Zafiro Hotels is expanding with a 13th property opening in summer 2020, the five-star Zafiro Palace Andratx.

The new property in Majorca is the third five-star ‘palace’ hotel in the brand’s portfolio.

Heike Charmaine Genschow, head of sales and marketing for Zafiro Hotels said: “We will be working closely with UK tour operators while expanding with five-star hotels.

“We are growing in this market so we can offer guests increased personalisation and luxury. We must cater for people making some time for themselves, they want to be pampered when on they are on holiday.”

The new Andratx hotel is located in a relatively undiscovered part of Majorca in Camp de Mar in the southwest of the island.

Zafiro Hotels is growing brand awareness amongst the UK trade, sharing its family-owned history, and brand staples such as swim-up pools and its ‘ultra all-inclusive’ concept.

The brand is also promoting local experiences for customers beyond the walls of the resort, providing the opportunity to see how local people live.

Heike Charmaine said: “Nowadays there are so many options for customers to get inspired, so we are studying how we can co-operate with the trade and reach consumers.

“We are continuing to offer the opportunity for agents to come and visit our hotels. The principal is simple, if the customer is happy then they will go back to the agent and re-book. The success lies in the diversity of the offering and people coming back.”