Magaluf targets upmarket holidaymakers with swanky new resort

The Mallorcan resort of Magaluf is hoping to rid itself of its downmarket image with a new trendy upmarket resort.

The town, sometimes referred to as 'Shagaluf', has earned itself a reputation as a centre for 'sun, sea and sex' but hopes the new €130 million Calvi-¡ Beach Resort will attract a more upmarket holidaymaker.

Spanish hotel group, Meli-¡ Hotels International, has completed the first phase of the development with its investment partners.

The resort comprises the Sol Antillas Barbados Hotel, the Beach House Hotel and the Sol Wave House Hotel.

The latter two have been fully renovated following partnerships with two prestigious international brands - Wave House, a global entertainment, sport and leisure venue, and Nikki Beach, the international chain of exclusive beach clubs founded on Miami's South Beach.

The Wave House partnership will introduce innovative surf simulation technology to Europe.

The hotel also promises a calendar of weekly events "set to dominate the Mallorcan party scene this summer".

The Beach House Hotel is focused on adult guests, music and entertainment, with a resident DJ, yoga, pilates, and personal trainers.

Gabriel Escarrer, CEO of Meli-¡ Hotels International, said: "We're very excited about the impact Calvi-¡ Beach Resorts is set to have on bringing a new type of tourist to Mallorca, which fits reflects the upmarket surroundings which we have created through the significant investment in the area."

Friday, July 20, 2012