Luxury hotels suffered a strong impact with the drastic reduction in the flows of international tourists. For the first time in 97 years, Copacabana Palace, the most emblematic of Brazilian luxury hotels, temporarily closed its doors in 2020 due to the COVID-19 pandemic.
Most of the well-known luxury hotels are those traditionally operating for many years. Even though the decreasing demand is far from being considered good news for the sector, some of the most exclusive hotels took advantage of the low season to revamp their features and attractions.
In regular years, Brazilian high net worth tourists traditionally only represent half of the visitors in the networks of luxury hotels. Typically, these tourists dedicate part of their annual holidays to international hotspots for luxury consumption such as Paris, New York and London.
The recent discoveries by many Brazilians of local destinations in luxury tourism makes the hospitality industry expect affluent tourists to remain more connected to national destinations in the coming years. To take advantage of the increasing demand, important networks of luxury hotels are planning launches in Brazil, such as German brand Kempinski that plans to start operating in the city of Canela, in the southern region of the country.
Luxury tourism has traditional symbols of sophistication, sometimes translated into the size of the apartments and the details of the decor with expensive embellishments. However, consumers have been changing the aspirations of the ideal experiences, transposing the focus from ostentation to immersive experiences of holistic wellbeing, balancing the states of body, mind and soul.
Political instabilities, disorganised efforts to control the spread of COVID-19 during part of the pandemic’s evolution and urban violence have negatively impacted the perception of Brazil as a destination considered by international tourists. Difficulties with the unpredictability of domestic flights also negatively impact the perception of how complex it can be to commute to secondary cities located far away from the capitals and closer to natural landscapes.
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Luxury: includes luxury and upper upscale hotels. Would generally include 5-star hotels and above, but may include some “4.5-Star” outlets, provided that the brands positioning warrants it. The luxury classification is primarily determined by the brand’s positioning and marketing, which will be at the high-end. Brand examples include Marriott, Hilton, Sofitel and InterContinental.See All of Our Definitions
This report originates from Passport, our Luxury Hotels (5-star plus) research and analysis database.
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