La Fonda Heritage Hotel strengthens luxury boutique tourism in Marbella with over 70% occupancy at the start of the season

• The hotel reflects a global trend: the rise of boutique establishments that prioritise authenticity, experience, and cultural value, with average rates between €300–€400 per night and average stays of three nights.
• La Fonda attracts affluent international travellers, mainly from the USA, the UK, Europe, and emerging markets such as the Middle East and Asia.
• As part of the Relais & Châteaux network and included in the Fine Hotels & Resorts and The Hotel Collection programmes by American Express Travel, the hotel has positioned itself as a top choice for international premium tourism seeking authentic experiences.

Marbella, 16 June 2025 — With occupancy exceeding 70% in June and its restaurant fully booked from Monday to Saturday, La Fonda Heritage Hotel has become the leading representative of boutique tourism in Marbella. This hotel, the first Relais & Châteaux member in Andalusia, has redefined its essence since its relaunch in 2022 under the direction of Carmine Sacco, establishing itself as a haven of exclusivity, history, and personalised hospitality — the epitome of “true luxury”.

The value of belonging to Relais & Châteaux

Founded in 1954, Relais & Châteaux currently brings together 580 unique properties across 65 countries, with 29 located in Spain. This hallmark of quality is renowned for its emphasis on history, design, culinary excellence, and attention to detail in guest relations. Moreover, 25% of its global clientele comes from the United States, solidifying the US as its primary source market.

The past three years have helped define the profile of La Fonda’s guest: a cultured, discerning traveller with high purchasing power. The hotel’s guest nationality mix is diverse:

• 20% come from the United States, mirroring the global trend of Relais & Châteaux.
• 20% from the United Kingdom, 10% from Ireland, and 18% from the rest of Western Europe.
• The remaining 32% come from the Middle East, Asia, Russia, and Eastern Europe, the result of an active strategy in emerging markets.

Inclusion in the Fine Hotels & Resorts and The Hotel Collection programmes by American Express Travel has been key in attracting both domestic and international premium travellers who value exclusive benefits and curated experiences.

The pulse of tourism in Marbella and the Costa del Sol

In May 2025, the province of Málaga recorded an average hotel occupancy rate of 86.06%, with a clear predominance of international tourists, who represented 75.5% of the total. Official forecasts suggest that occupancy levels will remain high throughout June and July, at around 84.9% and 80.5% respectively, confirming a summer of high demand for the destination, according to data from the Costa del Sol Hotel Business Association (AEHCOS).

At a regional level, Andalusia welcomed over 14.5 million visitors in 2024, according to figures published by the Regional Ministry of Tourism, Culture and Sport of the Andalusian Government. This growth was driven by the strong recovery of British tourism and the sustained increase in American visitors, which rose by 26.1% year-on-year, reaching 220,615 travellers from the United States.

Across the country, Spain received 17.1 million international tourists during the first quarter of 2025 — a 5.7% increase compared to the same period in 2024 — with total spending exceeding €23.5 billion, according to a report by the National Statistics Institute (INE) and Turespaña.

In this dynamic tourism context, La Fonda Heritage Hotel stands out as one of Marbella’s most distinctive projects: a luxury boutique hotel with 20 individually designed rooms housed within a fully restored 18th-century heritage building. The hotel offers a complete experience tailored to the boutique traveller, where authenticity, design, haute cuisine, and cultural immersion converge. It features a signature gastronomic restaurant, tranquil garden courtyards, elegant spaces for private events, and a panoramic rooftop with privileged views of the Old Town and the sea, complete with bar service and a refined cocktail menu.

La Fonda Heritage represents a new generation of hotels that go beyond accommodation, offering a value proposition based on experiencing the destination authentically. Located in the heart of Marbella’s Old Town, the hotel is naturally integrated into the city’s historical soul. Its prime location allows guests to immerse themselves in a genuine environment, where every corner evokes Andalusian and Mediterranean heritage. Strolling through Marbella’s Old Town is an experience in itself — defined by calm, architectural beauty, and a unique blend of artisanal and boutique shopping that enriches the destination’s charm.

From an economic standpoint, boutique hotels in Spain record an average daily rate (ADR) above the national average — the general ADR stood at around €120/night in 2023, with luxury properties and key cities (such as Barcelona) exceeding €197/night by March 2025. During peak season, ADRs on the Costa del Sol can surpass €150/night. At La Fonda Heritage, the average room rate ranges between €300–€400 per night, aligning with its positioning in the personalised luxury segment.

The average length of stay for international visitors choosing this type of hotel in Spain is between 3/4 and 3/5 nights, according to data from the National Statistics Institute (INE). This suggests that La Fonda not only attracts a high-level clientele but also offers a complete experience that encourages guests to stay longer, enjoying both the hotel’s services and the cultural surroundings of Marbella.

“Our guests are no longer simply looking for a place to sleep — they want to experience the destination through design, history, gastronomy, and service. The average stay is longer because we offer an emotionally engaging experience,” says Carmine Sacco, General Manager of La Fonda Heritage Hotel. “We’re a small hotel with a big soul, and that allows us to focus on every detail.”

The rise of the boutique hotel and its demands

The boutique hotel segment caters to a clear demand: travellers seek authenticity, cultural immersion, sustainability, and high-level gastronomy. Relais & Châteaux enjoys a high loyalty rate, with 50% to 85% of guests returning, and 85% of stays being leisure-oriented. This profile is perfectly aligned with the experience offered at La Fonda Heritage, where each guest finds the perfect balance between history, setting, and personalised service.

Reopened in 2022, La Fonda Heritage is housed in a historic building with a strong identity that has welcomed notable guests over the years and is now reimagined as a contemporary boutique space. Its restaurant, open from Monday to Saturday during the high season, offers culinary proposals that blend local produce with Mediterranean creativity, under the guidance and expertise of Executive Chef Jorge González Carmona.

“Our guest wants to feel more like a local than a tourist. They want to feel at home — away from home,” concludes the hotel’s General Manager.

For more information: www.lafondaheritage.com