Ushuaia, the adults only party Hotel in Playa Den Bossa, is to expand its brand for 2013, with the addition of 270 extra rooms, through the refurbishment of its next door neighbour, the Fiesta Hotel Playa Den Bossa. Creative director at Ushuaia, Jann Pissenem, is to weave his magic and turn its ugly sister hotel, into a Mediterranean Cinderella.
Ushuaia, described by Pissenem as an "Amusement park for adults" will lend its style to a multi million euro refurbishment of the eight floor, single block Hotel. Work on the upgrade is expected to start at the end of the season when the Hotel closes its doors for the last time as a three star establishment. With rooms prices at Ushuaia fetching €1500 a night, the current €102 half board rate at Fiesta Hotel Playa Den Bossa, is now a collectors item as the Hotel will increase its room rate fourfold for the 2013 season.
Ushuaia is part of the Fiesta Hotel Group, which is owned by the local Matutes family, who have strong property and business portfolios on the Island including the Sirenis Hotel Chain. A new generation of the family is the driving force behind the redevelopment of the whole Playa Den Bossa resort, which is expected to rival the Ocean Drive area of Miami Beach in Florida. The project is an ambitious one but will not lack in financial or political clout and there are few on the Island that will doubt its success.