Tradition Signature Collection

Come as a guest, stay as a friend, leave as family.

Founded by Jacob Perez Toledano, Tradition Signature is a boutique hotel label that reimagines the art of hospitality within buildings steeped in soul. Of Spanish origin, having lived in Morocco, Jacob grew up with a taste for stories — those of families, cities, and stone — and a deep fascination for places shaped by time. A seasoned traveller and connoisseur of the world's finest addresses, he sought to create an alternative: a less demonstrative luxury, more deeply felt, where emotion takes precedence over protocol.

The ambition of Tradition Signature is a simple one: to restore heritage without freezing it, and to offer a contemporary experience built on detail, meaning, and genuine attentiveness. Through Villa Dorothéa in Lisbon and Porta de Gaia in Porto, the label cultivates an atmosphere of intimate, elegant, profoundly human "home" — sustained by a hospitality rooted in the culture of sharing: long tables, chance encounters, conversations, and carefully chosen local connections.

Alongside his son Allan — currently studying at the Glion Hotel School in Switzerland, with every intention of one day leading the label — Jacob transforms what were once residential projects into houses for travellers, conceived so that every guest departs carrying something: an emotion.

"I do not wish to create hospitality as an industry, but hospitality as an art — the art of receiving, of truly knowing one's guests, of sparking encounters, and of bringing a building's history alive in the present tense."

Smiling hotel manager in pinstripe suit, offering warm welcome at our luxury boutique hotel.

Following Villa Dorothéa in Lisbon and Porta de Gaia in Porto — a collection of 13 luxury apartments conceived as residences of exception — Tradition Signature is steadily building a portfolio of singular addresses, each one imagined as a living space with a strong and unmistakable identity.

In that same spirit, the label is now entering a new phase of development with an ambitious project in Marrakech: a four-hectare estate comprising 63 suites, a signature spa with a distinctive concept of its own, and a culinary offering deeply rooted in the local terroir, reaching all the way to haute gastronomie. True to its positioning, Tradition Signature pursues here a clear ambition: to craft experiences that are profoundly embodied, where emotion arises as much from the places themselves as from the human connections they foster.

At the heart of the project lies a firm conviction: luxury does not reside solely in aesthetics or service, but in the capacity to forge bonds. Each address is therefore conceived as a space for encounter and for the circulation of stories — where exchanges, discoveries, and shared moments are cultivated between guests, teams, and local talents alike.

Looking five to seven years ahead, the group's vision takes shape as a carefully measured expansion strategy, structured around a network of destinations reachable within two hours by air — across Portugal, Spain, Morocco, and select Mediterranean capitals. This approach aims to build a true "constellation" of interconnected addresses, designed for an international clientele in search of fluidity and coherence.

The goal: to offer seamless multi-destination journeys where each place delivers a strong local interpretation while extending a single, consistent signature of hospitality. A model that prizes experiential continuity, the singularity of each setting, and, as its constant thread, an unwavering promise — that of a journey in motion, where emotion carries forward through every place visited… and every person encountered.