In thirty years, the family-run group Pestana became a Portuguese tourism “giant”. Leader on its market, for ten years it pursued its international expansion. Thus, starting in countries with Portuguese influence such as Brazil or Mozambique, this strategy recently reached Europe as well. London last March, Berlin next year: these first two links in the European network will attract others.
Like all hotel group worldwide, the Portuguese group Pestana prefers to forget about a difficult 2009 and move on. Fortunately, business in the domestic market seems to be taking offagain. “The year 2010 was off to a good start for our urban hotels. The major incentives are back to Lisbon. Porto is doing very well on weekends. On the other hand, our resorts on the Island of Madeira continue to suffer. The bad weather and, more recently, clouds of volcanic ash did not encourage travel. Reservations for seven-day trips were cancelled. Nonetheless, I think the summer will be good because demand is not an issue. With the crisis, the Portuguese should be many to stay in their native land and the drop in the euro with respect to the Pound could play in the favor of British tourism which represents one third of the clientele,” hopes Dionisio Pestana, president of the group founded by his father.After the British capital, Pestana has already secured the second phase of its European offensive in Berlin, near Ku’Damm and Tiergarten. The investment amounts to 25 million euros for the construction of a 137-room property. Evidently the strategy focused on the property and new construction does not allow supersonic development but Amsterdam, Brussels and Madrid are in the sights. “It took us four years to be in London,” admits the group’s president, “and in Amsterdam and Madrid, we have dedicated teams that for 5 years are exploring possibilities and analyzing opportunities to find the rare pearl.” With its Pousadas, Pestana could also open other horizons and look towards the ex-Portuguese colonies in Asia, in the Timor, Macao and Goa.The president of this 100% family owned group remains confidant, his long-term vision allows him to be somewhat philosophical regarding the current crisis. “I look at the...
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