Ushuaia Tower Ibiza To Be Rebranded as The Unexpected Hotel.
The Ushuaia Tower Hotel in Ibiza, which overlooks the main stage of Ushuaia Beach Hotel, will be rebranded as The Ushuaia Unexpected Hotel next season. Part of the Palladium Hotels group owned by the Matutes family, it was first opened in the 70s under the old Fiesta Hotels brand, trading as The Fiesta Playa Den Bossa Hotel.
It was one of the first hotels built by the Matutes family. A multi-million euro upgrade and rebranding took place in 2012, developing the family-friendly hotel into a trendy, adults-only, clubber-friendly venue thanks to its panoramic views over the Ushuaia stage and the Mediterranean Sea.
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As part of the Ushuaia Experience concept, The Unexpected Hotel aims to offer a “unique and unrivalled space, curated to provide the ultimate adults-only experience with exclusive pool parties and top DJs. Revel in the exclusive VIP services and fabulous dining on offer at Ushuaïa Unexpected Hotels.”
The new hotel is expected to open its renovated 181 rooms and suites in 2025, with the development of the Ushuaia Brand, now owned by the Matutes Group, who recently announced that it would be expanding its international presence with a USD100 million investment in the Middle East with the Ushuaïa Unexpected Hotels & Residences concept on Al Marjan Island in Ras Al Khaimah.
“The Unexpected Hotels & Residences will maintain the innovative and disruptive spirit that defines the brand and will keep the essence of the parent brand in terms of visual identity, with recognisable elements such as its typography, characteristic colour and the iconic hummingbird. The Unexpected Hotels & Residences will take its hotel and residential proposal to a new level of luxury and exclusivity, in line with an increasingly in-demand traveller profile”.
The Unexpected
It’s the first time the Matutes family has developed the Ushuaia Brand without Yann Pissenem’s partnership, who first introduced the beach bar concept to Ibiza in 2008. Matutes and Pissenem established Ushuaia Entertainment SL as equal partners to manage their nightlife business activities, with over 50 million euros in annual returns. They are currently refurbishing the old Privilege nightclub site into the world’s first Hyper Club, UNVRS, and the Ushuaia Dubai experience.
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