Unexpected Marketing Lessons from a Trip to Portugal

I just returned from an unforgettable 10-day trip to Portugal, where I experienced some incredible scenery, food, and historic architecture! But I also came home with a few unexpected marketing lessons.

From exploring the hilly streets and endless cathedrals in cities like Lisbon and Porto to tasting regional wines and cuisine (trying a famous custard tart from Pastéis de Belém in Lisbon is a must!), every stop offered something memorable.

I also traveled through the breathtaking Douro Valley stopping in smaller, remote towns where history, craftsmanship, and hospitality were the highlights.

Some of our best experiences came from meeting small winery owners, artisans, and local tour guides who shared the stories of their unique heritage, unique wares, and traditions, embracing what made them distinct.

As a marketer, it reminded me that: Authenticity and uniqueness are your greatest differentiators.

Here are a few marketing lessons I brought home from Portugal:

1. Emphasize what makes you different
The appeal of Portugal’s smaller towns was precisely what made them different—their pace, traditions, craftsmanship, and personality. The same applies to brands: stop trying to sound like everyone else. Highlight your niche, your expertise, and what makes you uniquely valuable.

2. Consistency builds trust
Across the country, we consistently experienced warm, genuine Portuguese hospitality. Great marketing does the same: consistently and intentionally place your brand in the customer's mind as the best solution for a specific problem or need. 

3. People remember how you make them feel
Long after the architecture, meals, and scenery, what stands out most is how welcomed we felt. Great marketing should do the same: build trust, foster connection, and a create a memorable experience.

What’s a lesson from travel that changed how you think about business or marketing?