Grupo Marjal, a company specialised in the holiday camping-resort segment and headquartered in Guardamar del Segura, has launched a new brand with the aim of “becoming the leading chain focused on this segment in the Mediterranean.” Alannia is the name chosen by its partners to identify the new complexes joining the group—“a distinctive brand intended to evoke a holiday model and lifestyle, much like prestigious international hotel chains have done,” the group explains.
The new Alannia brand debuts with the Tarragona-based campsite ‘Els Prats Village’ (Ctra. N-340, Km 1137, Playa Miami), acquired by the partners in 2018 and “ranked among the best in Europe in Spain by the German automobile association ADAC, which represents 19 million members.” In March 2018, Marjal reached an agreement with private equity firm Corpfin Capital to sell 50% of its tourism division in order to finance the growth of its business model along the Mediterranean coast. The transaction followed a buy-and-build strategy, whereby Corpfin entered the shareholder structure and injected capital to enable Marjal to pursue new acquisitions. A few months later, this partnership resulted in the acquisition of the aforementioned Tarragona campsite, the first of several planned transactions. “The aim of the brand is to continue expanding by adding establishments that meet the chain’s standards and wish to join a long-term project,” the group adds.
“Alannia is the brand we have created for our holiday resort chain. Our goal is to export 20 years of know-how to new complexes through our standards. This standardisation will be implemented across all our properties, and we will drive a unified brand strategy to become the leading camping-resort chain in the Mediterranean,” explains Fernando Garijo, CEO of the holiday division at Grupo Marjal.
The tourist complex offers entertainment services, dining facilities, indoor and outdoor sports amenities, wellness and spa services, as well as water park features within the accommodation areas. The new ‘Alannia El Prats’ is located close to natural environments and is operated “under management criteria that are highly respectful of environmental sustainability and natural resource management.”
In total, Grupo Marjal currently offers more than 2,000 accommodation units across its range of bungalows and pitches. Its establishments target customers “seeking contact with nature and the tranquillity of a campsite, combined with the services and amenities of a top-quality hotel.” Since 1997, the group has operated the ‘Marjal Guardamar’ campsite. In 2011, it expanded its offering with ‘Marjal Costa Blanca’, located in Crevillente. In 2018, the company added the aforementioned ‘Els Prats Village’ to its portfolio.
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Grupo Marjal y Corpfin Capital lanzan la marca ‘Alannia’ – Alimarket.es
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