DON MARTi

Eighty years of a hospitality artisan

The birthday of a beloved person is approaching—a significant date, a milestone (80 years). What can you give to someone who doesn’t like gifts, birthday parties, spotlights, or camera flashes? The answer: a video, or even better, a documentary about their life.

At first glance, it might seem like the typical “wrong gift.” However, the idea of his daughter Natalia to produce a documentary about her father gave all of us the portrait of a man from another era, with values that are hard to find today. It also revealed an honest and, in a way, revolutionary entrepreneur: a true artisan of hospitality.

I can’t think of a better definition to describe what Don Martin has been for the hotel industry, especially in times of standardization and hotel chains. At a time when urban expansion and the construction of new hotels were reshaping the coasts of the island, he remained true to the philosophy instilled in him by his father, Don Antonio Xamena, in the 1950s: respect for nature. This guiding principle has united three generations and continues to be passed on with the same dedication.

Don Martin was a pioneer in environmental sustainability and circular economy concepts, long before these terms became widely known. He implemented innovative methods for energy savings, CO2 offsetting, recycling, and biodiversity conservation. At his hotel, wastewater was treated and reused to irrigate the gardens, a practice that continued until water recycling became the responsibility of local authorities. The heat generated by air conditioning was used to heat swimming pools, and as early as 1968, he installed the first solar panels. They even used almond shells as a renewable energy source to power the heating and hot water systems for many years.

Don Antonio and Don Martin Xamena also created a different concept of tourism, one focused more on people than on the number of rooms.

One anecdote illustrates Don Martin’s immense love for his clients. On one occasion, the director of a bank branch offered him the keys to a famous hotel in Mallorca. Accepting the offer would have meant settling some debts and securing a great business opportunity. However, Don Martin firmly replied, “NO, THANK YOU.” The director, surprised, reminded him that there was a line of entrepreneurs waiting for such an opportunity. Yet, in that “no” was the essence of Don Martin’s philosophy: a personalized approach, warm greetings, heartfelt hugs, and handwritten postcards.

Even today, 40 years later, his response would be the same. As a true artisan, Don Martin knew that one should not take on more work than can be handled without sacrificing quality. An artisan works with their hands, dedicating time and attention to detail to create unique pieces. That’s exactly what the Hotel Bonsol was: a family-run hotel that prioritized the happiness of its clients and employees. As Don Martin used to say: “An unhappy employee can never make a client happy.”

Since 1953, the Bonsol has been a family-run hotel, a true “artisanal workshop” of hospitality—resilient and humble. For more than 50 years, it has been led by a white-haired master who shares his knowledge with great humility, leaving behind a legacy based not on numbers, but on values.

Happy birthday to Don Martin, the last artisan of a generation of entrepreneurs at risk of extinction in a constantly changing world (hopefully following his wonderful example).