Accor to Open First SO/ Hotel in Spain

(SO/ Sotogrande)

When Accor first launched SO/ as an exclusive offshoot of Sofitel, the brand made waves for its fashion connection. Karl Lagerfeld designed the emblem for the Singapore hotel, while Kenzo Takada served as artistic director for So Mauritius and Christian Lacroix for So Bangkok. Contemporary in style, the group expanded to Berlin, Auckland, Havana, Vienna and St. Petersburg. Today the SO/ brand has morphed into a vibrant expression of each locale, showing off trendy bars, cutting-edge design, “Just Say SO” service, and a fashion focus. In the latest news from Accor, SO/ is sauntering into Spain…

Slated to open in spring 2021, the SO/ Sotogrande will be the conversion of the historic Almenara Hotel on the Costa del Sol, following a top-to-bottom renovation and repositioning. This stretch of Spain’s Mediterranean coast—located between Marbella and Gibraltar—makes a great launch pad for exploring Andalusia. The luxury hotel project is a partnership with Sotogrande SA, the developer behind this beach destination. Within close proximity are some of Europe’s finest golf courses, alongside equestrian activities (polo, anyone?) and water sports.

Surrounded by lush gardens, SO/ Sotogrande will have 151 rooms including 24 suites overlooking the Andalusian countryside and the sea. Facilities will include five swimming pools, nine restaurants, expansive spa and fitness amenities, and extensive meeting space, including an outdoor auditorium.  

Free Luxury Travel Newsletter

Like this story? Subscribe to The Dossier

Luxury Travel Advisor’s only newsletter, covering unique destinations and product news for affluent travelers. Delivered every Tuesday & Thursday.

This will be Accor’s first SO/ hotel in Spain. In the pipeline for the SO/ portfolio are new properties in Kuala Lumpur, Koh Samui, Dubai, Paris, Melbourne and Los Cabos.

Related Articles

Sofitel Rome Villa Borghese to Reopen in July With New Look

Mandarin Oriental Ritz, Madrid to Launch in Summer 2020

Raffles Singapore Officially Completes Restoration

Tenerife, an Insider Guide to the Island of Eternal Spring

Suggested Articles:

Valerie Wilson Travel's Fall Client Series will feature Delta Air Lines, Abercrombie & Kent, Silversea and Celebrity Cruises. Learn more here.

Perceptions of safety for domestic travel, transportation and lodging are at their highest since the start of the pandemic. Learn more here.

The motivational speaker on leadership, Adventure Racing champion and author will be the keynote speaker for the company’s annual conference.