Puro Group

Puro Group, lifestyle hospitality spanning boutique hotels and beach clubs

Puro Group presents itself as an international lifestyle brand specializing in hospitality and wellness that brings together hotels, beach clubs and luxury resorts. Its offering is built around four recurring pillars in its communication: gastronomy, music, wellness and quality leisure. The company describes its spaces as idyllic destinations where design, service and atmosphere combine to encourage disconnection.

The group was born with a cosmopolitan spirit and targets travelers seeking an "oasis" of their own. Its founding story traces its origin to the transformation of an old palace in Palma, an operation that gave rise to a hospitality concept based on discreet elegance and, according to its own presentation, far removed from ostentation and the conventions of traditional luxury.

Brands and concepts that make up the group

Its activity is organised into several complementary brands:

• Puro Hotels: boutique hotels with a modern, elegant and sophisticated profile.
• Purobeach: beach clubs associated with events and the sea experience.
• Puro Shop: a product line with Mediterranean inspiration.
• Puro Wellness: offerings focused on relaxation and wellbeing.
• Puro Music: music selection as part of the brand's identity.

The group also operates a loyalty program called Friends of Puro, defined as its lifestyle community, which gives access to benefits, private events and exclusive content at the beach clubs and hotels.

Hotels and beach clubs of the group

The portfolio of properties the company showcases includes hotels and beach clubs across Spain, Portugal and Croatia:

• Palacio Can Marqués, classified as Grand Luxe, in Palma.
• Puro Grand Hotel, five-star, in Palma.
• Purobeach Resort Santa Ponsa, five-star, in Santa Ponsa.
• Sauló by Puro, in Palma.
• Purobeach Palma, in Palma.
• Purobeach Illetas, in Illetas.
• Purobeach Menorca, in Sant Lluís.
• Purobeach Barcelona, in Barcelona.
• Purobeach Vilamoura, in Vilamoura.
• Purobeach Poreč, in Poreč.

The company states that Purobeach Barcelona operates on the rooftop of the Hilton Diagonal del Mar, as part of a collaboration with Hilton Hotel Group.

Private and corporate events

Puro Group offers spaces for private and corporate events adapted to different formats, from intimate celebrations to professional gatherings. According to its description, hotels and beach clubs are made available as settings where design, gastronomy and personalized service come together, with a character strongly linked to the brand's lifestyle.

Journey: from Palma to the Mediterranean

The timeline published by the company places its beginnings in 2004, with the opening of Puro Oasis Urbano in the center of Palma, a space that brought together contemporary design, technology, gastronomy and hospitality in a bohemian and sophisticated atmosphere. In 2005, Purobeach Palma was created, the original beach club brand, which incorporated music, spa, international gastronomy and retail.

International expansion began in 2010 with Purobeach Vilamoura, in Portugal. In 2013, Puro Oasis Urbano Palma was expanded with a new building converted into a private wing for guests. In 2015, Purobeach Barcelona opened, and in 2017 Purobeach Illetas followed, in the municipality of Calvià, with direct access to the sea.

In 2021, the group took over the management of Palacio Can Marqués, incorporated as its first ultra-luxury boutique hotel. In 2022, following the restoration of a 15th-century Mallorcan palace next to Puro Oasis Urbano, Puro Grand Hotel was born, a five-star boutique property with 16 rooms and suites. In 2023, Purobeach Menorca was added, and in 2025 Purobeach Resort Santa Ponsa, the first offering to combine the Purobeach and Puro Hotels concepts in a resort.

Planned openings

The company notes that its growth continues around the Mediterranean concept and exclusive service. Among the announced openings are Purobeach Poreč, in Croatia, and Purobeach Resort Santa Ponsa, in Mallorca, as well as a new chapter for Puro Grand Hotel in Mallorca.