Sotogrande is a private residential development in Andalusia, Spain, which includes world-famous golf clubs such as Valderrama and La Reserva Club. Here, Rita Jordão, director of marketing for Sotogrande, talks to us about its new marketing campaign that highlights the location as somewhere to live, not just go on holiday to, and how its golf offering is being developed even further.
‘The Art of Living’ campaign clearly presents Sotogrande as more than a destination – it positions it as a lifestyle brand. From a business and brand strategy perspective, what were the core objectives behind launching this campaign?
Sotogrande has so much to offer that we want to showcase the estate in a way that feels authentic and relatable. When you look at most corporate destination videos, they all show beautiful, stunning images, but often they miss out on the personal experience and relatability, and tend to look very much the same. We feel that Sotogrande is not just another destination; it’s a very special place, and it has been for over 60 years.
More and more people are choosing Sotogrande not just as a holiday destination but as their primary home, because of everything it offers.
We really wanted to show what a week in Sotogrande could actually look like, and I believe the video captures that spirit very well – showing the real essence of life here, where people live, work, are active, and truly enjoy a balanced private and family life.
Sotogrande is firmly established on the global professional golf map, having recently hosted both LIV Golf Andalucía and the DP World Tour’s Andalucía Masters. What is the long-term vision for welcoming these elite tournaments to the region, and how does the launch of the new Golf Academy at Sotogrande – particularly its focus on technological investment, youth development, and innovative instruction – fit into that strategy?
In Spain and Europe, it’s difficult to plan long-term for professional events, as things don’t always follow a long-term structure as they might elsewhere.
That said, Sotogrande has always been committed to the highest standards of golf and will continue to be so – whether through the day-to-day quality of our facilities or through long-standing commitments at venues like Real Club Valderrama, Real Club Sotogrande and La Reserva Club.
We are firmly committed to maintaining a strong connection with both professional and amateur elite golf. That goes beyond professional events, as you mention, we are also working on several new initiatives, including the launch of our new Golf Academy, which will be located right next to the SO/ Sotogrande Spa & Golf Resort Hotel. The Golf Academy will enable us to create a more inclusive, relaxed and lifestyle-oriented approach to golf, while maintaining strong links to the elite level of the game.
There’s a lot happening, and we’re excited to share more news very soon!
La Reserva Club combines championship golf with The Beach and a world-class Racket Centre. From a planning and investment standpoint, how important is this type of multi-sport infrastructure in attracting high-value residents and guests?
From the very beginning, Sotogrande was built as a complete community, not just around a golf course. It includes polo, yachting, tennis and padel, and now newer facilities like The Beach and the upgraded Racket Centre at La Reserva.
These elements bring not only sporting opportunities but also social life, which is crucial to creating a year-round vibrant community.
Sotogrande appeals to golfers, but it also attracts families, wellness seekers and people looking for a balanced lifestyle – so having access to an international school, healthcare, and a full range of lifestyle services are also essential parts of the overall experience.
It’s about building a destination where people want to live full-time, not just visit on holiday – and that has been the vision since the very start, but it’s a vision that is more relevant today than it was ever before. As an example, if we look at the golfing audience, it is so much more sophisticated today than in the past. Golfers seek quality golf but that needs to be delivered with quality gastronomy, wellness activities, beach experiences, workshops and so on.
The five-star SO/ Sotogrande Spa & Golf Resort Hotel has become a cornerstone of your hospitality offering. How does the property perform in terms of appealing not only to golfers, but also to wellness travellers, the MICE sector and broader lifestyle tourism?
The SO/ Sotogrande Spa & Golf Resort Hotel is the first five-star hotel in Sotogrande and has quickly matured in quality over the past year and a half. It has solidified its presence, not just during the summer but increasingly across all seasons.
Unlike typical beach-front destinations, Sotogrande offers a much broader range of activities – golf, racket sports, watersports and a full wellness programme.he wellness offering, especially, has grown significantly. The hotel’s spa is one of the largest and best in the area, providing an outstanding level of service and facilities.
This focus on wellness, combined with the natural surroundings and the diverse activities available, has helped attract guests beyond the traditional summer season, boosting year-round tourism and reinforcing Sotogrande as a lifestyle destination.
Sotogrande has long offered a distinctive real estate proposition – low density, architectural integrity, and harmony with the natural environment. How would you describe the current direction of Sotogrande SA’s real estate strategy?
We are continuing along the same path, maintaining our original DNA – but taking it even another step further.
In La Reserva, where most new real estate projects are now focused, we have actually reduced the density even more, further enhancing quality of life and the preservation of natural surroundings.
Architecturally, Sotogrande has always been forward-thinking, working with Spain’s top architects even in the 1960s and 70s, and we continue that tradition.
However, today, the major evolution is in sustainability and wellness. We are incorporating new building techniques and technologies to ensure homes are not only modern and beautiful but also highly efficient and self-sustainable, especially in terms of energy and water usage.
We are also investing heavily in solar energy production for both residential and resort facilities.
Overall, the focus now is on optimising construction techniques and enhancing the long-term quality of life for our residents, while respecting the environment in every possible way.
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