Hélder Martins has over 25 years of international experience in managing luxury hotel
brands and he currently serves as the Complex General Manager of Pine Cliffs Resort in the Algarve. In this ‘In Conversation With’ he shares insights into running this iconic resort, what guests can expect from their Pine Cliffs experience, luxury travel trends, and much more.
Describe a typical day for you – if such a thing exists.
I usually arrive early in the morning at the resort and connect with clients during breakfast followed by a walk-around to see how all the different areas of the resort are operating. I then prepare for my morning briefing at nine which is an open briefing where directors, managers and other team members join – this is when I try to talk about culture, what’s going on in the next few weeks and months, and of course what needs to be done for the day! Following that I focus on the strategic part of my role and after lunch, I try to be on the floor as much as I can. It’s great to connect with guests, team members, owners, and club members – this is a very dynamic resort so there is always lots to do and people to meet. Before I leave Pine Cliffs each day, I ensure that all the restaurants, bars, and entertainment facilities, are prepared and well-organised to welcome and serve our guests throughout the evening.
Have you always envisaged following a career in the luxury hospitality sector?
I started my career with my family business up in the north of Portugal but then I decided to move away from the family environment. I worked for Sheraton for many years, then with Starwood. I spent some years in Latin American Mexico, Brazil and Chile and I finished my journey in Latin American in Chile at the W Santiago.
Following that I came to Europe to London to work as Director of Operations during the merger of Starwood and Marriott based at Sheratonn Skyline at Heathrow. I did task forces across several Marriott properties in London and across the UK for almost four years.
I then moved to Africa to convert a Curio Collection by Hilton property and the plan was to renovate the asset in full, but then we managed to complete a commercial agreement that kept the hotel with business till 2026.
I have been engaged with the holding company of Pine Cliffs Resort for many many years and a few years ago I was about to join Pine Cliffs as hotel and resort manager but then with Covid I stayed longer in the UK, then with my engagement with the holding company they invited me to join the company to open the Hyatt in Lisbon and after that opening I then came down to manage Pine Cliffs Resort.
Any words of wisdom for those who would like to work in the industry?
My recommendation for people keen to join this industry is to keep focused on the basics – whether it’s a product or service you are offering customers, make sure it’s right first time and then open the heart. Trying to connect with people, always offer the best to others and you will be rewarded.
For those readers who have not yet visited, please give us an insight into what guests can expect when they stay at Pine Cliffs Resort.
Pine Cliffs is a very dynamic integrated resort, with multiple properties in addition to a huge offering of experiences and activities that cater to all ages and all members of the family.
Wellness and sports are a big focus for us. Our Professional Football Academy certified by FIFA is an excellent facility for guests and we also host of lot of professional international teams here too.
We have a golf academy, and also a tennis and paddle academy by Annabel Croft which has proved to be a great partnership and well received by guests. We have excellent facilities at the beach and water sports activities too, along with a health and fitness club with a varied programme of classes.
The facilities for children are superb; from the events, daily activities, dedicated indoor and outdoor spaces and a team of highly trained childcare professionals it’s the ideal environment for families.
All our facilities are designed to ensure our guests have a wonderful, stress-free holiday and make memories they can cherish. That’s why we have a very high number of loyal repeat guests – with some who have been visiting for over 30 years!
In addition to leisure guess we also have real estate investors and members of the Country Club so there are lots of different interests and demands from those who visit Pine Cliffs. This is why it’s such an exciting and dynamic place to be!
You have different room categories from the hotel through to your suite category and residences can you explain a bit more about the different options available?
We have seven different properties in the resort – the resort itself is a Luxury Collection resort which comprises three Marriott properties, and three Pine Cliffs alongside the Country Club. And within this portfolio, we then have 47 different types of accommodation options. There is an offering that meets all travel expectations; be it a family group holiday or a solo traveller for business purposes.
From villas to apartments, townhouses to terraces and hotel rooms to hotel suites. The extensive breakfast and dining options offer great variety too which may influence our guests’ choice in their accommodation packages. We want to give guests the option that, if they are here for 7 nights, 14 or even longer they don’t need to leave Pine Cliffs if they don’t want to.
As you mentioned there is an extensive choice of food and beverage options in the resort – please tell us more.
Yes, this is a very important part of the service for us, and we present different concepts around the resort to give our guests lots of options. From breakfast buffets across multiple restaurants, to à la carte dining with entertainment, all-day dining for casual light bites, along with Mediterranean menus, Indian cuisine, a fish market and we also have a partnership with Olivier, to deliver the best Japanese food in the Algarve.
Self-catering guests can stock up at our mini market with fresh produce and guests can even participate in our cookery schools. We also have an iconic Champagne Bar with incredible sunset views along with a beach club offering a laid-back vibe. The choice is vast!
As we cover a lot of space (72 acres!) we have a convenient shuttle to take our guests between venues – we try to create the feel of a real village.
Pine Cliffs is a year-round destination – How does the resort change throughout the seasons?
With all these different experiences we can offer our customers something from January to December and we are constantly thinking of new initiatives. From Michelin-starred fine dining experiences to golf and tennis, thorough to our serenity spa and water sports at the beach, we are constantly innovating and bringing new ideas into our product offering.
Renovations of the properties help keep things fresh and maintain The Luxury Collection standards, for example the most recent renovations were the addition of Pine Cliffs Ocean Suites and Pine Cliff Gardens.
We’re also excited about some new dining concepts in 2025 including Yakuza and last year we launched Lemon Square Breakfast Lounge, Sunsetpop-up gin bar, Portofino by Mino and My Little Miss India – a concept from Dubai which appeals to a younger audience.
Which three words best describe Pine Cliffs Resort?
Unique, Authentic and Exclusive.
What is the client demographic at Pine Cliffs Resort?
We welcome guests from all over the world. Our main markets geographically are the UK, , America, Ireland, Portugal and Canada. And to a smaller degree guests from mainland Europe and the Middle East.
Please share any insights into luxury travel trends, either in the sector generally or specifically to the hotel.
I think that technology will play (and is already!) playing a massive role in the future of the travel industry we even have our own app to help people enjoy their stay while at Pine Cliffs. At the same time I think guests are looking for authenticity and the need to create memories that can stay with them forever, which is something we can offer at Pine Cliffs.
What does luxury hospitality mean to you?
Luxury to me is to always exceed expectations. This covers atmosphere, environment the quality of product, architecture and attention on detail which are all critical to the delivery of luxury. In the end, luxury is a mindset as well in the way that we anticipate the needs of customers and then how we manage the guest journey to exceed these exceptions. My entire career has always been focused on this.
Finally, what is your life motto? If you have one.
I have a lot! The most important thing is to make sure that every day I have a positive impact on the people around me both staff and customers with the objective of making their lives better.
