While Europe’s travel and tourism sector remains affected by the COVID pandemic, a new kind of traveller has emerged – one that is more discerning and, often, seeking the very best that there is to experience – thanks largely to the paradigm shift in life that 2020 has caused.

With the opening of SO/SOTOGRANDE – the latest new opening under Accor Hotels’ luxury ‘SO’ brand – on the horizon in late spring, the resort formerly known as Almenara will bring a quality of accommodation and experience that such discerning travellers will be yearning for.

It will be, perhaps, the final piece of the jigsaw for Sotogrande – one that has so far been lacking in what is a unique enclave of European exclusivity. Expected to officially debut in July, the luxury hotel will present an exhilarating combination of social spaces, exclusive experiences and distinctive “Just Say SO” services that celebrate Mediterranean culture.

The SO/SOTOGRANDE resort will sit at the heart of Sotogrande, at an idyllic and accessible location, just 20 minutes from Gibraltar and 50 minutes from Malaga airports, respectively. Such ease of travel links, combined with a plethora of amenities, will result in an offering for golf travellers that will be hard to beat.

At just a stone’s throw from no fewer than four world-class golf courses; Real Club Valderrama, La Reserva Club, Real Club de Golf Sotogrande and The San Roque Club, the new five-star resort will reflect the SO brand’s rebellious luxury in this idyllic setting within the Costa del Sol, blending exclusivity with the brand’s commitment to dynamic gastronomy and upbeat, vibrant well-being.

Upon completion of an extensive renovation and repositioning program of the historical Almenara Hotel, SO/SOTOGRANDE is expected to open its doors in July.

Sotogrande was established as an exclusive enclave inside a private world in the 1960s. Since its inception, it has been a home for the elite who seek refuge from the hustle and bustle of a fast-paced city life and crave space, sunshine, and access to the facets of life that really matter most.

At the destination’s epicentre and just a five-minute shuttle ride from SO/SOTOGRANDE is La Reserva Club; a one-of-a-kind sports and leisure club with world-class facilities and amenities, including a highly rated championship golf course and Spain’s only man-made beach club, all set atop the hills of Andalusia with views down to the Mediterranean.

Opened in 2003, the Cabell B. Robinson-designed championship course has quickly built its reputation as one of the premium golf and leisure resorts in Europe.

Carved into the Andalusian hillside with natural vistas in every direction, La Reserva Club is a wordclass.golf destination, and has become a firm favourite with golfers worldwide and considered a must-play for any golfer visiting the area.

Highlighted by generous, sweeping fairways and large, undulating greens, La Reserva Club is always in exceptional condition and will test every aspect of even the most accomplished golfer’s game, with the opening hole as picturesque as any in Europe.

The addition of SO/SOTOGRANDE will add the perfect starting point for visitors to explore Sotogrande as well and the wider aspects of Andalusia. Guests will have the opportunity to enjoy Tarifa and its “boho” spirit, stroll through the wine region of Jerez, or enjoy authentic and picturesque villages like Ronda and its rich Moorish history.

“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,” said Marc Topiol, chairman of Sotogrande SA.

“The concept of Sotogrande is to create experiences for our residents and guests where those living or visiting here can enjoy the very fundamentals of life. That being, the things that really matter to them; family, security, safety, privacy, and access to the desirable amenities – such as golf – that form their recreational habits,” added Topiol.

“The addition of this new resort will only further our offering and enable more like-minded families and individuals to get a taste of what Sotogrande has to offer, 365 days a year.

“SO/SOTOGRANDE will bring a fascinating blend of social spaces, sophisticated experiences and distinctive services that celebrate our Mediterranean culture.”

Overlooking the whole of Sotogrande, the hotel will feature 151 stylish rooms with 24 suites, setting new standards for true luxury hospitality within the destination. It will also feature extensive landscaped gardens with breathtaking views of the sea, Gibraltar and the Andalusian countryside, and will enjoy an enviable location for sports travel enthusiasts in close proximity to some of the world’s most exceptional golf courses as well as polo fields, watersports, horseback riding trails and an extensive array of other sports and wellness amenities.

This authentic oasis will capture the essence of Sotogrande’s originality.

Sotogrande SA, the developer of its namesake destination, led by Topiol, is committed to building on Sotogrande’s legacy and finding harmony between residents at their new gated communities and sophisticated travellers looking for a sample – or perhaps more – of Sotogrande life.

With the new hotel on the horizon, one avenue of interest for Topiol is reciprocal arrangements between La Reserva Club and like-minded members’ golf clubs across Europe and beyond.

“With the accessibility that this new resort creates, we’re exploring certain relationships with owners and managers of private golf clubs so that their members, who perhaps cannot enjoy their favourite sport in winter from their primary residence, can come south to Sotogrande, stay at the SO resorts and enjoy some unbelievable golf courses,” he said.

When not on the golf course, visiting golfers and their families and associates will enjoy SO/ SOTOGRANDE’s extensive landscaped gardens with breathtaking views of the sea, Gibraltar and the Andalusian countryside.

Moreover, an expanded equine infrastructure, including three polo clubs, is a celebration of the Andalusían equestrian culture, while the Mediterranean shore provides the perfect setting for watersports.

Close by is the region’s 1,300m2 nature reserve which also provides visitors with the perfect space to either lose yourself in the most tranquil of environments or invite friends along for adventures.

Whether there to play golf, relax or work, guests will be spoiled for choice with five swimming pools, nine dining spaces, and more than 2,000 square metres of spa and fitness facilities.

And with nearly 1,000 square meters of conference and meeting space – including an outdoor auditorium – SO/SOTOGRANDE is destined to become one of the most exclusive holiday and leisure destinations in southern Europe.