Palladium Hotel Group targeting expansion in Asia and Middle East

These results have been driven in part by the strong performance of customer loyalty programmes such as Palladium Rewards, which saw over 45,000 new members join each month last year and now boasts over 1.1million members. Together with Palladium Travel Club, these programmes generated a total of 200 million euros, contributing 84% to the group’s overall direct sales share in 2024.

2024 was a positive year for Palladium Hotel Group as it unveiled a host of new projects. In Europe, Only YOU Hotel Sevilla opened in April 2024, whilst the hotel group also returned to Barcelona, launching 45 Times Barcelona Hotel in November. In the Caribbean, the group introduced the premium programme, The Signature Level at Grand Palladium Lady Hamilton Resort & Spa in Montego Bay, Jamaica. 

In 2025, The Unexpected Ibiza Hotel will open in April ahead of the summer season. The hotel will feature 181 rooms and suites, along with an exceptional culinary and entertainment offering. This will also mark the debut of the new brand, The Unexpected Hotels, inspired by the iconic Ushuaïa Ibiza Beach Hotel, through which the company aims to expand internationally.  

Palladium Hotel Group is also working on an ambitious expansion plan that, for the first time, focuses on Asia. The group is targeting Southeast Asia, specifically Singapore, Vietnam, Bali (Indonesia), and Thailand, as well as the Middle East, as key areas for the coming years. Additionally, the group is exploring opportunities in the United States, Mexico, prominent Latin American capitals, Europe, and Mediterranean tourist hotspots, including Morocco, Greece, and Croatia, among others. 

In 2027, the group plans to open The Unexpected Hotels brand in Ras Al Khaimah, United Arab Emirates. This ambitious project, developed in partnership with Al Marjan and Almal Real Estate Development, will attract over $100 million in investment, and will feature 422 rooms. The group will also open Only YOU Hotels in Ibiza and New York.