Skift Take
Finca Cortesín has become an award-winning property in Málaga, Spain. But its operator will need a fresh playbook to draw guests to its new 17th-century palace in the mountains of Mallorca.
The new Grand Hotel Son Net, which opened last month, is set at the foothills of the Tramuntana Mountains on the island of Mallorca — and does not want to be referred to as a boutique hotel. Nor does it consider itself a resort.
“It is a 31-room-and-suite palace hotel, in a beautiful place, but not boutique,” said René Zimmer, managing director at Finca Cortesín Hotels & Resorts. “For me, a boutique hotel is a word that has been used too much. The same with 'luxury.' Everything today is luxury, and everything is boutique.”
Located within a 17th-century former palace, Grand Hotel Son Net is the second hotel venture from the team behind the 67-room Finca Cortesín resort in the Málaga province of Spain. They’ve honed that style concept at Finca Cortesín, which won Travel + Leisure’s World’s Best Awards in 2022 for the top resort in Spain & Portugal — beating properties like Six Senses Douro Valley.