Words Allison Reiber DiLiegroImages Maximilian Mair
“Throughout my life, I’ve seen how surfing can transform local communities,” Gonçalo, a lifelong surfer, tells us. “Years ago, surfing catered to what was considered a ‘low’ market, but it quickly gained traction at the higher end.” After surfing here for years, Gonçalo knew the magic of Ericeira first-hand, but felt that it lacked a hotel for this group. So he set out to put Ericeira—the first World Surfing Reserve in Europe—on the discerning traveler’s map.
Gonçalo invited his uncle José Pedro de Araújo Lopes, the founder and CEO of Inspire Capital—a group that invests in real estate and other ventures—to get involved in the project. “It was clear the area lacked the high-end offering we envisioned,” Pedro explains. “So we made Immerso our first investment in hospitality.”
Gonçalo with one of the hand-shaped surfboards made in his shop, Guzo Surfboards
Alexandra and Gonçalo collaborated closely on the design of the hotel
Alexandra Almeida d’Eça, Pedro’s wife, brought her design expertise to the project. “I have always been interested in décor and crafting. Initially, I planned to help Gonçalo with the interiors of the guest house he was envisioning, but the project evolved once we bought the land where Immerso sits now. That’s when we started aiming higher.”
Gonçalo’s wife, Isabel Vale e Menezes, took charge of programming, communication, and marketing. “We live here now, fully immersed in the community,” she says. “Having always lived in small towns, I especially value the peace and the true sense of belonging.”
We sat down with the family to learn about the joy of surfing, the philosophy behind Immerso Hotel, and why they’ve woven sustainability through it all.
The family walks the path from Immerso to the hotel’s own garden
Gonçalo Menezes: Immerso was designed by architect Tiago Silva Dias, but from day one, he collaborated closely with us. Given my experience, I able to contribute from an architectural perspective, but it was truly a team effort.
GM: The design embodies the “spirit of the place,” integrating the building into the natural landscape, harmonizing with the local climate, and adhering to sustainability principles.
Overall, it was designed to appeal to the senses, with sweeping views of the valley and ocean. The curvilinear restaurant balcony mimics the ocean waves nearby.
Alexandra Almeida d’Eça: The highlight is without a doubt the land where the hotel sits. It’s a valley that opens up to the sea, framed by hills that sparkle at night with the lights from the village. I like that the sea view isn’t obvious—you can’t see it fully right away. It reveals itself as you move through the hotel, making the experience even more magical.
AAE: I see Immerso as an extension of my beach house. I have always collected the names of artists whose work I admired, so this felt like assembling a puzzle. Working with our architect and interior designer, we selected tapestries, vegetable braids, outdoor sculptures, and textiles from Portuguese craftsmen. My favorite piece is Iva Viana’s plaster panel, which beautifully mirrors the property’s contours. It was the first piece I chose and remains deeply special to me.
José Pedro de Araújo Lopes: Our business is to make people happy. We have always focused on sustainability in a holistic way: people, communities, and nature. From construction to daily operations, we aim to create a positive impact on both people and the environment.
Isabel Vale e Menezes: I’ve always lived close to nature—I’m a “country girl,” as they call me here. Many of our sustainability principles come from how my grandparents and parents raised me. At Immerso, we created a vegetable garden that respects the seasons and supplies the hotel’s kitchen. It’s also used as an educational tool, especially for children who don’t have much access to nature nowadays.
Isabel runs the hotel’s programming, communication, and marketing
Alexandra personally sourced local artists to create custom pieces for the hotel
José Pedro de Araújo Lopes
The seasonal vegetable garden supplies the hotel’s kitchen
JPAL: Family businesses have unique advantages, such as trust, shared values, and long-term vision. However, they also come with challenges, like balancing personal and professional relationships. Clear roles, strategic planning, and open communication are essential to maximizing the benefits.
IVM: The best part is seeing our dreams come true as a family. It’s not always easy to disconnect from work, but we try to approach it positively.
GM: I often say that amateur football or tennis players do not call themselves footballers or tennis players. Surfing is not like that—a person who surfs is a surfer. I think the reason is the spiritual and mental well-being that surfing provides. It is not just a sport, but a state of being. You must be in tune with nature. Even on bad days, the sea brings calm and joy—like a child playing on the beach.
GM: Julia is only two and a half, but she already loves the water. She started swimming lessons at eight months and is quite confident. Although I am a little afraid, I would really like to surf with her one day, if she wants to.
The Guardian by José Queiroz overlooks the renowned surf spot Ribeira d'Ilhas, just south of Immerso
GM: In manufacturing surfboards, the human hand is very present. This means that no two boards are completely the same and that is what makes them special—their imperfections.
IVM: At the beach with our daughter and the dog. As we say here: all roads lead to the beach.
Boards lined up at Gonçalo’s shop, Guzo Surfboards
Pedro brings his wealth of real estate and business knowledge to the project
Gonçalo Menezes
Profile
Bookings
Benefits
Bookmarks
Exclusive Community Deal