We are at the peak of the cycling season in Mallorca. This means that, at this time of year, the island is full of thousands of MAMILs (“middle-aged men in Lycra”) and British cycling enthusiasts who arrive en masse by plane. Most come simply for the sun, the endless coastal roads, and the spectacular scenery.
Richard Branson is not like most people. Ordinary mortals—that is, the hotel general managers who work for him—are still a little afraid to go for a bike ride with him, even at 75, because he always takes things to the limit. Like that time in 2016, when he had a bicycle accident in the British Virgin Islands, was thrown over the handlebars, and hit his face on the ground.
Or that time he traveled to space on a Virgin Galactic spaceship in 2021. Or when he crossed the Atlantic Ocean in a hot air balloon in 1987. Branson isn’t the type of person who just puts on his cycling gear and goes for a ride. He builds the paths he travels on himself.
There’s a sense of infinity, a “you only get nine lives” mindset, and that’s an essential part of the Virgin Limited Edition brand: a collection of nine exclusive retreats scattered around the world, with vast tracts of land and private guides for authentic outdoor adventures.
Welcome to Son Bunyola
Son Bunyola is Richard Branson’s luxury hotel in the Tramuntana mountains, a place he has visited since childhood. Its most striking feature is the sheer size of the site: the property covers about 1,300 acres, and the entire domain has been designated a UNESCO World Heritage Site. As a result, there are extremely strict restrictions on what can be built there, although the cycling routes appear to have been completely non-negotiable.
This season, guests can now book the ultimate cycling experiences in Mallorca, designed for anyone who dreams of pedaling like Branson. In collaboration with local tour operator Medfeel, the program has been designed to take participants on some of the island’s most spectacular routes on high-end bikes.
And it arrives just in time for the North American market, as United Airlines will resume direct flights between Newark Liberty International Airport (EWR) and Palma de Mallorca Airport (PMI) on May 23. “It has taken me over 20 years to get the necessary permits to meticulously restore this historic 16th-century estate, transform it, and breathe new life into it with all my heart,” writes Richard Branson in his welcome message to guests.
Although ‘finca’ is the Spanish term for a rural estate, this one, with its ivory-colored tower and Juliet balconies covered in vines, looks more like a recently restored fortress. Viewed from the air, it could easily serve as a setting for the series *Succession*. It’s easy to imagine Logan Roy cutting ruthless deals by the poolside, under a jade-colored parasol, surrounded by almond and olive groves with views stretching for nearly five kilometers along the Mediterranean coast.
The place is simply spectacular. And it’s actively catering to a very specific type of high-spending cyclist. There’s a business logic behind it all. In the hospitality industry, this is known as “targeted programming”: a subtle strategy designed to create memorable experiences and an emotional connection with guests, thereby encouraging repeat visits and increasing the average daily rate.
Because it’s not just about cycling, but also about the camaraderie and friendships that develop during long group rides. For hotel operators, getting it right can be tricky, especially when dealing with amateurs who try to act like professional athletes.
“It all depends on what the guest wants,” explains Vincent Padioleau, general manager of Son Bunyola. “You might have a plan in mind, but it doesn’t work that way. After all, you offer what the guest is looking for. You have to adapt the offer. After three years [since the hotel opened], we have a much better understanding of what their expectations are.”
Portrait of a traveler on a bicycle
Imagine lycra shorts with internal reinforcement, energy gel packets tucked into matching fluorescent jerseys, a Garmin radar sensor with an integrated map on the handlebars, and the Strava app on your Apple Watch recording distance, speed, and stats.
There’s a fifty-fifty chance they arrived with the popular luxury group Bikecat or with Newbury Velo, voted the best cycling club in the UK last year. But there’s one thing they all have in common: they live by the ‘N+1’ philosophy, where N represents the number of bikes you already own… because you can always find an excuse to buy another one. “I have seven,” says Ade, my seatmate on the flight from London. He and his wife, Phillipa, are the perfect example. “We come every year. It’s fantastic,” says the smiling couple of adventurers, whose children have already left home.
“There’s also the classic ‘S-1’ formula,” jokes Phillipa, where S represents the number of bicycles it would take for your partner to leave you. Because bikes for serious cyclists—think brands like Specialized or the Pinarello Dogma—are like Ferraris compared to a Toyota, with prices hovering around $15,000.
Their plan is to bike the Cap de Formentor route, the famous road located at the northeastern tip of the island. The route begins near the Port of Pollença, follows the MA-2210 road, and winds through cliffs, pines, tunnels, and 180-degree turns until it reaches the Cap de Formentor lighthouse, where the effort is rewarded with spectacular sea views.
This is an approximately 40-kilometer round trip, and many might think, “Well, I can definitely handle that.” But let it be known: this is not for the faint of heart. The Tramuntana Mountains are the largest mountain range in the Balearic Islands and form the backbone of northern Mallorca. Be prepared for challenging climbs and make sure you are accompanied by a professional guide.
Mainly because they’ll provide you with a bike tailored to your ability and prioritize safety. And if you end up stranded halfway through the route—like I did—they have vehicles on standby to rescue you from your own overly ambitious plans.
Richard Branson’s tours include wine and olive oil.
Medfeel Challenge: Coll de Sa Batalla | One of the island’s most famous mountain passes. The route begins by crossing traditional villages on flat terrain before entering the Serra de Tramuntana, where the ascent begins.
- Distance: 145 km / 90 miles
- Positive elevation gain: 2,900 meters
- Duration: 8 hours
- Intensity level: 5/5
The Red Route | This route winds through winding roads and crosses rugged landscapes until it reaches the Son Vich winery, where visitors can enjoy a wine tasting experience.
“For guests seeking a more demanding experience, we can also arrange excursions to Estellencs and Banyalbufar,” explains Guido, the front desk manager at Son Bunyola.
In any case, wine tastings are included. Afterwards, a transfer takes you back to the hotel, where a fully equipped spa, a swimming pool, and a bar offer rest and relaxation.
- Distance: 40 or 80 km / 24.8 or 49.7 miles
- Positive elevation gain: 400–800 meters
- Duration: between 3 and 6 hours, depending on the guest's preference
The Olive Oil Route | This tour follows the coast of the Tramuntana, passing through charming villages until it reaches the magical village of Valldemossa. The destination is the historic estate of Son Moragues, where visitors can enjoy a tasting of some of the best Mallorcan olive oils.
- Distance: 40 or 80 km / 24.8 or 49.7 miles
- Positive elevation gain: 400–800 meters
- Duration: between 3 and 6 hours, depending on the guest's preference
E-bikes aren’t for cheaters. It was a sunny April day, with a completely clear sky. Ángel, our young Mallorcan guide, let us choose from an impeccable row of Cannondale Moterra Neo electric mountain bikes (although, okay, maybe e-bikes are a bit cheating after all).
When they need rental bikes, the professionals supply them through Medfeel or Reynes. And, as the saying goes, you have to know your own limits; simply exploring the estate’s 1,300 acres seemed more than enough. So the three of us set off, climbing a steep stone path to visit the “green spring,” a natural fountain fed by rainwater and mountain streams that nourishes the plants and vineyards throughout the area.
Along the way, we came across a herd of donkeys, living relics that bray at us, baring their teeth, as if to say, “Don’t you dare make us work again.” In the past, the entire economy of the island depended on them to turn the heavy wooden wheels of the ancient olive oil presses. Today, they have been replaced by tourism, which accounts for approximately 40–45% of Mallorca’s economy, according to the Council of Mallorca. Meanwhile, olive oil exports barely reach 0.1% (just enough to pack a few bottles in your suitcase).
The rocky trails proved too difficult, so Ángel took us to a flatter road. It was thrilling to race down the mountain at full speed, with the wind pushing us from behind. Then we realized something: it was incredibly private. The hotel was at 90% occupancy, and yet we had the road completely to ourselves. The scent of olive groves and sea salt filled the air, while the hum of the tires was practically the only soundtrack.
We had been pedaling for three hours when I suffered a severe bout of vertigo, and Ángel, very kindly, called a driver to pick up my bike. Feeling a bit defeated, I decided to walk back to enjoy the scenery. And the scenery looked unreal. A cove without boats. A sea without neighbors. It’s hard to believe that such a pristine place still exists, until you remember who owns it. It’s private, exclusive, and exudes such a sense of power that many people don’t even know the restaurants are open to the public. Now, the secret is out. Still… we are all just visitors in Richard Branson’s dream.
This article has been translated by Forbes.com.
