Every parent knows the paradox of family travel: the promise of relaxation meets the chaos of reality. Long flights, restless toddlers, strollers that don’t fit through lobby doors, and elegant hotels that seem to forget children exist once you check in. For many parents, travel comes with a less-than-favorable choice: Leave the little ones at home and miss them, or bring them along and return more exhausted than when you left.
Chitra Stern refused to accept that trade-off. Having traveled extensively, and with family spread out across India, Switzerland, Singapore, and the United States, she experienced the gap in luxury travel for families firsthand while on the road with her four young children. The hotels she and her husband, Roman, admired for their design and service rarely reflected the realities of parenting. So she set out to build something that did.
In 2010, after years of perseverance and the 2008 financial crisis, the Sterns opened Martinhal Sagres on Portugal’s Algarve coast—a resort designed entirely with parents in mind. From stroller-friendly pathways to in-room bottle warmers and baby gates, every detail reflects lived experience.
Today, Martinhal Resorts has grown into an example of what family luxury can be. Each property—whether located among the oceanfront villas or the bustling urban streets of Lisbon—embodies Stern’s philosophy that luxury design and toddler-friendly amenities can co-exist. Amenities like a Baby Concierge – aka a one-stop-shop concierge service for parents to pre-book baby gear, taking the hassle out of traveling with infants—age-specific kids’ clubs (for infants to teenagers), supervised restaurant play corners, and menus curated even for six-month-olds, Martinhal transforms family logistics into artful hospitality.
Fifteen years on, Stern continues to expand that vision through Martinhal Residences and educational initiatives like United Lisbon International School. We connected with Stern to hear more about her experience filling one of the most overlooked gaps in the luxury travel industry.
How has your global perspective influenced the way you define home, family, and hospitality?
Having lived across continents and with family spread out all over the world, from India to Switzerland and the USA, I’ve seen how the concept of “home” means belonging – regardless of where I am – it’s a place where I feel welcomed with my loved ones, and where possibilities become reality. Family is about connection, enjoying quality time, and making memories together; hospitality blends these elements. It’s the art of creating a sense of belonging and ‘home-from-home’ wherever you are. At Martinhal, we bring that universal warmth and empathetic understanding into the guest experience.
You built Martinhal while raising four children. What early travel moment sparked the idea?
When my husband Roman and I traveled with our young children, we realized our expectations as parents weren’t met in the stylish hotels we were accustomed to. We found it difficult to find places that combined beautiful design and true child-friendliness. We realized families shouldn’t have to compromise and choose between luxury and practicality. This insight became the vision and foundation for what Martinhal Resorts would represent—I wanted to create leading parent-friendly resorts with outstanding locations, artful design, excellent local food, and services and amenities for all ages.
How did your idea move from concept to reality?
It started with a clear vision and persistence. I’m not going to lie—it was a challenge, and many times I didn’t know we would make it a reality. We fell in love with a very special, remote site on the Algarve in Sagres, and soon afterwards, the world came to a standstill in the financial crash of 2008. We persisted and stayed true to our vision, designing every detail around family life and building what is now our flagship resort, Martinhal Sagres, from the ground up. The resort opened in 2010—exactly 15 years ago.
How did you translate parental empathy into design?
Every detail came from our own personal experience; how do strollers need to move through a space? What do children need to play safely and stay out of trouble? How can parents relax while dining while still keeping an eye on their kids? How do kids themselves feel seen and welcomed when they travel…We designed every property through the lens of a parent’s day, anticipating comfort and convenience without compromising design and sophistication.
What amenities have you found are most popular with parents? What are the “lifesavers”?
I would say our signature Baby Concierge service is completely attuned to those lifesaver moments. It’s the simple touches that make a huge difference, especially for parents with infants and toddlers—everything from providing bottle warmers, sterilizers, and milk to stocking basic fridge essentials upon arrival, to installing baby gates… Parents are always delighted with our supervised Kids’ Corners in our restaurants, which let kids be entertained while their parents finish their meals in peace. Across our restaurants, we have menus curated for even the youngest guests who are just starting on nutritious solids at around 6 months. We have kids’ clubs for all ages, including babies as young as 6 months. With Martinhal, you can be sure that everyone’s well-being is taken care of. Guests are most delighted by our staff’s compassionate hospitality—everyone knows how to work with children and anticipates every need.
How do you define “luxury for families” versus “family-friendly”?
“Family-friendly” at most resorts often means there’s an additional kids’ menu and a kids club or kids programming. “Luxury for families” means reimagining the entire experience—from the design to the programming—so parents can truly relax while children feel free and welcome. It starts with designing practical accommodation that suits a family unit—whether it’s a studio or a 2-bedroom apartment, our accommodation has been designed from the outset with families in mind; from room layouts that include living room spaces, kitchens, and washer/ dryer units, while providing full access to hotel amenities and family concierge services. It’s a seamless balance between sophisticated design and genuine family comfort.
How has your definition of ‘family luxury’ evolved across the resorts, city hotels, and residences you’ve designed?
At coastal resorts, such as Martinhal Sagres, it’s barefoot family luxury by the sea, with a range of outdoor nature activities on your doorstep that encourage connection and relaxation. Guests here typically stay well over a week and take advantage of the resort amenities, kids’ activities, and direct access to our stunning Martinhal beach.
In the cities, it’s about cultural immersion, convenience, and family-designed spaces. We have options too, within Lisbon, Martinhal Chiado is in the heart of the historic center, and is best suited for those who want to be in the thick of the action, exploring Lisbon’s top landmarks. Martinhal Lisbon Oriente offers an urban resort environment for those who want to enjoy resort amenities, including a gym, a spa, and multiple pools, while also discovering the city. Our new branded residences take it one step further, creating homes that embody that Martinhal ease for families living globally.
What does a perfect day look like for a family staying at Martinhal?
It depends on the location, but speaking to a perfect day at our flagship beach resort – Martinhal Sagres, it could look like this: Breakfast at O Terraço with magnificent ocean views, the children off to the kids’ club or a Sports Academy session, while parents enjoy a couple’s spa treatment or a bike ride along the coast, lunch at the Pool Hangout, beach time in the afternoon with an activity from our Waterports Center (we have windsurfing, stand-up paddle boarding, kayaking, and more to choose from), and a relaxed dinner where everyone is at ease, the sun is setting over Martinhal Beach, and kids have the opportunity to play in the Kids’ Corner and greet new friends from around the world.
How do education and hospitality overlap in your philosophy?
Both start with the foundation of nurturing, and about investing in experiences, giving children and families quality environments where they can grow, learn and connect. When we launched United Lisbon International School and Edu Hub in 2020, we extended the Martinhal ethos of care and quality into education and community building, all within the fascinating cultural melting pot that Portugal has become.
What trends are you seeing among high-net-worth families in luxury travel?
Families want meaningful and authentic experiences, not just beautiful destinations. This isn’t a new trend, but the demand for engaging in thoughtful bonding experiences is more prominent than ever before, especially in a fast-moving digital age. Parents seek places that combine authenticity, sustainability and togetherness and where their children can learn (off-screen) while they all recharge. Privacy and personalization are also increasingly important. Our apartment-style and villa accommodations are perfectly suited to meet those needs while our Family Concierge is on hand to personalize each stay.
So, what’s next?
We’re expanding Martinhal Residences to the Algarve in Praia da Luz, continuing to develop the Edu Hub, and exploring new hotel destinations that align with our family-luxury philosophy. The goal is to keep innovating in how we serve modern, global families.
“Worth Beyond Wealth” – how does that resonate with you?
I’ve always believed that true worth lies in purpose, family and contribution. For me, entrepreneurship is about creating meaningful impact, and this starts with nurturing people, supporting the community where we operate our businesses, undertaking pro bono work for charitable and educational organizations, and creating a legacy that extends beyond financial success.
