Home away from home? No Thanks!

Marbella climbs positions in ultra-luxury tourism, luxury villa rentals and consolidates itself as the sustainable alternative to historic destinations such as Ibiza or the French Riviera

Marbella is solidly positioning itself in the international ultra-luxury tourism market, attracting a global clientele with extremely high purchasing power who, until recently, prioritised destinations such as Ibiza, the French Riviera or the Greek islands. The first signs of exhaustion in these enclaves, marked by overcrowding, have opened a window of opportunity that Marbella is taking advantage of with intelligence, elegance, and a highly personalised tourism model. An example of this new paradigm is Marbella Mountain Resorts, a leading firm in the rental of luxury villas internationally.

With a portfolio of around 30 properties located in areas such as Sierra Blanca, Benahavís, Marbella Club and La Zagaleta, the group aspires to offer a kind of “European Beverly Hills” in these areas. This is explained by its founding CEO, Luis Ponce, who emphasises that “Marbella has everything to become the world’s leading luxury destination climate, privacy, connectivity, cultural and gastronomic offerings but, above all, space, versatility and quality of life”.

“At Marbella Mountain Resorts we have observed a very significant change in recent years: clients who traditionally chose destinations such as Ibiza, French Riviera or certain Greek islands for their vacations are now opting for Marbella. Many of them are looking for something different: less overcrowding, more privacy, a well-kept natural environment and, above all, a much more personalised luxury offering”, he notes. “Here they find exceptional villas, tailored services, and impeccable attention that allows them to live unique experiences without giving up the comfort or lifestyle they’re accustomed to. Marbella has managed to take a qualitative leap that the international market is recognising, beyond the European recognition it has had for decades”, Ponce points out.

Far from being simply high-end accommodation, the concept of renting luxury villas in Marbella that Marbella Mountain Resorts champions to offer a transformative experience, far removed from routine and the “home away from home”. “Our clients don’t want to feel at home, they want something better than their home”, Ponce emphasises. “We serve our guests at a very particular moment in their lives, during their vacation. Customer Experience is not a marketing concept: it is a promise and an emotional responsibility. It is not simply about commercial transactions, but about building meaningful relationships and generating a positive impact on their lives”, he adds.

“Perhaps you feel like being a different person for a few days and renting a different luxury villa in Marbella, very striking, ultra-modern, or perhaps something more traditional, something you might never buy, but you want to experience for a few days,” he explains. “In short, breaking away from your daily routine and experiencing something extraordinary, even being someone else”, explains the head of Marbella Mountain Resorts.

Exclusive Experiences

“Designing exclusive experiences is vital to surprise our clients without forgetting, of course, the cornerstone of this model: the best product with the best service, he reflects. “Among the immersive and sustainable luxury experiences we offer, initiatives standout such as: visiting the local market with a private chef to select fresh ingredients, participating in a fishing trip to capture the weekly menu, attending tastings at local wineries, preparing sunset cocktails with a professional mixologist, or learning traditional recipes such as paella from a local chef. All designed to connect with the essence of the place, live like a resident, and leave a positive emotional mark”, lists the founding CEO of Marbella Mountain Resorts.

A proposal that has managed to extend the average stay, going from one week to between 10 and 12 months, and it is not uncommon to find guests who stay up to two months before continuing their journey in Dubai or the Maldives, with prices that can reach 18,000 euros per night. “For longer stays, guests who choose to rent luxury villas in Marbella can integrate even further into the local lifestyle through immersive experiences”, says Ponce.

Customer profile

The profile of Marbella Mountain Resorts’ clients is diverse but demanding. They range from retired American CEOs seeking tranquillity with their family to millennial founders of tech startups who prioritise design, home automation, art and sustainability. “The millennial client is the biggest spender”, he points out. “They look for the best: the best villa, the best restaurants, the best personalised experience”, the company manager emphasises.

One of the most notable trends in recent years has been the rise of the new form of luxury, one that’s more conscious and respectful of the environment. “Recently, a family staying in a villa with horses asked us to allow their children to clean the stables first thing in the morning, making them responsible for their surroundings”, says Ponce. “Similarly, they also ask us for activities related to personal development, such as yoga classes every morning and experiences that involve them with the local environment”, explains the founding CEO of Marbella Mountain Resorts. A new way of understanding tourism. “These are clear signs that something is changing”, he says.

Owners who are committed to sharing and optimising their assets

The success of this luxury villa rental model in Marbella would not be possible without the collaboration of the owners. More and more residents are deciding to make their properties available selectively and temporarily under the comprehensive management of Marbella Mountain Resorts. “These are two types of owners: those who want to make their investment profitable and those who, driven by a more sustainable vision, prefer their home not be closed when not in use. They share their home with people who value it in the broadest sense”, explains Ponce.

Management is carried out with criteria of high operational efficiency, discretion and innovative technology applied to all processes. “Our challenge is to apply cutting-edge technology to a sector where the standard is extremely high and where every detail counts. However, we firmly believe that innovation and sustainability are the pillars of the new luxury”.

Marbella Mountain Resorts has detected clear growth in emerging markets such as the Middle East, India and the United States, whose elites are beginning to see Marbella as an ideal destination for extended vacations with villas valued between 10 and 20 million euros and an annual occupancy rate of around 40%, well above the norm in this exclusive segment.

Luis Ponce is clear: “The future of ultra-luxury tourism is not about having more, but about offering better. Marbella must not fall into the trap of overcrowding. It must learn from other destinations that are showing signs of exhaustion and commit to sustainable, responsible and highly qualitative growth. That is our commitment and our roadmap”.

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