Our CEO, José Manuel Montalvo, gave an interview to the newspaper Málaga Hoy in which he discussed Grupo Premium history, its business model and the challenges facing Málaga as a tourist destination.
Growing alongside Málaga
Since the opening of Terraza Oasis in 2012, we at Grupo Premium have built our story hand in hand with the city. Today we have six hotel buildings (two of which are under development), restaurants, terraces and leisure venues such as La Fábrica del Soho. Our aim has always been the same: to add value to Málaga by enriching its gastronomic and cultural offering. The city’s evolution has not merely provided a favourable backdrop, but has served as the roadmap guiding every decision we have made.
What sets us apart
In a sector increasingly dominated by large chains, we are committed to a radically different model: personalisation and warm hospitality. All our establishments are located in the historic centre, allowing guests to connect naturally with the city’s cultural, gastronomic and leisure attractions. From management to those in direct contact with the customer, our team works every day to keep a genuinely Malaga-style identity alive.
Technology at the service of the experience
We have established ourselves as one of the most innovative groups in the sector in Málaga. Technology is not an end in itself, but a tool for improving processes and, above all, for enriching our customers’ experience. Two examples illustrate this approach well: Yubá and Meta Quest 3 VR, an immersive dining experience that combines haute cuisine with virtual reality; and Marysol, our AI-powered virtual assistant who handles enquiries in real time, 24 hours a day.
Beyond business, at Grupo Premium we understand our commitment to the city’s development. Preserving and promoting Málaga’s cultural, social and gastronomic heritage is, for us, a responsibility that cannot be delegated. We champion a model of authentic and sustainable tourism, in which local value is not diluted but becomes the main asset. Having created over 150 jobs, we believe the impact is tangible. And through the Foundation, we give back to the city a part of what the city offers us, supporting initiatives in culture, education, children’s welfare and social inclusion.
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