richard Cross, sales and marketing director.
‘These latest names, Wave House and Nikki Beach, form part of a coordinated master plan to makeover a corner of southwest Mallorca. With Melia Hotels International, a Mallorca founded company, at the helm, this high quality multi million euro transformation will really put the area on the map,’ he explained.
Attracting the full administrative support of the Balearic Government, the three phase three year plan, said to cost Melia Hotels €135 million, tackles a stretch of the Calvia coastline that has lacked investment for several decades.
The crux of the project links up six of Melia’s hotels into a giant luxury complex with Nikki Beach taking up residence at the freshly renovated four star Beach House Hotel and the Wave House at refurbished four star Sol Wave House Hotel.
Both these projects are designed to attract a sophisticated 21st century crowd. Meanwhile their Sol Antillas and Sol Barbados Hotels which date back to the 1970s have been given a facelift.
Melia also aims to improve the overall appearance of the already eye catching wide sandy beach area stretching out in front of the hotels as well as the bars, restaurants and shops that fringe it.
The Hotel chain, which now has more than 350 hotels in 35 countries worldwide, already acts as landlord to many of these commercial premises so can assist them in stepping up to this higher quality mark or indeed buy them out and reoffer to more suitable proprietors. The idea is to attract a different class of tourist and to do that through price.
‘In 2011, 170,000 Russians visited Mallorca and by the end of 2012 they’re expecting 200,000. As a country they’re familiar with the Nikki Beach brand in Miami, St Barth’s, St Tropez, Marbella and so on and are already making a beeline for the Mallorca,’ said Cross.
‘High prices may prevent some customers from becoming regulars, but this big spending clientele will take themselves and their boats back time and again. Likewise the wealthy Spaniards, Germans, Brits and Scandinavians who often frequent chic Puerto Portals a few kilometres to the east, will appreciate another venue to drop anchor, take in the tender and enjoy fine dining and champagne,’ he explained.
The Nikki Beach venue includes the brand’s signature beach club, restaurant, lounging cabana bar and lifestyle boutique with unparalleled entertainment and music. Open daily from 11am to 1pm, Mallorca guests will experience a summer filled with special events and parties including Nikki Beach’s famous Full Moon parties, What Women Want fashion shows, The Champagne World Tour and the Red Closing Party.