Three Questions For Chitra Stern, Owner Of Martinhal Family Hotels & Resorts

What made you think a high-end family hotel in Portugal is what the market needs?
We have seen the multi-generational market growing in recent years and we believe it will continue to grow. In the global world in which we live in, grandparents, aunts, uncles and cousins are living farther and farther apart, meaning inter-generational travel is important to bring families together these days.  We have opened three new Martinhal hotels and resorts in Portugal within the past year and we’re going to continue to work hard on the growth and positioning of each of our new properties in the upscale family travel world, as we did with our flagship property in Sagres.  
 
My husband and I have four children and we have traveled all over the world with them. We have experienced the facilities and services for families in several places. We also have family members spread out in different countries. It’s really important that multi-generational families are able to get together in places they all love to be in. All these facts and personal experiences fed into our passion for developing our “Elegant Family Hotels & Resorts” and the Martinhal brand. Our prime target customers are families all over in Europe and the United States who are looking for a luxury vacation with lots of activities, culture and great food in a lovely European country.  

What role do you see travel agents playing in your growth?
Travel agents have a  hugely important role to play in promoting Portugal as a destination, as well as the great hotels we have in Portugal. Families especially are looking for good, solid advice and customized services to make the trip happen, especially from the United States.

Our growth has relied on building customer loyalty, and guests keep coming back and have a direct engagement with our brand. Travel within Europe is quite different as more and more people book the different elements of their vacation directly with the airline, car rental company, hotel etc. Still we work closely with our tour-operator and travel-agency partners in each of our source countries to give our guests a seamless experience.

What do you wish travel agents better understood about selling family hotels?
Travel agents in the United States have a huge role to play in promoting Portugal as THE family-friendly destination in Europe, and as the least discovered country within Western Europe. Portugal is an authentic European experience, which many Americans have yet to discover. Martinhal is now known within the European family market as the best European brand for family holidays. We’re waiting for American families to discover us too!

Travel agents need to get into the details of what makes Martinhal amazing for our grown-up and little guests. There is an emphasis on quality design and art for everyone to appreciate, alongside the kids’ corners in restaurants, the kids’ clubs for different ages and our baby concierge services. We have fantastic gourmet food for adults, alongside our menus for children, which offer a wide variety of food options for them.  We offer spa treatments for couples but also for children. The list goes on and we are eager to welcome agents from upscale tour operators and agencies to learn more about us!