The group will open a new four-star all-inclusive property on the Costa del Sol in July 2019.
Nacho Gozalbo, the group’s commercial director for the UK, France and Scandinavia, said Palladium would bring its experience in operating beachfront hotels to the destination.
He said: “We want to be the reference point for all-inclusive hotels there.”
He continued: “We want to grow the Palladium hotel brand. People like the brand but we don’t have so many as other hotel groups. We need to be in more destinations so people look and see a Palladium hotel and want to go there.”
The hotel will have a “families welcome” concept with Gozalbo explaining: “It’s not a family resort as such but families will be welcome.”
Gozalbo said the UK would be the biggest source market for the property although Germany, the Netherlands and Spain would also feed into it.
He asserted that the brand was looking to expand further in the Mediterranean and although “nothing is set in stone” for further properties in mainland Spain just yet, Gozalbo said it was a possibility.
The group is concurrently launching a new brand, Bless Collection Hotels, with a “hedonistic luxury” concept with a combination of city and leisure properties.
The first opening will be in Madrid in January 2019 followed by Ibiza in June.
Palladium has seen strong sales in the Balearics and Caribbean this year, particularly from Mexico and Jamaica.
Gozalbo added that following a lack in consumer confidence following last year’s hurricanes, forward bookings for the Dominican Republic were looking “strong”.
The group opened a new property under its adults-only TRS brand last week in Cap Cana.
In the UK the Palladium team has been bolstered with a second business development manager this July and, since its launch at WTM London 2017, the group’s training programme, Palladium Connect, has seen more than 1,500 agent registrations.
Next year will see the group’s first long-haul fam trips with plans for 35 agents to visit its newly-launched properties in Mexico’s Yucatan Peninsula. Plans are also in place for further fam trips to its Dominican Republic and Mexico hotels in 2019.