Sir Richard Branson hailed a “momentous day” as he opened his latest Virgin Limited Edition property in Majorca.
Son Bunyola Hotel on the island’s northwest coast began welcoming guests on June 16 but was officially opened on June 22 during a weekend of celebrations with local and international press and senior members of the travel trade.
The property in Banyalbufar sits within the Unesco World Heritage-protected Son Bunyola Estate, which Branson bought in 1994. The 1,300-acre site already houses three luxury villas, which opened in 2005.
Branson said the hotel was “more than 20 years in the making” following lengthy challenges around planning permission.
The hotel is set in a restored 16th-century finca, the oldest part of which is thought to date back to the 13th century. Stone towers across the wider estate date back to the Bronze and Iron ages.
The property features 26 rooms and suites, which are spread across the main finca, the tafona (olive mill) and several annex buildings.
There is also two restaurants, an outdoor pool, a spa with two treatment rooms and a wellness programme including outdoor yoga sessions, hiking and biking.
Branson has long had a connection to Majorca, having first come to the island as a child and later creating what is now known as Belmond La Residencia in Deià.
“Today is a momentous day as we open our beautiful hotel, Son Bunyola,” he said.
“The historic finca on a Unesco World Heritage site was just waiting to be lovingly brought back to life, and the team has taken so much care to restore it. I truly believe we have the very best and most unspoilt location on the island, with three miles of its own pristine coastline set within 1,300 acres of exquisite land with the stunning Tramuntana Mountains as its backdrop.
“There are also olive groves, vineyards and some of the best hiking and cycling in the world. I’m hoping it will bring back the magic to those who can remember our original boutique hotel in Majorca from the early days.”
Branson confirmed development of the estate was ongoing, with plans unveiled to restore another of the site’s fincas into a 12-suite ‘manor house’ for exclusive-use groups and weddings.
The estate’s three villas, Sa Terra Rotja, Sa Punta de S’Aguila and Son Balagueret, will also be refreshed this winter in time for next summer.
Keen to maintain its agricultural roots, the hotel has installed 12 beehives and planted vines, with the hope of reproducing the estate’s Malvasia wine from 2026. It has plans to expand its on-site kitchen garden and resume farming activity to boost the production of on-site produce.
James Bermingham, chief executive of Virgin Limited Edition parent company Virgin Hotels Collection, said the response to the new property had been “overwhelmingly enthusiastic”, with forward bookings for the summer looking strong.
He added that he expected the top three markets to the hotel to be the UK, Germany and the US.
Members of the UK travel trade in attendance at the opening included Carrier’s managing director, Natasha Towey.
“You feel the love and commitment that’s gone into all aspects of its elegant restoration along with the appreciation of the monumental heritage, local community and agriculture of the land,” she said.
“It touches you to hear Sir Richard talk so lovingly of his long journey and vision for this place and his obvious joy to now be able share it with others. Having already done our first booking to the property and seeing demand for more unique, multi-experience trips to Majorca, Son Bunyola is certainly an outstanding addition to our portfolio.”
Rates at Son Bunyola start at €600 per night on a bed-and-breakfast basis.