The Pestana Group
The Pestana Group, whose origins date back to November 20, 1972, on the occasion of the founding of M & J Pestana – Sociedade de Turismo da Madeira, is mainly engaged in the Tourism sector, with interests in Industry and Services.
The Pestana Group is clearly the largest Portuguese group in the Tourism sector, and its hotel chain – Pestana Hotels & Resorts -, with 88 units and around 10,000 rooms, is the largest chain of hotels of Portuguese origin.
The Pestana Group continues the process of transversality of its internationalization, having already consolidated its presence in 14 countries (Portugal, England, Germany, Brazil, Argentina, Venezuela, Mozambique, South Africa, Cape Verde and Sao Tome e Principe, Morocco, and Spain).
In 2010, marking the beginning of entry into Europe, the Group opened its first unit in London, the Pestana Chelsea Bridge Hotel & Spa.
In May 2011, Pestana Berlin Tiergarten was open in the German capital.
Between 2012 and 2013, new international investments were opened in addition to investments in Portugal, Tróia, Cascais and Porto Santo: Miami, the United States of America, Bogotá, Colombia, Casablanca, Morocco and Cayo Coco, in Cuba.
In the leisure area, the Pestana Group currently has 88 hotels (Madeira, Algarve, Lisbon, Cascais, Sintra and Porto, Brazil, England, Germany, Spain, USA, Cuba, Colombia, Morocco, Argentina, Venezuela, Mozambique, Africa Cape Verde and São Tomé e Príncipe), 12 Vacation Club developments, 6 golf courses, 3 real estate / touristic projects, 2 casino gaming concessions, Casino da Madeira and Casino in S. Tomé and Príncipe, participation a charter aviation company and a tour operator.
Since 2003, the Pestana Group has been managing the Pousadas de Portugal network, which has 36 units in Portugal.
The universe of these entities employs more than 7,000 employees.
THE STRATEGY OF THE PESTANA GROUP IS SET IN THREE AXES:
♦ Horizontal Integration – After having secured a solid base in the home market, the Autonomous Region of Madeira, the Pestana Group started a sustained growth in its “Core Business” (hotel industry). This growth took place initially in the national territory, in the Algarve, Cascais, Porto and Sintra, and later for internationalization. This began with countries that have affinities with Portuguese culture, such as Mozambique, Brazil and Cape Verde. Later on the process continued, in 2010 with the opening of the Pestana Chelsea Bridge in London, Pestana Group took its first step in Europe outside of Portugal. In 2011 opened Pestana Berlin.
♦ Vertical integration – growth in other subsectors of tourism, such as gambling, golf, leisure real estate, air transport via charter flights, tourism operations abroad (with special emphasis on the United Kingdom) in Portugal.
The logic of growth in this vector was on the one hand to bet strong upstream, creating marketing channels and distribution that the Group dominated or where it could have a significant influence in order to reduce the levels of dependence on the large conglomerates of the tourist operation, On the other hand, to bet downstream in areas of tourist animation as a way to increase the attractiveness of hotel products (“Core Business” of the Group) and can present complete products to the market.
♦ Business in the Tourism and Leisure industry is diversified and adapted to each of the areas where it is present, adapting the business to the specific characteristics of each region, that is, never pursuing standardized models.
The Algarve focuses mainly on Resort Hotel, Golf and Leisure Real Estate; Madeira in addition to the Resort Hotel developed mainly the commercialization of real rights of periodic housing and the exploration of the concession of a gaming zone; in Lisbon and Porto, bets mainly on hotels in buildings of relevant historical, cultural or architectural value; in Brazil the presence is in the Resort Hotel in the Northeast and in the hotel industry for the corporate market in the main urban centers; and in Mozambique, South Africa and São Tomé and Príncipe, the focus is mainly on the African Hotel which can be reproduced through the “Lodge” concept and, in the European Capitals, one of the Group’s new strategic axes. the best 4-star hotel in each of these cities.