GuimaGold: Positioning, Continuity, and Comfort in the Heart of Guimarães
Not every project starts from scratch.
Some begin with history, return with maturity, and consolidate through clear decisions.
Positioning
A digital foundation designed to support growth while preserving identity and comfort.
Context: A brand with identity and ambition
GuimaGold is a hospitality project located in the historic centre of Guimarães, developed by the JRC Group.
From the outset, its positioning was clear: to create accommodation units that prioritise comfort, quality of execution, noble materials and a carefully designed experience. No ostentation, no excess, no clichés.
It is hospitality designed for a more demanding national and international audience, one that values authenticity, sophistication and well-resolved details.
First collaboration: launching with clarity from the start (2019)
The relationship between GuimaGold and PRIMARIU began in 2019. At the time, the challenge was not simply to build a website. It was to launch a brand.
The initial project included: Website development, Digital positioning definition, Support in branding and communication, Marketing planning, Multimedia production, including video and photography.
The result was a solid digital presence, fully aligned with the physical experience, supporting the project’s early growth with consistency and confidence.
2025: a new phase, a clearer vision
In 2025, with the project’s growth and a more defined vision for the future, GuimaGold once again challenged PRIMARIU to lead a new phase of its digital presence.
This time, the challenge was more ambitious.
The challenge: consolidating a growing ecosystem
GuimaGold was no longer a single accommodation unit.
Over time, the brand ecosystem had expanded to include:
GuimaGold as the main brand
- Valentina Residence
- Linhas da Primavera (wine tourism)
- New accommodation units in development
- An international wine brand
The objective was clear: to create a new digital platform capable of aggregating all current and future units, supporting direct bookings, and serving as a solid foundation for the group’s growth.
In parallel, the Linhas da Primavera wine brand required a dedicated e-commerce platform, designed for international sales.
A structure-led and deliberate approach
The intervention followed a transversal approach, starting with the clarification of positioning and the definition of a coherent digital architecture.
Throughout the project, the focus was on building a solid ecosystem, integrating direct bookings and channel management, creating a consistent experience between urban accommodation and wine tourism, and supporting operational decisions related to payments, partners, and user flows.
The priority remained unchanged: guest comfort and operational simplicity for the brand.
The result: a foundation built to grow
The new GuimaGold website is not merely a showcase.
It is a brand platform, a central point for direct bookings, an aggregator of present and future units, and a technological base prepared to scale.
The Linhas da Primavera online store adds a new dimension to the project, extending the experience beyond the stay and bringing the brand to international markets.
More than any individual feature, the project delivered something essential: confidence.
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