He launched the Zel brand in 2022 with Meliá Hotels International. The first property, ZEL Mallorca, opened in 2023. After that, properties were added in Spain's Costa Brava and Punta Cana, Dominican Republic.
According to Nadal, consumers are increasingly prioritizing experiences, which makes the hospitality sector a promising investment opportunity. He told CNBC interviewer Tania Bryer: "I am not the kind of guy that likes to wake up in the morning and don't know what to do, and my goal was to keep going."
He still holds 55.1% and remains majority owner. His family holding company, Aspemir, manages many of his investments.
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Nadal is also speaking out about tennis finances. He urged players and Grand Slam tournaments to agree on a fixed, long-term deal for prize money percentages. "Find a deal with that, and you stay with that, and the Grand Slams commit that they have to increase the prize money a percentage per year, fair enough for the players, fair enough for the tournament... sign this deal for 10 years, so we have 10 years of calm," he said.
This comes as Wimbledon announced £64.2 million total prize money this year, a 20% increase. Players had asked for £71 million. Leading players want 22% of Grand Slam revenues by 2030. Nadal said he saw both points of view and noted that prize money has increased far more than the average job over the past 15 years.
Nadal's business holdings span hotels, the Academy's educational programs, and a worldwide network of tennis academies. Among the countries with Academy facilities are Greece, Mexico, the Dominican Republic, Hong Kong, and Kuwait.
Nadal's retirement in November 2024 marked the end of his playing career, and he quickly shifted his attention to expanding commercial ventures. The Rafa Nadal Academy in Mallorca, founded in 2016, has become a destination for young players while also offering educational programs. The partial sale to GPF Capital provides capital for further growth. With the Zel brand, Nadal is building his hospitality business, saying that spending on experiences is growing.
The expansion of the Zel brand into the Canary Islands marks a strategic move, as the region is a popular tourist destination. Nadal's partnership with Meliá Hotels International provides operational expertise, allowing him to focus on brand development. The hotel industry has seen significant growth in experiential travel, aligning with Nadal's vision.
Nadal stated his ambition to establish a legacy beyond tennis. "In the same way I built a legacy on the court, now is the moment to build a legacy outside of the court."
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