Martinhal Family Hotels & Resorts - Case Study

Martinhal Family Hotels & Resorts has a clear vision: parents should be able to enjoy a coffee on holiday with the foam still on. The brand has built its reputation on delivering luxury family breaks where children are brilliantly catered for and parents can genuinely relax.

With four stylish resorts and hotels in some of Portugal’s most prestigious locations, from beachfront villas to chic city-centre apartments, Martinhal has mastered the art of thoughtful innovation. From baby concierge services and purée menus to in-restaurant play areas, every detail is designed to make family travel seamless.

Martinhal Sagres had no difficulty filling rooms during peak season, particularly over the school summer holidays. The challenge lay in the shoulder months: May, June, September and October, and even more so during winter. Crucially, and unusually for the Algarve, the resort remains open all year round, creating both a unique opportunity and a significant commercial challenge: how to drive sustained occupancy outside peak travel periods.

We identified active travel as a compelling low-season hook and built a targeted media strategy around the Martinhal Active Winter package. By pitching timely, experience-led stories and facilitating press trips during quieter months, we repositioned Martinhal as an attractive year-round destination.

This was supported by strategic brand partnerships, including a collaboration with Micro Scooter, and the development of tailored pre-school and family-focused packages such as Baby’s First Holiday, ensuring PR activity aligned directly with booking-driving products.