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[TourKorea = Reporter Seongran Cho] The charm of traveling in Portugal isn’t limited to Lisbon’s grand plazas or Porto’s golden sunsets. It’s in the local vibe of winding alleys, on the table with dishes like bacalhau and francesinha, in a chilled glass of pink port, and in saudade—the Portuguese feeling of tender longing, similar to Korea’s “jeong.” For many travelers, the Portugal that lingers long after the trip starts well off the beaten path.
HF Hotels, a Portuguese hotel group operating eight properties across Lisbon and Porto, invites guests to experience “real Portugal” beyond a simple place to sleep.
In Seoul, I met Marta Martins, HF Hotels’ head of business strategy. She called the brand’s take on hospitality a “local experience completed on site.”
She shared what Portugal looks like outside the guidebook, what HF Hotels wants Korean travelers to know, and the advantages of staying with a local chain.
“What kind of hotel is HF Hotels?”
HF Hotels is a Portuguese chain with eight properties across the country’s two main cities, Lisbon and Porto. Its portfolio spans three- to five-star hotels, each located near key landmarks and transit hubs, making them smart starting points for both business and leisure travelers.
Martins pointed to location as HF Hotels’ biggest strength. “We position our hotels as convenient, smart launch points for both business and leisure guests,” she said. “Staff share on-the-ground tips, and the blend of Portuguese cuisine and hospitality turns each property into a travel hub.”
HF Hotels runs four properties in Lisbon and four in Porto, placing them with local sightseeing routes and transport networks in mind. For travelers who find getting around and finding reliable local advice the hardest parts of a trip, HF Hotels solves those problems with local services and excellent city access.
Lisbon’s four hotels are clustered near Praça do Marquês de Pombal, a transport and tourism hub. The square honors the marquis who led the city’s rebuilding after the 1755 earthquake and serves as the starting point for routes to Avenida da Liberdade, Baixa and Praça do Comércio. With metro and bus lines nearby, it’s a core node for exploring Lisbon.
In Porto, HF Hotels centers its properties in the Boavista district, a business and shopping hub. From there, guests can easily reach attractions like Casa da Música and Bom Sucesso Market while enjoying Porto’s romantic city atmosphere and practical transport links.
What sets HF Hotels apart from global chains?
Martins highlighted fast, on-site decision-making and locally rooted services. That philosophy—“Portuguese hospitality completed on site”—drives the brand.
“Unlike large global chains with complex approval procedures, we make quick decisions locally in Portugal,” she said. “When guests have special requests or unexpected issues, our teams don’t need to wait for permission from an overseas headquarters.”
“The local staff who know the shops, the hotels and the neighborhoods best can assess and solve problems on the spot,” she added. “We call it Local Decision-making and Zero Bureaucracy.”
This agility lets the local chain respond more flexibly and quickly to guests’ needs.
Another advantage is the authentic local knowledge staff share.
“It matters that many of our employees actually live in Lisbon and Porto,” Martins said. “Long-tenured staff develop deep local knowledge.”
“So instead of algorithm-driven, obvious picks, our teams point guests to hidden alleys, restaurants, routes and season-specific activities that locals love,” she added.
Hospitality at HF Hotels extends beyond the room. A staff recommendation, a neighborhood eatery you might otherwise miss, or a seasonal stroll—those touches become part of a traveler’s memory. HF Hotels aims to be the gateway to the Portugal that exists beyond guidebooks.
“What do you mean by ‘real Portuguese hospitality’?”
Martins said Portuguese hospitality is about warmth and thoughtfulness.
HF Hotels is a 100% Portuguese brand, run with Portuguese capital and staff. Trained, experienced employees aim to share local warmth and generous culture with guests.
“We don’t just provide rooms; we help travelers understand Portugal more deeply,” she said. “A staff tip at the front desk, a local dish at a restaurant, and the city’s way of life—all of that is part of hospitality.”
“You mentioned saudade—what does that mean?”
Martins explained, “Saudade is a very Portuguese word that’s hard to translate precisely. It describes the deep feeling you have for someone or something you love that isn’t with you now—a longing or tender nostalgia left by beautiful past memories.”
This sentiment runs through Portugal’s fado music: longing for a loved one, waiting for someone who sailed away. To meet the real Portugal, she said, travelers should feel not only its landscapes but also these emotions.
Food experiences matter—can guests try local dishes at the hotels, and what do you recommend?
Martins said HF Hotels focuses on serving dishes that Portuguese people actually eat, not just “Portuguese-style” food.
One standout is bacalhau, Portugal’s signature ingredient, celebrated in more than 365 recipes.
Also try Bife à Portuguesa, a garlic-, egg- and butter-flavored Portuguese beef dish, and Porto’s soulful sandwich, the francesinha—both are must-tries.
Martins also recommended culinary experiences Korean travelers shouldn’t miss. In northern Portugal, a family-run sardine-canning factory operating since 1937 still produces spicy-oil-packed sardines that pair beautifully with wine, crackers or in sandwiches. Some factories offer tours showing the canning process—a tasty way to combine local gastronomy with industrial heritage.
She also suggested pink port for Korean visitors. A relatively recent style—made for roughly the past 20 years—pink port is sweet and best served chilled. Pop it in the fridge and sip from a small glass or enjoy it over ice like a cocktail; it’s especially refreshing in summer.
How should travelers choose among your properties by taste, and what are each HF hotel’s highlights?
Lisbon’s hotels sit by a historic square that honors the marquis who guided the city’s rebuilding after the 1755 earthquake and serves as the city’s transport and tourism center.
Among them, HF Pénix Lisboa is a four-star landmark right in front of the square. It has 193 rooms and a terrace that’s perfect for summer evenings.
HF Pénix Urban, also four-star, offers a modern, practical vibe with 148 rooms, including four-person rooms for families or small groups. It’s about 500 m from HF Pénix Lisboa.
HF Pénix Garden is a three-star, eco-friendly hotel—the first in Portugal to adopt 100% LED lighting and a solar-thermal system. It offers 94 rooms.
HF Pénix Music is a three-star concept hotel with a music theme, built-in Bluetooth speakers and music-themed rooms. Its rooftop pool overlooks Lisbon’s center and the Tagus River.
Porto’s hotels are based in Boavista, where guests enjoy the Douro’s romance and urban convenience.
HF Ipanema Park is a five-star Porto hotel with a rooftop pool offering panoramic views of the Douro and the city center, plus an indoor heated pool and jacuzzi.
HF Ipanema Porto is a four-star property within about a 10-minute walk of Casa da Música and Bom Sucesso Market. It has 150 rooms.
HF Pénix Porto is a four-star design hotel known for its urban style and thoughtful lighting; the hotel bar serves cocktails that capture Porto’s spirit.
HF Tuela Porto is a three-star, practical option in central Boavista—ideal for travelers seeking value and convenience.
“They say upcoming transit improvements will make Porto more accessible.”
A new Galiza station on Porto Metro’s pink G line is scheduled to open in early 2027. It will be located in front of HF Ipanema Porto, HF Pénix Porto and HF Tuela Porto.
Currently, the nearest stop is Casa da Música, a 5–6 minute walk. Once Galiza station opens, guests should be a 1–3 minute walk from the hotels to the station. Access to historic Ribeira, the old town and other key sites should improve significantly.
“Any final message for Korean travelers?”
Martins told Korean travelers that Portugal is more than beautiful scenery. “People, food, music, emotions and the atmosphere of its alleys—when you take all of that in, a trip becomes unforgettable,” she said.
“HF Hotels wants Korean visitors to do more than just stay in Lisbon and Porto—we want them to naturally experience Portuguese daily life and feeling,” she added. “Guidebook landmarks are great, but local alleys and restaurants recommended by residents, a chilled glass of port and the warm hospitality you encounter at the hotel—that’s what makes a trip truly special. HF Hotels aims to be the brand that brings that Portugal to life for travelers.”
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