“Rebellious luxury” planned for Sotogrande

"Just say SO". Sotogrande is about to undergo a revolution.

Accor's luxury, lifestyle brand SO/ Hotels & Resorts, together with Sotogrande SA, have signed a management agreement to open the first SO/ project in Spain.

SO/ Sotogrande Resort & Spa will reflect the brand's "rebellious luxury", blending exclusivity with the brand's commitment to dynamic gastronomy and upbeat vibrant well-being. The project will require an extensive renovation of the Almenara Hotel, SO/ Sotogrande and is scheduled to open in Spring 2021.

SO/ Sotogrande will bring a fascinating blend of social spaces, sophisticated experiences and distinctive "Just Say SO" services that celebrate Mediterranean culture. Overlooking Sotogrande, the new luxury hotel will feature 151 stylish rooms with 24 suites, setting new standards for luxury hospitality.

Redefining the traditional codes of hospitality through the lens of an unconventional savoir-faire, SO/ Sotogrande aims to become one of the most exclusive holiday and leisure destinations in southern Europe. Whether there to relax or work, guests will be spoiled for choice with five swimming pools, nine dining spaces, more than 2,000 square meters of spa and fitness facilities, and nearly 1,000 square meters of conference and meeting space, including an outdoor auditorium.

"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.

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