Corporate

The Real Estate Alfil Chair at San Telmo Business School will hold a new conference in Malaga on Tuesday, February 24, focusing on the luxury residential market and its impact on the Andalusian economy. In a context marked by an investment boom and growing international demand (mainly concentrated on the Costa del Sol), the meeting will address the strategic role of the prime segment from an academic, technical, and multidisciplinary perspective.

The Costa del Sol has established itself as one of Europe's leading luxury residential destinations, with an economic impact that goes far beyond the real estate market itself. According to the Marbella Real Estate Market Report 2025-2026 produced by Pure Living Properties, the high-quality housing segment accounts for approximately 10% of the Gross Domestic Product of the province of Malaga, making it a significant driver of the local and regional economy. In addition, six out of ten new jobs created in the so-called 'Golden Triangle'—formed by Marbella, Benahavís, and Estepona—are directly or indirectly linked to the premium market, both in the construction phase and in the services associated with these high-end developments, which demonstrates the sector's capacity to generate stable and skilled employment and to stimulate a network of complementary activities beyond civil engineering.

The session, structured into four thematic blocks, will explore the evolution of demand, financing formulas, the development and marketing model for high-end developments (including branded residences), and the impact of luxury on the urban configuration of cities.

"Luxury residential development is neither a bubble nor an isolated phenomenon. It is an industry in its own right that attracts international capital, generates stable, high-quality employment, and contributes to the transformation of the destinations where it takes place. In the case of Andalusia, and especially the Costa del Sol, the prime segment acts as an economic and urban driver, but it requires a rigorous and professional approach to ensure its long-term sustainability," explains Eduardo Olaya Estefan, director of the Alfil Real Estate Chair.

From the market to capital, from the product to the city

The day will begin with an analysis of the market and demand, focusing on the evolution of the buyer profile—increasingly younger, digital, and with high purchasing power—product absorption, and differences between areas of the Costa del Sol. This will be followed by a section dedicated to new financing formulas, where the role of banks, private banking, family offices, and funds specializing in luxury projects will be discussed.

In the second half of the morning, the focus will shift to the development of promotions and branded residences, delving into models of collaboration between developers and brands, and the keys to ensuring consistent and differentiated marketing. The session will close with a block of reflection on design, experience, and the city, featuring Giovanni de Niederhäusern (Pininfarina), who will provide an international perspective on quality standards, identity architecture, and global luxury trends as a catalyst for urban value.

Among the featured speakers, Javier Reviriego, CEO of Valderrama, former CEO of Finca Cortesín, and advisor to Four Seasons for the Marbella project, will provide particularly relevant insights into how key decisions regarding product, positioning, and governance are made in long-term luxury developments, with a special focus on the experience, brand, and management of complex assets that integrate golf, high-end hospitality, and prime residential properties.

The event will also feature an expert from Savills International, who will provide a comparative overview of the global luxury market, analyzing international trends and the positioning of the Costa del Sol compared to other prime European destinations. He will be joined by Javier Nieto, CEO of Pure Living Properties, an agency specializing in prime residential properties with more than 16 years of experience, who will share his expertise on international demand trends, product evolution, and the role of leading agencies in the sustainability of the luxury market.

"Our role as an academic forum is not to defend or extol luxury, but to understand its internal logic and its real impact on the economy, the city, and planning. This meeting seeks precisely that: to generate useful knowledge, connect key players, and anticipate the challenges of a segment that, if managed wisely, can continue to be a strategic asset for Andalusia," says Josep Mor Figueras, professor in the Finance department and academic director of the Chair.

With this new session, the Alfil Real Estate Chair continues its 2025–2026 program of meetings, which rigorously analyze the main challenges and opportunities in the real estate sector, from access to housing and urban planning to residential development models and the role of international capital.

Alfil Real Estate Chair

The Real Estate Alfil Chair is an academic initiative of San Telmo Business School, based in Malaga and supported by Grupo Alfil and other leading companies in the sector. Its objective is to bring together representatives from the business, financial, and urban planning sectors to analyze the main challenges facing the real estate market, identify trends, and generate strategic and viable proposals.