The Origin of Excellence
Languages
Nomadic Soul, free Spirit
Puro was born from the free-spirited mindset of the most discerning travellers—global nomads who, after a long journey, find in Puro a place to call home. From the very beginning, our essence has been to create experiences that are truly felt and lived: spaces where contemporary design blends seamlessly with Mediterranean roots and an authentic, relaxed lifestyle full of meaning.
Our Urban Oases and Sea Oases—hotels and beach clubs—invite guests to disconnect, find inspiration and embrace the moment. Every detail is thoughtfully designed to awaken the senses, create meaningful connections and offer a lasting sense of wellbeing that extends far beyond the stay.
Creating oases since 2004
From its beginnings in the 2000s, Puro was born with a free and cosmopolitan spirit, reinventing the way of living luxury. Transforming an old palace in Palma was just the beginning of a story that fuses design, music, gastronomy and wellness into unique experiences. With each step, Puro has taken its nomadic philosophy to new destinations, creating a universe where elegance and authenticity meet.
2004 - Puro Oasis Urbano
2004 - Puro Oasis Urbano – Puro Oasis Urbano Is Born
2004 - Puro Oasis Urbano
Puro Oasis Urbano is born in the heart of Palma’s city centre, a space that brings together contemporary design, technology, gastronomy and hospitality within a bohemian yet sophisticated atmosphere. Its success was immediate, marking the beginning of a pioneering lifestyle concept in Mallorca.
2005 - Purobeach Palma
2005 - Purobeach Palma
Purobeach, the original beach club brand, is created — a seaside oasis that expands the Puro experience. Music, spa, global gastronomy and retail come together in a privileged setting, redefining the beach club concept.
2010 - Purobeach Vilamoura
2010 - Purobeach Vilamoura
First Opening Outside Spain. Purobeach Vilamoura opens its doors in Portugal, marking the beginning of the brand’s international expansion and strengthening its position as a global reference for seaside lifestyle experiences.
2013 - Puro House
2013 - Puro House
Expansion of Puro Oasis Urbano Palma with the addition of a new building, transformed into a private and exclusive guest wing — the Private Wing.
2015 - Purobeach Barcelona
2015 - Purobeach Barcelona
Purobeach Barcelona opens its doors, marking the beginning of a partnership with Hilton Hotel Group through the opening of Purobeach Barcelona on the rooftop of the Hilton Diagonal del Mar Hotel.
2017 - Purobeach Illetas
2017 - Purobeach Illetas
Purobeach Illetas opened its doors in May 2017, becoming the Group’s second beach club in Mallorca. A new Sea Oasis located in the prestigious municipality of Calvià, set within a privileged natural environment, outdoors and with direct access to the sea.
2021 - Palacio Can Marqués
2021 - Palacio Can Marqués
In 2021, Puro assumed the management of the iconic Palacio Can Marqués, adding it to its portfolio as its first ultra-luxury boutique hotel.
2022 - Puro Grand Hotel
2022 - Puro Grand Hotel
Following the restoration of a 15th-century Mallorcan palace next to the iconic Puro Oasis Urbano, Puro Grand Hotel is born: an exclusive 5-star boutique hotel with 16 rooms and suites.
2023 - Purobeach Menorca
2023 - Purobeach Menorca
In 2023, Puro Group expands its universe with the opening of a new Sea Oasis: Purobeach Menorca.
2025 - Purobeach Resort Santa Ponsa
2025 - Purobeach Resort Santa Ponsa
At the place where it all began, the Group takes a defining step by uniting the Purobeach and Puro Hotels concepts for the first time, creating a unique proposition with its first resort: Purobeach Resort Santa Ponsa.
2004 - Puro Oasis Urbano
Puro Oasis Urbano is born in the heart of Palma’s city centre, a space that brings together contemporary design, technology, gastronomy and hospitality within a bohemian yet sophisticated atmosphere. Its success was immediate, marking the beginning of a pioneering lifestyle concept in Mallorca.
2005 - Purobeach Palma
Purobeach, the original beach club brand, is created — a seaside oasis that expands the Puro experience. Music, spa, global gastronomy and retail come together in a privileged setting, redefining the beach club concept.
2010 - Purobeach Vilamoura
First Opening Outside Spain. Purobeach Vilamoura opens its doors in Portugal, marking the beginning of the brand’s international expansion and strengthening its position as a global reference for seaside lifestyle experiences.
2013 - Puro House
Expansion of Puro Oasis Urbano Palma with the addition of a new building, transformed into a private and exclusive guest wing — the Private Wing.
2015 - Purobeach Barcelona
Purobeach Barcelona opens its doors, marking the beginning of a partnership with Hilton Hotel Group through the opening of Purobeach Barcelona on the rooftop of the Hilton Diagonal del Mar Hotel.
2017 - Purobeach Illetas
Purobeach Illetas opened its doors in May 2017, becoming the Group’s second beach club in Mallorca. A new Sea Oasis located in the prestigious municipality of Calvià, set within a privileged natural environment, outdoors and with direct access to the sea.
2021 - Palacio Can Marqués
In 2021, Puro assumed the management of the iconic Palacio Can Marqués, adding it to its portfolio as its first ultra-luxury boutique hotel.
2022 - Puro Grand Hotel
Following the restoration of a 15th-century Mallorcan palace next to the iconic Puro Oasis Urbano, Puro Grand Hotel is born: an exclusive 5-star boutique hotel with 16 rooms and suites.
2023 - Purobeach Menorca
In 2023, Puro Group expands its universe with the opening of a new Sea Oasis: Purobeach Menorca.
2025 - Purobeach Resort Santa Ponsa
At the place where it all began, the Group takes a defining step by uniting the Purobeach and Puro Hotels concepts for the first time, creating a unique proposition with its first resort: Purobeach Resort Santa Ponsa.
Strategy – The Four Pillars
Expansion
Purobeach and Puro Hotels
Puro’s expansion evolves naturally, putting down roots in new destinations, embracing new adventures and building meaningful connections. This project is driven by nomadic values, dedication, a multicultural vision and the ability to adapt to diverse regions. For the opening of its franchises, Puro carefully selects iconic and inspiring locations around the world.
Strategy – The Four Pillars
Corporate Social Responsibility
Puro integrates sustainability across all areas of its activity, from the selection of raw materials and resources used in its hotels and beach clubs to its growth strategy. The group develops annual plans to reduce environmental impact and actively collaborates with organizations such as UNICEF and Save The Med, assuming real social and environmental responsibility.
Strategy – The Four Pillars
Development
Puro drives the expansion and growth of its brand through the opening of new locations in some of the world’s most iconic destinations. Its goal is to achieve sustainable corporate profitability, always acting with respect and a strong social and environmental commitment. Collaboration with top-level international partners is a key pillar of its development.
Strategy – The Four Pillars
Excellence & Attention to Detail
This pillar guides the daily work of the Puro team and reflects its commitment to excellence in every action. Every detail matters: from high-quality materials in our spaces to the international culinary offering and curated leisure and wellness with organic products. Puro Music performances further showcase our international signature, creating unique experiences that blend wellness, entertainment, and style in every stay.
