Celebrating 90 Years: Bensaude Hotels Unveils a Fresh New Brand

In celebrating its 90th anniversary, the Bensaude Hotels brand unveils a fresh identity. The rebranding features a refined name — now simply Bensaude Hotels — and a modernized visual identity.

This new direction balances Bensaude Hotels’ historic legacy and its ambitious vision for growth, positioning the brand for new challenges and opportunities in the hospitality market.

Inspired by the maritime routes connecting the Azores to mainland Portugal, Europe, and the Americas, the new branding pays tribute to the vast Atlantic Ocean and its connections between people, cultures, and destinations. The statement “Since 1935” reinforces the brand’s historic legacy and Vasco Bensaude's visionary leadership. Inspired by the ocean, the deep blue color conveys a sense of strength, quality, stability, and trust.

With this rebranding, Bensaude Hotels aims to enhance its presence in the national market, attract new guests, and further strengthen its reputation for excellence. Established in 1935 with the iconic Hotel Terra Nostra — now known as Terra Nostra Garden Hotel — Bensaude Hotels now features ten unique properties across Portugal.