October 7, 2025 | VOL 16
a SLOWER WAY to STAY
words Onur Basturk
photos Ariadna Puigdomenech (Amagatay + Morvedra Nou), Ana Lui (Cesar Lanzarote)
The traditional idea of a hotel is quickly becoming a thing of the past. More and more, people are seeking places where they can disconnect from the outside world, slow down, and find peace in nature. A new wave of hospitality is emerging—one defined by slowness, intention, and depth—and its most compelling voices are shaping their brands around this shift. Among them is ANNUA, founded by brothers Álvaro and Iñaki Sasiambarrena. A growing collection of retreats rooted in local culture and conscious design, ANNUA spans destinations from the quiet elegance of Menorca to the volcanic intensity of Lanzarote and the introspective charm of Mallorca—with more on the way. In the following conversation, ANNUA CEO Álvaro Sasiambarrena shares the story behind the brand and the philosophy that drives it.
ANNUA IS A WAY OF THINKING—ROOTED IN AUTHENTICITY, INTENTIONAL CHOICES, AND A DEEP RESPECT FOR PLACE
How did the story of ANNUA begin? As two brothers, what motivated you to embark on this journey?
ANNUA was born from a shared passion between my brother Iñaki and me—to create soulful spaces where time becomes the ultimate luxury. We come from different but complementary backgrounds. In 2023, we decided to bring our visions together to build something more than just a hotel brand. ANNUA is a way of thinking—rooted in authenticity, intentional choices, and a deep respect for place. What drew us to hospitality was the chance to craft not just spaces, but transformative experiences that help people reconnect—with themselves, with nature, and with the present moment.
What are your individual backgrounds?
I studied architecture, and design has always been central to the way I understand the world—how spaces influence emotion, and how beauty, when grounded in purpose, can become transformative. Iñaki comes from a more strategic and business-focused background, with experience in launching and scaling projects. He’s the analytical mind behind ANNUA. This balance between creative and operational thinking is what has given the project both depth and direction.
A MEDITERRANEAN LIFESTYLE—DEEPLY TIED TO NATURE, CULTURE, AND AWARENESS—HAS ALWAYS FELT LIKE HOME TO US
Why did you choose the Balearic Islands?
Our connection to the Mediterranean goes back many years and is deeply personal. When we were young, these islands shaped our sense of rhythm, our understanding of light, and what it means to slow down. A Mediterranean lifestyle—deeply tied to nature, culture, and awareness—has always felt like home to us.
ANNUA began in Menorca because the spirit of the Balearics—the elegance of simplicity and the harmony between land and sea—has long been part of our personal story. The next step was Lanzarote, which captivated us with its volcanic intensity and raw natural beauty. Wild, emotional, and stripped back. Now we’re returning to Mallorca.
Your brand deliberately avoids calling itself a “hotel.” What is the philosophy behind this approach?
We like to say we don’t build hotels—we design experiences. ANNUA isn’t about square meters or star ratings; it’s about the feeling that lingers. Each space we create is intended to be personal, timeless, and deeply connected to its surroundings.
PEOPLE TODAY ARE NO LONGER JUST LOOKING FOR A PLACE TO STAY—THEY’RE LOOKING FOR MEANING, STILLNESS, AND PRESENCE
Your property in Menorca is called “Amagatay,” meaning “shelter.” These days, more people are seeking places where they can disconnect, slow down, and find peace. Do you think the hospitality industry is evolving in this direction?
Absolutely. People today are no longer just looking for a place to stay—they’re looking for meaning, stillness, and presence. The world moves fast, and hospitality has the power to offer an antidote to that pace. At Amagatay, and throughout all ANNUA properties, we aim to create sanctuaries where guests can reconnect—with nature, with culture, and most importantly, with themselves.
César Lanzarote is located in a house that once belonged to César Manrique’s family. It seems like a powerful intersection of heritage and design. How did you approach this project in terms of space, narrative, and guest experience?
César Manrique’s legacy is deeply woven into the spirit of Lanzarote. Our goal with Hotel César was to honor that spirit. We approached it with humility and restraint, allowing the house to speak for itself. The design is contemporary but grounded in the textures and tones of the volcanic landscape. From the materials we used to the flow of the spaces, every detail was conceived to convey both comfort and a strong sense of place.
AFTER SON XOTANO IN MALLORCA, WE’LL LAUNCH SON MARGALIDA IN 2026.
IN 2027, OUR FIRST INTERNATIONAL DESTINATION WILL BE COMPORTA, PORTUGAL
What kind of atmosphere and guest experience did you aim to create at your new property in Mallorca, Son Xotano?
Son Xotano is one of the projects we’re most excited about. It’s located on a historic Mallorcan estate, surrounded by olive groves and centuries-old architecture. Our vision was to create a space that feels like a timeless Mediterranean home—a retreat where sophistication and simplicity coexist. It will reflect the island’s quiet, raw beauty, offering experiences that are both elevated and deeply rooted. Mallorca will be a carefully curated destination for those who embrace a distinctive way of life.
Each ANNUA property creates a strong cultural, aesthetic, and emotional bond with its surroundings. How do you integrate these local elements into both the design and the overall guest experience?
It all begins with respect. Before we build anything, we listen—to the land, to local traditions, and to the stories embedded in the place. We collaborate with local artisans, use native materials, and design interiors that feel timeless rather than trend-driven. But this approach goes beyond aesthetics—we curate experiences, from gastronomy to wellness to creative workshops, that bring guests closer to the essence of the destination.
Do you have plans to open ANNUA properties in other locations?
Yes, but we’re doing it thoughtfully and organically. After Son Xotano in Mallorca (opening August 1st), we’ll launch Son Margalida in 2026. In 2027, our first international destination will be Comporta, Portugal—a place that reflects our values of natural beauty and cultural authenticity. We’re not chasing scale—we’re seeking resonance. Each new place must speak to us emotionally and align with the ANNUA philosophy.
What would you like guests to feel when they leave an ANNUA property?
I hope they leave with a sense of clarity, peace, and connection. That they felt truly seen, and truly present. As hosts, we don’t just offer accommodation—we offer a reimagined form of hospitality. Like a personal invitation into the home of a thoughtful friend, each moment is intentionally curated and infused with local insight and access to the destination’s finest hidden stories. What we curate is an experience that feels wholly personal and unmistakably theirs.
