It Mallorca

It Mallorca Unique Spaces is a collection of six luxury boutique hotels in Mallorca. Calatrava, Can Cera, Can Alomar and Sant Jaume are located in the best downtown locations in Palma while Can Aulí is far from the hustle and bustle in the heart of Pollença. It Mallorca’s newest opening – Hotel Valldemossa – opened in February 2024.

All hotels are housed in buildings of great historical interest. Miguel Conde and his architect wife, Cristina Marti, choose only to restore and renovate buildings to give locals back the unique architectural spaces that formed part of their past. Christina is responsible for the renovation and restoration of all six buildings which It Mallorca hotels are housed in.

Each property is a carefully restored historical building, blending traditional Mallorcan design elements with modern amenities. The meticulous restoration process involves local artisans and craftsmen, ensuring authenticity and respect for the original structures. As a result, each of the six It Mallorca hotels are completely different; they highlight each building's individual character and guests will hardly be able to tell that they are all part of the same collection.

A passion for art and design is reflected in all properties. Much of the art that adorns the communal spaces and bedrooms has been created by local artists.

• All hotels are housed in buildings of great historical interest. Miguel Conde and his architect wife, Cristina Marti, choose only to restore and renovate buildings to give locals back the unique architectural spaces that formed part of their past. Christina is responsible for the renovation and restoration of all six buildings in which It Mallorca hotels are housed in.
• Each property is a carefully restored historic building, blending traditional Mallorcan design elements with modern amenities. The meticulous restoration process involves local artisans and craftsmen, ensuring authenticity and respect for the original structures. (As a result, each of the six It Mallorca hotels are completely different; they highlight each building's individual character and guests will hardly be able to tell that they are all part of the same collection.)
• A passion for art and design is reflected in all properties. Much of the art that adorns the communal spaces and bedrooms has been created by local artists.

Lemongrass Marketing, a B Corp-certified travel communications agency, delivered a narrative-led PR strategy for It Mallorca, an independent boutique hotel group.

Results:

• Clear positioning of It Mallorca as a brand dedicated to restoring traditional Mallorcan architecture
• Successful press trips for top-tier, design-focused journalists
• Coverage secured in Wallpaper*, DEPARTURES and Condé Nast Traveller

Build awareness of It Mallorca as a purpose-driven hotel brand, clearly communicating its commitment to restoring and reviving traditional Mallorcan architecture. The challenge was differentiating within a crowded luxury hotel market by telling a deeper, design-led story that went beyond individual properties.

We pitched the mission, not the rooms

The strategy centred on It Mallorca's long-term vision of transforming historic buildings into characterful hotels, each with its own story - positioning the brand as a thoughtful custodian of Mallorcan heritage with design and restoration at the core of its identity.

A property pitch competes with every other property. A restoration philosophy competes with almost nothing, and it gives design editors a reason to commission.

We targeted design media specifically

Press trips were curated for top-tier, design-focused journalists rather than general travel writers - which is why the coverage landed in Wallpaper*, DEPARTURES and Condé Nast Traveller rather than in generic hotel round-ups.

The results

Coverage secured in Wallpaper*, DEPARTURES and Condé Nast Traveller, alongside clear market positioning for It Mallorca as a brand dedicated to restoring traditional Mallorcan architecture.

How do boutique hotel groups differentiate in crowded luxury markets? By leading with a brand-level narrative - a mission, philosophy or restoration story - rather than promoting individual properties. It Mallorca's architectural restoration story secured coverage in Wallpaper*, DEPARTURES and Condé Nast Traveller.