Ms. Chitra Stern, Founder and CEO of Martinhal Family Hotels & Resorts
Chitra Stern, Founder and CEO of Martinhal Family Hotels & Resorts, has reimagined what luxury means for families across the globe. Based in Portugal for over two decades, Chitra with roots in India and a multicultural upbringing in Singapore and the UK, has built a pioneering brand that blends elegance, comfort, and inclusivity. From creating family-centric resorts to launching Martinhal Residences, her journey is a testament to purpose-driven innovation. In this exclusive conversation, Chitra shares insights on leadership, sustainability, and the evolving landscape of luxury family travel.
You’ve built Martinhal Family Hotels & Resorts from the ground up while living in Portugal for over 20 years. What inspired your move into family-focused luxury hospitality?
The inspiration for creating Martinhal came from a deeply personal place. Roman (my husband) and I have always had a strong appreciation for luxury travel and design, and at the same time, family has always been at the heart of our lives. Being from large families ourselves and as parents of four children, we truly understand the joys and complexities of travelling as a family.
We love beautiful hotels, excellent service, and meaningful experiences ourselves. We quickly realized that the world of luxury hospitality often excluded families, or made them feel like an inconvenience, and we don’t think families should have to compromise while travelling. So, we set out to create exactly that, a lifestyle and hospitality brand where families can enjoy the best of both worlds. Martinhal was born out of our desire to merge our love for luxury with the realities and joys of family life, without ever compromising on quality or aesthetics.
For us, luxury for families starts with generous, well-designed accommodation that allow every family member to feel comfortable. That’s why in our resort destinations like Sagres and Quinta do Lago on the Algarve, we offer houses and villas with up to five bedrooms — perfect for multigenerational travel or larger families. And in our city locations, such as Lisbon Chiado and Lisbon Oriente, we provide stylish serviced apartments with up to three bedrooms, combining space, privacy, and convenience in an urban setting.
Portugal as a destination, with its welcoming culture and natural beauty offers the perfect setting for our vision, and it’s been incredibly fulfilling to see that vision resonate with so many families around the world over the past 20 years.
With roots in India, upbringing in Singapore, and now a successful career in Europe, how has your multicultural background shaped your business philosophy?
My multicultural background is central to who I am today, both personally and professionally. I was born in Singapore to Indian parents, grew up surrounded by diversity, went to London to pursue a degree in electronic engineering and ended up training as a charted, accountant with Price Waterhouse and then did an MBA at the London Business School. It was in London that I met and married Roman, my amazing Swiss husband and true partner in everything we’ve built together. And with a huge extended family with over 40 cousins scattered across the globe, I’ve always been immersed in a truly international environment.
This global perspective has shaped not just my identity, but also how we built the Martinhal brand. From the start, Roman and I wanted to create places that felt inclusive, warm, and welcoming, no matter where you come from. That openness is something we’ve always loved about Portugal, which made it the perfect home for Martinhal Hotels & Resorts. Our DNA and ethos mean family first, alongside genuine, heartfelt hospitality and a long tradition of respecting cultural heritage in a beautiful country.
It’s been incredibly rewarding to build a brand that reflects not just luxury and family-friendliness, but also cultural sensitivity and global thinking. Being multicultural has also taught me the importance of empathy, adaptability, and listening to all crucial traits when you’re creating experiences for families from different backgrounds, with varied expectations. It’s this blend of East and West, of tradition and modernity, that I believe gives Martinhal its unique spirit.
With the launch of Martinhal Residences, how do you envision the convergence of luxury hospitality and real estate evolving for your brand?
The launch of Martinhal Residences marks a significant evolution for our brand. It’s not just about hospitality or real estate; it’s about lifestyle for families. My experience over the past 25 years, has carefully crafted, curated, and celebrated the very best of Portugal. We’ve always believed in delivering excellence with heart, combining the spirit of family, attention to detail, and a deep respect for the environment and culture around us.
Portugal has rightly gained recognition as one of the best places to live and invest, thanks to its quality of life, safety, climate, and its long-standing Golden Visa program. With Martinhal Residences, we wanted to offer more than just beautifully designed homes for people from all over the world. We are offering a way of life. As one of the first branded residences in Lisbon, this project embodies the convergence of luxury hospitality and real estate, giving residents access to five-star hotel-style services, family-friendly amenities, and the sense of community that Martinhal is known and respected for.
For us, Martinhal Residences is the natural next step in creating a lifestyle brand, one that supports families, celebrates quality, and stands for sustainable, thoughtful living. It’s about enhancing lives, not just through experiences but also through the spaces people call home.
Are there targeted marketing, cultural adaptation, or partnership strategies in place to attract the growing segment of Indian outbound luxury travellers?
Absolutely, India represents a rapidly growing and sophisticated outbound luxury travel market, and we see tremendous potential in building stronger bridges with Indian travellers, especially families. As someone with Indian roots myself and strong ties to the Indian community, including a close relationship with the Indian Ambassador to Portugal and the Portugal-India Chamber of Commerce, I deeply understand the cultural nuances, preferences, and expectations of this market.
At Martinhal, we’ve always focused on thoughtful cultural adaptation and personalized service. From offering vegetarian and Jain-friendly dining options to ensuring spacious, multi-bedroom accommodations ideal for extended families, we are well-positioned to cater to the Indian luxury traveller. Our properties, especially in the Algarve and Lisbon are ideal for multigenerational travel, culturally focused holidays, milestone celebrations, or even long-term stays.
We’re also proud to be part of the Traveller Made network, which allows us to work closely with luxury travel designers around the world, including those who specialize in Indian clientele. Going forward, we are actively exploring targeted marketing campaigns, tailored experiences, and strategic partnerships with Indian luxury travel agents, event planners, and influencers to deepen our engagement with this important segment.
Ultimately, our goal is to ensure that Indian families feel not just welcomed, but truly seen and celebrated at Martinhal with the same blend of luxury, warmth, and attention to detail that defines everything we do.
Beyond hospitality, your work in creating the United Lisbon International School and Edu Hub is commendable. What drove this passion for education and innovation?
Education and innovation have become deeply meaningful pillars in my journey, alongside hospitality. A few years ago, I was invited by Portugal’s Minister of Economy and Tourism to join the national initiative Portugal IN, aimed at positioning Portugal as a destination for global investment and talent. Through that involvement, I gained a broader understanding of what international families, entrepreneurs, and investors were looking for when considering a move to Portugal.
One of the biggest gaps we identified was access to high-quality international schools in central Lisbon. As a mother, a businesswoman, and someone deeply committed to Portugal’s long-term success, it became clear to me that if we wanted to attract and retain global companies and talent, we needed to offer more than just great weather and lifestyle — we needed robust educational infrastructure for the children of entrepreneurs and executives in the centre of the city.
That’s what inspired the creation of United Lisbon International School and the broader Edu Hub Lisbon. A space that brings together education, innovation, and entrepreneurship. It’s about preparing the next generation for a global future, while also supporting the ecosystem that makes Portugal a magnet for international families and forward-thinking companies.
In many ways, this vision is an extension of what we started with at Martinhal, creating environments that support families holistically, whether they’re visiting for a week or relocating for a lifetime. Education is not just about schools; it’s about community, opportunity, and creating a positive legacy for the country and the world beyond.
How is Martinhal integrating sustainability and social responsibility across its properties, and what are your long-term goals in this area?
At Martinhal, sustainability and social responsibility have always been part of our ethos and not just as a trend, but as a responsibility to our community, our guests, and future generations. We’ve recently launched a dedicated ESG (Environmental, Social, and Governance) project to bring more transparency to the work we’ve already done over the years and to set ambitious, measurable goals for the future.
From the beginning, we have made conscious choices in design, construction, and operations — such as using sustainable materials, investing in energy efficiency, and supporting local suppliers. Social responsibility has also been central to our journey, from creating employment opportunities in local communities to supporting education through initiatives like United Lisbon International School and Edu Hub Lisbon.
With the ESG project, we are now systematically documenting these efforts and identifying key areas where we can do even better, from reducing our carbon footprint to increasing inclusivity and diversity across the organization. Our goal is not just to operate sustainably, but to lead by example in the luxury hospitality space, proving that high-end experiences can, and must, be aligned with environmental stewardship and social impact.
You’ve been the only female finalist in the EY Entrepreneur of the Year Portugal and have received multiple international accolades. What does leadership mean to you as a woman entrepreneur in hospitality?
Being the only female finalist in the EY Entrepreneur of the Year Portugal was a humbling and meaningful milestone, especially as a non-Portuguese woman building a business in a country that I chose to call home over two decades ago. It reflects not only the journey I’ve taken, but also how far Portugal has come in embracing diversity in leadership.
To me, leadership is about vision, resilience, empathy, and impact. As a woman entrepreneur in the hospitality industry, which still tends to be male dominated, especially at the leadership level, I’ve often had to challenge assumptions and create my own path. But I’ve also found that bringing a different perspective, especially one grounded in collaboration and long-term thinking, can be a real strength.
Leadership is also about using your platform to open doors for others. That’s why I’m so passionate about education, sustainability, and creating spaces, whether at Martinhal, United Lisbon, or Edu Hub and where people of all backgrounds can thrive.
Being an international woman leading a Portuguese company has shown me that inclusive leadership isn’t just possible, it’s powerful. And I hope my journey can inspire more women, especially those from multicultural backgrounds, to dream boldly and lead confidently in industries traditionally not built with them in mind.
I’ve always believed in leading by example and in hospitality, leadership also means creating spaces where everyone feels welcome. Not only guests, but also the people who work with you. At Martinhal, we’ve built a culture that supports diversity, family life, and professional growth, because I firmly believe that inclusive leadership is strong leadership.
How do you balance innovation with consistency while leading a luxury brand known for its family-focused offerings?
Balancing innovation with consistency is both an art and a discipline, especially in luxury hospitality, where guests expect both novelty and reliability. At Martinhal, we are constantly innovating because families evolve, travel habits shift, and the world is changing rapidly. But at the same time, we hold firmly to our core values: excellence, family-centricity, and attention to detail.
Innovation for us doesn’t mean chasing trends. It means listening to our guests, anticipating their needs, and thoughtfully adapting. Whether it’s integrating smart technology into our Residences, introducing wellness and educational programming for children, or expanding into branded real estate and lifestyle offerings, every new initiative is anchored in our founding mission: to create sophisticated yet warm environments where families feel genuinely cared for.
Consistency comes from staying true to that mission across every touchpoint, from the way our team interacts with guests, to the design language of our properties, to the level of service we deliver. We innovate within a trusted framework, which allows us to evolve without losing the essence of what makes Martinhal special.
In a way, it’s like a family itself, growing, adapting, and exploring new possibilities, while staying grounded in love, trust, and shared values.
What key trends do you anticipate shaping luxury family travel, particularly in Europe and Asia, over the next five years?
Over the next five years, I see several key trends shaping luxury family travel. Firstly, multi-generational and transformational travel will continue to grow. Families are increasingly seeking meaningful experiences that allow them to connect across generations. Meaning grandparents, parents, and children traveling together, with luxury accommodations that offer space, privacy, and tailored services for every age group. This has always been a core part of Martinhal’s offering and continues to be a core focus for the future.
Secondly, we’re seeing a strong shift toward purpose-driven and values-based travel. Families, particularly younger parents, are more conscious about sustainability, wellness, and education while travelling. At Martinhal Sagres, for example, we created the Martinhal Garden, a working vegetable garden where we grow produce for some of our restaurants. But it’s more than that, it’s also used as part of our kid’s club educational activities, allowing children to connect with nature, understand where food comes from, and develop an appreciation for sustainability through hands-on experience. This kind of integrated, value- led offering is what modern luxury families are increasingly seeking.
Thirdly, the blending of leisure and lifestyle will continue to rise. With more families having location-independent careers and flexible schooling options, we’re seeing longer stays and a desire for home-like environments with hotel-level services. That’s why Martinhal Lisbon Oriente, for example, offers long-stay solutions with all the benefits of luxury hospitality, appealing especially to Asian and European families relocating, or spending extended time abroad.
Finally, tech-enabled convenience, paired with human warmth will define luxury. Families want digital ease such as seamless check-ins, curated recommendations, and personalized services, but without losing the personal touch and emotional connection that makes travel memorable.
In short, the future of luxury family travel lies in offering deeper, more personalized, and value-aligned experiences, and we’re excited to continue innovating in this space at Martinhal.
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