After many years with a stagnant luxury hotel scene, with the Ritz Madrid and Marriott’s Westin Palace as the two most coveted luxury properties, that’s all changing.
Other luxury brands began to take notice, interest brewing among hotels like Park Hyatt, The Peninsula, Six Senses and the St. Regis (all rumored to still be searching for the right property location in Madrid).
Although the millennial-geared Aloft Hotels aren’t quite on the same level of luxury as the W, Starwood/Marriott has plans to open a branch on Calle Gran Vía in the coming years, steadily augmenting the brand’s presence in Madrid.
The almost-100 million euro renovation will renew the garden to include a pool and spa, and will raise the roof to include new, luxurious attic rooms — and of course, a Royal suite.