Hotel management company Palladium Hotel Group eagerly anticipates the arrival of The Unexpected Hotels brand in Ibiza next summer.
Since its launch in 2011, Ushuaïa Ibiza Beach Hotel has established itself as a pioneering luxury brand that seamlessly blends exceptional accommodation with the highest level of musical entertainment. Following over a decade of success, Palladium Hotel Group announced in April 2024 the evolution of this beloved brand – one of the most successful in the management group’s portfolio – to give rise to the sophisticated new brand, The Unexpected Hotels.
The Unexpected Hotels brand has been created based on years of expertise, guest knowledge and the inspiration provided by the development of Ushuaïa Ibiza Beach Hotel. With this new VIP concept, the group focuses on hyper-personalised guest experience at the hotel, welcoming new service concepts, new business segments and international expansion opportunities.
The Unexpected Hotels will preserve the innovative and disruptive spirit of Ushuaïa Ibiza Beach Hotel, while maintaining consistency in its brand essence, such as the hotel’s typography, signature colour and iconic hummingbird. Meanwhile, it will take the hotel offering to a new level of luxury and exclusivity, in order to appeal to an increasingly discerning traveller profile with high expectations of a luxury lifestyle experience.
The implementation of this new brand identity is being carried out gradually, culminating with the renovation of The Ushuaïa Tower this year, which will be renamed The Unexpected Ibiza Hotel. Thus, from this season (2025), the iconic establishment located in Ibiza’s Playa d’en Bossa will continue to surprise loyal and new visitors with its unique offering that combines accommodation, signature gourmet experiences and unforgettable entertainment, within its two spaces: the renovated The Unexpected Ibiza Hotel, offering 181 rooms and suites, and Ushuaïa Ibiza Beach Hotel, offering 234 rooms and suites.
Thus, from this season (2025), the iconic establishment located in Playa d’en Bossa (Ibiza), will continue to surprise loyal and new visitors with its unique proposal that combines accommodation, gastronomy and entertainment, in its two spaces: the renovated The Unexpected Ibiza Hotel, with 181 rooms and suites, and Ushuaïa Ibiza Beach Hotel with 234 rooms and suites.
The Unexpected Hotels in the United Arab Emirates
As Palladium Hotel Group announced last May, the new brand will also see the company expand into the United Arab Emirates. The Unexpected Al Marjan Island Hotel & Residences, an ambitious project the group will operate in the region, is being developed in conjunction with Al Marjan and Almal Real Estate Development, an award-winning ultra-luxury developer based in the region.
The development, which is attracting over $100 million in investment, will integrate 422 hotel rooms and residential units. The hotel and residential facilities will be located on Al Marjan Island in Ras Al Khaimah, one of the region’s premier tourist and investment destinations, and will comprise a sophisticated beach club, exquisite restaurant and impressive infinity pool, all situated next to Wynn Resort Island and overlooking the picturesque Arabian Gulf.
Thus, starting from the 2025 season, the brand will be operational in Playa d’en Bossa (Ibiza), and from 2026, it will welcome its first international project, with the opening of The Unexpected Al Marjan Island Hotel & Residences.
