A macro-resort project of branded residences & luxury beachfront hotel is being planned in Las Dunas Club area of Marbella East. Replacing the previously planned W Hotel, the current project is hoping to be completed in 2027, raising the standard of luxury in Marbella´s beachfront and solidifying it as a destination of international luxury.
After years in the organisation, plans for construction on the long-awaited luxury hotel macroresort take shape on one of Marbella’s East’s most loved beaches for projected opening in 2027.
Sierra Blanca Estates and Platinum Estates have recently joined forces and announced a new ‘macro-resort’ on the privileged beachfront area of Las Dunas in Marbella East that will mark a significant new chapter for the city’s eastern coastline. The project plans a combination of 180 branded residences and 150 hotel rooms on 160.000 m2 of beachside land in this stunning dune location known as Las Dunas Club Marbella, in Elviria.
While the CEOs have said the brand of the hotel chain has yet to be announced, it seems as though the project is replacing the previously planned W Hotel or W Marbella that has been a decade in the making. Whoever the provider, the project marks an important expansion in branded residences and high-end hotel offerings in Marbella, in line with a regional surge in market trends and demand.
Like the previously planned W Hotel, the current project aims to solidify Marbella as international icon in luxury, or in the words of Carlos Rodríguez CEO of Sierra Blanca Estates, ¨highlight the image of Marbella as the best tourist and residential destination in Europe¨ marking a ¨before and after in the history of the town¨. Located next to the renowned La Plage Casani Beach Club, residents and visitors of the future development will enjoy fantastic sea views from every unit and access to five-star services, including high-end beach clubs, wellness, gastronomy and leisure options.
With development expected it start in 2026, the hotel owners will also operate the private residences creating a ´destination within a destination´, including a sports centre, cinema, restaurant, spa areas and more.
The current macroresort plans are a joint venture between renowned local luxury developers Sierra Blanca Estates, and the international investors Platinum Estates. After years in luxury residential sector, Sierra Blanca Estates brings its expertise from various branded residential properties in Marbella such as Karl Lagerfield Villas Marbella, EPIC Marbella by Fendi and Marbella Design Hill by Dolce & Gabbana.
Due to the topography of this beachside land, fantastic sea views are expected from every unit. Carlos Rodríguez, CEO of Sierra Blanca Estates mused ¨We are talking about an iconic development, a new benchmark that will not only raise the standard of Marbella’s tourist and residential offerings, but will also create a new attraction within the golden triangle¨. Rodriguez also commented that the project is ¨a response to growing international demand, which even exceeds the current supply – Marbella needed a resort of this magnitude¨ , noting a growing interest both by national and international investors in these kind of properties, including buyers from the US, Middle East and Eastern Europe.
Originally announced in 2017, the W Hotel project weathered planning complications and market shifts, and seems it may end up being managed a different hotel chain provider. Like the current development plan, W Hotel Marbella was expected to be one of the most high-profile luxury developments in Marbella, combining branded residences with a luxury hotel beachfront experience.
The W brand is a luxury chain of lifestyle hotels owned by Marriot International, which provides a range of luxury hotels located in ski, beach and leisure destinations around the world- One of the leading brands in the hotel sector, it´s known for its contemporary design, energetic atmosphere, and lifestyle-oriented approach. Currently including 68 hotels worldwide across 29 countries, including W Las Vegas, W Goa and W Punta de Mita, as well as the upcoming openings such as W Shangai, W Tel Aviv, W Madrid, W Panama And W Dubai – The Palm. W Marbella would have been be the fourth W Escape in Europe, with the goal of appealing to a younger, design-conscious clientele who value personalised experiences, technology-forward amenities, and eco-aware living.
Like the current plans, the W hotel was expected to mark a major milestone for Marbella’s evolving luxury hospitality sector. This beachfront resort had previously been planned to be developed in partnership with Sunrise Inversiones 2015 S.L. and managed by W Hotels Worldwide, a brand of Marriott International with the aim of raising the quality of hotels on offer, contributing to the renewing the high luxury sector and with a respectful project in line with environmental protection.
The W Marbella project has experienced several delays since its original announcement back in March 2017. Initially projected to open in 2021, W Marbella’s progress was slowed by changes to urban planning regulations, especially following the annulment of Marbella’s 2010 PGOU in 2015 that affected many developments across the region.
Despite the slow rollout, the project appeared to be gaining momentum with opening planned for 2027,before recent updates suggest that the new luxury hotel may not be a W Hotel after all.
The planned hotel and branded residences will occupy a prime beachfront plot including 200 metres of beachfront on Playa Real de Zaragoza in Marbella’s East, just west of renowned Plage Casanis beach club – an area known for its wide sandy beaches, stunning sunsets, privacy, and proximity to the lovely amenities of Marbella East. The area is becoming increasingly attractive to developers thanks to new releases in land, fantastic beaches, easy access to golf, dining, and international schools, with less congestion than the western side of Marbella.
While it is unclear if these are the exact plans for the current macroresort project, it appears to mirror the previous W Hotel plans in size, offerings and concept. The previously confirmed plan for the W Marbella included:
While it is not clear whether the current hotel project includes the same concepts, it is likely that it will incorporate many of them, which will probably include:
Marbella’s luxury hotel sector is undergoing a transformation. According to Idealista, recent years have seen over €3.2 billion in investments into the luxury property and hospitality sectors across the Costa del Sol. The planned hotel will contribute meaningfully to this trend, adding both high-end accommodation and a modern lifestyle offering that aligns with global luxury standards, and a renewed focus on properties in Marbella East as a viable and desirable alternative to the established Golden Mile.
The economic contribution of the investment of the hotel was expected to mean an income for the municipality of approximately €15 million, with the construction of the hotel costing atleast €150 million, a period of execution between 18 and 24 months and an estimated 700 to 800 new jobs. With construction costs rising over the years, the project now is expected to cost around €500 million in total.
The planned luxury hotel in Marbella East enters a market that is both competitive and increasingly global. Longstanding institutions like Marbella Club and Puente Romano maintain strong brand recognition, while more recent players like Club Med Magna Marbella and the proposed Four Seasons Marbella (still in early planning stages) reflect the ongoing diversification of luxury offerings.
It is clear that the current luxury macroresort project in Marbella East will be distinguished from it’s competitors from being a branded development in an undeveloped dune-front beach location, in one of the most beautiful and most loved beaches in Marbella. This particular part of the beach, next to the loved Casanis beach club with it’s famous sunset parties, enjoys fine sand, and a stunning backdrop looking west to the mountains.
But according to Carlos Rodriguez, SEO of Sierra Blanca Estates, the current planned hotel is expected to make waves ¨Not only because of its unique location on the seafront, but also because of the level of excellence it will bring,¨ a response to growing international demand for luxury beachfront residences and resort of this size, reinforcing the future of Marbella as a tourist destination.
After nearly a decade of anticipation, the luxury hotel seems to transforming into a reality. With Sierra Blanca Estates and Platinmum Estates now onboard and construction planned to start in 2026, the development is expected to shape the Marbella East coastline and introduce a new style of luxury residences and hospitality to the region – further enhancing Marbella´s luxury offerings, continuing to improve the exclusivity, privileged, high-end service on the Mediterranean coast, in line with the trend of luxury branded residences throughout Marbella.
For those considering investing in Marbella luxury real estate, the upcoming hotel presents a rare opportunity to access one of the most forward-looking developments on the Costa del Sol.
As Marbella continues to mature into a year-round destination for global travellers and residents, the planned macroresort stands as a symbol of the city’s next phase: sophisticated, design-driven, and connected to international luxury standards.
Mary Dunne Partner & Private Office Advisor
Mary Dunne is an experienced Real Estate Broker in Marbella with over two decades of expertise in the luxury property sector. She offers profound insights into Marbella’s luxury market, backed by her extensive experience with property transactions’ financial and legal facets. Her deep market knowledge positions her as a trusted expert, providing tailored experiences for high-end clients and showcasing Marbella’s lifestyle.
Christmas in Marbella is a special place to be. A season defined by Mediterranean light, festive atmosphere, and a relaxed winter rhythm that feels worlds apart from northern Europe, yet still delivers its own brand of magic in the winter sunshine of Spain´s Costa del Sol. Discover everything you need to know about spending the holidays in the Golden Triangle.
A new chapter is unfolding on Marbella’s eastern coastline with the announcement of Higueron’s agreement for a Waldorf Astoria Hilton in the hills of east Marbella. Set to redefine hospitality and lifestyle in the region, the Higuerón Marbella Golf Resort will anchor a wave of high-end branded hotels planned in the area, raising East Marbella’s property profile, increasing residential appeal, and strengthening long-term investment value.
Marbella’s appeal goes far beyond its beaches and blue skies. It’s where Mediterranean charm, global sophistication and a year-round outdoor lifestyle converge: creating a destination that consistently ranks among the most desirable places to live, invest, and enjoy life in Europe and the world. The ultimate luxury lifestyle in Europe. Why? We can sum it up in three words: sun, sea and culture. Add mountains, and we have it all.
An exceptional beachfront penthouse in one of Estepona’s most exclusive new developments, offering privacy, stunning Mediterranean views, and a relaxed...
This modern seafront villa at Sierra Blanca by the Sea offers a comfortable and welcoming lifestyle in one of Estepona’s...
This fully renovated, modern penthouse offers bright and spacious living and dining areas that open directly onto a sunlit terrace....
