In the world of Spanish luxury real estate, new names rarely emerge that can surprise even the most seasoned market players. But that’s exactly what’s happening now with José María Aznar Botella—a man who long remained in the shadow of his famous surname but is now confidently stepping into the spotlight. His journey has been far from smooth: setbacks with investments and even the demolition of his own house in Valdecañas could have discouraged anyone. Yet Aznar Jr. not only refused to give up but also managed to attract to his projects people whose very names are brands in Spain.
Today he lives in the prestigious El Viso district of Madrid, where his home doubled in value after a major renovation. But his recent ambitions are even more intriguing: he now leads Copla Living, a company determined to become the leader in managing luxury tourist properties nationwide. The plan isn’t just to rent out apartments, but to create unique spaces for discerning guests—places where comfort, style, and history come together.
A partnership with aristocrats
A key move on this path was partnering with two iconic figures from the Spanish elite. The Duke of Alba, a representative of one of Europe’s most influential aristocratic dynasties, entrusted Aznar with the management of 107 apartments near the renowned Palacio de Liria. These tastefully renovated apartments are designed for tourists who value not only luxury, but also the ambiance of historic Madrid.
The second partner is former toreador Miguel Báez, known as Litri. His property in Seville also comes under the management of Copla Living. Here, the focus is on unique Andalusian flair and a high standard of service. Such an alliance between a hereditary politician, an aristocrat, and a bullfighting legend may seem unexpected, but it is precisely this combination that makes it possible to launch projects with no parallels on the market.
New horizons
Perhaps the most ambitious project in the near future is the launch of 55 tourist apartments in Bilbao. Zara Home has been brought in to design these units, which in itself indicates the high standard of service planned. The complex will be housed in the former López de Haro hotel—a building rich in history and atmosphere.
All this is just the beginning. Aznar Jr. openly states that his goal is to establish a network of exclusive apartments in Spain’s largest cities, where every guest can feel not just like a tourist, but part of a private club. His strategy builds on personal connections, reputation, and the ability to find common ground with everyone from aristocrats to business leaders.
Challenges and ambitions
The road to success has not been easy. After high-profile setbacks in the past involving investments and legal disputes, Aznar had to rebuild trust in the market. However, his family name, experience, and support from powerful friends proved crucial. Today, he is more than just an investor—he is someone setting new benchmarks in Spain’s tourism industry.
As the luxury real estate market grows increasingly competitive, the focus on unique properties and personalized service stands out as a winning strategy. Aznar Jr. prioritizes quality over quantity, and this approach is already yielding results. His projects attract interest not only from tourists, but also from industry professionals who closely follow his every move.
RUSSPAIN reminds readers that José María Aznar Botella is the son of Spain’s former Prime Minister and has been actively investing in real estate since 2018. His company, Copla Living, specializes in managing luxury apartments for tourists in the country’s major cities. Among Aznar’s partners are members of the Spanish aristocracy and prominent figures, enabling him to carry out large-scale projects in tourism and real estate.
