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The luxury hotel brand SO/ arrives in southern Spain with its avant-garde and rebellious style

The luxury brand SO/ Hotels & Resorts, part of the Accor group, enters the Spanish market this summer, with the opening of SO/ Sotogrande, its very first resort in Europe. SO/ Hotels & Resorts is already present with unique urban hotels in Thailand, Singapore, New Zealand, Germany, Austria, Russia and Cuba.

Each SO/ hotel shares the brand’s characteristic philosophy of contemporary, avant-garde luxury hospitality. Epitomising unconventional, rebellious and playful luxury, SO/ brings together the vibrant and innovative personality of a design hotel, with the distinctive positioning of a fashion and lifestyle-led brand.

SO/ Hotels and Resorts brings its inventive and refined interpretation of luxury to Sotogrande, one of the most exclusive areas of Andalusia’s Costa del Sol. This unique and exceptional location sets the tone for the brand’s prestigious arrival in Spain.

Opening this summer, SO/ Sotogrande offers an immersive experience, encompassing a unique gastronomic offering; wellness facilities dedicated to health and relaxation; and impressive views of Sotogrande and the Mediterranean. Amongst the fitness facilities and services, guests can expect a gym as well as a range of wellness experiences dedicated to harmonising body & soul.

The desirable area of Sotogrande is renowned for its sports and leisure. There are 9 golf courses, a Polo Club, tennis & padel courts, water sports from local kayaking to Tarifa kitesurfing, as well as the charm of the nearby classic Andalusian ‘white villages’, and the allure of cosmopolitan Marbella, just half an hour away.

Another feature from SO/ is their collaborations with the fashion world, reflecting in each of its hotels a unique style. They have collaborated with Kenzo Takada at SO/ Mauritius, Christian Lacroix in SO/ Bangkok, Karl Lagerfeld in SO/ Singapore, Viktor&Rolf in SO/Berlin, amongst others.
For this project they have relied on Dolores Cortés, Spanish fashion designer. Dolores Cortés was one of the pioneers in introducing prints in the world of swimsuit and perfectly represents the local atmosphere that SO/ Sotogrande wants to reflect.

“SO/ represents luxury with an “unconventional” factor. With its rebellious and non-conformist attitude, SO/ exceeds expectations of travellers that seek to be surprised and impressed.

Spain was missing from our portfolio, a country we’ve always wanted to explore and that fits with our energy, so we’re especially excited to be here. We are always seeking destinations that amplify our unique style and DNA; and with the opening this summer in Sotogrande, we’ve found exactly that, an international reference for luxury and well-being that with the brand`s twist will perfectly reflect the values of SO/ “, comments João Rocco, Vice President, Luxury Brand Management, SO/ Hotels & Resorts.


SO/ Sotogrande will astonish, with its unique concept of the ‘Revolutionized Cortijo’. The hotel retains the essence and local style of the property’s Andalusian heritage, without losing the contemporary sophistication of the SO/ brand, with its captivating gastronomic and wellness guest experiences. With panoramic views of Sotogrande, this new lifestyle hotel will have 152 rooms, 36 of which are suites, setting new standards in the 5-star, luxury hotel industry.

Sotogrande is easily accessible, 90 minutes from Malaga’s AVE high-speed train station and close to the international airports of Gibraltar, Jerez, and Malaga. Marbella & Puerto Banús are half an hour’s drive away.
SO/ Sotogrande is an exciting new addition to the SO/ Hotels & Resorts portfolio, which also includes SO/ Paseo del Prado, La Habana, SO/ Mauritius, SO/ Berlin Das Stue, SO/ Vienna, and SO/ St. Petersburg.

Each SO/ address is an avant-garde and sophisticated masterpiece with its own one-of-a-kind personality and style, each a creative vision brought to life by renowned designers.
With an ambitious plan to expand its global presence in the coming years, SO/ plans to open new hotels in Kuala Lumpur, Koh Samui, Dubai, Paris, Melbourne, and Los Cabos, Mexico.

About SO/ Hotels & Resorts

SO/ Hotels & Resorts is so lived, expressive and full of local energy that even the most adventurous travelers will be fascinated. As a dynamic actor in the global hotel scene, the SO/ brand surprises with a playful and distinctly rebellious interpretation of luxury, including cutting-edge design, passion for fashion, modern rhythms, ‘Just Say SO’ service and lively bars and events. SO/ hotels are places to see and be seen, marveling at visitors with modern and enjoyable social experiences that capture the vivacity and atmosphere of each place. SO/ Hotels & Resorts is part of Accor, the world’s leading hotel group that offers unique experiences in 5000 hotels and residences in 110 countries.

About Accor

Accor is a world-leading hotel group offering unique experiences in over 5000 hotels, resorts and residences in 110 destinations. With an unrivalled portfolio of brands, from luxury to economical, Accor has contributed its savoir-faire in the hospitality sector for over 50 years. Beyond accommodation, Accor offers new ways to live, work and play with F&B brands, nightlife, wellness and co-working. Customers have access to one of the most attractive hotel loyalty programs in the world. In today’s healthcare context, in order to guarantee customers, the highest level of security, Accor focuses its activity on providing flexible stays, expanding its cancellation policy. The group has created, together with Bureau Veritas, the ALLSAFE label, according to which hotels will obtain a certification by applying new hygiene and health protocols, following an audit carried out by external professionals. In this line, Accor has signed an innovative strategic partnership with AXA, a world leader in insurance, to provide medical assistance to guests of the 5000 Accor hotels around the world. Accor is deeply committed to creating sustainable value and plays an active role in retribution to the planet and the community through its Planet 21 – Acting Here program and the Accor Solidarity Endowment Fund, which provides disadvantaged groups with access to employment through vocational training. Accor SA is listed on the Euronext Paris stock exchange (ISIN code: FR0000120404) and on the OTC market (Ticker: ACRFY) in the United States. For more information, visit follow Accor on Twitter, Facebook, LinkedIn and Instagram.

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