Gran Hotel La Florida reinvents itself: a comprehensive renovation to celebrate its centenary in 2025

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The Gran Hotel La Florida begins a refurbishment with an investment of more than 12 million euros to reopen in summer 2025.   The renovation will preserve its historical and architectural legacy while introducing modern spaces such as a pool club, wellness areas and themed suites.   This project aims to consolidate the hotel as an icon of luxury hospitality in Barcelona and a meeting point for unique events and experiences. The emblematic Gran Hotel La Florida, owned by ATOM Hoteles Socimi and managed by Sunset Hospitality Group, began an ambitious refurbishment on 7 January that will mark a new era in its history. With an investment of more than 12 million euros, the hotel will reopen completely renovated in the summer of 2025, coinciding with the centenary of its inauguration as a hotel establishment. From its privileged location on Tibidabo, the Gran Hotel La Florida has been a symbol of Barcelona since its foundation in 1924. Originally conceived by Doctor Andreu as the city’s most exclusive hotel, the building combines a rich history with a unique architecture that makes it a benchmark of style and elegance. The Gran Hotel La Florida has gone through some remarkable historical chapters. During the Spanish Civil War, the hotel was transformed into a military hospital, and it was not until 1950 that it recovered its essence as luxury accommodation. In the following decades, it established itself as a favourite retreat for high society and international personalities, including Ernest Hemingway, James Stewart, Rock Hudson and Princess Fabiola of Belgium. Although it closed its doors in 1979, it was restored to its original splendour in 2001. Now, two decades later, the Gran Hotel La Florida faces a new phase that promises to modernise its facilities while preserving its historic character. The current project, led by ATOM Hotels Socimi and Sunset Hospitality Group, seeks to maintain the essence of the hotel while incorporating the latest trends in luxury and comfort. The planned improvements include the total renovation of its rooms, including the emblematic themed suites and penthouses, as well as the creation of new restaurant spaces, gastrobars, a modern pool club area and an upgraded health and wellness area will be added. The original architectural elements will be preserved, retaining the façade and other structural details recognised with the Barcelona Hotel Guild’s ‘Hotel Monument’ distinction. This approach will combine the hotel’s historical heritage with a contemporary design, ensuring its continuity as a member of ‘The Leading Hotels of the World’, a prestigious distinction awarded only to the most exclusive luxury hotels. The aim of this refurbishment is to continue to position Gran Hotel La Florida as one of Spain’s finest luxury urban resorts. More than just accommodation, it will be positioned as a space open to the city, ideal for events and unique experiences. With this transformation, the hotel aims to consolidate its position as a meeting point for locals and visitors alike, offering an oasis of peace that combines luxury, history and design in a unique setting. In its centenary year, the Gran Hotel La Florida is preparing to write a new chapter as a benchmark in Barcelona’s hospitality industry and an essential destination for those seeking the perfect balance between tradition, modernity and exclusivity. . Figures such as Bruce Springsteen, Barack Obama and Tom Hanks could once again stroll through its gardens, reaffirming its status as a favourite destination for celebrities and discerning visitors from all over the world.

Atom Hoteles Socimi successfully completes the sale of Hotel Labranda Costa Adeje after its strategic repositioning

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Atom, the Socimi, created in 2018 by Bankinter Investment and GMA and managed by the latter, announces the sale of Hotel Labranda Costa Adeje, a 4-star establishment located in the south of Tenerife, after completing a successful process of acquisition, comprehensive refurbishment and repositioning. This milestone represents a new success story in the company’s asset rotation strategy.   The Hotel Labranda Costa Adeje was acquired at the end of 2019 and underwent a complete transformation that included structural and conceptual improvements, positioning it as a benchmark in the 4* superior segment. During the refurbishment, ATOM worked with the Jalvo studio for the architectural project, Alfaro-Manrique for the interior design and Ingecan for the engineering. The concept, which has received several mentions in specialised international magazines, emphasised its link with the environment and the strength of the Tenerife coastline. The subtropical vegetation of the site is one of the main sources of inspiration; the green colours of the flora blend with the blues and aquamarines of the ocean, in contrast with the tones of the Canary Island soil, with a palette ranging from the blacks and greys of its sands and rocks to the reds and ochres.   The property features 409 spacious suites with terraces, nine A&B outlets, a wellness centre, three swimming pools, a splash park, multi-sports court, outdoor parking and a variety of facilities designed to meet the needs of all guests. In its new phase, the hotel specialised in two main niches: the family segment and an exclusive area for adults, offering differentiated services for each group. This approach optimised the customer experience, maximising occupancy and the profitability of the asset.   The hotel’s extensive gastronomic offer includes an Italian restaurant (Cucina di Luigi) with live cooking, a tapas restaurant with local products (Tapas Bar), a rooftop outdoor cocktail bar with views of La Gomera (Sunset Champagne Lounge), a pool bar at each pool (family and adult), two indoor night bars (adults only and family next to the stage) and two different buffets for each customer segment (family and adults).   The results of the repositioning speak for themselves: Increase in average fare by more than 100%. Increased revenues by 94%. GOP growth by 125%.   The buyer of the hotel, a family group from the Canary Islands, established for many years in Tenerife, where it owns and successfully operates other assets, some of which are close to the Labranda Costa Adeje, and which brought the negotiations to a successful conclusion after a competitive process in which ATOM, through Bankinter Investment and GMA, received numerous bids, the latter being the successful bidder. Meeting Point Spain facilitated the process at all times, in line with the good relationship between all the companies involved, and especially between ATOM and Meeting Point, with two repositioning projects carried out jointly over five years.   The success of this transaction adds to the consolidated track record of ATOM, Bankinter Investment and GMA in the strategic management of hotel assets, as also demonstrated by the recent success in the transformation, repositioning and sale of the Hotel Costa Mogán.   The sale of Hotel Labranda Costa Adeje reinforces ATOM and GMA Corporate’s ability to identify opportunities, add value and maximise returns in the hotel sector. This achievement underlines the commitment of both entities to excellence and innovation in the management of tourism assets in key destinations such as the Canary Islands.

Hotel Sol La Palma is reborn as Meliá La Palma after a major refurbishment

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On November 1, the Meliá La Palma hotel opened its doors after a major renovation of the former Sol La Palma. For this transformation into one of the premium brands of Meliá Hotels International, Atom Hoteles has invested almost 4 million euros. The 308-room Meliá La Palma hotel, located in Puerto Naos, has an infinity pool overlooking the ocean, a completely renovated gastronomic proposal with three restaurants and lobby bar, meeting rooms and an auditorium with capacity for 500 attendees, ideal for large presentations and conferences. Among the hotel’s main innovations is the incorporation of the exclusive The Level service, one of Meliá’s most distinctive proposals, offering superior rooms with panoramic ocean views, personalized attention, access to private areas, an exclusive lounge and independent check-in and check-out. In addition, guests can enjoy an exclusive astronomical observatory, which invites you to discover the night skies of La Palma, recognized as one of the best destinations in the world for stargazing. “The new Meliá La Palma follows in the wake of so many other establishments in our Group that have been able to evolve and reposition themselves at a higher level, thereby boosting their social and economic profitability and their positive impact in terms of quality employment, income redistribution in the destination and reputation in the issuing markets,” said Gabriel Escarrer, Chairman and CEO of Meliá. A new chapter after a complete renovation On September 19, 2021, the eruption of the volcano forced the evacuation of 650 people from the then Sol La Palma in one of the most important evacuation operations on the island, after which the establishment, closed due to force majeure, became a fundamental agent of collaboration and solidarity for those affected in the area. “As owners, we have more than fulfilled our goal of turning the challenge of the volcano into a great opportunity for the hotel and for tourism on La Palma, which, we are sure, begins a new stage of success,” said Víctor Martí, CEO of GMA Corporate. After its reopening since the restrictions were lifted a few months ago (provisionally maintaining the Sol brand), the hotel is now re-emerging as Meliá La Palma, as a symbol of the new stage that the island and its tourism model are beginning, with even more demanding standards in terms of quality, “premium” experiences and sustainability. Welcome to the new Meliá La Palma!

Atom Hoteles Socimi contributes to La Palma’s recovery by donating furniture to the volcano victims

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Atom Hoteles Socimi, in line with the beginning of the renovation of the Hotel Sol La Palma, which is being transformed into the Meliá brand as the future Hotel Meliá La Palma, has decided to make a significant donation of the existing furniture in this iconic hotel. This initiative is directed towards various public organizations working with the victims of the La Palma Volcano and in other areas of social aid. The Cabildo of La Palma, through the Infrastructure Councilor, Mr. Darwin Rodriguez, and his team, has coordinated this donation. They have established connections with different beneficiaries, including the municipalities of Los Llanos de Aridane, Santa Cruz de La Palma, Barlovento, Villa de Mazo, and Garafía. These municipalities have received the furniture to meet the social needs of their affected communities. Among the donated items, the most requested have been beds, with a donation of more than 500 units, which will help to provide adequate rest for many families. Additionally, other hotel furniture such as desks, tables, nightstands, chairs, and armchairs have been donated, which will be distributed according to the specific needs of each municipality. The decision to donate this furniture not only reflects Atom Hoteles Socimi’s commitment to the La Palma community but also underscores the importance of solidarity and mutual support in difficult times. The collaboration between the private sector and local authorities is essential to overcoming the challenges faced by communities affected by natural disasters.

Atom Hotels Socimi extends GMA’s management three more years

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The board of directors of the hotel company Atom has ratified in its last meeting the contract with GMA and the extension of the management of the hotel Socimi for three more years to “continue generating value for shareholders, as foreseen in the plan” of the institution promoted by Bankinter Investment and GMA in January 2018.  Atom consists of 26 establishments, totaling 6,282 rooms, with an estimated asset value of more than €950 million. In the last year, the company sold the EXE Coruña hotel to a private Spanish investor for €17.2 million and the Labranda Costa Mogán hotel to H10 Hotels for €31.7 million, while continuing to reposition its portfolio. Atom approved at the meeting the distribution of a dividend of 17 million euros, equivalent to 0.53 euros per share, charged to the results of 2023. In the informative document for Atom’s incorporation to the market, it was stated that “the business manager (GMA) must prepare and submit to the Socimi manager (Bankinter), for approval by the board of directors, a strategy to enhance the value of the company’s asset portfolio, aimed at maximizing shareholder value, which may involve divesting the portfolio and returning value to shareholders within seven years from the date of the capital increase or, conversely, retaining and actively managing all or part of the portfolio beyond that date.” At its last meeting, Atom’s Board of Directors decided to extend the management of GMA for a further three years.

Atom Hoteles Socimi sells Exe Coruña hotel for 17,2 million euros

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Atom Hoteles Socimi, the hotel real estate investment company founded by Bankinter Investment and GMA, has sold the EXE Coruña hotel to a private Spanish investor, in a transaction that marks the good health of the hotel investment market. The transaction, valued at €17.2 million, is the second divestment by the Socimi this year, which sold the Hotel Labranda Costa Mogán in May. The hotel is located in the “Cuatro Caminos” commercial complex in the city of La Coruña, and with its 4 stars includes breakfast buffet, cafeteria, and three rooms for events. The managers of the vehicle, GMA Corporate, have stated in a press release that “this transaction allows us to continue with our plan to rotate non-strategic assets” with the intention of continuing to create value for our shareholders, taking advantage of the current investment market and betting on the repositioning of the most important assets in the portfolio”. GMA Corporate, manager of the investment vehicle, has shared its intention to “continue to focus on the diversification and quality of the portfolio”, through strategic investments such as the one undertaken in Barcelona with the joint purchase of the Hotel Miramar Barcelona 5*GL and the Gran Hotel La Florida, and to “reposition assets”, both “at an aesthetic, brand and operator level, as is the case of the renovated Ilunion Barcelona Les Corts or Meliá Sevilla, which has just undertaken a second phase of investment, always following sustainability criteria”. In this sense, the Hotel Exe Coruña was refurbished by Atom in 2020, taking advantage of the closure caused in tourist establishments by the effects of the Covid-19 pandemic. “The refurbishment,” concluded GMA Corporate, ”made it possible to modernize the hotel and promote the local economy at a time when an uncertain horizon continued to weigh on tourism. Both the refurbishment and this operation are a sign of the industry’s commitment to sustainable growth that generates wealth in the destinations in which it operates beyond overnight stays”.

AC Baqueira nevado

La Val d’Aran, home to AC Baqueira, welcome to UNESCO’s “Biosphere Reserve” network

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As reported in a statement from the Conselh Generau d’Aran, last week took place in Agadir (Morocco) the ceremony of recognition as a UNESCO Biosphere Reserve with a total of 11 regions around the world, including the Val d’Aran, along with the region of Irati (Navarra), have been the only two territories of the Spanish State recognized with this distinction. In 2020 the government of Aran began the process to present the candidacy of the Val d’Aran to become a Biosphere Reserve. A work that began with the participatory process ARAN ACTION 2030, where two hundred people participated, both in person and online, who discussed the possible actions and strategies to meet the challenges of present and future in the economic, social and environmental fields in Aran. What are UNESCO Biosphere Reserves? Biosphere Reserves are, as defined by UNESCO, “Learning sites for sustainable development”. They are places where attempts are made to apply interdisciplinary approaches to understand and manage the changes and interactions that occur between social and ecological systems, including conflict prevention and biodiversity management. They are spaces that provide local solutions to global problems. Biosphere Reserves propose various solutions to reconcile biodiversity conservation with sustainable use. They are not in any case environmental protection figures, nor are they a tourist label. Biosphere Reserves (BR) are designated by national governments and are under the jurisdiction of the States in which they are located. The designation of BRs remains the responsibility of UNESCO’s Director General through the intergovernmental MAB program, with the MAB International Coordinating Council (MAB_ICC) making the decision. Their status is internationally recognized. BRs involve local communities and all interested organizations. According to the proposal, the Val d’Aran is an exceptional place for the conservation of natural biodiversity and cultural diversity. It is one of the most unique territories of the Eastern Pyrenees due to its border culture, its own cultural and linguistic identity and its unique landscape and ecological diversity. It is also one of the most feasible areas of transition towards a more sustainable model and economic development based on socio-cultural and environmental values. One of the major challenges of the territory is to diversify its capacities by becoming a more resilient space, as it represents a demonstration site for sustainable development methods through research, observation, training, education and awareness-raising. The Syndic of Aran, Maria Vergés, said that: “This distinction by UNESCO is a historic fact that reaffirms our commitment as a government to Aran and its people” and added that: “being a UNESCO Biosphere Reserve is also an important recognition in the line of action and to the country project that the Conselh Generau d’Aran government carries out reaffirming that we are on the right path to make Aran a territory with a future for its citizens, as well as to lead in the Pyrenees a joint strategy for sustainable development”. The Val d’Aran is home to the Baqueira-Beret resort, considered a leader in the world of skiing in Spain. Atom Hoteles Socimi has a presence in the destination through the Hotel AC Baqueira Autograph Collection, one of the best modern high-mountain hotels, and a symbol of the company’s commitment to luxury.

Meliá Hotels International, chosen as “most reputable” company in the Spanish tourism industry

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Meliá Hotels International is once again positioned as the leading tourism company in terms of corporate reputation according to Merco Empresas. The hotel company, ranked 22nd in the ranking, once again stands out in the classification prepared by the business reputation monitor. The hotel company, in addition to leading its sector, remains in the premium zone of Spanish companies, occupying 22nd place in the overall ranking. This highlights the positive assessment of Meliá by its different stakeholders who trust in the value and potential of the solid company that continues to innovate, both in terms of product and digitalization, offering a unique and quality experience to its customers, as well as remaining committed to ESG.  In this regard, it is worth noting that Meliá Hotels International was the most sustainable hotel company in the world according to the S&P Global 2023 Corporate Sustainability Assessment. Meliá Hotels International, founded by Gabriel Escarrer in 1956, is a partner of GMA in the vehicle promoted by Bankinter Investment Victoria Hotels & Resorts, and operates 6 hotels of Atom Hoteles Socimi, including the famous Meliá Valencia or the Sol La Palma, which will open its doors this year after 1,000 days closed due to the volcano.   Merco, a benchmark reputational assessment tool in Spain and Latin America that has been analyzing the reputation of companies since 2000, is backed by the market research company Análisis e Investigación. To prepare this report, it has carried out more than 63,435 surveys, seven evaluations and has used 28 sources of information. In addition, it was independently reviewed by KPMG. When evaluating the different companies, factors such as the projection of short and medium-term profits, the success of the business strategy or corporate governance, environmental sustainability and the quality of management are taken into account. Also taken into account are transparency of information, social commitment to the country and contribution to the community, among others.