Applying WATG’s hospitality DNA to unlock a new market opportunity for resort-style senior living in one of Europe’s most sought-after destinations.
Costa del Sol, Spain
86 hectares
Advisory, Master Planning
The Bogaris Costa del Sol Masterplan spans 86 hectares in Estepona, weaving together hospitality, residential, and cultural experiences. Within this integrated resort, senior living was conceived as a defining pillar of the community. Partnering with Bogaris, the WATG Advisory and Residential teams worked closely to explore how our hospitality DNA could be applied to a next-generation senior living destination, one rooted in wellness, belonging, and long-term value.
Applying our hospitality DNA to a senior living destination rooted in wellness, belonging, and long-term value.
As Europe’s population ages, demand for high-quality senior living destinations is accelerating. By 2050, more than 30 percent of Spain’s population will be over 65, and nearly half a million foreign residents in this age group already call the country home, many drawn to the Costa del Sol from the UK, Germany, and Scandinavia. Despite this demand, senior living communities in Spain remain underdeveloped, leaving a significant market gap for lifestyle-driven, hospitality-inspired solutions.
Bogaris engaged WATG Advisory to assess the opportunity and define the role of senior living within the master plan. The challenge was to create a model that could compete internationally, attract investors and operators, and set a new benchmark for senior living in southern Europe.
A model that could compete internationally, attract investors and operators, and set a new benchmark for senior living.
Our research assessed demographic shifts, benchmarked comparable projects across Europe, and clarified the investor and operator landscape. The attributes essential for success were identified: fostering community and interaction, balancing independence with supportive services, integrating health and wellness, and embedding sustainability into every aspect of design.
WATG Advisory recommended a phased implementation strategy, beginning with an Active Living development at the heart of the site, complemented by apartments, wellness facilities, and F&B offerings. This sequence allows flexibility and scalability while ensuring long-term resilience and market alignment. Integration with healthcare services, the cultural campus, and resort amenities was also mapped to enhance value and connectivity.
Fostering community and interaction, balancing independence with supportive services, and integrating health and wellness.
Bogaris Costa del Sol Senior Living will be positioned as a new benchmark for active and assisted living in Europe. Homes with panoramic views of the Mediterranean, paired with wellness, spa, and sports facilities encourage healthy lifestyles. Community and socializing are placed at the center, with communal spaces designed for interaction, from welcoming lobby lounges to dining venues and cultural programming. Phased development ensures market absorption while supporting enduring value.
Phased development ensures market absorption while supporting enduring value.
The outcome provides Bogaris with a clear understanding of senior living dynamics in Spain, a benchmarked view of the European market, and a tailored phasing plan. It also maps opportunities for partnerships with leading international operators and brands.
Most importantly, it reframes senior living as a lifestyle-led, hospitality-inspired model, not simply places to retire, but communities where people can live fully, age actively, and thrive together. By embedding senior living within the wider resort master plan, WATG Advisory demonstrates how design strategy can create belonging, elevate wellbeing, and generate long-term value for both clients and residents.
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