Luxury tourism in Portugal is undergoing a silent yet structural transformation. While for decades the premium segment was defined by exuberance, formality, and visible distinction, today the market seems to be leaning towards a different logic: less ostentation, more context; less excess, more identity. Sophistication is no longer measured solely by noble materials or ceremonial service, but by a destination’s ability to integrate into the landscape, respect the territory, and offer meaningful experiences.
This transformation is neither isolated nor exclusively Portuguese. It reflects a global customer who is more informed and demanding, valuing authenticity, coherence, and a connection to place. In a sector marked by the rapid expansion of major chains and a certain standardization of the hotel experience, a new approach to luxury is beginning to gain strength: one that prefers belonging over impressing.
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It is within this context that the concept of Grounded Luxury emerges, recently adopted by the Sublime group as part of a strategic repositioning. In an interview with idealista/news, Cristina Borges de Carvalho, the group’s CMO, describes this new phase not as a rupture, but as the natural evolution of a journey that began more than a decade ago. More than an aesthetic or nominal change, it is an alignment with a broader market trend.
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What led you to move forward into this “new era” of the brand and the rebranding? Was there any decisive moment or factor?
More than a single moment, it was a natural evolution. Sublime has grown steadily since 2014 in scale, maturity, and ambition. We felt the time was right.
The rebranding emerged from this need for alignment: between who we are, what we deliver, and the vision we have for the future. It is by no means a rupture; on the contrary, it is a more conscious continuation, more structured and with greater strategic clarity.
How does the new name, Sublime Curated Hospitality, translate into day-to-day operations?
“Curated” is not just a concept, it is a way of working. It translates into an “almost obsessive” attention to detail, an intentional selection of everything we offer, and a refusal of standardized solutions.
On a daily basis, this is reflected in experiences designed with purpose, teams empowered to personalize the service, and a very sensory approach to hospitality. Every touchpoint with the guest is designed not to impress, but to be relevant, authentic, and memorable.
I always tell my team that our job is to transform moments into wonderful memories.
Sublime
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The concept of Grounded Luxury is central to this new identity. What practical changes has it brought, or will it bring, in terms of product, service, local partnerships, or relationships with the community?
In the world of Marketing & Communication, Grounded Luxury has mainly brought focus and coherence. It has always been part of our DNA, but today it acts as a filter for all decisions.
At product level, it translates into a more organic aesthetic, with a magical connection to the place. In service, into a cheerful, welcoming hospitality free from excessive formalities. In partnerships, into a constant commitment to deepening relationships with local communities, whether through producers, artisans, or all the talents of the region, not merely as context, but as an integral part of the experience.
There is also a greater ambition: we want to make history. Not merely to follow the evolution of luxury, but to contribute to the creation of a new category — a way of living luxury that only a brand like Sublime could define.
How does this repositioning help you respond to the new customer profile?
Our guests have grown with us; many started by coming as couples and today return with their families. This has brought new needs, but also higher expectations regarding consistency and meaning.
Since the beginning of this new chapter, we have clearly wanted to preserve that balance: maintaining spaces where couples and friends can continue enjoying the tranquility and intimacy that have always defined us, while at the same time creating areas where families can express themselves freely, without restrictions, with the natural joy that characterizes them.
How would you describe your type of customer today?
For us, every guest is unique and treated with complete dedication. We do not work with labels. More than segmenting, we seek to understand and adapt the experience to each person, each moment, each stay.
“We want to ensure that the luxury we offer is intrinsically responsible, not as a discourse, but as an integrated, silent, and consistent practice.”
What new expectations or demands does this more global and informed customer bring regarding luxury, sustainability, and the authenticity of the experience?
This customer expects coherence. On the one hand, it is no longer enough to talk about sustainability, because it is naturally part of our DNA, which creates enormous responsibility and, consequently, the duty to demonstrate it transparently.
On the other hand, it is not enough to create beautiful experiences; they must be genuine and authentic. There is enormous sensitivity to invisible details, such as the origin of the products used in the restaurants, which come from our own vegetable garden or from local producers. Above all, there is a search for experiences that feel real and not banal. That is the commitment shared by all Sublimers.
Sublime
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Sustainability is mentioned as a fundamental pillar. What concrete goals or commitments are you taking on for the next five years?
For us, sustainability is not an initiative; it is a structural principle. It is part of our DNA.
Over the next five years, our commitment is to deepen and make even more measurable everything that is already part of our daily operations: working almost exclusively with local and seasonal producers, consistently reducing the environmental impact of our operations, and investing in energy efficiency and resource management solutions.
But more than isolated goals, our focus is on overall coherence. We want to ensure that the luxury we offer is intrinsically responsible, not as a narrative, but as an integrated, silent, and consistent practice.
We believe that the true luxury of the future will be the one that deeply respects the place where it exists — and that is exactly where we want to be.
The new hotel in Comporta will be the first major “test” of this renewed identity. Which aspects of this project best illustrate what it means, for you, to be “Creators of Grounded Luxury”?
More than a test, it is a natural evolution of what we already are. This new chapter was designed from the ground up based on the principles of Grounded Luxury, from the architecture to the way the spaces integrate into the landscape, and fundamentally to the guest experience.
What changes is not the essence, but the way it is expressed: with greater maturity, greater consistency, and a clearer vision for the future.
“The true luxury of the future will be the one that deeply respects the place where it exists.”
Sublime
the-apartment
What new developments can be expected in terms of brand extensions?
Our ambition is to grow while always maintaining consistency and integrity. Beyond traditional hospitality, we have on our radar experiences that complement the stay, linked to gastronomy, wellness, lifestyle, and local culture.
The goal is to expand carefully, creating destinations that are classic in spirit, innovative in experience, and memorable for everyone who visits us.
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When you imagine Sublime ten years from now, what kind of brand would you like it to be recognized as internationally?
Using the words of our CEO, Gonçalo Pessoa: “I would like Sublime to become a ‘classic’ in hospitality, a bastion of excellence in service and quality. A collection of destinations where guests dream of staying and are always warmly welcomed. A recognized brand that fills travelers’ imaginations… a group that withstands the test of time, trends, and ages with elegance.”