In what was the pretty old village of Altea (now surrounded by tourist developments), is La Serena – a new building, made to look old. This is sophisticated and will suit those who hanker after the ’boutique’ hotel experience. Its new young owners have decorated it in a warm modern style guided by the idea that everything works and service comes first. Not the smallest detail has been overlooked, from an array of sockets for adapters at your desk to subtle floor lighting to the underground wellness centre. Bedrooms are minimalist but not stark: white walls and industrial grey floors, a textured timber headboard, a thick plank as a writing desk, French windows to a terrace in the suites – and the waves crashing on the pebble beach half a mile away. Communal spaces are just as subtle and stylish, materials and finishes are impeccable, the small pool sits on a patio with seating and it is all done with dedication to your comfort. Benidorm’s sandy beach is just down the road; this coastline is built up, there’s no getting away from it, but head for the hills and you’ll find unspoilt villages worth exploring.