Martinhal Resorts Emerge as a Top Kid-Friendly European Getaway for U.S. Travelers

Portugal has quickly become a top destination for North American travelers – and for those who want the ultimate family-friendly European vacation, Martinhal Resorts is emerging as a particularly attractive option.

Martinhal Resorts, a collection of four properties in Portugal geared specifically toward families with kids, first launched in 2010. The resorts had barely any American guests 10 years ago, but that is now changing in a big way – so much that the company is dedicating half of its annual sales promotion to the North American market. 

Travel Market Report spoke with Jorge Madeira, director of revenue and sales at Martinhal Resorts, about the value that Martinhal Resorts can bring to travel advisors selling in the United States.

“Portugal simply didn’t get on a U.S traveler’s radar until quite recently and now that the destination has been discovered, it is more popular than ever,” he said. “Travel advisors in North America are instrumental in this growth, and we’ve made the U.S. our largest investment focus.” 

“American families look for quality, convenience, and authenticity, and Martinhal delivers this to a great degree,” he added. “Our resorts combine luxury design and comfort for families, with the warmth of Portuguese hospitality.” 

For Martinhal Resorts’ flagship property, a beachfront resort on the Algarve, North American travelers make up 10% of business – a jump from nearly none a decade ago. As for the two Lisbon properties, North America is now the top market, making up a whopping 59% of room sales at Martinhal Chiado and 17% at Martinhal Lisbon Oriente. 

Why the sudden spike? Aside from Lisbon’s sharp rise in popularity, Martinhal credits its success to the way its properties cater to families with children. The resorts’ suites, apartments, and villas are thoughtfully designed with plenty of space, full kitchens, washer/dryer units, and living rooms – plus all the luxury amenities of a hotel. Restaurants have “kids’ corner” play areas and nutritious kids and baby menus, and there are well-rounded Kids Clubs for all age groups, including a Baby Concierge. 

“Children are at the heart of our brand’s ethos and what we do, but never at the expense of style or comfort,” Madeira said. “We’ve created an environment where kids feel welcome everywhere, and parents can truly unwind.” 

To accommodate to growth in the U.S. market, Martinhal Resorts now has a dedicated team of four salespeople who are focused on building relationships with U.S. and Canadian travel partners. The company also conducts FAM trips and regular training webinars with leading North American travel advisors, agencies and operators, and recently appointed a U.S. based sales representation agency for Martinhal Lisbon Oriente.  

While Martinhal Chiado is a city center hotel, Martinhal Lisbon Oriente has more space and facilities, and the Algarve properties offer beachfront resort settings. Here’s some more information about the two Lisbon resorts that currently attract the most guests from the United States. 

Martinhal Chiado 

This European-style apartment complex offers something different but uniquely family-friendly for North American travelers. Guests get the feel of living in a serviced 19^th-century era building that’s been restored, complete with its narrow balconies and large wooden windows offering sweeping city views. 

Accommodations are modern and colorful with five room categories to choose from: Deluxe Studio, Superior Deluxe Studio, 1-Bedroom Deluxe Apartment, 1-Bedroom Superior Deluxe Apartment, and 2-Bedroom Deluxe. 

In addition to the Baby Concierge, Martinhal Chiado’s sizable Kids Club hosts supervised activities for kids 6-months-old to early teens. There is also an unsupervised Family Play Room for guests to enjoy. The hotel has one restaurant, Bar 1855 Gin Garden, that serves light bites with an all-day brunch menu and cocktails. 

Perhaps most importantly, the hotel’s location in the Chiado neighborhood of Old Town Lisbon gives guests easy access to the many bars, restaurants, shopping, museums, and more that are desirable on any Portugal vacation. The hotel’s Family Concierge can recommend dozens of local attractions. 

Martinhal Lisbon Oriente 

There are even more accommodation options at Martinhal Lisbon Oriente; in addition to the studios and 1- and 2-bedrooms, there are also 3- and 4-bedroom, apartment-style suites. Many rooms have river views, as this property is in the Park of Nations neighborhood near River Tagus. 

The resort also has Martinhal’s signature Baby Concierge, Kids Club, and Playroom, in addition to other facilities, including a spa, an outdoor pool and pool lawn with a trampoline for kids, an indoor pool, and a gym. There are also several event venues and workspaces. 

Martinhal Lisbon Oriente’s all-day dining venue is the Terrace Bar, Cafe, and Restaurant, which serves Mediterranean cuisine. Throughout the hotel, from the guestrooms to the lobby, vibrant artwork by Portuguese artists adorns the walls, tying the culture of the country into the property.