For decades Portugal has been drawing UK visitors with its sunshine, golden beaches, food, wine, culture and accessibility.
More recently, the country has developed its high-end attractions, converting historic castles and convents into luxury accommodation, designing new golf courses, and adding spas and recreational facilities.
All of this has helped Portugal keep pace and even challenge some of the traditional big players at the top end of the market.
“Portugal appeals to clients interested in cultural cities, beautiful countryside, food and wine, spas and golf,” says Jo Anne Sperry, Europe product manager for Abercrombie & Kent. “Luxury accommodation ranges from refurbished manor homes and monasteries to modern hotels.”
The luxury operator has noted increased interest from clients and is responding by introducing small-group escorted journeys to complement its existing Tailor Made Portugal itineraries.
Market update
Despite the recent economic hard times, luxury products continue to sell well in most regions of Portugal.
Classic Collection reports sales to the Algarve up nearly 7% on last year, while city breaks to Lisbon are performing exceptionally well, up more than 100%.
“Keen competition in the major resort areas has seen restaurant and bar prices tumble in Portugal,” says managing director Nick Munday.
“This, coupled with price competition among hoteliers eager to attract the British market, means that visitors are likely to get about 30% more for their money than they did last year.”
The island of Madeira, on the other hand, has suffered in the wake of the storm that hit the island in February. Munday said Classic Collection’s sales were 20% down, for which he blamed national media coverage of the storm, even though the island was soon back to normal.
“We are running educational and press visits to show that Madeira’s tourism facilities are now unaffected. And we are using our relationship with hoteliers to secure special offers, making the island, which is already at least 30% cheaper than many other short-haul destinations, unbeatable value for money.”
What’s new
A new opening that attracted lots of attention, and one that will boost the appeal of Porto to the luxury UK visitor, is The Yeatman (pictured).
The 12-suite and 70-room property, which is now set to open on July 15, has superb views of the Douro river and the city of Porto, and is close to the city centre and port wine lodges.
Its seven acres include a croquet lawn and port decanter-shaped swimming pool. The hotel’s gourmet restaurant claims to offer the best list of Portuguese wines in the world. And the Vinotherapie Spa includes aromatherapy steam rooms, a Roman bath area and ‘barrel bath’ immersion rooms.
Set on a 250-acre estate an hour outside Porto, the 70-room Vidago Palace, which opens in August, is an old country house with 21st-century facilities. The hotel has five restaurants, four bars, spa, golf course and driving range.
Heading south, another exciting five-star opening this summer is The Oitavos on the coast, 20 minutes west of Lisbon. Set among sand dunes and pine trees, and adjacent to the world-class golf course of the same name, the 142-room Oitavos has a spa with 10 treatment rooms, a spa garden, and indoor and outdoor seawater pools. In addition to golf, hotel guests have access to a health and racket and one of Portugal’s top equestrian centres.
Meanwhile, in Monchique, Longevity Wellness Resort opened in March. The five-star resort is the first in Portugal to include a medical spa that offers personalised programmes on beauty and slimming, detox and stress management. Forty minutes from Faro, the resort has 195 one-bedroom apartments, a gourmet restaurant, indoor and outdoor pools, and a meditation room.
Last but not least, new on the Lido outside Funchal is the five-star Melia Madeira Mare. The hotel has 220 rooms and 16 suites with spectacular views of the Praia Formosa and Funchal Bay. Facilities include a state-of-the-art spa, fitness centre and restaurants.
Why choose Portugal?
So how should you go about pitching Portugal to clients as a top luxury option? Value for money, accessibility, and accommodation, including high-end villas, are all worth a mention.
“The Lapa Palace in Lisbon, Reid’s Palace in Madeira and Tivoli Palacio de Seteais in the heart of Sintra, are all iconic hotels,” says Classic Collection’s Nick Munday.
Quintas: For clients looking for a retreat away from the world, point out the various rural quintas with their tropical gardens that are a feature of Madeira. Those touring the mainland by car will want to know about the pousada network of luxury accommodation.
Activities: Don’t forget to underline the range of spas, beaches, cultural attractions, golf and other stress-busting activities. In Madeira, popular high-end activities include sailing and big-game fishing. Portugal has some of Europe’s finest golf courses. Costs are reasonable and the seaside courses are spectacular.
Estorial Coast: One final tip: when selling luxury breaks in the Algarve, don’t forget about Lisbon’s Estoril Coast and Cascais. These have some fine luxury hotels and a casino, and can easily be combined with a city break in nearby Lisbon.
In a nutshell : “World-class golf courses, charming towns, fabulous landscapes and the range of accommodation from boutique hotels to luxury resorts and lavish villas ensure that Portugal remains a popular destination,” says Tara Taylor, Europe product manager at Elegant Resorts.
Sample product
A&K Villas has a week in a three-bedroom villa at Monte da Quinta, Quinta do Lago this month for £3,297. akvillas.com, 01242 547700
Classic Collection Holidays offers seven nights’ B&B at the Vila Vita Parc Resort & Spa in June from £5,104. The price is based on a family of four sharing a two-bedroom apartment and includes flights from Gatwick and transfers. classic-collection.co.uk, 0800 008 7288
Elegant Resorts offers seven nights’ B&B at Reid’s Palace, Madeira, from £4,040 per family. The price, valid until the end of June, is based on two adults and two children sharing two rooms, and flights from Gatwick and transfers. elegantresorts.co.uk, 01244 897518
