Stunning views of immaculate gardens and expansive pools welcome guests to the SO/ Sotogrande Resort & Spa. (Photo: Accor)

Avant-garde lifestyle brand SO/ to land in Sotogrande in 2021 and offer travellers the best of local flair and culture.

SO/ Hotels and Resorts will open its first Spanish property in 2021, according to a new announcement by parent group Accor.

The luxury lifestyle brand will be coming to the southern tip of Spain and will channel the very best of Mediterranean culture and identity.

We find out more.

SO/ coming to Spain’s Sotogrande

French hotel giant Accor’s SO/ brand will be hitting the southern coast of Spain next year, in a move that will see the group cementing their presence in the Costa del Sol.

SO/ is billed as a rebellious luxury brand, one that brings boutique lifestyle hotels to a new level of individuality. The SO/ Sotogrande Resort & Spa will be situated between the popular tourist destination of Marbella and the jumping off point for Gibraltar, taking in the very best of what the Mediterranean coast has to offer.

Marc Topiol, Chairman of Sotogrande SA, spoke of the proposed opening, saying, “We are thrilled that Accor has placed its trust in Sotogrande as a destination. The opening of the SO/ Sotogrande Resort & Spa will mark an exciting new phase in our consistent efforts to present all the attributes expected of a high-end destination like ours.”

Renovation and rebranding

The SO/ Sotogrande Resort & Spa will be housed in the former Almenara Hotel, which, upon its opening as the new SO/ branded hotel, will have been physically refurbished and ideologically aligned to come under the SO/ umbrella.

Once renovated, the property will offer guests a mix of stylish, atmospheric and vibrant social areas, immaculately landscaped gardens and grounds and serene spaces to relax in.

The property will also draw on the unique appeal of Spain’s Mediterranean coast, which boasts golf courses, busy beaches, glamorous nightlife and a range of leisure and entertainment activities.

“SO/ is the most avant-garde brand in Accor’s luxury portfolio, which combines vibrant local energy with creative gastronomic experiences and modern luxury service. The opening of SO/ Sotogrande Resort & Spa represents an excellent opportunity to introduce the brand in Spain and operate an emblematic property within our network, which is currently experiencing rapid growth,” said Marc Dardenne, CEO, Luxury Brands, Europe, Accor.

Features and amenities

The hotel will boast several enviable features that will surely draw a discerning and tasteful clientele. The property overlooks the entirety of Sotogrande and offers guests a choice of 151 well-appointed rooms or 24 exquisite suites.

Visitors will be able to experience the best of this elite destination, given the hotel’s proximity to Sotogrande, but will also have easy access to other upscale destinations, such as the glitzy Puerto Banus, which is just an hour away.

The property will attract business and leisure guests alike, who can avail of the hotel’s five swimming pools, nine dining spaces, more than 2,000 sqm of spa and fitness facilities, and approximately 1,000 sqm of conference and meeting space, which includes an outdoor auditorium which will undoubtedly impress both clients and colleagues.

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SO/ Hotels & Resorts are a playful mix of sophistication and the dynamic style of each locale. Highly creative and fashion-led, each SO Hotel® is an avant-garde masterpiece imaginatively inspired by an iconic, signature designer.