Rafael Nadal and Richard Branson Introduce New Hotels—and Spotlight—on Mallorca

It's a perfect pairing. Next month, Melia Hotels will officially unveil its latest establishment in Mallorca: Zel, a 165-room hotel and the first in a planned series of 20 in collaboration with tennis champion Rafael Nadal. The Mallorca native already runs a tennis academy in his hometown of Manacor, featuring around two dozen courts, but this marks his inaugural venture into hospitality. It's no surprise he chose Melia as a partner, as it shares a Mallorcan heritage, having begun in 1956 before expanding globally.

The inaugural Zel location is situated on the island's southern coast, nestled between the super-yacht haven of Andratx and the capital, Palma; the name translates to "sky" in the widely spoken Catalan dialect. The rooms feature a retro-Mediterranean aesthetic—think neutral colors, rope curtains, and touches of the local ikat pattern. A 3,200-foot golden beach lies just outside, alongside several dining options and a spacious gym; interestingly, though, Zel lacks a tennis court. Perhaps this hints that the injury-prone star is ready to transition from serving to serving drinks, although he hasn't yet been seen behind the bar. (Nadal has curated a list of childhood must-sees on the island for guests.)

However, that four-star establishment isn't the sole new addition this summer on the largest of the Balearic Islands. (At roughly 1,400 square miles, Mallorca is about six times the size of Ibiza.) The Belmond-operated La Residencia in Deia has long been the island's premier luxury hotel—but now it faces new competition, thanks to Richard Branson, who originally opened it. His new venture, the 26-room Son Bunyola, debuted earlier this month; it's situated on a 1,300-acre estate, where olive oil is produced and vines are planted in a budding vineyard. At the same time, Grand Hotel Son Net welcomed guests; this 31-room former finca (Spain’s version of a Texas ranch) is nestled among the hills of the central Tramuntana range and has been reimagined as an ultra-luxury retreat. Consider one of the smaller rooms—41, 42, or 43—in the main house, which features private entrances; the brand-new, multi-level subterranean wellness center is another highlight. Nearby, Castell Son Claret stands out for its spacious accommodations and memorable meals from local chef Jordi Cantó—don’t miss the delicious chorizo toast at breakfast.

Also entering the hospitality scene in Mallorca is photographer Kate Bellm, a genuine trendsetter who collaborates with names like Alexa Chung and Chrome Hearts. Bellm and her partner, Edgar Lopez, have launched the new Hotel Corazon, a vibrant 15-room converted finca that also serves as an art space and boutique near the creative hub of Deia. Later this summer, a 37-room hotel in central Palma, housed in one of the city’s oldest structures (dating back to the 12th century), will begin operating under the Scandinavian brand Nobis.

What’s driving the surge in upscale openings at this once laid-back destination? Part of the reason lies in the local government’s efforts to shift the island’s focus from the sun-seeking crowds of Brits and Germans who historically flocked here for affordable drinks and sunny weather in areas like Magaluf—now rebranded as Calvià Beach. New laws have curtailed the notorious all-night drinking sprees, limiting activities like booze cruises and pub crawls, alongside the implementation of conduct contracts presented to guests during check-in. This image revamp aims to attract more sophisticated establishments to the Magaluf region. The high-end day club Nikki Beach, popular in St. Bart’s, Miami, and the South of France, opened its doors there three years ago. Zel is set to launch just five minutes from the main Magaluf strip, part of Melia’s €230 million (US$251 million) initiative to rejuvenate the area. Over 60 percent of the hotels now meet the four-star or higher criteria.

Local authorities have also introduced regulations aimed at enhancing staff safety; for instance, new hotel room beds must be elevated to prevent back strain for room attendants. This intentional upscale shift is intended to deter the rowdy visitors who previously overran the city all summer long. “Hosting 10 million tourists annually comes at a price,” the local tourism director told the BBC, elaborating on the motivation behind these changes. “Having countless partygoers dirtying the streets or ending up in hospitals imposes a significant burden on locals.”

Additionally, Mallorca has capped the total number of hotel beds available; last October, the council established this limit at 430,000, a substantial figure considering the island's population is under 1 million. This restriction has fueled the current boom, as noted by Luke Jakobson, an expat Australian who operates The Mallorcan magazine. “You can only introduce a new hotel by reducing existing bed counts elsewhere,” he explains. “Many hotels built in the 1970s and 1980s fell into disrepair, leading to closures accelerated by COVID, thereby opening opportunities within the quota to establish new hotels.”

Scott Dunn Private head Jules Maury has been observing Mallorca for a while, recognizing its potential to become a trendy high-end destination as soon as sufficient new four- and five-star hotels replace the aging beachfront establishments. This summer, Maury has reintroduced it as one of her top recommendations. “The island has long needed a hotel renaissance, and now all the land agreements and planning permissions have finally aligned, which is quite fascinating,” she shares with Dinogo. “Son Bunyola has been in development for years, but it has only recently received the green light.”

Affordability and accessibility are also crucial to its resurgence. Many locals highlight the new nonstop flight connecting New York–EWR to Palma on United Airlines as a game-changer for the hospitality industry. This service began last year for the summer season and has increased from twice weekly to three times weekly for 2023, through September. “That direct flight has definitely made a difference—there are many more Americans now,” notes London-based fashion executive Daisy Hoppen, whose family has long owned a second home in Mallorca’s countryside. “Six years ago, Mallorca wasn't known as a social hotspot—it was all about Ibiza—but there's been a remarkable revival lately.”

Even affluent travelers will be pleasantly surprised by how Spain remains exceptionally affordable, especially compared to other Mediterranean locales. “The budget for one enjoyable day in France can get you two in Italy or three in Spain,” says Madrid-based travel expert Virginia Irurita. “Mallorca is reminiscent of Italy, but you spend significantly less on food, wine, olive oil, and the beautiful landscape. The Balearic Islands resemble what Americans envision Italy to be, with cypress trees, almond groves, and deep blue waters.”

In contrast to many other Mediterranean destinations, Mallorca is suitable for tourism throughout the year—indeed, professional cyclists often train on its rugged interior when the temperatures are cooler and more comfortable than the summer heat. Virginia Irurita, founder of Made for Spain & Portugal, reports an uptick in off-season travel, even during the rainier months of January and February. “To me, luxury now means personalized travel during the off-season—otherwise, it can be overwhelming,” she notes, pointing out the overtourism during peak season from June to August. The year-round operational viability makes Mallorca more attractive for hoteliers compared to a Greek island, which can typically operate only five or six months a year. For example, Son Net features fireplaces throughout, making it ideal for both winter retreats and summer escapes. The shift toward year-round travel among upscale visitors, as Irurita mentions, has created a rising demand for that consistent availability.

Don’t expect Mallorca to be overcrowded this summer. Its pop culture appeal is growing: If the upcoming season of The Crown makes you yearn for a visit to St. Tropez or Portofino, consider skipping France or Italy and heading here instead, as Mallorca can easily substitute for both. Nicole Kidman filmed her upcoming miniseries Lioness, created by Yellowstone’s Taylor Sheridan, on the island last winter as well. Moreover, there are even more hotels on the horizon: Both Mandarin Oriental and Four Seasons have secured locations, and Six Senses is reportedly scouting a site. “If you find Capri too crowded and lacking in charm, and Ibiza too frenetic, Mallorca is the ultimate choice,” says Jules Maury. “It caters to everyone and is easily accessible, with tranquil spots and picturesque towns. It truly ticks all the boxes.”

Essential tips for your journey

How to get there

United Airlines operates flights from Newark to Palma three times a week: eastbound on Tuesday, Thursday, and Sunday, returning on Monday, Wednesday, and Friday. This service began on May 25 and will continue through September 2023. The main airport is just a short drive from Palma’s historic city center; if you’re staying elsewhere, make sure to arrange a car rental, as distances can be unexpectedly long. Rideshare options are also widely available.

Accommodations

Travel consultants and tour operators to contact

For crafting tailored insider itineraries in Spain, Virginia Irurita stands unmatched and is a frequent visitor to Mallorca, often seen browsing the weekly flea market in Deia for unique finds. To locate a villa or access local concierge services, Milagro Care is the top choice, operated by two long-term expat residents—one British and the other German.