JW Marriott announces its Portuguese debut at Palmares Resort

Slated to open in 2028, this transformative addition to the celebrated Palmares Ocean Living & Golf Resort has been brought to life by Pritzker Prize-winning RCR Arquitectes and acclaimed design house Goddard Littlefair, weaving the region’s Moorish influences into a contemporary narrative. Each space unfolds as a sensory journey through the Algarve’s soul, where sun-weathered textures and artisanal details echo centuries of Portuguese craftsmanship and cultural heritage.

“The hotel is part of a narrative and a unified concept, with the objective of creating a unique place: Palmares. A place where architecture is the landscape and landscape is the architecture”, commented Rafael Aranda, Founding Partner of RCR Arquitectes.

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The hotel’s interior design, crafted by Goddard Littlefair, complements this architectural vision by ensuring a seamless connection between the indoor and outdoor spaces. Martin Goddard, Director and Founder of Goddard Littlefair, added “Our goal was to create interiors that feel deeply connected to the landscape, blending Moorish influences with the Algarve’s rich culture and craftsmanship. The result is a space that feels immersive, tactile, and in harmony with its surroundings, balancing refinement with a true sense of place — so that every guest feels not just welcomed but rooted in the beauty and history of this extraordinary setting.”

Guests will discover perfect moments of peace in the wellness sanctuary, where traditional Portuguese healing practices meet contemporary luxury. Whether experiencing a customised treatment in the serene treatment suites, enjoying an invigorating session in the state-of-the-art fitness centre, or finding a quiet moment by the indoor or outdoor pools, every experience is designed to restore and rejuvenate.

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Golf enthusiasts will find their paradise on the acclaimed 27-hole course. Each hole of the Robert Trent Jones Jr. masterpiece reveals new views of the Bay of Lagos. The experience is uniquely charming  – a small regional train passing hourly along the coastal line adds a touch of local character to each round.

Days at Palmares unfold at each guest’s own pace. Mornings might begin with breakfast on private terraces overlooking the Atlantic, followed by a buggy ride through the golf course to the pristine beach. Afternoons can be spent by the infinity pool where the horizon seems endless, or capturing moments of tranquillity in the JW Garden.

“This JW Marriott hotel will be the brand’s first in Portugal and will be the cornerstone to elevate the Palmares resort and set a new benchmark for the luxury tourism market in the Algarve,” explained Francisco Sottomayor, Norfin Group CEO. “This is reflected in every thoughtful detail, from the carefully selected materials to the sophisticated environment we’ve created for our guests.”

Timothy Walton, Senior Vice President for Development in Western Europe of Marriott International said: “The signing of JW Marriott Algarve Palmares Hotel & Spa continues to reflect the strong growth opportunities we are seeing for luxury accommodation in Portugal. We look forward to working with the Norfin Group to bring JW Marriott’s legacy of extraordinary service, thoughtful design, and enriching well-being experiences to the stunning destination.”

For those seeking to make this slice of Portuguese paradise their permanent home, 133 JW Marriott branded residences will offer an unprecedented opportunity to embrace the Palmares lifestyle year-round. Just minutes away, the enchanting town of Lagos beckons visitors to explore its treasures. Guests can discover local artisans along winding cobblestone streets, linger at charming sidewalk cafés, and witness the setting sun transform the Ponta da Piedade rock formations into golden sculptures. After a day of exploration, the peaceful rhythm of coastal life awaits their return to Palmares.

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