Accor to debut avant-garde lifestyle brand ‘SO/’ in Spain

SO/ Sotogrande Resort & Spa
SO/ Sotogrande Resort & Spa

Set to open in 2021, Accor’s luxury, lifestyle brand SO/ Hotels & Resorts has announced its debut in the south of Spain in Sotogrande.

Together with developer Sotogrande SA, the hospitality giant has signed a management agreement to open the first SO/ property in Spain. Formerly the historic Almenara Hotel, SO/ Sotogrande Resort & Spa will be hosting guests in an idyllic setting upon completion of its extensive renovation and repositioning programme.

Sotogrande is a prestigious destination located on the southern tip of Spain that is known for its residential sports and leisure offerings.

“The most avant-garde brand in Accor’s luxury portfolio”

“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 of Accor’s luxury brands in Europe.

Nestled on the Mediterranean coast between Marbella and Gibraltar, SO/ Sotogrande will offer a blend of social spaces, sophisticated experiences and services that celebrate Mediterranean culture.

Overlooking all of Sotogrande, the new luxury hotel will feature 151 rooms with 24 suites, as well as extensive landscaped gardens with breathtaking views of the sea.

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