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JW Marriott to debut in Portugal with flagship resort in the Algarve by 2028
JW Marriott has announced its entry into the Portuguese hospitality market with a flagship resort in the Algarve. Scheduled to open in early 2028, the JW Marriott Algarve Palmares Hotel & Spa will be set within the established Palmares Ocean Living & Golf resort, offering a luxurious blend of refined design, cultural authenticity, and exceptional lifestyle experiences.
Marriott International has revealed plans for its first JW Marriott-branded hotel in Portugal, marking a significant milestone for the luxury brand’s European expansion. The JW Marriott Algarve Palmares Hotel & Spa will be located in the Palmares Ocean Living & Golf resort, an acclaimed development in the Algarve region. The property will include 172 guest rooms and suites, all offering sweeping sea views, alongside 133 branded residences.
The project will be developed in partnership with Norfin, one of Portugal’s leading investment management firms. Designed by internationally renowned firms RCR Arquitectes and Goddard Littlefair, the resort draws upon the Algarve’s rich Moorish heritage and artisanal traditions, marrying them with modern architectural sensibilities. The result is a design narrative that weaves centuries of cultural influence into an immersive hospitality experience.
The interiors, carefully curated by Goddard Littlefair, are set to enhance the architectural vision with a deep respect for the landscape and regional identity. Guests can expect a design palette that is both elegant and tactile, using natural materials and warm, sun-washed tones that create a seamless dialogue between the interiors and the surrounding Algarve scenery.
The resort’s culinary offerings will be equally impressive, including an all-day dining restaurant, a poolside bar, and the Michelin-starred Al-Sud restaurant, renowned for its fine cuisine rooted in local flavors and seasonal produce.
Wellness will be at the heart of the guest experience, with facilities such as indoor and outdoor pools, tranquil treatment suites, a fitness center, and the brand’s signature JW Garden — a space designed to promote well-being and sustainability through natural elements and fresh ingredients used across the resort.
A standout feature will be the existing 27-hole golf course, already a major draw for the Palmares resort, which will offer guests a premium golfing experience set against the dramatic coastal landscape of southern Portugal.
Francisco Sottomayor, CEO of Norfin, emphasized the importance of the project in redefining luxury tourism in the region, calling the JW Marriott hotel a cornerstone for elevating Palmares to a new standard. Marriott International echoed this vision, with Timothy Walton, SVP of Development for Western Europe, highlighting Portugal’s growing demand for high-end accommodations and the JW Marriott brand’s alignment with those aspirations.
Once completed, the JW Marriott Algarve Palmares Hotel & Spa is expected to become one of the premier luxury destinations in Portugal, combining hospitality excellence with cultural depth and scenic beauty.
Source: Marriott International
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