• ActivumSG announces the recent opening of the SLS Barcelona, a five-star, 471-room luxury hotel on Barcelona’s seafront, the first SLS in Europe
• The firm has signed a management agreement with Ennismore, one of the world’s largest and fastest growing luxury and lifestyle hospitality companies
• Spain remains the top European hotel destination for hotel investment in 2025 according to CBRE

Barcelona, 06 May 2025: ActivumSG, one of Europe’s largest independent real estate investment managers, announces the recent opening of the SLS Barcelona, a five-star, 471-room luxury hotel located on Barcelona’s seafront.

The hotel, developed on behalf of ActivumSG Fund V, is located in Barcelona’s Port Fòrum area, a seafront location that offers scenic views of the Mediterranean and convenient access to the city’s vibrant cultural and business districts.

ActivumSG has signed a management agreement with Ennismore, one of the world’s largest and fastest growing luxury and lifestyle hospitality companies, to operate the hotel under the SLS luxury lifestyle brand. The SLS Barcelona is the group’s first SLS hotel in Europe and represents a major milestone in delivering a new luxury concept to Spain.

The hotel boasts a best-in-class amenity offering in keeping with the modern luxury aesthetic of the SLS brand. There are 471 rooms, suites, and apartments, alongside Barcelona’s largest waterfront rooftop pool and bar, three swimming pools, six innovative nightlife and dining concepts, a spa, and direct marina access.

ActivumSG’s Madrid-based investment team sourced and acquired the 30,000 sqm hotel land plot in an off-market transaction.

The firm along with local development manager, TechStone, subsequently navigated a complex planning and construction process to deliver the asset in a severely supply constrained market, owing to local regulation around new hotel developments in Barcelona. Aligned with ActivumSG’s commitment to delivering luxury hospitality experiences enhanced by sustainability, the hotel has been meticulously designed and constructed to meet leading industry standards. It is targeting a LEED (Leadership in Energy and Environmental Design) “Gold” certification, with the potential to achieve the highest “Platinum” certification.

Spain remains the top destination in Europe for hotel investment for a second consecutive year, according to CBRE’s 2025 European Hotel Investor Intentions Survey, with market fundamentals supported by a low supply of fit-for-purpose hospitality assets to cater to sustained and growing tourism demand in the country.

These robust fundamentals are complemented by Spain’s favourable macro-economic backdrop, which is fuelling GDP growth in excess of its European peers. As a result, Spain is projected to be the most-visited tourist destination in the world by 2040.

Saul Goldstein, founder and CEO, ActivumSG, said: “Our hospitality strategy in Spain is geared towards tapping into ongoing investor confidence in the market, which is supported by the country’s strong tourism infrastructure, favourable climate and agreeable lifestyle.

Despite having a well-established mid-market offering, the luxury segment is relatively underdeveloped in Spain, and this is one of the fastest growing parts of the tourism market as global wealth has expanded. Leveraging the SLS brand, The SLS Barcelona is well-positioned to capitalize on this trend as one of Barcelona’s most innovative hospitality assets.”

Brian Betel, Head of Direct Asset Transactions, ActivumSG, said: “The SLS Barcelona is a landmark achievement that reflects the bold vision and deep local expertise of our Spanish team. Securing the last seafront site available for hotel development in the city was no small feat — it required strategic foresight, intimate knowledge of the planning landscape, and relentless execution. Just as importantly, this project marks our vision in bringing the SLS brand to Europe with an iconic urban resort that sets a new benchmark for Barcelona’s luxury lifestyle hospitality offering and the city’s waterfront.”

Cedric Gobilliard, Head of Central and Southern Europe, Ennismore, said: “The Spanish tourism market is experiencing rapid growth resulting in hotel supply struggling to keep pace with demand, particularly in the luxury segment. In ActivumSG, we have chosen to partner with an experienced investor with a proven track record in creating outstanding luxury hospitality assets in Spain.

With the SLS Barcelona, the firm has developed an asset that is set to become a major destination in the city, recognised both locally and internationally. The hotel’s modern-take on luxury hospitality service provision and its industry-leading amenity offering provides a fitting entry point into Europe for the SLS brand.”

ActivumSG has been an active investor in European hotels since 2012 and has developed, owned and managed over €1 billion of assets in the sector. Some of ActivumSG’s other recent hospitality-related investments across direct asset and corporate platforms have included:

• Hampton by Hilton Fira Gran Via Hotel in Barcelona, a ground-up development strategically located near a major business destination and sold in February 2024
• Hard Rock Hotel Madrid, re-positioned from a former municipal office building near one of the city’s main train stations and sold in 2022 for €65 million
• Palacio Solecio, formerly a 230-year-old Andalusian palace in Málaga which was transformed into a luxury boutique hotel and sold for €51 million in April 2024
• Odyssey Hotel Group, a white-label operator of global hotel brands that currently encompasses a portfolio of 23 hotels across Europe providing over 3,500 rooms, with a further 25 hotels in the pipeline.