Bahia Principe Explore San Felipe, a cornerstone of Puerto de la Cruz's hospitality scene, is marking two decades of operation in Tenerife. Since its acquisition by the Piñero Group in 2006, the property has welcomed close to half a million guests, cementing its role as a significant player in the Canary Islands' tourism economy.
The anniversary comes at a time of renewed investment for Piñero on the island, where the family-owned group operates four hotels. The company has just completed a major refurbishment of Bahia Principe Escape Tenerife, and Bahia Principe Explore Costa Adeje is slated to reopen in December 2026 following a comprehensive upgrade. These projects underscore Piñero's long-term commitment to Tenerife as a destination.
A decade of evolution and brand integration
Over the past 20 years, the hotel has undergone multiple transformations to keep pace with shifting traveller preferences. Most recently, it was integrated into the Bahia Principe Explore sub-brand, which targets families and groups seeking flexible, experience-led stays. This repositioning reflects a broader industry trend toward segmented offerings within all-inclusive portfolios.
Julio Pérez, CEO of Bahia Principe Hotels & Resorts, highlighted the hotel's journey: "San Felipe has been part of Tenerife's tourism history for two decades. Its evolution mirrors the changes in our sector, and we are proud of the role it has played in welcoming visitors from around the world."
The property's anniversary was celebrated on 18 September with a staff event honouring long-serving employees, a nod to the human capital that underpins the brand's success.
Sustainability at the core
In line with Piñero's environmental strategy, the hotel has installed 500 photovoltaic panels, reducing its carbon footprint and supporting the group's broader sustainability goals. This initiative is part of a wider effort across Piñero's Canary Islands portfolio to integrate renewable energy and responsible practices.
Encarna Piñero, Global CEO of Piñero, emphasised the company's dedication to sustainable tourism: "Our commitment to Tenerife goes beyond infrastructure. We aim to integrate with the local culture, promote Canarian gastronomy, and ensure that our operations benefit both visitors and residents for years to come."
The group's focus on local traditions is evident in its culinary programming and community partnerships, which seek to showcase the island's unique identity.
Expanding reach through Hyatt joint venture
Bahia Principe Hotels & Resorts, a leader in the all-inclusive segment, continues to expand its footprint through a joint venture with Hyatt. This alliance has enabled the brand to diversify its offerings and tap into new markets, while maintaining its Spanish roots.
As Tenerife remains a key destination for European holidaymakers, Piñero's investments position the group to capitalise on growing demand for sustainable, experience-rich travel. The reopening of Costa Adeje in 2026 will add further capacity, and the group's ongoing renovations signal confidence in the island's long-term appeal.
For travel professionals, the anniversary serves as a reminder of the importance of brand evolution and sustainability in maintaining competitiveness. As other destinations mark similar milestones, the focus on responsible growth is becoming a defining factor in hotel investment decisions.
With its blend of heritage and innovation, Bahia Principe Explore San Felipe stands as a testament to the enduring value of long-term commitment in the hospitality industry.
