Our Philosophy

Excellence and well-being

Puro is a recognized brand of international prestige in the lifestyle tourism sector, specializing in beach clubs and luxury hotels. It is a way of life, both for its nomads (clients) and its team.

A brand whose pillars are based on excellence at all levels and a unique sensory experience designed to meet the needs of our nomads and team.

We embrace the values of freedom, respect and professionalism in every detail, always committed to creating spaces and human teams that inspire serenity and connection. Always with the aim of offering authentic Oasis of Happiness and Wellbeing.

Unforgettable experiences

Global Nomads

Puro's clients, our ‘Global Nomads’, are discerning and curious individuals who value quality, culture, music, art and gastronomy. They seek unique experiences and are amazed by the wow factor that every corner of Puro has to offer.

Connect with yourself

The five senses

At Puro, we create a sensory experience that connects body, mind and soul. Through the five senses, every detail is considered: the design of our Oases, refined flavors, Mediterranean aromas, tactile wellness experiences and music that sets the perfect atmosphere.

Balance and purification

Mandala

The Mandala, a symbol of balance and purification, represents Puro's philosophy. It is a constant reminder of the importance of the essence of things and invites us to connect with our inner Oasis, promoting transformation and well-being in every experience.

Sensory gastronomy

M3 Cuisine

Our M3 Cuisine concept is inspired by three vibrant cities: Miami, Melbourne and Marrakech. A culinary proposal full of global flavors, colorful dishes, creative cocktails and healthy options, designed to delight all the senses throughout the day.

Team

Beltrán Álvarez de Estrada

Chief Executive Officer

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Andrés Zahínos

General Manager

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Julia Plass

HR Director

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Pedro Capó

Finance Director

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the values that define the pure group are

F.A.S.T & C.H.I.C.

These principles guide the brand in its mission to deliver unique and memorable experiences. With a focus on fluidity, natural style and carefully curated ambiance, Puro is committed to maintaining a connection to innovation, diversity and social responsibility.