Majorca's famous resort town has, since the '90s, put in a serious effort to shake off its reputation as a haven for youthful vacation chaos.
Magaluf is known for its sheer number of nightlife venues — more than 800 nightclubs, pubs, bars, and discos. British youth vacationing in Magaluf earned a rough reputation among locals for mass public-order violations while heavily intoxicated. Magaluf has even seen fatalities from "balconing" — a once-trendy stunt among young tourists of jumping into a hotel pool directly from their room's balcony.
But instead of an endless string of drunken parties, the priority has shifted toward spending time somewhere atmospheric, with access to sports, healthy food, and plenty of Instagram-worthy views. And hotels built around exactly that idea are starting to appear there. ME Melia is one example.
Rooms come equipped with what now feel like essential details: ports for iPad, iPod, and laptop, built-in speakers, an expanded minibar, organic toiletries. The hotel even has so-called "aura managers" — staff who learn each guest's interests and quietly shape the surrounding atmosphere, like conductors leading an orchestra. Even the hotel's lighting shifts depending on the time of day. It's a little startling: in the morning, the lobby plays a song you recently Shazam'd; by dinner, your favorite wine shows up on the table; and the cafés and clubs the managers recommend turn out to be ones you genuinely like.