The impact of luxury on the real estate market
Luxury has become a key transforming element for the development of the real estate sector, driving the construction of new properties and revaluing existing ones, improving infrastructure and attracting potential foreign investors who are increasingly betting on a second home in our country. In the last decade, the continuous growth of wealth worldwide has significantly transformed the sector. Exclusive hotel chains such as Rosewood, Four Seasons, Mandarin Oriental or Belmond, have recently focused their attention on Spain, becoming a crucial factor for the growth of tourism at the highest level and also promoting the boom of the premium real estate market in Spain. All this is a determining factor for the revaluation of properties, the attraction of professionals and companies, changes in lifestyle preferences and the organization of international events.
Investors, both local and international, are looking to take advantage of the increase in property values and the constant demand.
This phenomenon is reflected in several key areas that demonstrate how luxury is shaping the country's real estate landscape.
Speakers and committee 2024
In order to create the reference event of the Real Estate Premium sector and enrich the content, we have formed an advisory committee made up of very relevant personalities in the industry for the preparation of panels of speakers and round tables defining the speakers who will provide us with their vision on the themes, content and key players to be taken into account.

Sergio Calvete

Fernando Catalán de Ocón

Xicu Costa

Mar de Miguel

Pablo del Pozo

Ana de la Fuente Molinero

Xandra Falcó

Susana García-Cereceda

Juan Antonio Gómez-Pintado

Álvaro González de la Hoz

Hans Lenz

Enrique López Granados

Enrique López Sastre

Tristán López-Chicheri

José Antonio Muro

Álvaro Palomino

Antonio Pan de Soraluce

Jorge Pereda

José Felix Pérez-Peña

Sergio Rabassa

Bruno Rabassa Roig

Juan Manuel Reyes González

Roberto Roca

Carlos Rodríguez

Juan Francisco Rodríguez

María del Mar Santana

Pedro Soria

Luis Valdés

Abel Valverde

Lourdes Vázquez Cabado
Agenda
A full day, with presentations, debates and round tables in an ideal space for relations and contacts between professionals. A unique opportunity to learn about the reality of the sector from its main protagonists.
9:00 - 9:15: Welcome and presentation of the meeting
Eloy BohúaCEO, PLANNER EXHIBITIONS
Xicu CostaDirector Territorial Madrid, CAIXABANK
Bernat VidalCEO, BORBALAN
9:15 - 9:35: Keynote speaker. The universe of luxury
Xandra FalcóPresidenta, CIRCULO FORTUNY
9:35 - 9:50: Keynote speaker. Study of the luxury residential market in Spain
Ana de la Fuente MolineroDirectora Corporativa de Marketing y Comunicación, GRUPO TECNITASA
Jose Antonio MuroDirector General, GRUPO TECNITASA
9:50 - 10:05: Keynote speaker. Luxury in brand residences
Enrique López GranadosFundador y Presidente, CALEDONIAN
Enrique López SastreDirector de Ventas y Marketing, CALEDONIAN
10:05 - 10:50: Branded residences: Spain, at the forefront of Europe
- Why develop a branded residences project?
- What does it bring to the table compared to conventional development?
- How does it work? What is the brand agreement like?
- Market potential of branded residences in Spain
Enrique López GranadosFundador y Presidente, CALEDONIAN
Antonio Pan de SoraluceSocio Fundador, BLASSON PROPERTY INVESTMENTS
Carlos RodríguezChief Executive Officer, SIERRA BLANCA ESTATES
Moderated by:
Pedro SoriaConsejero de Estrategia y Desarrollo de Negocio, GRUPO TECNITASA
10:50 - 11:35: Investment for luxury developments in Madrid
- Central zone and metropolitan area
- Volume of offer. Types, specifications and price level
Fernando Catalán de OcónDirector Comercial y Consejero, CONSTRUYE CAPITAL
Álvaro González de la HozManaging Director, BERKSHIRE HATHAWAY
Susana García-CerecedaPresidenta Ejecutiva, LA FINCA
Luis ValdésManaging Director, COLLIERS
Moderated by:
Sergio CalveteDirector Key Clients, CAIXABANK
12:15 - 12:40: Tristán López Chicheri, the architect without frontiers
Tristán López-ChicheriCEO, L35 ARCHITECTS
Moderated by:
Paula SerraDirectora General de Audiovisuales. GRUPO SERRA
12:40 - 13:25: Madrid vs. Coast: Luxury Residential
- Balearic Islands, Costa del Sol, Canary Islands, Levante, Madrid
- Differences in customer typology and preferences
José Felix Pérez-PeñaExecutive Director Andalucía, SAVILLS
Sergio RabassaCOO, Berkshire Hathaway
Juan Manuel Reyes GonzálezCEO y socio fundador, RGZ DEVELOPERS
Moderated by:
Hans LenzPresidente de ABINI
13:25 - 13:45: Keynote speaker. Spain in the international panorama of luxury residential
Jorge PeredaResidential Director, GRUPO LAR
15:10 - 15:50: Innovation and future trends in the luxury residential sector
- Experience
- Welfare
- Technology
- Sustainability
Juan Antonio Gómez-PintadoPresidente, VÍA ÁGORA
Juan Francisco RodríguezDirector General, Bilba
Lourdes Vázquez CabadoLandscape Studio Manager, JARDINS DE TRAMUNTANA
Moderated by:
Álvaro PalominoHead of Business, MIELE
15:50 - 16:30: The residential sector in the consolidation of a luxury destination
- Synergy with other luxury sectors
- Gastronomy, culture, fashion, tourism…
Mar de MiguelVicepresidenta Ejecutiva, AEHM
Pablo del PozoCEO, NUBA
Abel ValverdeDirector, PESCADERIAS CORUÑESAS
Moderated by:
María del Mar SantanaDirectora de empresas, CAIXABANK