Portuguese-Owned Boutique Hotel Brand AlmaLusa Aims to Lure Travelers From Big Chains
Photo Caption: A reception area at the boutique hotel, AlmaLusa Comporta. AlmaLusa Comporta, which has a more beachside feel compared to its sister property, the AlmaLusa Baixa/Chiado in Lisbon. Source: AlmaLusa.
Skift Take
The boutique brand AlmaLusa is betting that more tourists want to stay in places that deeply reflect Portuguese culture. It's testing whether luxury travelers care about authenticity rather than just location and amenities when picking hotels.
When international travelers visit Portugal, some may look for a big chain you’d find in, say Phoenix. But AlmaLusa, a boutique hotel brand founded in 2016, is banking on travelers looking for something more authentic.
“For the brand, the goal is to showcase Portuguese culture,” said Sofia Brandao, director of sales and marketing for AlmaLusa. That’s reflected in everything from the art on the walls to the items sold at their boutique. Even the water provided in the rooms is filtered and bottled by a local supplier.
So far, the formula seems to be working. The luxury boutique hotel brand has a 92 percent booking rate at their first hotel, the AlmaLusa Baixa/Chiado in the heart of Lisbon (located in a former arsenal), said Brandao.
It launched its newest hotel, in Comporta, late last year. Now it's working on another hotel opening in Lisbon this summer. The AlmaLusa Sé, with 25 rooms, will be a couple of blocks from the AlmaLusa Baixa/Chiado property.
“It’s all about putting together something that could deliver a story," Brandao said.
The Hampt