The music-themed Mallorca Rocks Hotel opened its doors on summer 2010 to become the season’s immediate success, with thousands of young people from all over the world coming to the new hotel. Its exclusive music line-up as well as its creative strategy based on quality entertainment has proven that it is possible as well as economically feasible to capture the attention of a younger tourist market if you know how to adapt to their preferences and trends while maintaining a quality service. Mallorca Rocks Hotel is part of the specialization and segmentation strategy developed by Fiesta Hotel Group through personalized target-specific hotels.