Mallorca, Spain has long been a fan favorite of the jet set crowd. Its stellar Mediterranean island location, beach resorts, golf courses, vineyards and tasting rooms and chic air of sophistication attract affluent travelers from all over the world.
It’s also become a cultural hub; for example, the Mallorca Film Festival will return October 28–November 4 for its 15th year. The event, held in Palma, draws filmmakers, industry insiders and Hollywood media for film screenings and networking events across the city. We hear that Palma is also attracting Hollywood A-listers like Nicole Kidman, Zoe Saldana, Eva Longoria and Pierce Brosnan, who have filmed recent projects here.
El Llorenç Parc de la Mar Source: NYBAU
Haven for Hollywood
This accomplished crowd likely stays on for the food. Mallorca in 2025 had 10 Michelin-starred restaurants named to the prestigious list. Of note is Santi Taura, the famed Michelin-star chef who oversees the restaurants for NYBAU, a local company with a trio of family-owned hotels. Taura is passionate about maintaining Mallorca’s culinary history and serves up farm-to-table and sea-to-table traditions that are deeply rooted in Balearic culture.
Three hotels in Mallorca
NYBAU has three hotels in Mallorca that are deeply entrenched in the Balearic Island’s culture. El Llorenç Parc de la Mar is the flagship hotel. Located in the city of Palma, the hotel is adults only and is home to DINS, Santi Taura’s Michelin-starred restaurant.
El Vicenç de la Mar Source: NYBAU
El Llorenç’s sister hotel is El Vicenç de la Mar on the northern coast of Cala Sant Vicenç. (Think Cinque Terre, but in Spain, thanks to the UNESCO-recognized Serra de Tramuntana mountain range which provides a stunning setting.)
It’s got a cinema room (for that Hollywood crowd, no doubt) and a bike center where guests can rent regular bikes or e-bikes. Note: Mallorca is known for being very bikeable and serves as the training ground for Tour de France athletes during the winter months.
At Es Figueral Nou, yoga, tennis and a spa head up the amenities.
The newest hotel is Es Figueral Nou, which opened in 2024 on an 18th-century estate in the Es Pla of Mallorca. That’s the island’s agricultural heartland (imagine fields of almond, fig and olive trees). The vibe here is wellness, with yoga, tennis and a spa heading up the amenities.
Up close with the CEO/Managing Director
Rubén Zamora, NYBAU Source: NYBAU
We caught up with Rubén Zamora, the CEO and managing director of NYBAU, to get the pulse of what’s happening at the hotel company and what he’s seeing in terms of luxury travel.
He told World of Luxury that Palma’s boutique and luxury hotel scene has blossomed over the past 15 years and that with NYBAU, the vision was to create properties where guests feel like a local.
“A key part of the experience is exceptional gastronomy, which is why we have one of the most passionate chefs in Mallorcan cuisine: local Michelin-starred Santi Taura, an iconic figure in Balearic gastronomy and a personal favorite of the Spanish royal family,” said Zamora.
The common traits of the three hotels are their focus on gastronomy, a nod to architecture and design that pay homage to Mallorcan heritage, wellness, and social gatherings. (Each hotel has a rooftop terrace and public areas that have been crafted for human interaction.) Yet, each hotel has retained its own personality and a connection to its unique surroundings.
Local luxury vibe
“At NYBAU, we believe every interaction with a guest is an opportunity to create unforgettable memories,” said Zamora. “Our brand conveys the true essence of Mallorca, respecting the environment, collaborating with local producers and businesses, and attracting travelers who are curious, conscious, and eager to experience the island beyond the hotel walls. Each stay is a full immersion into the culture, landscapes, and authenticity of Mallorca.”
Along those lines, he’s seeing more luxury consumers who travel with a purpose, planning trips around cultural, artistic, or gastronomic experiences. These could include attending local festivals, gallery openings, classical music concerts, or culinary events, as well as visiting historic estates, architecturally significant sites, or immersive workshops with local artisans.
Year-round visits
He's also seeing that luxury travelers are less tied to traditional peak seasons, visiting Mallorca throughout the year. That willingness to travel off-peak supports local businesses and encourages a more sustainable and balanced approach to tourism, says Zamora.
“Travelers are increasingly choosing to immerse themselves deeply in a single destination, rather than combining multiple countries in one trip,” he says, noting that guests may spend a full week in Mallorca, moving between different regions—from Palma to northern coves or the rural interior—to experience diverse landscapes, culture, and gastronomy.
Working with the trade
And, in case you were wondering, the luxury travel advisor plays a key role in the hotel company’s business with possibly some room to grow.
Zamora says that over the past four years, the U.S. market has grown significantly. It now represents the second most important market at El Llorenç and El Vicenç and is among the top five at Es Figueral.
“While the German market leads during the low season (November to March), trends shift in summer, and the U.S. becomes the top market, especially from June to September. The UK generally remains in second place and is the most consistent in conversion throughout the year,” says Zamora.
NYBAU has a dedicated team for luxury travel advisors in the U.K. The company also works with several specialized advisors in the U.S. “who trust us and send requests year-round,” he adds.
“For us, it is crucial to understand not only the client’s needs but also those of the advisor—from special requirements and response times to flexibility and attention to detail,” he concludes.
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