“We should be an experience for guests to experiment with Portuguese products, Portuguese brands, and this means the coffee, the toilet paper, the wines, the amenities. This creates a kind of conversation and it's also storytelling for them to take home.”

We’re in great company with Sofia Brandão, Managing Director of AlmaLusa Hotels, a boutique collection of three soulful properties rooted in the heart of Portugal—from the grand historic squares of Lisbon's Baixa, to the ancient cobblestoned alleys of Alfama, to the sun-bleached tranquility of Comporta's coast.

Here, they have reimagined what it means to truly meet a place—not just stay in it—through heritage, Portuguese soul, and the warmth of genuine hospitality.

In this episode, Sofia reflects on ten years of building AlmaLusa with patience, purpose, and intention—reminding us that the most memorable stays are never about the room, but always about how a place makes you feel.

Top Takeaways

[1:55] Sofia didn't set out to run hotels—she set out to see the world, and somewhere along the way, the world checked her in.

[9:10] The Portuguese have always had history, food, and soul worth sharing with the world—and have spent centuries being far too humble to insist upon it.

[12:20] A decade in, AlmaLusa's quiet rule for growth has never changed—the right location, real heritage, and a neighborhood worth genuinely sharing with guests.

[15:40] After 25 years in Lisbon, Sofia is still getting lost in it—and she wouldn't have it any other way.

[18:15] Three properties, three entirely different heartbeats—from the vibrant historic square of Baixa Chiado to the poetic evening streets of Alfama to the unhurried, sun-stretched days of Comporta.

[21:15] At AlmaLusa, the history isn't hanging on the walls—in many cases, it is the walls.

[24:05] AlmaLusa has a simple vision—every product a guest touches should be Portuguese, and every one of those products should have something worth saying.

[26:20] In Portugal, the next meal is already being planned before the current one is over—and at AlmaLusa's restaurants, that spirit of gathering around the table is baked into every honest, ingredient-led dish.

[29:20] Alma means soul in Portuguese—and at AlmaLusa, that isn't a brand promise, it's the operating principle behind every greeting and every turndown note.

[34:10] Portugal will always be a small country—and Sofia believes that's exactly what makes it one of the most quietly extraordinary destinations in the world.

Notable Mentions

Six Sense Douro Valley

Pastel de Nata, Portuguese egg custard tart

Vinho Verde

Visit For Yourself

AlmaLusa Hotels Website | @almalusahotels | @almalusacomporta | @delfinarestaurants

% off with code FRIEND at checkout