But Tunisia's capital is attracting a growing following, helped by lower air fares and some chic new hotels.
The backing of an enormous corporation is something many cheap chic hotels have to do without, though.
Sóller's no longer a one-horse town, and chic hotels are opening.
A revamp in 2005 resulted in a chic hotel with lots of character.
They'd parked the car on Bread Street, outside one of the city's more chic hotels.
It also has some very chic hotels, excellent restaurants and good art galleries.
The stark white exterior belies an unexpectedly contemporary, chic hotel.
Decrepit buildings are giving way to luxury flats and chic hotels that charge more than 200 a night.
"It is the largest selection of chic and boutique hotels around," he says.
After you've seen one minimalist chic hotel, you've seen them all.