Richard Branson back at Son Bunyola: A celebrity summer with Mallorcan flair

Richard Branson back at Son Bunyola: A celebrity summer with Mallorcan flair

Why a high-profile visitor is more than just an Instagram photo

Sir Richard Branson has again chosen the Serra de Tramuntana as a retreat this summer and is staying at Son Bunyola, the estate he has been connected with for years. On his Instagram account he called the island his "favorite summer holiday destination" and shared scenes of the sunset on the hotel terrace, the pool and sporting activities around the house.

For those used to the midday heat in Palma: an image of the Tramuntana that is not just a postcard myth, but that reminds people of the lonely side streets and the old almond trees. Son Bunyola sits in a landscape of several hundred hectares, with restored buildings and gardens featuring ancient olive and almond trees. The complex offers relatively few rooms, infinity pools, a spa and dining options focused on regional cuisine.

What does that mean in practical terms for the island? First: visibility. When a well-known personality shares photos here, people take notice — and not only of the bay of Cala Mayor, but of the villages behind the mountains. That arouses the curiosity of guests who do not want to spend their holiday on the promenade but are looking for the quiet Tramuntana panorama. That, in turn, can noticeably boost small restaurants, bodegas, guiding services and bike rentals in the island's interior.

Son Bunyola advertises activities such as hikes, bike tours, tennis, yoga, wine and olive oil tastings, as well as boat trips along the coast. These offerings fit well into a Mallorca that in recent years has evolved from pure beach mass tourism to more differentiated experiences, as discussed in When luxury addresses come into focus – Son Vida and Andratx on Spain's top list. Those who book here are often interested in local products: farm produce, small markets and crafts.

For locals, it is noticeable that visits by well-known guests bring not only flashbulbs and excitement, but also long-term work. Hotels hosting demanding guests need service staff, chefs, gardeners and drivers. Many of these jobs go to people from the area; craftsmen remain employed longer when restorations are maintained. That can bring noticeably more revenue to the small bakery on the plaza in Bunyola on hot August days.

Of course, you also see the other side of summer on the streets: road cyclists on the MA-10, day-trippers with backpacks and residents watering their terraces. The presence of an international name shifts attention in the short term, but it does not change everyday life overnight. What remains are conversations in the café, curious glances at the hotel driveway and a few extra reservations in the surrounding restaurants.

A small, almost ironic observation: as the sun sinks over the Sierra, you hear more than the sound of the sea — the cicadas, the clinking of wine glasses and the faint whir of an e-bike. That is the Mallorcan summer melody, to which now and then a celebrity selfie is added, as in Beckhams on Board: A Quiet Family Break off Mallorca.

The visit is more of an opportunity than a risk for Mallorca, if it is used correctly. Hosts can capitalise on interest in sustainable luxury; see Villa Solitaire in Son Vida: Cinema Under the Starry Sky — Who Pays the Price of Luxury? for commentary on luxury projects. Put local products on the menu, organise trips to small villages, and ensure fair working conditions. Guests with a high willingness to pay offer the chance to keep value creation on the island — instead of money flowing only into international return cycles.

In conclusion, a practical idea: municipalities and tourism stakeholders could deliberately promote cooperation with smaller providers — guided bike tours to family-run bodegas, cooking classes with local producers or evening markets featuring regional goods. Such formats bring guests closer to the character of Mallorca and simultaneously strengthen the local economy.

Will Richard Branson return? Many on Mallorca would say: gladly — as long as the island does not lose its character in the process. For now, the image of a sunset on a hotel terrace remains, drawing more attention to the quiet, greener side of the island. And that is a small joy for all who live and work here.