Mikeli is driving a business association to position Cantabria in the luxury market

Antonio Avilés: a forward-looking vision for luxury real estate in Cantabria.

In this interview published by Cantabria Económica, Antonio Avilés—founder of Mikeli—shares his strategic perspective on the present and future of the high-end real estate sector in Cantabria. With a consolidated career and profound market knowledge, Avilés defends the value of properties with history, the role of traditional architecture, and the need to position the region as an international benchmark for luxury with identity. A conversation that reveals how prestige is built not only with square meters, but with authenticity, vision, and commitment to the environment.

Antonio Avilés, owner of the Mikeli agency, which specializes in luxury real estate, is firmly convinced that Cantabria’s architectural heritage is a major draw for very special buyers from all over the world, much like what has happened in Tuscany. However, he considers it essential to strengthen the region’s image abroad and is currently promoting an association of entrepreneurs linked to luxury products and services to boost it.

Historic palaces and manor houses of great literary figures are coming onto the market in Cantabria. Does the buyer value these circumstances, or are they deterred by the assumption that their ability to carry out renovations will be limited?

Antonio Avilés. – Without a doubt, the degree of heritage protection directly influences buyer interest. Many of these properties spark admiration for their cultural and architectural value, but they also generate a certain caution. Conservation regulations can limit renovation possibilities, which for some profiles acts as a significant deterrent.

This type of architecture is part of Cantabria’s historical legacy, and we should encourage its preservation through institutions, even through specific subsidies that facilitate maintenance and rehabilitation. It is not just about preserving facades or decorative elements, but about adapting these spaces to current needs without losing their essence. And that, inevitably, entails a high cost: working with original materials such as old wood, tile, or stone requires specialized labor and complex technical solutions. Furthermore, adapting utility connections—water, electricity, or heating—to centuries-old structures can be a real challenge.

For all these reasons, the commercialization of these properties is often geared toward tourism projects—charming hotels or high-end rural houses—that can make the investment profitable. However, quite often the limited number of rooms, combined with structural rigidity, makes the model economically unviable. In short, the symbolic and aesthetic value is indisputable, but the technical and financial reality can deter many private buyers.

Is there a market for this type of product?

A.A. – Yes, a market exists for these types of properties, although it is small and specialized: individuals with a sensitivity for heritage, a long-term vision, and, in many cases, an emotional or cultural bond with the region. There are also investors looking to differentiate themselves by betting on unique projects.

Those who embark on these types of projects are usually driven by a strong emotional connection and a romantic vision of the property. These are structures that tell stories, that have witnessed past eras, and that bestows them with an intangible value not found in any other type of property.

Personally, I am fascinated by imagining how these buildings were raised with the means of that time: without modern machinery, using artisanal techniques, and with a dedication that today seems almost unthinkable. Thinking about the construction of a casona or a palace in the 18th century, for example, is like looking at a work of engineering and art at the same time. Therefore, beyond their economic viability, these projects have a cultural and emotional dimension that makes them unique.

The former president of Volkswagen bought a historic manor years ago. Recently, a former vice president of Coca-Cola acquired another. Is this an opportunity to link the region to personalities from all over the world?

A.A. – I truly wish it were. Cantabria has all the ingredients to become a meeting point for relevant figures from the business, cultural, and artistic worlds. The beauty of its landscape, the authenticity of its villages, the richness of its architectural heritage… all of this creates a unique proposition that, if well-managed, could position itself alongside other European regions that have already achieved this, such as Tuscany in Italy—where I was recently and saw firsthand how the bond between territory and prestige has been consolidated.

The acquisition of historic casonas by figures like those mentioned is no coincidence. The buyer of this type of property is usually someone with a deep sensitivity to architecture, history, and art. The solemnity exuded by a blazoned manor, with its coat of arms, its centuries-old walls, and its symbolic weight, cannot be matched by any modern mansion. For many, owning an ancestral home is like winning a life trophy: a reward representing achievement, refined taste, and a connection to what is authentic.

At Mikeli, we have mediated numerous operations of this type. Perhaps because we share that admiration for heritage and know how to convey it. As many know, we work with very diverse clients, including famous individuals, top-level politicians, and internationally recognized entrepreneurs. We cannot reveal names, but we can say it is an honor to represent them and accompany them in such special projects.

They are probably not the ones who will focus most on prices, but is it still possible to acquire authentic palaces in Cantabria at moderate prices, compared to what they might cost elsewhere?

A.A. – Although it may seem that certain buyers do not look at the price, the reality is that everyone does. The bargains that used to be found almost by chance no longer exist. We live in an era where the world fits into a mobile phone, and anyone can access information about the market value of almost any property, anywhere in the world. Transparency has changed the rules of the game.

At Mikeli, we have participated in very significant operations, both in Cantabria and elsewhere, and we can affirm that interesting opportunities still exist. For example, in Galicia, there are around one hundred pazos (manor houses) for sale, in addition to many others that remain abandoned. Some of them have truly attractive prices, but the additional costs of renovation and heritage restrictions cause many buyers to dismiss them.

A very illustrative case is that of Julio Iglesias, who acquired a pazo in the village of Villarino, in Ourense. That operation could have perfectly taken place in Cantabria, which possesses properties of equal or greater historical and architectural value. But for that to happen, it is necessary for the region to position itself strategically, for renovation to be facilitated, and for the differential value of these properties to be better communicated.

In short, yes, authentic palaces can still be found in Cantabria at reasonable prices when compared to other European regions. However, for those opportunities to materialize, we must work on reducing technical and administrative barriers and on reinforcing the narrative of what it means to live—or invest—in a property with soul, history, and character.

‘Authentic luxury, not staged’

Do we have a complementary luxury offering for this type of audience?

A.A. – Yes, without a doubt. Cantabria has a solid and expanding luxury offering, perfectly capable of attracting a demanding and sophisticated audience. And at Mikeli, we are working intensively to ensure the region consolidates its position as a luxury benchmark in Northern Spain.

A century ago, spending the summer in Santander was synonymous with exclusivity. The presence of the Royal Family at El Sardinero and the construction of the Magdalena Palace marked a golden era in which Cantabria was the epicenter of the aristocratic summer. That heritage remains alive, and it is time to recover it and project it into the future.

Today we have excellent infrastructure, world-class gastronomy, privileged natural environments, golf courses, marinas, boutique hotels, and of course, unique properties such as palaces, manor houses (casonas), and historic estates. All of this forms an offering of authentic luxury, not staged, which combines elegance, discretion, and a connection with nature.

At Mikeli, we are betting heavily on positioning Cantabria as a luxury destination. Not only through the commercialization of unique properties but also by leading initiatives that promote the Cantabria brand abroad. In fact, I am in the process of creating an association that brings together entrepreneurs from the hospitality, fashion, art, and premium services sectors who share this vision. It is about coordinating efforts, generating synergies, and projecting an attractive image of what Cantabria can offer the world.