Anantara Villa Padierna Palace Benahavís Marbella Resort, a member of The Leading Hotels of the World and a luxury benchmark on the Costa del Sol, has announced the appointment of Javier Friera Acebal as the new General Director. With over 30 years of experience in the industry, Friera embarks on a strategic phase aimed at enhancing the identity and offerings of the resort, nestled among three golf courses and surrounded by the cultural richness of the Costa del Sol.

Friera brings a remarkable trajectory in hotel management and a solid academic background, including a Law degree from the University of Oviedo and a degree in Business and Tourism Activities from the Tourism School of Seville. Throughout his career, he has led teams in top-tier hotels both in Spain and internationally, notably during his tenure at NH Hotels & Resorts.

Among his notable positions are the management of NH Málaga—the largest hotel on the Costa del Sol—the leadership of NH Collection Eurobuilding in Madrid, and the opening and management of NH Constanza in Barcelona. He has also spearheaded high-profile centers in Amsterdam, Jerez de la Frontera, and Marbella. In 2025, Friera oversaw the renovation of NH Marbella as NH Collection Marbella, a key project within Minor Hotels’ strategy in Spain.

In addition to his operational experience, Friera has combined hotel management with university teaching. Since 1999, he has been teaching the Legal Environment module in the Master’s program in Tourism Business Management at the University of Seville and collaborates with international schools like VATEL in Málaga and Madrid in areas of Hospitality Law, Commercial Law, and Labor Law.

With his integration into Anantara Villa Padierna, Friera accepts the challenge of strengthening the resort’s identity, known for its “museum-hotel” style and artistic luxury environment. The establishment hosts over 1,200 pieces of art including sculptures, paintings, and historical artifacts, and is distinguished by its gastronomic offerings, prestigious spa, and exclusive villas, in addition to its proximity to three golf courses.

The arrival of a new general director strengthens Anantara’s strategy to elevate standards of quality, hospitality, and personalized service, supporting the image of the Costa del Sol as a luxury tourist destination and cultural experience. The combination of art, gastronomy, wellness, and world-class golf continues to position the region as a global reference for high-value tourism.