Our proud history of providing exceptional service to our clients dates back to el the pioneering Hotel El Fuerte, which opened in Marbella on the 4th of July 1957.

This establishment, now El Fuerte Marbella, was built next to the remains of El Fuerte de San Luis (also known as Fort Louis), which gave its name to both our first hotel and our company.

El Fuerte de San Luis has accompanied us throughout our growth over the years, and we’d like to share its story with all friends of Fuerte Group.

El Fuerte Marbella 1957
El Fuerte Marbella - 1957

The first hotel built by Don José Luque Manzano

When Don José Luque Manzano first bought this plot of land in Marbella and built the chain’s first hotel, he was taking a great risk. The businessman was born in Estepa, a village near Seville, where he owned a chocolate factory and an oil mill. His family and friends thought he had left a good town for a better one.

But time proved the innovative hotelier right. On the 15th of July 1957, Don José Luque Manzano hosted a gala dinner for some 500 guests to inaugurate the first hotel building, complete with 33 rooms and the first lift on the Costa del Sol.

When Don José passed away in 1984, the second generation of the family took over the hotel, going on to expand and renovate it. Today, the company, which is still family-run, has seven tourist establishments that all still preserve the style that originated in Marbella in 1957 next to El Fuerte de San Luis.


The 90's

In the 1990s, the chain decided to open its next hotel in the nearby province of Cadiz. Hotel Fuerte Conil was inaugurated on the 12th of February 1999. Five years later, the construction of Fuerte Costa Luz in Conil de la Frontera was completed. In the following years, both would be constituted as a single complex, Hotel Fuerte Conil-Resort.

Hotel Fuerte Conil-Resort

Between 2000 and 2009

Some years after, Fuerte Hoteles decided to invest again in a second Marbella hotel. Hotel Fuerte Miramar (now Amàre Beach Hotel Marbella) opened to the public in 2001.

Amàre Marbella
Amàre Beach Hotel Marbella

Later, in February 2002, the youngest in the family was opened in the Sierra de Grazalema Natural Park: Hotel Fuerte Grazalema.

Hotel Fuerte Grazalema
Hotel Fuerte Grazalema

Hotel Fuerte El Rompido was next to open in 2005, in the scenic natural setting of the Río Piedras and Flecha de El Rompido in Cartaya (Huelva). Its opening, next to the best golf courses in Andalucia, paved the way for a new kind of hospitality and joined the chain’s list of sustainable hotels.

Hotel Fuerte El Rompido
Hotel Fuerte el Rompido

Three years later, in 2008, the construction of Apartamentos Fuerte Calaceite (now Olée Holiday Rentals) was completed. This apartment complex, which now consists of Olée Nerja Holiday Rentals and Olée Torrox Holiday Rentals, is located in a privileged setting between the towns of Nerja and Torrox, known for having the best climate in Europe. This is the chain’s commitment to the Eastern Coast of Malaga, located right by the beach with a unique panoramic view of the Mediterranean.

Olée Nerja Holiday Rentals

Fuerte Group crossed the pond in 2009, when it began construction of Hotel Secrets Montego Bay Jamaica. This establishment is the group’s international venture, a co-development with other investors responsible for the project management of this luxury resort with 700 rooms in Montego Bay (Jamaica).


From 2010 to 2016

In 2010, Hotel Fuerte Estepona was inaugurated, which was operated by the company until 2020, when it passed out of the Fuerte Hoteles family.

September 2017 saw the opening of Breathless Montego Bay Spa & Resort, a 5-star all-inclusive hotel with 150 rooms, 5 restaurants and 3 bars. The hotel is located in Montego Bay, Jamaica, and, together with the two previous Secrets Hotels, forms a 3-hotel resort complex.

Breathless Montego Bay Spa & Resort

In 2016, the former Hotel Fuerte Miramar was completely refurbished, and became the foundation for the Amàre Hotels adults-only brand with the opening of Amàre Beach Hotel Marbella.


At present

In 2018, the company acquired Hotel Costa Conil (now part of Fuerte Conil-Resort), in the province of Cadiz.

Then, in July 2019, the Amàre brand expanded with a new hotel, the company’s first outside Andalusia: Amàre Beach Hotel Ibiza.

Amàre Ibiza
Amàre Beach Hotel Ibiza

In 2021, Olée Torrox Holiday Rentals was opened next to the existing Olée Nerja Holiday Rentals apartment complex.

2023, meanwhile, marks the reopening of the new Hotel El Fuerte Marbella, whose complete refurbishment will turn it into the Fuerte Group’s first 5-star hotel.

Hotel El Fuerte Marbella

The group is also working on the creation of a new brand, DAIA, which offers the ‘slow beach hotel’ experience; an oasis of tranquillity in Conil de la Frontera that’s focused on well-being with the essence of the sea and southern Spain.

DAIA Conil Hotel