Spain travel: Mallorca sheds party image with new up-market hotels

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Forget the parties and tacky tourism around Magaluf. Celebrities and luxury hotel chains are putting up brass plates across one of Spain’s favourite Balearic Islands.

It was love at first sight for Sir Richard Branson. When the Virgin group founder first set eyes on the sprawling Son Bunyola Estate running down to Mallorca’s north-west coast from the Tramuntana mountains, he knew “immediately wanted to bring it back to life”.

It joins a raft of chic new properties opening across this Balearic island, which is experiencing a wave of luxury that couldn’t be more different from the time when Mallorca’s main reputation was for tacky tourism in Magaluf. “Mallorca has had a complete renaissance, with luxury, individuality and sustainability at the forefront of this reinvention,” he says.

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