Iberostar expands operations on the Costa del Sol

The Spanish hotel chain Iberostar has expanded its presence in the hotel sector on the Costa del Sol by taking on the management of two hotels in Marbella and Torrox, a resort located about 45 kilometres east of Malaga. The hotel in Marbella is the Coral Beach and it will be open for Easter and the hotel in Torrox called the Malaga Beach will be open in June.

Iberostar purchased the Coral Beach hotel in Marbella in early September last year with a view to undertaking a complete renovation under the new management. The Coral Beach Marbella has now been designed for couples looking to relax in a distinguished and inspiring environment. The hotel has four floors and 170 rooms, all with terrace and views of the sea, gardens and pool area. The new Iberostar hotel is located right on the beach front and less than 1 km from Puerto Banus. The hotel also has a restaurant, snack bar on the terrace, beach club bar and a wellness and fitness center designed for lovers of relaxation and tranquility.

The Malaga Beach hotel in Torrox will be targeted more at families and the company believes there is great potential in the German market as they have recently experienced a high volume of bookings from German guests. The UK market is also performing well for hotels in Malaga although the economic crisis means that most tourists now opt for all-inclusive packages. The marketing director of Iberostar Hotels & Resorts in Europe, Oscar González, stated that “there is huge competition in the Costa del Sol and therefore the management and marketing of the hotels has to be excellent in order to succeed”, although he is convinced that 2011 will be a year “with positive signs” for the hotel sector in Spain.

At the start of this month Iberostar announced a deal with Spanish actor Antonio Banderas who will be the new face of the group’s advertising for the next three years. A native of Malaga, Banderas and the company recently outlined the details of the advertising strategy at a press conference in the Grand Hotel Paraíso on the Riviera Maya in Mexico.

This entry is filed under Marbella Hotels.