Playa Luxury Varadero officially opens in Cuba

The Playa Luxury Varadero has officially opened in Cuba, introducing a “hotel within a hotel” concept at the Playa Punta Hicacos resort. The new luxury section features 85 rooms across three categories and is reserved exclusively for adults over the age of 18.

According to Elia Elena Cortés González, Sales Director, the brand focuses on personalized attention, tranquility, and differentiated experiences rather than mere ostentation. Lessner Gómez, Marketing Director General of the Cuban Ministry of Tourism (Mintur), noted that the initiative is a strategic move to elevate Varadero’s positioning, increase revenue, and attract higher-spending visitors.

The Luxury brand previously operated in Playa Pesquero, Cayo Guillermo, and Cayo Santa María. However, flight limitations resulting from the United States' energy and financial blockade against Cuba had previously impacted operations in those locations.