A Celebration of Success and Canarian Spirit
On October 23rd, the AluaSoul Costa Adeje hotel, part of Hyatt’s Inclusive Collection, celebrated its first anniversary with a festive institutional event. The gathering brought together executives from Hyatt and Stoneweg, local authorities, representatives from major European tour operators, and prominent members of Canarian society. Held at the hotel itself, the evening was filled with a celebratory atmosphere and a palpable sense of pride for a year of achievements and consolidation.
A Night of Speeches and Local Flair
The event masterfully blended official speeches with activities inspired by the archipelago’s identity. Guests enjoyed a cocktail featuring traditional flavours, watched the artisanal crafting of cigars, and were entertained by performances from ‘comparsas’ carnival groups and drag queens paying homage to the famous Canarian Carnival. A spectacular fire show provided a dramatic tribute to Tenerife’s volcanic landscapes. The guest list included key figures such as Manuel Melenchón, Managing Director South EAME of Hyatt; Miguel Casas, Managing Director of Stoneweg Hospitality; Ricardo Domínguez, Area Vice President of Operations Canarias & Portugal, Europe for Hyatt; and Víctor Gil, General Manager of AluaSoul Costa Adeje.
Industry and Community Support
The event also saw strong representation from major European tour operators working in the Canaries, including TUI, BAH, Jet2 Holidays, EasyJet Holidays, Alltours, Thalasso, Der Touristik, World2Meet, and Schauinsland Reisen. Local authorities in attendance were Lope Afonso, Vice President of the Tenerife Island Council and Head of Tourism; Mercedes Vargas, Deputy Mayor and Councillor for Economic Promotion of Costa Adeje; and Alberto Álvarez, Special Delegate Councillor for Economic Development and Employment. The evening unfolded in a relaxed yet institutional ambiance, reflecting the maturity the establishment has achieved in its first year.
More Than Just a Birthday
For Víctor Gil, the hotel’s director, the anniversary “represents much more than a date; it is recognition of the effort of an entire team that has worked with passion and commitment. It is also an opportunity to thank our clients and collaborators for trusting us from day one.” Opened in 2024 after a complete remodel, the AluaSoul Costa Adeje has experienced a year of consolidation, learning, and growth. Gil states that the balance “could not be more positive.”
A Solid and Differentiated Product
“We started with a privileged location and a good base, but thanks to the pre-opening renovation, the improvement of our facilities—rooms, common areas, and restaurants—and the backing of Hyatt’s Inclusive Collection, we have managed to position a solid and differentiated product in the south of Tenerife,” explains Gil. The establishment, owned by Stoneweg and managed by Hyatt, reinforces Stoneweg Hospitality’s strategy of promoting tourism assets alongside international operators. Miguel Casas, Managing Director of Stoneweg Hospitality, emphasized that “this type of alliance is essential to strengthening the appeal of the Canary Islands as a quality global destination.”
The Adult-Only Concept and Exclusive Amenities
With 226 rooms, AluaSoul Costa Adeje offers an adults-only (+16) concept that seeks to combine wellbeing, exclusivity, and connection with the surroundings. Its bright, contemporary design spaces are complemented by an outdoor pool with a solarium, a wellness centre with a sauna, Turkish bath, and personalised treatments, and a fully equipped gym. The “My Favorite Club” proposal adds an extra layer of exclusivity with more spacious rooms, rooftops with panoramic views, private lounge areas, and personalised services for the most demanding guests.
A Culinary Journey from Local to International
In the gastronomic sphere, the hotel champions the combination of local produce and international cuisine. This is showcased in its Terra restaurant, with buffet service and live cooking stations, and Mare Nubium, an à la carte restaurant with creative, zero-kilometre inspiration. Several bars round out the offering, celebrating mixology as an essential part of the holiday experience.
A Landmark Achievement in Inclusivity
One of the night’s highlights was the official presentation of the Queer Destinations Committed distinction, making AluaSoul Costa Adeje the first hotel in Tenerife and the second in the Canary Islands to receive this international accolade. Awarded by the organization Queer Destinations, this recognition certifies establishments committed to offering inclusive, safe, and discrimination-free environments for the LGTBIQ+ community.
Transforming Hospitality Through Diversity
During the presentation, Adrián Hernández, Head of Europe at Queer Destinations, noted that “true inclusion begins with solid collaborations. Working alongside AluaSoul Costa Adeje represents a significant step in continuing to transform the Canary Islands into a benchmark of safety, respect, and diversity for all people.” The “Hospitality Meets Diversity” training program, which all hotel employees complete, ensures diverse and respectful hospitality across all areas—customer service, commercial, marketing, and human resources—making inclusion a tangible practice. For Víctor Gil, this distinction “reinforces our philosophy of open, respectful, and authentic hospitality, and drives us to continue building an environment where all guests feel welcome.”
The Human Touch Behind the Success
According to its director, one of the pillars of AluaSoul Costa Adeje’s success has been its team. “Their professionalism and genuine kindness have been fundamental in this first year. Every smile and every gesture counts. That is only achieved with people who are passionate about what they do,” affirms Gil. The hotel has also adeptly adapted to a more conscious type of tourism, with guests of different nationalities who value sustainability, quality, and authentic experiences. “They seek to disconnect, enjoy, and rediscover Tenerife from a more personal perspective. Our adults-only format has been key to attracting this type of traveller,” adds the director.
Commitment to Local and Sustainable Growth
In this sense, the establishment maintains a close relationship with local suppliers, fostering a sustainable economic model. “We feel especially proud of our collaboration with local businesses, which understand quality demands and help us offer locally sourced products that are highly valued by our guests,” he points out.
Looking to the Future with Ambition
With a year of consolidated trajectory behind it, AluaSoul Costa Adeje looks to the future with ambition and commitment. “We want to continue establishing ourselves as a benchmark in the adults-only segment, betting on continuous improvement, digitalization, and sustainability,” explains Gil. A key focus will be the creation of unique experiences linked to the destination, which connect emotionally with guests and reflect the essence of Tenerife.
A Heartfelt Thank You
The director summarizes the project’s spirit with a message of gratitude: “Thank you for trusting us, for choosing us, and for recommending us. This first year has been possible thanks to clients, collaborators, suppliers, and, above all, the team. We continue with the same excitement as on day one and with the commitment to always offer the best of ourselves. AluaSoul Costa Adeje is your home in Tenerife.”
About the Partners
AluaSoul Costa Adeje is part of Alua Hotels & Resorts, integrated into Hyatt’s Inclusive Collection—a portfolio that groups 11 international brands of luxury all-inclusive resorts and hotels distributed worldwide. Stoneweg, the asset’s owner, is a global Real Assets investment company headquartered in Geneva with a presence in 17 countries, specializing in high-value-added tourism and residential projects. The synergy between both companies has allowed this hotel, located next to Puerto Colón, to establish itself in just one year as a benchmark for contemporary and diverse hospitality in the south of Tenerife.
