The Spanish luxury hotel landscape welcomes a prestigious new address. Fuerte Group Hotels, a family-owned group based in Marbella, has broken ground on Daia La Herradura, its very first establishment in the province of Granada. This future five-star hotel, exclusively reserved for adults, represents an investment of over €14 million and aims to redefine wellness tourism on the Costa Tropical, with an opening scheduled for 2028.
- Fuerte Group Hotels is launching Daia La Herradura, its first hotel in the province of Granada: a beachfront, five-star adults-only property.
- An investment of over €14 million, with an opening scheduled for the 2028 season.
- 220 rooms, including 20 with direct pool access, on the Costa Tropical (Andalusia), approximately one hour from Malaga Airport.
- An address under the Daia Slow Beach Hotels brand, dedicated to wellness, relaxation, and disconnecting.
Daia La Herradura: an adults-only gem on the Costa Tropical
Nestled right on the beachfront, Daia La Herradura will embody the essence of understated luxury and serenity. This is the first establishment that Fuerte Group is developing in the province of Granada, marking a significant milestone in its expansion. The investment of over €14 million reflects the group’s ambition to create an exceptional destination, designed for a discerning adult clientele.
The project has been designed to offer an immersive experience, where every detail fosters an atmosphere of deep relaxation. With 220 rooms, including 20 boasting direct pool access from their private terrace, the hotel focuses on intimacy and absolute comfort. The architecture and interior design will strive to reflect the Mediterranean environment, utilizing natural materials and soothing tones in harmony with the coastal landscape.
A concept dedicated to wellness and serenity
Daia La Herradura will operate under the Daia Slow Beach Hotels brand, a concept centred on wellness and relaxation tourism. This positioning will be reflected in a comprehensive range of services and facilities designed to regenerate body and mind, centred around a dedicated wellness area equipped with modern facilities and exclusive treatments.
The hotel will also offer a fully equipped gym and an outdoor area set up for yoga. This holistic approach will be complemented by a creative workshop, in keeping with the “slow” concept that invites guests to slow down the pace.
Amenities designed for a discerning clientele
The culinary offering will meet the high expectations of the luxury segment: a buffet restaurant serving varied cuisine, an à la carte restaurant for more intimate dining experiences, a rooftop bar with sea views, and a bar adjacent to the solarium. Several pool areas, complete with jacuzzis, will invite guests to swim and unwind.
For total immersion in the coastal environment, the resort will include an exclusive beach club and a jetty providing direct access to the sea. These amenities reflect the group’s desire to offer a complete seaside experience, where luxury meets the natural beauty of the site.
La Herradura, a sought-after destination for luxury tourism
The choice of La Herradura is highly strategic, aligning with Fuerte Group’s approach of establishing a presence in high-spending destinations. This Granada locality is situated just over an hour from Malaga-Costa del Sol Airport, offering an ideal combination of accessibility and a preserved environment, highly valued by travellers in search of tranquillity.
La Herradura is renowned for its bay, mild microclimate, and crystal-clear waters, a privileged setting for scuba diving. These natural assets, combined with a well-established seaside tradition, have made it a discreet yet prestigious holiday destination for decades.
A unique microclimate and waters popular with divers
The bay benefits from a unique microclimate with mild temperatures year-round, extending the tourist season. Its transparent waters and rich marine life attract divers from all over the world. Thanks to its jetty and beach club, Daia La Herradura will offer its guests privileged access to these underwater landscapes.
Fuerte Group Hotels: strategic expansion and a solid heritage
The opening of Daia La Herradura comes during a phase of dynamic growth. The project complements another major development, Amàre Cancún Curio by Hilton, expected in October. With these two openings, Fuerte Group will reach 10 owned hotels and 2 tourist apartment complexes, totalling 2,864 rooms across Spain and Mexico.
The group, headquartered in Marbella and owned by Grupo El Fuerte, maintains a firm commitment to the luxury and upscale segments. In recent years, it has strengthened its El Fuerte, Amàre Hotels, and Daia Hotels brands, while retaining the historic Fuerte Hoteles brand for family tourism and Olée Holiday Rentals for apartments. This clear segmentation allows it to target different clienteles.
A family-owned group founded in 1957, focused on sustainability
Founded in 1957 by José Luque Manzano with the opening of the El Fuerte Marbella hotel, the group will celebrate its 70th anniversary in 2027. Today, it operates in Malaga, Cadiz, Huelva, and Ibiza, and soon in Mexico and Granada. Sustainability remains one of the pillars of its strategy, from project design to the daily management of its hotels.
Our view
The arrival of Daia La Herradura confirms the vitality of Spain’s luxury market and Fuerte Group’s vision. By betting on a still-preserved destination for an adults-only concept focused on well-being, the group positions itself in a high-growth segment. This €14 million investment strengthens Andalusia’s appeal on the international luxury map, and illustrates a family group’s ability to honour its heritage while looking to the future with a keen awareness of sustainability issues.
