With the support of COMPETE 2030, Hotel M’AR De AR Muralhas is reinventing its guest experience to provide higher-quality, more innovative and sustainable hospitality.
The Hotel M’AR De AR Muralhas is undergoing a major transformation aimed at raising the standard of its services, meeting new market demands and establishing itself as a leading choice in the family accommodation sector. Co-funded by COMPETE 2030, the project ‘Repositioning of the M’AR De AR Muralhas Hotel – 4 Stars’, led by Sociedade de Hotelaria do Arez, combines the refurbishment of the facilities, technological innovation and sustainability to boost the competitiveness of the hotel and the destination of Évora.
A new experience for different types of guests
The project is based on the hotel’s comprehensive refurbishment and the creation of new services designed to offer visitors a more complete experience. Key developments include the construction of an indoor swimming pool, a spa and a gym, as well as the creation of a kids’ club – a move that forms part of the hotel’s repositioning within the family market.
The rooms will also be refurbished, offering more flexible options such as connecting rooms and layouts tailored to different accommodation needs. At the same time, the restaurant will be modernised to improve operational and energy efficiency, whilst a food truck will help to diversify the catering options.
As João Patrício, COO of M’AR De AR Hotels, emphasises, “The refurbishment and repositioning project for the 4-star M’AR De AR Muralhas Hotel represents a strategic investment in improving the quality of the tourism offering and adapting to new market demands.”
Technology and sustainability driving competitiveness
The modernisation of the facility also involves significant investment in technological innovation. Digital solutions are planned, such as self-check-in kiosks with features powered by artificial intelligence, an app for interaction between guests and the hotel, a virtual assistant for the website and social media, as well as interactive screens for corporate events.
At the same time, the project incorporates a range of measures aimed at environmental sustainability, including the installation of solar collectors for domestic hot water, LED lighting, more efficient equipment, upgraded air-conditioning systems and solutions designed to reduce water and energy consumption.
According to João Patrício, “In this context, the support provided by COMPETE 2030 was crucial to making the project viable and bringing it to fruition, enabling us not only to bring forward the investment but also to ensure the incorporation of innovative solutions offering greater added value.”
Enhancing Évora’s appeal
As well as improving the guest experience, the investment aims to strengthen the M’AR De AR Group’s position as one of the leading names in the hotel sector in Évora. The aim is to increase demand throughout the year, reduce the effects of seasonality, attract new domestic and international markets, and showcase the region’s historical and cultural heritage.
The project also includes improvements to the building used to house relocated staff, helping to create better living conditions and encouraging qualified professionals to settle in the interior of the country.
For João Patrício, the benefits of the project extend beyond the hotel itself: “The contribution from COMPETE 2030 has thus made it possible not only to enhance the property’s standing, but also to boost the competitiveness of Évora as a destination and the surrounding region, by promoting a higher-quality, more diverse and sustainable offering.”
João Patrício concludes by expressing confidence in the future impact of the operation: “We are convinced that this project will have a lasting positive impact, in line with the strategic objectives for the development of national tourism.”
09 September 2026
Individual productive investment operations in innovative activities, promoted by SMEs, in low-density territories.