From luxury residences to long-stay experiences, Reformosa leads a new wave of lifestyle-driven development in Portugal. 

Over the past decade, Portugal has evolved from a discreet European getaway into one of the continent’s most dynamic real-estate markets. Once known primarily for tourism and second homes, the country now finds itself at the crossroads of a new movement reshaping cities worldwide: the hotelization of real estate. 

At its core, this trend blurs the boundaries between residential, hospitality, and lifestyle experiences. Buyers and tenants no longer seek static ownership but flexible, service-oriented living that merges the comfort of home with the convenience of a five-star hotel. From concierge-run apartments to branded residences and wellness-driven communities, the living sectors are driving Portugal’s next growth cycle — and Lisbon is at the epicenter. 

Portugal’s Moment

Portugal’s fundamentals are uniquely aligned for this transformation. The country continues to attract international capital, lifestyle buyers, and digital nomads drawn by its climate, tax advantages, and connectivity. 

Portugal’s travel and tourism sector is expected to contribute €62.7 billion — roughly 21.5 % of GDP — in 2025, entering a “golden era” of sustainable growth. This robust service ecosystem, developed through tourism, is now spilling over into residential and mixed-use real estate. 

At the same time, behavioral shifts are reshaping demand. High-net-worth individuals expect seamless experiences wherever they reside; younger professionals seek flexibility without sacrificing design quality; and institutional investors favor income-yielding, experience-based assets over speculative developments. 

As a result, Portugal’s luxury residential market is transitioning from ownership to occupation as lifestyle. The traditional villa or apartment is evolving into a managed experience — one that blends privacy, community, and hospitality under a single brand. 

Defining the Hotelization of Real Estate

Globally, luxury brands have extended their ethos into private residences. The concept has matured beyond hospitality into a full-fledged asset class: “living as a service.” 

In Portugal, this shift is accelerating. Developments increasingly combine curated design, shared amenities, and professional management once reserved for hotels. Residents enjoy wellness facilities, co-working lounges, concierge services, and digital interfaces that connect them to their surroundings. What was once a luxury is fast becoming an expectation. 

The luxury property price index in Portugal grew by 30 % year-on-year, underscoring how premium, service-driven living is driving value creation. Portugal also recorded the highest property-price growth in the EU in the first half of 2025 — up 15.2 % year-on-year, compared with an EU average of 5.1 %. 

This momentum is redefining how developers, architects, and investors approach urban and resort projects — focusing less on square meters and more on the emotional and operational value of everyday living. 

Case Study: Legacy Oriente — Lisbon’s New Urban Lifestyle Icon

Among the pioneers of this new wave is Reformosa, a fast-growing developer-investor founded in 2014. Known for its design-led approach and institutional discipline, the company has completed over 30 projects across residential, mixed-use, and hospitality sectors. 

Following the success of Legacy By The Sea in Sesimbra — selected among the TOP 100 Luxury Residences of the World — Reformosa is now bringing the same philosophy to Lisbon with Legacy Oriente. 

Located in the eastern riverside corridor, Legacy Oriente exemplifies the fusion of high-end residential and hospitality design. The project offers a collection of serviced apartments and penthouses complemented by wellness, dining, and lifestyle facilities typically reserved for boutique hotels. Each residence features natural materials, panoramic terraces, and fully integrated technology for seamless living. 

What distinguishes Legacy Oriente is its long-stay concept: residences designed for comfort, managed for performance, and serviced for experience. Targeted at global citizens who divide their year between cities, the project embodies the idea that luxury is no longer about ownership — it’s about belonging. 

From Design to Operations — The Reformosa Model

Reformosa’s advantage lies in its integrated structure. The company combines investment management, design oversight, and asset operations under one umbrella, allowing it to deliver consistency across projects. This vertically integrated model — rare in Portugal — enables the group to control quality from concept to completion, ensuring architectural distinction and long-term value creation. 

Sustainability also underpins its vision. All new developments incorporate passive-design strategies, renewable energy, and efficient building systems. The firm’s digital platforms optimize lifecycle management – a level of sophistication more often found in institutional real-estate portfolios than in boutique developments. 

As Reformosa expands, it is channeling these capabilities into specialized platforms focused on living sectors: branded residences, serviced apartments, wellness resorts, and intergenerational communities. Each typology responds to shifting demographics and lifestyle expectations while reinforcing Portugal’s position as a global benchmark for quality of life. 

Luxury Reimagined

The evolution of Portugal’s living sectors reflects a broader redefinition of luxury. It is no longer measured solely by finishes or location, but by how people experience space – the quality of light, the ease of service, the sense of wellbeing and connection. 

Projects like Legacy Oriente capture this transition. They represent a generation of developments that combine timeless design with operational excellence, bridging real estate and hospitality to create enduring value. 

For investors, this means resilient returns and diversified exposure to the lifestyle economy. For residents, it means living beautifully, effortlessly, and sustainably – in a country where sun, sea, and culture already set the stage for exceptional living. 

The Outlook

As Portugal’s cities and resort towns continue to evolve, the hotelization of real estate will define the next decade of growth. The fusion of service, technology, and design will extend luxury beyond aesthetics, embedding it into daily life. 

With Legacy By The Sea setting global standards and Legacy Oriente leading Lisbon’s transformation, Reformosa stands at the forefront of this movement — creating living experiences that are not only desirable today but meaningful for generations to come. 

To learn more about Reformosa’s portfolio and expertise, visit: https://reformosa.pt/.