Why We’re Rebranding: The Journey from AirFreedom to Gesture

From AirFreedom to Guesture: A New Chapter in Hosting

Over the past few years, many of you have come to know us as AirFreedom – The Hosting Experts. Whether you’ve stayed in one of our spaces, trusted us with your home, or simply followed our journey, we want to begin by saying: thank you. Your support, trust, and encouragement have shaped everything we’ve become.

Today, we’re stepping into a new chapter. A chapter that stays true to our heart, our purpose, and our people – but with a new name that reflects it all more clearly.

We’re proud to introduce: Guesture.

Why the Change?

AirFreedom has always meant more than a name. It represented the values we brought into every guest experience – freedom, care, and warmth. It started as a reflection of our own lifestyle: Pedro’s love of paragliding, our desire to offer others freedom through travel, and a vision to create spaces that felt like home.

Recently, a major online travel agency requested we no longer use the name AirFreedom due to branding concerns. It gave us pause – but also gave us a chance. An opportunity to pause, reflect, and refine what we truly stand for.

And in that reflection, something became clear: we are not just about air or freedom. We are about guests – and the thoughtful gestures that define every great stay.

Introducing Guesture

Guesture is a name born from everything we believe in.

It brings together guest, you, and gesture – a reminder that great hospitality is not just about offering a place to stay, but about the small, meaningful moments that make you feel seen, welcome, and at ease.

A warm greeting. A local recommendation just for you. A space that feels like someone genuinely cared before you arrived. These are the gestures that shape our work. And that’s what Guesture represents.

Guesture is more than just a name—it’s a reflection of everything we stand for.

Born from the blend of "guest" and "gesture," it’s a reminder that exceptional hospitality isn’t just about providing a place to stay. It’s about the thoughtful touches that make people feel genuinely seen, welcomed, and cared for.

It’s the small things that matter: a warm smile when you arrive, a personalised local recommendation, or a perfectly prepared space that feels like someone truly cared. These gestures shape our approach to hospitality and are at the heart of everything we do.

Our story began years ago, with a tiny hostel I started at the age of 20. Since then, we’ve grown to manage over 30 beautiful properties, gaining industry recognition along the way. Yet, at our core, we’ve stayed true to our roots—offering personalised service with the sophistication of a boutique hotel.

At Guesture, we strive to make every stay more than just a booking. We create meaningful experiences delivered with care and intention, ensuring every guest feels not just welcome but truly at home.

Branding Voice

Imagine a voice that greets you like a trusted friend, yet speaks with the quiet confidence of true expertise. That's the heart of Guesture. We tell a story of hospitality woven with personal care and meticulous detail, where every interaction, every stay, is a testament to our unwavering trust.

For our guests, it's a narrative of thoughtful gestures, where "Every Stay" truly becomes "a Thoughtful Guesture," and they experience "Hospitality from the Heart," feeling a "Deeper Welcome" than they might expect.

For our property owners, it's a tale of assured hands and expert guidance, where we offer "Expert Hosting, Thoughtfully Executed," transforming "Your Property" into "Our Guesture," and "Elevating Hosting Through Thoughtful Service."

And in its simplest form, the Guesture story is one that leaves a lasting impression – "The Enduring Guesture," a dedication to your experience: "Your Stay, Our Dedication," where every detail is "Thoughtfully Curated."

What’s Staying the Same?

While the name is changing, the essence of who we are remains:

• The team – Pedro, Alina, and the same caring professionals behind the scenes.

• The properties – handpicked, well-designed, and full of heart.

• The standards – detail-driven, guest-focused, and thoughtfully hosted.

• The mission – to offer meaningful hospitality and maximise value for property owners.

We’re still here. Still hands-on. Still completely committed to you – our guests, our partners, and our community.

From the personal touches in every stay to the care we take in managing your properties, our values remain at the core of everything we do.

Guesture may be a new name, but it’s built on the same foundation of trust, care, and excellence that has defined us from the beginning. We’re excited to continue this journey with you, building on the strong relationships and shared successes that make our work so rewarding.

What’s Next?

The rebrand to Guesture is about growing with purpose, not changing course. Over the coming weeks, you’ll see our new name and visual identity reflected across our website, listings, and communications. And along the way, we’ll be sharing more about what Guesture means – not just to us, but to every stay.

Thank you for being part of the AirFreedom story. We’re proud of where we’ve been – and even more excited about where we’re going.

Let’s begin this new chapter, together.

With heartfelt thanks,

Pedro and Alina Reis

Guesture – Hosting, Thoughtfully.