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Martinhal Family Hotels & Resorts

Low season PR strategy for pioneering family travel hotels.

Martinhal had no difficulty filling their rooms during high season, but it was a very different story in the shoulder months - see how we helped boost occupancy.

Martinhal Family Hotels & Resorts has a clear vision: they want parents to be able to enjoy a coffee on holiday with the foam still on. This forward-thinking brand knows how to deliver when it comes to luxury family breaks where parents can relax too.

With four stylish resorts & hotels in some of Portugal’s most prestigious neighbourhoods, the only hard part is picking which to visit first. From beach front villas to chic city-centre apartments, Martinhal’s simple yet genius innovations like its baby concierge, puree menu and in-restaurant play areas, make travel a joy for the whole family, not just the kids.

"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 challenge

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

Martinhal Sagres 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 even more so during the winter months.

The results

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%.

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.
We trained reservations teams to target pre-school parents (a market not bound to school holidays).
We initiated joint marketing activities with complementary brands with the same target audience.

Media coverage & results

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