Why Marbella’s First Branded Hotel Is the Investment Everyone’s Been Waiting For

Marbella is once again at the centre of the global luxury stage with a project like no other: the city’s first branded hotel development. Backed by an investment exceeding €500 million and set in a privileged beachfront location, this landmark project—driven by a joint venture between Sierra Blanca Estates and Platinum Estates—is set to redefine the high-end residential-hospitality landscape on the Costa del Sol.

At Pure Living Properties, we’ve taken a close look at every detail of this ambitious resort. Here’s why this branded hotel development represents a strategic opportunity for discerning investors—and how it’s poised to shape the future of luxury living in Marbella.

1.A Landmark Investment Over €500 Million

Spanning 160,000 m² in the ultra-exclusive Las Dunas Club area—home to some of Marbella’s finest beaches—this new branded development will include a five-star hotel and 180 branded residences. But this is no ordinary luxury project. It’s a visionary concept blending iconic architecture, world-class service delivered by one of the most prestigious hotel brands, and a lifestyle tailored to an international audience.

This level of investment positions Marbella alongside elite global destinations such as Dubai, Miami, and the French Riviera—places where branded residences have become synonymous with exclusivity, profitability, and cutting-edge design.

2.What Is a Branded Hotel Development—and Why Is It Thriving?

A branded hotel development integrates luxury residences and a hotel under the umbrella of a globally recognised brand. These properties benefit from the operational standards, services, and prestige of top-tier hotel chains—offering unmatched added value.

Recent studies suggest that branded residences can command 20–30% more value per square metre compared to non-branded homes. They also tend to be easier to resell and offer excellent rental yields.

3.Iconic Design, Beachfront Living and Five-Star Amenities

Set directly on one of Marbella’s finest natural beaches, this resort will make the most of its surroundings, offering:

• Panoramic sea views from every unit
• An exclusive beach club
• Spa, wellness centre, gym, private cinema, gourmet restaurants and event spaces
• 24-hour security and direct beach access

All under the name of a yet-to-be-announced international hotel brand—expected to match the level of Sierra Blanca Estates’ previous partnerships with Fendi Casa, Dolce&Gabbana and Karl Lagerfeld.

4.A Booming Market: The Rise of Branded Living

This new development reflects a clear evolution in the luxury real estate market. Sierra Blanca Estates, the developer behind the project, has already seen an extraordinary response to previous fashion-branded projects, particularly among buyers from the United States, Eastern Europe, and the Middle East.

It’s clear that branded residences are attracting sophisticated international investors seeking exclusive homes that combine design, service, and solid returns. Marbella—and the Costa del Sol in general—is quickly becoming a key destination for this growing demand.

This new resort will significantly enhance the high-end property offering in the area, ushering in a new way of owning and experiencing property in Marbella—blending five-star hospitality, luxury living, and a 360° lifestyle concept for both owners and guests, while remaining accessible to the wider public.

5.A Strategic Boost for Marbella’s Global Appeal

This branded hotel development is both an exceptional investment opportunity and a major urban milestone for Marbella. As Carlos Rodríguez, CEO of Sierra Blanca Estates, puts it:
“This will be a project that stands out not just on the Costa del Sol, but across the entire Mediterranean.”

The resort will help redefine the skyline of East Marbella, energise the luxury tourism and residential market, and raise the bar in design, sustainability, and lifestyle. The combination of private residences with five-star service responds to a growing demand for luxury as a complete and immersive experience.

Harry Mohinani, CEO of Platinum Estates, notes that the strategic alliance with Sierra Blanca Estates “allows us to create a global icon in Marbella—aligned with our vision and designed for the international luxury market.”

The Context: A Hospitality Boom and New Investment Trends

The luxury hotel sector in Spain is currently enjoying one of its most dynamic moments. In 2024 alone, the province of Málaga received over €560 million in hotel investment, while the Barceló Group announced plans to open up to 30 new hotels across the country.

The demand for distinctive offerings such as branded developments is growing rapidly—and Marbella is playing a key role in this trend. This model aligns with the rise of experience-led travel, where accommodation itself becomes a central part of the lifestyle journey.

The result? A new way of living—and investing—in iconic destinations like Marbella.

Is This the Investment You’ve Been Waiting For?

If you’re looking to be part of a truly unique project—with unrivalled capital appreciation, exclusive services, and a prime beachfront location—this branded hotel development in Marbella could be your gateway to a new era of luxury living.

At Pure Living Properties, leaders in the prime segment of the Costa del Sol, we’re closely following every step of this development. Our expert team can help you reserve one of the future residences or identify similar opportunities, always with the highest level of advice and discretion.

Are you ready to be part of the future of luxury in Marbella?

Our specialist team will guide you from first enquiry to the final investment.

Contact our sales team today. Your next big project begins here.