Pestana CR7 Communications

Following the success of its first hotel opening in Spain — the Pestana Plaza Mayor Madrid — Pestana Hotel Group is strengthening its presence in the market with its most lifestyle-driven brand, Pestana CR7 Lifestyle Hotels. Created through the partnership between Dionisio Pestana and Cristiano Ronaldo, the brand brings together hospitality expertise, a contemporary urban spirit and a distinctive international profile.

Over the coming months, the group will unveil Pestana CR7 Gran Vía, a new opening that promises to become the place to see and be seen in the Spanish capital. For this important launch, the Portuguese group has once again placed its trust in Bacana Communications, the agency that also managed the presentation of its first Madrid property in the iconic Plaza Mayor.

A first look inside Pestana CR7 Gran Vía

While many details of the new opening are still to be revealed, in January Bacana Communications was responsible for supporting Pestana Hotel Group during the hotel’s first construction site visit, held at the property on Madrid’s Gran Vía. More than 30 media outlets attended this exclusive preview, gaining early insight into the group, the concept behind the hotel and its ambitious plans for the future.

Designed as a carefully curated media introduction, the visit offered journalists an opportunity to connect with the vision behind the project from the very beginning. The event also highlighted the strong interest the hotel is already generating among travel, lifestyle, hospitality and business media, underlining the relevance of the Madrid market for international hotel investment.

During the press breakfast, José Roquette, the group’s Development Director, shared the company’s 2019 results with guests and outlined its objectives for the coming years. His presentation provided valuable context around Pestana Hotel Group’s continued expansion strategy, as well as the importance of Spain within its broader international roadmap.

After the presentation, journalists were divided into smaller groups and invited to tour the construction works of the hotel, allowing them to gain a clearer impression of this remarkable project. The guided visit helped attendees understand the scale of the refurbishment, the design approach and the unique positioning that Pestana CR7 Gran Vía is expected to bring to Madrid’s hospitality scene.

A pioneering hospitality partnership

This collaboration between Pestana Hotel Group and the Portuguese football icon, launched in 2016, has been a pioneering move within the hotel industry. More than a simple brand extension, it reflects the group’s commitment to leadership, innovation and the creation of differentiated hospitality products in prime urban locations.

The Pestana CR7 Lifestyle Hotels concept is built around a dynamic combination of sport, design, technology and contemporary travel culture. In this sense, the Madrid opening is especially significant. Located right on Gran Vía, one of the city’s most emblematic avenues, the hotel will offer guests the opportunity to stay in the very centre of the capital, surrounded by theatres, restaurants, shopping and some of Madrid’s best-known cultural attractions.

Its location alone makes the project highly attractive for both leisure and business travellers, but the hotel’s appeal goes much further. The building itself, an iconic property dating back to the 1920s, has been completely refurbished to meet the expectations of the modern guest while preserving the character of its historic setting. This blend of heritage architecture and contemporary lifestyle positioning is one of the defining features of the project.

Design inspired by comfort, sport and urban energy

Every space within the hotel has been conceived with guest comfort in mind. The renovation has focused not only on aesthetics, but also on creating an experience that feels intuitive, vibrant and welcoming. Each floor has been inspired by the values of sport, a theme that will be reflected both in subtle decorative details and in the wider culture and atmosphere of the property.

This approach gives Pestana CR7 Gran Vía a strong identity of its own. Rather than relying solely on the fame associated with Cristiano Ronaldo, the project translates ideas such as performance, energy, aspiration and wellbeing into a tangible hospitality experience. The result is expected to resonate with a new generation of travellers seeking hotels that combine personality, design and a strong sense of place.

In a city such as Madrid, where the hotel sector continues to evolve and diversify, the arrival of a lifestyle property of this calibre contributes to the capital’s growing international appeal. It also reinforces the role of Gran Vía as one of the most desirable locations for premium hospitality projects, where history, tourism, commerce and culture intersect.

Bacana Communications and its expertise in hotel PR

For Bacana Communications, this new launch for the Portuguese group represents an exciting challenge and another opportunity to demonstrate its specialist expertise in hotel communications. With a deep understanding of the hospitality sector and the expectations of its many audiences, the agency is well placed to support a project of this scale from both a strategic and a media relations perspective.

The launch of Pestana CR7 Gran Vía brings together a wide range of stakeholders, from journalists and tourism professionals to brand partners and loyal followers of the Pestana Hotel Group, all of whom have been following the group’s trajectory for years. Managing this type of opening requires a communications approach that is both carefully structured and highly responsive to market interest.

From media events and press engagement to brand storytelling and positioning, Bacana’s role is to ensure that the opening is not only visible, but also meaningful. In the case of Pestana CR7 Gran Vía, that means communicating the uniqueness of the concept, the strength of the location and the strategic value of the brand within Madrid’s increasingly competitive hotel landscape.

Ultimately, this opening helps strengthen and complement Madrid’s hotel sector on an international level. It adds a fresh, experience-led proposition to the city’s accommodation offer and further positions the Spanish capital as a destination capable of attracting innovative hospitality brands with global appeal.