Luxury in the realm of real estate has transcended mere price tags and prime locations. Forget gaudy displays of wealth; today, true luxury lies in a unique, personalized experience. It’s about crafting a lifestyle of exclusivity, customization, and unparalleled quality.
High-end properties are no longer just residences. They are sanctuaries, meticulously crafted with sophisticated design, cutting-edge technology, premium services, and a deep commitment to sustainability. These spaces are designed to seamlessly reflect the buyer’s individual lifestyle, be it understated, bold, or traditional. Authenticity is paramount, artifice is not. But how can we truly define luxury in real estate today? idealista/news sought insights from key players in the market.
The Evolving Definition of Luxury Real Estate
From Genuineness to Experience
“Luxury today is about experiencing a life that stands apart, encompassing design, sustainability, exclusivity, and premium concierge-style services. Upscale properties are increasingly about blending function with a distinctive way of living, through premium materials, advanced tech, or a perfectly chosen location," explains Telmo Azevedo of JLL Portugal.
Jorge Costa from Quintela e Penalva | Knight Frank, sees luxury as "a concept that resists easy definition, varying from person to person." "It’s subjective, but I’d say luxury now centers on an inspiring vision, emphasizing comfort, authenticity, and simplicity,” he says. This sentiment is echoed by Paulo Trapola of Exclusive Lisbon Real Estate Hospitality, and all interviewed professionals: "The luxury market in Portugal is about far more than price or location."
Therefore, the market’s transformation indicates a growing desire for properties that offer a range of distinguishing elements. "It’s about curating a unique life, where every detail marries comfort, exclusion, and aesthetics,” adds experts at Invicta Park Capital. But the criteria extends further still. Sustainability is now critical, with energy efficiency, responsible material use, and lessening environmental impact increasingly important decision-making factors.
For many buyers, the property’s story heavily influences their choice. Historically significant properties – palaces, manor houses, estates – are particularly desirable, confirms Filipe Lourenço, CEO of Private Luxury Real Estate. For this expert, genuine luxury depends on “two enduring elements: location and high-quality materials and craftsmanship.” “We also consider technological solutions, sustainable construction, maintenance, usage, and historical significance, notably palaces, manor houses, family crest homes, estates, or vineyards," he adds.
Exclusivity is revealed through complete customization, through high-end finishes to integrated smart technologies for added comfort and security. Concierge service, private gyms, wine cellars, well-designed social spaces, and even affiliation with well-known international brands – the rise of branded residences – elevates each property and enables a unique experience for its owners.
Ana Jordão of Savills, reinforces this. She points out that uniqueness is key, specifically “properties often designed by globally recognized architects and tailored to each buyer’s wishes.” “Furthermore, leisure, health and wellness, and maintenance services add to the sense of reputation and distinction, creating a unique experience and enhanced quality of life. Branded residences, aligning a property to a famous brand, have become popular, blending status and premium service for owners," she notes.
João Cília of Porta da Frente Christie’s agrees that luxury in real estate goes beyond price or location. “Luxury is a unique experience, tied to exclusivity, customization, and superior quality of life. Luxury offers more than a simple place to live: it combines with an environment that enhances the owner’s daily experience,” he says.
He believes that these aspects “require close attention to design detail, high-end materials, sophisticated finishes, and, in many cases, architectural features that make the property a work of art.” He confirms location matters, but true luxury comes if the property “delivers comfort, functionality, and aesthetics, tailored to the client’s tastes and other individual needs."
Daniela Rebouta, Sales Director at Engel & Völkers Lisboa, Oeiras, and Setúbal, focuses on the client. She believes that luxury is about service throughout the sales process, and a marketing strategy customized to each property.
Sara Infante, Partner & Founder of Infante & Riu – Portugal Real Estate, adds that, apart from the intrinsic unique qualities – innovative design and/or a famous signature – the client “wants exclusivity, security, and privacy more often.” Filipa Frey-Ramos, Director at BARNES International Realty, agrees, finding luxury easy to identify: it’s many factors combined. She stresses the importance of “privacy, no overlooking neighbors, security, opportunity for value increasing, and the whole experience."
A Matter of Perspective and Aspiration
Experts agree that luxury is above all, a matter of both imagination and desire. For some, it resides in a wide ocean or city view. For others, it resides in absolute privacy, security, or detail. The luxury real estate adapts to these changing demands, increasingly providing solutions that balance sophistication, comfort, and innovation.
"Luxury now means a house adapting to its inhabitant, because we all have different tastes, experiences, and various homes,” says interior designer and Silent Home founder Hugo Covaneiro, seeing luxury as personal. “You wouldn’t decorate a house the same way in New York and Morocco, for instance. This is obvious. The trend in luxury is to customize spaces, and to personalize experiences,” he states.
Mariana Martins, interior designer at RE Capital, sees no single definition of luxury. “For example, space is very important. This means enabling efficient living, in a personally suitable way. Luxury’s purpose has changed. If we used to think luxury was about being dressed in name brands from head to toe, it’s more than that. Interior design also follows changes in the world,” she emphasizes.
This way, real luxury is not about square footage or the prestige of the location. All that matters is that the property offers an exclusive living experience, to fit its inhabitants. This redefinition is why this area remains dynamic and desirable, reflecting how owners view housing and well-being.
