The Ashana is the culmination of generations—a family of hoteliers who have lived and breathed hospitality across continents, now passing the flame to the next. What began decades ago as a shared devotion to service, to welcoming others with grace and attentiveness, is now entering its next chapter—with the second generation at the helm and the third already on its way.

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We are not a corporation. We are a family. And this hotel is not a product—it is a deeply personal vision.

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Over the years, we have traveled the world—both for pleasure and for work—staying in the finest hotels, discovering remote retreats, and always observing. What creates the deepest memory? What makes a place feel like more than a bed, a view, a booking? For years, we asked this question. Twelve years ago, we arrived in Portugal—and stayed. We felt something here. Something old, grounding, sun-warmed and human. And so we waited patiently, searching not for a location, but for a story worth continuing.

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We found it in the quiet, forgotten bones of a historic building in the old town of Faro. A place with presence. And possibility.

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From the beginning, we knew: this would not become another branded hotel, folded into a polished chain of sameness. We respect the consistency of big brands—but we are not interested in predictability. Today’s traveler seeks more than polished surfaces and scripted greetings. They want to be moved. They want to feel something real.

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Post-pandemic, many say the essence of hospitality has slipped—replaced by curated influencer images and hollow moments. A beautiful frame, with little soul inside. We hear this often. And we agree. That is why The Ashana exists: to bring the true heart of hospitality back into the guest experience.

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We are not just restoring a building. We are restoring a feeling.