Boosting Low Season in the Algarve

Martinhal Family Hotels & Resorts

"Due to the complexities surrounding the launch of an entirely new resort concept, there is a huge amount to be achieved within a very short period of time. It is a testament to the Lemongrass teams' tenacity, experience and specialisation that the UK quickly established itself as our number one global market in the first year of operation."

Martinhal Family Hotels & Resorts& Resorts

The Client

Martinhal Beach Resort and Hotel is an award-winning five-star family resort in the Western Algarve. When it opened in 2010, Martinhal was the first luxury resort in the region which catered to the affluent family market.

The Challenge

Crucially – and uncommonly for the region – the resort is open all year round; which presented a unique challenge.

Martinhal had no difficulty filling their rooms during high season, including school summer holidays, but it was a very different story in the shoulder months – May, June, September, October and the winter months.


To boost occupancy during these off-peak times, we developed a multi-faceted campaign that linked sales, PR and marketing activities.

A three-pronged PR attack saw shoulder-season revenue rise by 12.16%.

  1. We promoted the period to key family and luxury tour operators, including Baby Friendly Boltholes, Select Resorts, ITC, Design Holidays via clever pre-school and baby packages and site FAM trips.
  2. We trained reservations teams to target pre-school parents (a market not bound to school holidays).
  3. We initiated joint marketing activities with complementary brands with the same target audience.

Media Coverage

The Times dedicated a double-page spread to Christmas bookings. This was an industry first, which resulted in the resort achieving its highest ever Christmas revenue.

Condé Nast Traveller
Daily Mail
Country & Townhouse
The Times

PR Results

Total circulation: 308,932,168
Equivalent advertising value: €1,157,094