What does luxury mean to you, an experience, something material…?

Luxury is something very personal; it’s like truly feeling at home. Above all, it’s about feeling good, feeling comfortable with what you have, what you do, what you buy, or the experience you’re paying for. It’s about finding what makes you rise one step higher in your emotions.

And a particular luxury? For example, for Emiliano Suárez it was fried eggs with chorizo, and for me, sometimes it’s time.

For me, it’s peace of mind, being disconnected somewhere, being able to do whatever I wish at that moment, or even doing nothing at all. That, for me, is the greatest luxury. In that sense, the hotels we have convey a bit of this, you won’t see concerts or loud music here, because people also come to Formentera to relax, to find peace.

You were the pioneer in Formentera, opening the first five-star hotel. Tell me a little about what it was like to take that risk and why.

We started with apartments, my father did, almost 50 years ago. Gradually, the second generation got involved, and each of us siblings took on one of the family businesses. For example, I took on the hotel business, but we also have other branches such as DIY stores, hardware shops, and motorbike and car rentals. My father has been very successful in everything he’s done.

We first decided to create a four-star hotel, the Hotel Blanco, which at the time was one of the few new or renovated hotels offering that level of quality. I can’t call it luxury, but it was a very high standard that became hugely successful and appreciated by guests. That’s when we said to ourselves that perhaps it was time, with the next hotel, to take that step up in quality. It coincided with a wave of hotel renovations in Formentera and a rise in the island’s tourism level, attracting visitors with higher purchasing power. This shift has also been reflected in the island’s dining scene and other areas.

Was it your idea to create a five-star hotel, or was it a family decision?

It was always a family decision, but I can say the concept was mine, from there, we all made the choice together.

The concept was innovative and quite risky because no one expected a hippie chic environment to become five-star. But we’re very happy because we’ve managed to combine that concept with luxury, and we’ve done so through color — the very same colors that define Formentera, which is wonderful.

Since this is a family business, would you say this profession is something that runs in your blood? Is it what you’ve always wanted, or would you have preferred to be a doctor or engineer?

It’s always been what I wanted, I’ve worked toward it. In fact, my first job was washing dishes at my grandfather’s beach kiosk. I loved that world. Later, I studied a more general degree, Business Administration and Management, followed by a Master’s in Tourism Management. So I’ve always pursued this path, and I genuinely enjoy it.

It’s true that I owe a lot to my father, who dedicated himself to this business, perhaps if he hadn’t, I wouldn’t have either. But since I was little, I was immersed in it, and I loved it.

Tell me a bit about how you’ve seen Formentera evolve in recent years.

Formentera has grown, above all, qualitatively. We’re deeply committed to environmental protection, which makes Formentera a paradise island thanks to its respect for nature and its slow, mindful growth. This sustainable approach is exactly what attracts visitors. The arrival of higher-quality tourism has allowed us to renew our hotel infrastructure and raise our overall gastronomic level.

How would you define the type of tourism that comes to the island?

It’s very high-quality, intimate, and respectful tourism. We welcome people of high purchasing power or celebrities who come here not to be seen but to find tranquility and enjoy the beauty of our incredible waters.

I think Formentera is currently living its golden years, and if we know how to preserve it, it could last for a long time.

Do you think the traditional Italian tourism ,the ones traveling by motorbike, is declining?

It’s now something residual; it’s decreasing. Tourists no longer move around by motorbike, they stay in four- and five-star hotels. It’s still mostly Italian tourism, but with a different profile.

From my own experience, the use of motorbikes has decreased while car use has increased. However, that doesn’t mean the island will become overcrowded because we have established capacity limits.

So what really matters is a visitor profile that invests and spends more on the island, right?

Absolutely. There’s been an incredible growth in the number of restaurants and complementary offerings that didn’t exist before. But this also means we need more skilled staff, people with experience and knowledge, which can be difficult to find locally. When we bring people from outside, we must provide proper accommodation, which can be challenging due to the housing situation.

What excites you most about your work?

Without a doubt, seeing guests happy. I do all this so that people can come, enjoy, and have no worries whatsoever,  that’s what they’re paying for, to enjoy their well-deserved holidays.

What do you feel when guests leave and thank you for their stay?

It’s deeply satisfying,  the most beautiful feeling a hotelier or any worker can have: receiving that gratitude for a job well done. It may not sound modest, but I’ve been fortunate to be surrounded by wonderful people, professionals who are open, kind, and genuine. You can sense that energy, and it becomes part of your work environment.

Would you say you have a good eye for surrounding yourself with that kind of people?

It comes naturally to me. I always say that I prefer a warm smile and kind words over someone who serves wine perfectly from the right side but lacks heart.

How do you see tourism in Spain right now?

It’s clearly a strategic engine for the country. Its growth has come naturally thanks to our incredible climate, miles of coastline, and cultural and gastronomic diversity. Spain is fantastic. All this gives us huge potential and could place us among the top global powers,  perhaps not the first due to our size, but surely the second.

However, I do miss a strong, clear commitment to promoting tourism abroad,  that’s an area where we’re failing significantly. We should feel proud of Brand Spain; it’s what feeds us.

Let’s talk about Five Flowers, what’s the philosophy behind the name and the colors?

The decision to create a five-star hotel was my own, there was nothing like it on the island, and if we didn’t do it, someone else would.

The concept was born as a tribute to the island’s first tourist, those hippies who put Formentera on the map. They were the first promoters of the island’s tourism and deserved a quality homage. We wanted the name to fit, so we hired a well-known naming agency, but they didn’t quite get it. We insisted on something connected to Flower Power, but that was too strong, so by playing with the words Five Flowers, we nailed it. It wasn’t easy, but it catches people’s attention. The colors came from the decorator’s vision.

Tell me more about the colors, where do they come from?

It’s pure design, all from the decorator. He was the same one who designed the Hotel Blanco, which we loved. He’s a true creator. For example, the decorative flowers in the hotel were designed by him but manufactured by El Corte Inglés.

El Corte Inglés, are they a collaborator or supplier?

They’re our main supplier, but we’re not the only ones working with them; many hotels have been done with their help, though that’s not often mentioned.

Ultimately, it’s between El Corte Inglés and the decorator. The decorator suggests certain brands he’d like to use, but El Corte Inglés adapts to their available brands and suppliers ,beyond that, there’s no flexibility.

One interesting anecdote , we specifically requested to work with the same decorator, even though he was semi-retired. We told El Corte Inglés that if they wanted to work with us, we needed him. At first, they were hesitant, but in the end, we made it happen.

When we met with him and explained what we wanted to create, he admitted that we touched a nerve, he’d lived through a hippie phase himself and was nostalgic about that period. When he started designing, we were blown away. He chose the colors, fuchsia, yellow, and white, the true hippie world palette. It’s impossible not to fall in love with it, and more so with time.

Have you ever contacted Agatha Ruiz de la Prada?

I met her back when we only had apartments. She came one weekend for an exhibition in Formentera, we spoke, she was very kind and charming. We considered her at one point, but in the end, we chose El Corte Inglés, whose style was very similar to hers.

Have you invited her to visit the hotel?

I’d be delighted to invite her, it’s very much her style.

Back to the main topic, how would you define a luxury experience for you personally?

It’s when something truly moves you inside, something unforgettable. If it doesn’t, then it wasn’t a real experience. It can come from a hotel concept, staff treatment, a garden, or the beach nearby, but luxury is the whole circle. An isolated concept is not luxury; it’s the global harmony of everything. That’s what we’ve tried to achieve here, a calm, kind, and pleasant hotel with beautiful colors and attention to detail in every room.

How would you define your clientele?

Exceptional. Not overly demanding, they just want to be cared for and pampered. Of course, they’re high-net-worth guests used to a tranquil lifestyle. When they come here, the goal is for them to feel comfortable and lack nothing.

What are your goals and challenges for the coming months and years?

The coming months will be difficult, so I can’t speak in specifics. But in the long term, the goal is to keep maintaining and improving the quality of what we offer, growing in excellence. We’re also planning to renovate the Portu Saler Apartments and raise their standard.

On a personal note, I saw that you’re President of the Royal Gastronomy Academy of Formentera, is that right?

Not exactly, I’m a founding member of the Academy and was the only one from Formentera until recently, when we added a new member, Elena Sánchez, who runs a small gourmet brand called Juan Ranas. She’s delightful and passionate about the island.

Regarding gastronomy, do you believe it’s an art?

Absolutely. You have to be an artist to do it. I dabble a little at home, but I’m no expert.

When you see a dish with layers of flavor, creativity, and presentation, it’s pure pleasure and an expression of art.

What inspires you in life, in general?

I’m always thinking of new ideas, new concepts. I’m very observant, observing, watching, and noticing details inspires me.

An item or object you can’t live without , something you always carry with you.

My tablet, I can’t go without it. I’m always browsing Instagram and Pinterest, looking at hotel design concepts. I love the creative side of things.

Your favorite place in the world, and why.

Formentera, for the peace it offers, the paradise we have, the sun, the climate, the beaches… it’s all about the tranquility.

Any hobbies?

Not many nowadays, I had more when I was younger. My passion is hotels and tourism. When I was younger, I did windsurfing, karate, and tennis. Now I just do fitness training with a personal trainer, and that’s it.

Do you collect anything in particular?

Maybe it’s more of a quirk than a collection, but I keep hotel room cards. My brother started it, but since I travel more, I’ve kept them all in a little box. Maybe one day I’ll go through them.

A personal motto?

Act with your heart, nothing more. Be natural, be yourself.

Something you always carry?

My watch or my phone, probably the phone, out of habit. I like to stay connected, in case something happens to someone, and also because I enjoy communication.

Finally, could you recommend a book?

I don’t read much, but one author I’ve enjoyed is Dan Brown, for all the mystery and hidden stories behind his work.