Luxury Travel: A Rapidly Evolving Industry


Hôtels, agences et destinations haut de gamme ont multiplié les rendez-vous avec les "buyers" dans les salons du Sangri-La Paris © PB

PONANT


Second edition a success for Crème de la Crème!

 

This Luxury Travel Show, created by Nicolas Zimmermann, also founder of Exclusively Yours, a commercial representation agency specializing in luxury travel, brought together in Paris, from October 12 to 15, 80 international exhibitors and 90 buyers specialized in Francophone luxury travel, in the elegant salons of the Shangri-La Paris palace.

With 5,440 business meetings and press encounters scheduled, the show asserted “ its role as the reference meeting point and privileged observatory of the major evolutions in the luxury travel sector ” according to a press release issued by Nicolas Zimmermann the day after Crème de la Crème.

With more than fifteen years of experience in high-end hospitality, notably with La Réserve Paris, Ascott and Shangri-La, Nicolas Zimmermann launched this selective gathering in 2025. Following the second edition, he sketches a reading of the changes at work in the world of luxury travel.


Even more exclusive journeys where travel planners break onto the scene


Nicolas Zimmermann, founder of the Exclusively Yours consulting firm, organizer of the Crème de la crème fair © Crème de la crème

According to Nicolas Zimmermann, this second edition first highlighted the fact that “travel is becoming ever more exclusive,” with “budgets on the rise,” but also “a clientele whose expectations in terms of personalization and service keep refining themselves.”

For agencies and conciergeries, this evolution implies an ever more precise knowledge of destinations, the search for rare addresses and experiences, as well as support capable of going beyond initial requests. The expertise and quality of the partner network thus become increasingly decisive criteria.

Another novelty: long dominated by traditional agencies, luxury travel consulting now sees new profiles emerging. In France and Belgium alike, independent agents and independent travel planners occupy a growing role as new influencers among wealthy clientele.

Inspired by North American and British models, this approach allows advisers to develop their own clientele while benefiting from the support of a large agency or host structure.

A hallmark of this new generation: some professionals come from fashion, technology or finance and put their networks at the service of clients with very high purchasing power.


A diversified field of activity


Le Shangri-La Paris, un écrin adapté pour Crème de la crème © PB

In his post-show press release, Nicolas Zimmermann points to other notable evolutions:

-The field of intervention for luxury travel professionals is expanding. Beyond private stays, specialized agencies and concierge services are increasingly sought to design incentive trips, orchestrate events, and accompany VIP guests of major luxury houses and companies, including technology firms. In France, proximity to luxury houses fosters this diversification, opening new commercial prospects for travel professionals


-Bookings are two-speed
: on one side, departures organized in 48 hours (especially in Europe and the Mediterranean basin), and on the other, departures planned up to two years in advance for exploratory trips, expeditions and multi-generational stays spanning several weeks.


-Geopolitical upheavals
(the ongoing war in Ukraine, tensions in the Gulf region) weigh on destination choices (the Indian Ocean has been among the affected markets since early March 2026), nevertheless early 2027 prospects remain encouraging for the French market, particularly for trips booked far in advance.

Finally, Nicolas Zimmermann notes a growing interest from international players in the Francophone clientele, now more sought after, whereas it has long been viewed as secondary in sales volume compared to the United States, the United Kingdom, Latin America, or the CIS countries.

“ Exhibitors notably highlight the travel culture, the level of education, and the high budgets of Francophone clientele, whose knowledge of destinations and service expectations they value ”, observes the founder of Crème de la crème, suggesting that this evolution echoes the very vocation of Crème de la crème.

The third edition of the Crème de la crème fair will be held in Paris from 11 to 14 October 2027.

Until then, Nicolas Zimmermann invites the luxury travel world to Mykonos, from May 10 to 12, 2027, for an event named this time “Crème de la Grèce”.


PAULA BOYER Published by Paula Boyer Journalist LuxuryTravelMaG – TourMaG.com
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Will Travel Become a Luxury Item Again? [ABO]


Le voyage va-t-il redevenir un produit de luxe ? Depositphotos.com Auteur IgorVetushko

PONANT


Contrary to the conditions that favored the rise of low-cost airlines and the success of last-minute deal clearance steered by online agencies in the early 2000s, travel appears gradually, but surely, to become a privilege reserved for the wealthier.

The Concorde symbolized travel for an elite. Ryanair and other low-cost carriers embodied its opening to those who were previously financially – or geographically – excluded from flying.

The shift is already perceptible. In the Brest area – and this is true in Bordeaux and Lyon as well – there are more travel plans thwarted by cancellations of Volotea routes.

The airline itself is facing rising fuel costs that its business model, built on cheap tickets, struggles to absorb.



The Volotea Symbol

So many travel hopefuls will stay home during the October holidays while they had hoped to discover Faro or the Canary Islands.

And driving from Brest to reach Nantes airport to seek alternatives wasn’t exactly comfortable, but today it has become very expensive and the government’s promise of a few extra pennies at the pump won’t change the situation.

And, let’s face it, train travel isn’t a cheap alternative.

Despite these already adverse economic winds, the travel and transport industry remains a prime target for the government in its quest for new revenue sources to reduce the deficit. The 2027 Finance Bill (PLF 2027) takes aim at all players in tourism.


A Lepine-Style Tax Showdown

It notably plans to make the tax on the operation of long-distance transport infrastructures (TEITLD), with the rate possibly rising from 4.6 % to 12.2 % for the most profitable operators, and to raise from 20 € to 22 € per passenger the ceiling of the security and safety tariff (T2S) applicable to small regional airports.

The government also plans to draw 125 M€ from the surplus cash of the National Agency for Holiday Vouchers (ANCV) – risking weakening its efforts to help the poorest travelers – and to tighten the taxation on owners who rent out their properties via Airbnb.

No more, enough is enough.

When the cash cow has completely dried up, the tourism sector will have only one way to survive: continually raise the price of its services and cut the now-unprofitable offerings, risking forcing many would-be travelers to stay at home.


Laurent Guéna Publié par Laurent Guéna Journaliste – TourMaG.com
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Franco-Japanese Oulipo: A 24-Hour Literary Challenge Aboard a Luxury Train

This Art Deco-style train with its bottle-green silhouette, the “Mizukaze”, will carry them Friday morning to Matsue (to the west), on the coast of the Sea of Japan: a day and a night on the rails to complete a collaborative novel of about 200 pages. “It’s a completely crazy project that brings together (these writers) in a mythical train, and whose sixteen voices must form a coherent and relevant whole”, acknowledges Muriel Barbery after a brief stop in Osaka.

A “red thread” and a general framework were discussed before departure but the plot — set within the Mizukaze itself — will be built on the train, each writer taking on a distinct character. “We were given the biography of a character, whom all the other characters will have known and who is the reason they boarded the same train”, explains the author of The Elegance of the Hedgehog, who imagined incorporating a cat into the story.

Spacious cabins, dark wood paneling, thick carpets, Lalique-like fixtures… the décor evokes the splendor of the Orient Express, while outside the Japanese countryside passes by, with its rice fields and distinctive architectures. These landscapes “will inevitably make their way” into the writing, confides Christophe Ono-dit-Biot, as he sits before a matcha dessert.

“It’s rare to be able to write, not collectively, but individually in a sort of polyphony (…) We don’t claim to write a unified novel: what will be interesting are the resonances between each of the texts”, he says. For him, “the constraint adds extra excitement. The path through the eye of the needle has already been proposed: you just have to thread it.”

Synchronised Swimming

This is the second time the French association L’écriture en mouvement has put such a project on track: a first edition had brought together local and French writers in Canada in 2015.

“There is no question of writing separate stories. We are making a novel, I am trying to find bridges between one and the other”, and some French and Japanese authors have already begun to come to terms, “reaching a consensus” after exchanging ideas and sketching, enthuses its president Anne Forrest-Wilson. Interpreters aboard are expected to smooth the exchanges.

In the spirit of Oulipo (Ouvroir de Littérature Potentielle): this movement, which began in the 1960s, invites its members — Perec being its illustrious representative — to write texts subjected to strict and playful constraints. Unsurprisingly, several Oulipo members have joined the project, including its president Hervé Le Tellier — Goncourt Prize 2020 for The Anomaly—, Paul Fournel, Frédéric Forte and the Argentine Eduardo Berti.

Claire Berest and Richard Collasse complete the group of Francophone authors. “It’s not the same to practice the craft individually and collectively. Here we’re doing a bit of synchronised swimming”, each part complementing the others, said Mr. Le Tellier to AFP before departure.

If Oulipo seems distant from Japan, Anne Forrest-Wilson draws parallels: for her, Sei Shônagon’s The Pillow Book (11th century) or haikus already belong to the Oulipo repertoire.

Deadline

Not everyone confines themselves to studying: Toh EnJoe, master of Japanese science fiction, enjoys a glass of wine in the wagon-bar while continuing to write. “It would be nice if everything eventually formed a coherent whole. Since each person draws their own part on their side, everything rests on how we will coordinate… or not”, he concedes. His character “is a bit particular: he missed the train”, he jokes.

The participating Japanese authors, who have earned the prestigious Akutagawa Prize (the Japanese equivalent of the Goncourt), showcase varied profiles: the radical-styled novelist Hitomi Kanehara, connoisseurs of French literature (Anna Ogino), a poet (Machi Tawara) …

Beyond literary and cultural sensibilities, the 16 authors will have to hand in their drafts by the morning arrival in Matsue on Friday, for a bilingual publication expected in 2027.

As Christophe Ono-dit-Biot sums up, “the deadline will be the arrival station.”

What If Kindness Is the New Luxury? Brazil’s DMC Blumar Leads by Example [ABO]


Fondée il y a plus de 40 ans, Blumar s’est progressivement imposée comme l’un des acteurs majeurs du tourisme haut de gamme au Brésil - Photo : Alexandre Macieira

CroisiEurope


Contemporary luxury is no longer defined solely by visible signs of prestige. It unfolds in the quality of the lived experience, in the precision of support, and in the ability to forge a fair relationship with a destination.

In Rio de Janeiro, this evolution takes on a particular dimension. The city does not simply host visitors: it engages, it connects, it transmits a culture of hospitality deeply rooted in its identity.

In this context, certain players play a decisive role, often behind the scenes. Their mission is to transform the richness of a destination into coherent, seamless, and memorable experiences.

Blumar sits among these benchmark operators, capable of blending international standards with a nuanced understanding of the local terrain.

The encounter with Bruno Teixeira, Business Manager of the receptive agency in Rio de Janeiro, immediately illuminates this reality.

From the first exchanges, a quality stands out with evident clarity: genuine availability, constant attention, and a way of relating that goes beyond the professional frame. Kindness is not presented here as a pose, but as a natural disposition.

The advisory becomes a conversation, the expertise a transmission, and the welcome an experience in itself.

Also read: Brazil: generous hospitality as a lever for transforming luxury tourism



Forty Years of Expertise at the Service of a Destination

Founded more than forty years ago, Blumar has gradually established itself as one of the leading players in Brazil’s luxury tourism.

The company has built itself on an in-depth knowledge of the country, developing an approach that goes beyond mere logistical organization to give travel real meaning.

Initially focused on the destination of Búzios, a seaside resort north of Rio, Blumar expanded its scope to cover the entire Brazilian territory.

Today, the operator covers more than thirty destinations, from the Amazon to the Pantanal, from Fernando de Noronha to Ouro Preto. This national reach is a significant advantage in a country where distances, regional cultures, and operational realities require fine expertise.

This ability to grasp Brazil in its diversity rests on a strong belief: the quality of a stay depends first on the women and men who make it possible. The company relies on experienced local teams, capable of translating the expectations of international travelers while respecting the cultural specificities of each region.


An Integrated Approach to Luxury Travel

In Rio de Janeiro, Blumar collaborates with the market’s most renowned hotels.

The Belmond Copacabana Palace, a true institution inaugurated in 1923, embodies heritage and service excellence. The Fairmont Rio presents a contemporary interpretation of international hospitality, integrated into the Carioca context. The Janeiro Hotel, located in Leblon, offers an immersion in a neighborhood that has become one of the nerve centers of the city’s cultural and gastronomic life.

Also read: Rio de Janeiro: a collection of hotels that embody different cultures of luxury

lodging is, however, only one component of the experience.

Blumar has structured a global offering covering all segments of luxury tourism: individual trips, groups, incentive programs, congress and event management, and onshore services for international cruise lines, including Crystal Cruises.

This organization rests on proprietary digital infrastructure, allowing partner agencies to access availability, itineraries, and visual content directly. In a market where responsiveness and precision are essential, this tool represents a decisive operational lever.


Experience as the Heart of the Value Proposition


Une réalité du luxe contemporain : la valeur ne réside pas uniquement dans l’accès, mais dans la qualité de l’interprétation - Photo : Felipe Amaral

The private experiences segment occupies a central place in the expectations of high-end travelers. Blumar has developed an offering that meets this shift by prioritizing access, personalization, and cultural depth.

In Rio de Janeiro, this approach translates into experiences such as private tours of UNESCO World Heritage sites, privileged access to Christ the Redeemer via trails through Tijuca Forest, helicopter flights over Guanabara Bay, and behind-the-scenes immersions in Carnival.

These proposals fit into a narrative of exploring the territory, where each experience contributes to a deeper understanding of Brazilian culture.

As Bruno Teixeira notes, “our clients benefit from guidance by experienced local guides who know the city inside out, its neighborhoods, rhythms, and codes. It is this knowledge that transforms a good stay into a memorable experience.”

This approach highlights a fundamental truth of contemporary luxury: value lies not only in access, but in the quality of interpretation.


Responsibility and International Recognition


Kindness as the Foundation of Sustainable Hospitality

Rio de Janeiro provides a valuable lens on the evolution of contemporary luxury. The city shows that excellence rests not only on mastering standards, but on the quality of the relationships built between people.

Through players like Blumar, this reality takes a concrete form. Technical expertise, structured offerings, and knowledge of the territory lay solid foundations. But the difference is found elsewhere.

It lies in this willingness to welcome without calculation, to listen without filters, to advise with discernment. Kindness then becomes a standalone competence. It is not decreed; it is embodied.

In a sector seeking meaning and authenticity, this approach opens a clear perspective: hospitality of tomorrow will not be limited to organizing experiences. It will need to be able to create connections, transmit a culture, and leave a lasting imprint.

In Rio, this reality is evident. Blumar offers a structured reading of it. Bruno Teixeira provides a deeply human embodiment.


Laurent Delporte


Laurent Delporte - Delporte Hospitality

Laurent Delporte is the president and founder of DELPORTE Hospitality.

After 25 years of experience in luxury hospitality, notably within the Accor group, he combines visionary thinking, an international hospitality culture, managerial and operational skills, and a network of independent experts to support decision-makers in hospitality for the benefit of their clients, staff, and partners.

As a recognized consultant in the hospitality industry, an executive coach for leaders, and a speaker in the world of hospitality, he also directs the magazine DH-Mag dedicated to trends in hospitality and speaks at major schools and trade shows (HEC, Sup de Luxe, EquipHotel, Maison & Objets…).

Moreover, Laurent Delporte ranked 8th in the international ranking of hospitality influencers in 2024 by the American magazine Global Hospitality and the International Hospitality Institute (IHI) based in the United States. He was also named among the 25 luxury-sector speakers worldwide.

$100,000 Wellness Retreats to Live Longer: The New Luxury Travel Craze

Resting on a briefcase, a mask connected to sensors promises to detect 23 biomarkers and biological indicators in just a few minutes, before delivering a program to improve health. “PNOË is a respiratory analysis device,” explains Panos Papadiamantis, the head of the company, which employs around a hundred people. “We assess, in functional terms, how well your lungs absorb oxygen, how effectively your heart pumps it, and how efficiently your cells take it up,” he adds.

The link to the worlds of tourism and hospitality may seem tenuous at first glance, and yet the company has already equipped Four Seasons hotels and has other orders in the hospitality sector. “The wellbeing and the longevity represent the new luxury. Consequently, I think wellness and hospitality will be inextricably linked in the future. I don’t believe it will be possible to sell luxury hospitality without tying it very closely to wellness,” the entrepreneur contends.

Beside the PNOË mask, there is a hyperbaric chamber with ultra-modern design, where the visitor can settle into a chic beige chair, an oxygen mask on the face, for a session under a pressure “equivalent to ten meters underwater,” explains David Gumbleton, representative for the HPO Tech brand. With the possibility to continue working, he notes, since tablets are connected inside the chamber.

The “Wellbeing and Appearance” Concern

At the end of the day, he asserts, are expected health benefits such as faster healing processes or reduced inflammation. These tools—often reserved for the medical sector or elite athletes—now find a place in luxury hotels, which can thus offer and monetize additional services.

“The hotel market used to be more about spas and the notion of indulging oneself. Today, people are seeking wellbeing. It is a market with very high growth,” analyzes David Gumbleton. And the hotel, equipped with these new technologies, becomes a destination in itself.

While the wellness sector represented last year as a whole around $2 trillion according to McKinsey, longevity has been thrust into the spotlight by American billionaire Bryan Johnson. It is attracting clientele who, for some, have shifted away from traditional luxury goods. According to a Bain & Company report, global luxury spending fell by 1 to 3% in the previous year compared with 2024. While goods suffered—especially leather goods and fashion—spending on experiences rose by 3% during that period, notably thanks to the wellness sector.

Scientific arguments are not all proven, but the movement is spreading: the Six Senses hotel group offers longevity-focused stays at certain destinations for several thousand euros per week, excluding accommodations. Four Seasons has partnered with Chi Longevity clinics, offering a genetic testing service to discover “how your body metabolizes nutrients in a unique way”.

“It is a demographic reality: the baby-boom generation is reaching retirement age”, notes Stéphane Durand, tourism specialist at the consultancy Voltere by Egis. “These are people with purchasing power, used to being major luxury consumers.” Not to mention “the concern for wellbeing and appearance. These are part of the society’s enduring trends”, he adds—provided they have the means, of course.

In Malta, entrepreneur Mark Weingard, head of the Iniala group, plans to launch in 2028 a four-week longevity program for entrepreneurs across his hotels… at a cost of $100,000. “Longevity is the buzzword right now. But many places do not implement it correctly”, he remarks.

Luxury Travel: Behind the Million-Dollar World, a Highly Demanding Profession [ABO]


De g. à d. : François-Xavier Izenic, Laura Martinez, Patrick Pourbaix, Ludivine Mercier et Rose-Marie Farrugia © PB,

CroisiEurope


It has become commonplace to assert that the luxury travel is a booming business.

But what exactly does this assertion cover? Who are the clients exactly? Finally, what makes a trip luxurious ?

It is on the answers (more complex than it seems) to these seemingly simple questions that the conference focused, on September 16, 2026, by journalist François-Xavier Izenic at the Arena of the IFTM, at Porte de Versailles.

Around the table, four renowned sector players: Laura Martinez, CEO of Amplitudes; Ludivine Mercier, CEO of Exuma; Rose-Marie Farrugia, president of the Circle of Voyages; and Patrick Pourbaix, CEO of MSC France and Explora Journeys, the luxury subsidiary of this cruise company.



Customers more diverse than one might think

To begin with, who are the clients? By general opinion, luxury travel is not reserved for the 51,245 people who, living in France, had a net worth above 10 million dollars in 2024.

The luxury clientele “is everywhere,” nuanced Patrick Pourbaix. It appears, in any case, quite diverse. Among them are families with substantial wealth, show-business figures, political figures, and seniors who, having worked a lot, want to reinvent a third life, added Rose-Marie Farrugia.

Within this clientele there are also affluent individuals who can afford a very high-end trip from time to time; and others who have saved for a long time to treat themselves to A World Tour or THE trip of their lives.

In any case, luxury travel is a growth sector. In this field, profit margins are much higher than in the rest of the tourism industry. The luxury offer also helps build customer loyalty and raise the skills of the staff.

Moreover, the luxury clientele is undeniably increasing in number. “Cruise market growth is 8%, but its luxury segment is 30%,” as Patrick Pourbaix cited for example.

This explains why the sea is becoming the new playground for some major international hotel chains (Ritz-Carlton, Four Seasons, Accor, Aman).


Prices with almost no limits

And the prices ? The answers are varied because “there are no limits except those set by the client,” according to Laura Martinez. The largest budget she has had to handle was one million euros, for a one-month trip for a family of four children.

The same amount, cited by Ludivine Mercier, represented the cost of a three-day trip to Marrakech with a privatized hotel and private jet transfers.

Rose-Marie Farrugia, for her part, prefers to think in terms of price per day, a ratio which, according to her, hovers around 10,000 dollars in the luxury domain.

It is therefore not surprising that, without being completely indifferent, this clientele is much less sensitive than others to the economic situation and to issues of purchasing power.

On the contrary, as Rose-Marie Farrugia stressed, they are very attentive to security and to geopolitical context: “they want zero risk.” “That still depends on destination typologies,” according to Ludivine Mercier.


Personalization and Exclusivity

Price is not the sole—and often not the main—criterion for defining a luxury journey.

Beyond price, what gives it its ultra-high value-added is a sublimated lifestyle, according to Patrick Pourbaix; “exclusivity” for Ludivine Mercier, “rarity, hyper-personalization, a certain singularity and exclusive emotional experiences” for Rose-Marie Farrugia.

In this regard, the latter gave a very telling example of a stay at the Aman Hotel (51 rooms and suites) located in Beijing, right next to the East Gate of the Summer Palace, in a complex of historical pavilions once used by visitors awaiting an audience with Empress Dowager Cixi.

When this palace—crowded with visitors during the day—finally closes its doors, the hotel’s butlers allow guests to wander there at their leisure. “That is something fabulous. We are in the experience and the exclusivity,” insists Rose-Marie Farrugia.

Yet, do the needs and expectations of luxury clients evolve? Yes, it seems so, toward an increased demand for experiences. “It is difficult to introduce in France a product—the Explora Journeys cruises that check all the boxes of the ‘palace’ category—due to the absence of another comparable company in France,” nuanced Patrick Pourbaix, recalling that Le Ponant is positioned as “exploration.”


Not a Margin for Error



PAULA BOYER Published by Paula Boyer Head of the LuxuryTravelMaG section – TourMaG.com
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Arsenale Group Raises €300M to Accelerate Luxury Growth


Arsenale Group lève 300 M€ pour accélérer sa croissance dans le luxe - Depositphotos.com @ra2studio

MSC Croisières


Arsenale Group renforces its financial capacity.

The Italian group, active in the hotel and luxury travel sectors, announces that it has finalized the placement of a senior secured bond for the amount of €300 million.

With a four-year maturity, this bond carries a floating coupon indexed to the three-month Euribor, augmented by a margin of 7%.

The settlement date for the transaction occurred on June 30, 2026. The loan is also admitted to listing on the Vienna Stock Exchange.


Funding for the 2026-2030 Strategic Plan

The funds from this issue are intended to **contribute to financing Arsenale Group’s 2026-2030 strategic plan**. They will supplement the new equity provided by the group’s shareholders.

A portion of the amount raised will also be allocated to repurchasing preferred shares issued in 2022 with Oaktree Capital Management.

For Paolo Barletta, Chief Executive Officer of Arsenale Group, this operation should notably enable the group to have greater financial flexibility to support its development.

“This operation constitutes a major milestone for the Arsenale Group and reinforces the strength of our long-term vision“, he notes.

According to the executive, the financing should allow the continued development of the group’s project portfolio and strengthen its position in the global luxury hotel market.


A New Step in the Growth Strategy

With this operation, Arsenale Group thus aims to support its long-term development ambitions, as the group continues to implement its strategy for the 2026-2030 period.

The success of the bond placement is presented by the group as an indicator of investor confidence in its positioning and growth prospects.

Pareto Securities assisted Arsenale Group as financial advisor in relation to this bond issue.


Amelia Brille Published by Amelia Brille TourMaG.com Editor
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Brazil: Generous Hospitality as a Driver of Transformation in Luxury Tourism [ABO]


Au Brésil, l’hospitalité n’est pas une construction récente. Elle s’inscrit dans la culture, dans les comportements et dans la relation à l’autre - DepositPhotos.com, dabldy

Hurtigruten


Brazil has always nourished a powerful imagination, spanning nature, history, and the relationship with others.

This imagination is not unfamiliar to French culture. Since the 16th century, France has shown interest in this territory, notably through the episode of France Antarctique in the bay of Rio de Janeiro.

This long-standing relationship echoes in literature, notably with Rouge Brésil by Jean-Christophe Rufin, which traces this encounter between two worlds. The narrative highlights what still today makes Brazil unique: the capacity to welcome, to blend cultures, and to forge a different relationship with others.

This historical and cultural link between France and Brazil goes beyond the frame of the narrative.

It is reflected in certain architectural influences, in the cross perspectives between the two countries, but also in how French travelers today approach the destination.



A redefining of luxury around experience, relationship and the identity of places

In the context of luxury tourism, this relationship takes on a particular dimension.

It enables French professionals – agencies, investors, hoteliers – to better understand a destination that, while deeply different, shares a common sensitivity around culture, the art of living and hospitality.

Long perceived through partial prisms, sometimes reduced to its structural challenges or to its most iconic images, Brazil today asserts itself as one of the most distinctive destinations in international tourism.

This evolution is neither a fashion trend nor a marketing repositioning. It is part of a long-term movement led by players who have progressively organized the country’s upscale transition.

This transformation does not merely rely on opening new hotels or upgrading infrastructure. It rests on a deeper change: a redefinition of luxury around experience, relationship and the identity of places.

At the heart of this transformation, the Brazilian Luxury Travel Association (BLTA) plays a central role. Created in 2008, the association now brings together 66 hotels and 8 DMCs across 39 destinations throughout the country.

Its mission goes far beyond promotion. It aims to structure a vision of Brazilian luxury, define its standards and carry its voice on the international stage.


A paradigm shift: from product to experience

The international luxury sector is undergoing a structural evolution. Value is no longer measured solely by the quality of equipment or the standardization of service. It shifts toward the ability to create a singular, embodied, and memorable experience.

Brazil presents a strong uniqueness in this context: hospitality is not a recent construction there. It is embedded in culture, in behaviors and in the relationship to others.

This reality constitutes a major competitive advantage. Camilla Barretto, CEO of the BLTA, offers a clear reading: « This is not an obvious luxury. It is a luxury combined with authenticity. If you go to Brazil, you won’t find this place anywhere else. »

This approach redefines the selection criteria for agencies and clients. The choice of a destination no longer rests solely on its level of equipment, but on its ability to create .


A complex territory that requires strong expertise

The main challenge for Brazil lies in its complexity. A continent-country, it cannot be approached as a homogeneous destination.

Each region has its own codes, operational constraints and opportunities.

For travel agencies, this reality implies an increased need for qualified intermediation. Value no longer lies solely in booking, but in the ability to build a coherent, smooth itinerary tailored to the client’s profile.

This is precisely where the Brazilian market is progressing. Actors, including the BLTA, have helped raise the overall level of professionalism by creating standards, networks and selection tools.

The development of tools such as the Mystery Shopper Audit, based on more than 240 criteria, responds to a key expectation of international buyers: transparency of quality.


Emblematic references that structure the perception of luxury


Generous hospitality as a competitive advantage

One of the most differentiating elements of Brazil lies in its relational culture.

The welcome goes beyond mere service. It is expressed in a way of being, in spontaneity, and in a natural attentiveness to others.

Camilla Barretto summarizes this specificity: « We do not pretend to welcome people. We smile at them. … In Brazil, it’s open, it’s free, it’s vibrant. »

This dimension corresponds to what I call generous hospitality. For tourism professionals, this notion represents a strategic lever. It allows creating differentiating experiences without resorting to artifices or excessive investments.

It also constitutes a loyalty driver. A strong relational experience creates a lasting memory, well beyond the material elements of the stay.

Read also : Luxury hospitality: the three keys to creating an experience that leaves travelers with a lasting impression


Sustainability and preservation: a central challenge

The upgrading of Brazil goes hand in hand with a major challenge: preserving the authenticity of its territories. The development of luxury tourism cannot come at the expense of ecosystems and local cultures.

This question becomes central for investors and operators.

The BLTA has integrated this dimension by setting an ESG certification objective for all its members by 2029, in line with the Global Sustainable Tourism Council standards.

This positioning responds to growing expectations from international clients, but also to a long-term requirement: maintain the country’s attractiveness.

Read also: Hospitality: the luxury of tomorrow will be sustainable or no longer


What to remember: Brazil, a strategic market to structure with precision

– Brazil is entering a decisive phase of its tourism development. The country has unique assets: diverse landscapes, rich culture, natural hospitality. The challenge is no longer to discover these assets, but to structure them.

– For travel agencies, Brazil offers a clear opportunity: to propose differentiated experiences with high emotional value, in a market still under construction.

– For investors and operators, the question is more strategic: how to develop a luxury offering while preserving the country’s essence? The answer lies in a fine understanding of what makes Brazil’s singularity. This singularity rests on a simple truth: luxury is not limited to what is seen. It is played out in relationships, attentiveness, and the ability to create connection.

– Generous hospitality is not a concept. It constitutes a real competitive advantage, already present, still partly untapped.

– Brazil does not seek to catch up with the great international luxury destinations. It offers something else: a more human, more embodied, more memorable experience. A territory that does not ask to be transformed, but to be understood.


To follow: Rio de Janeiro: a collection of hotels embodying different cultures of luxury


Laurent Delporte


Laurent Delporte - Delporte Hospitality

Laurent Delporte is the president and founder of DELPORTE Hospitality.

After 25 years of experience in luxury hospitality, notably within the Accor group, he combines a visionary spirit, an international hospitality culture, managerial and operational skills, and a network of independent experts to support decision-makers in hospitality in service of their clients, employees and partners.

As a recognized consultant in the hotel industry, an executive coach to leaders, a speaker in the world of hospitality, he also runs the DH-Mag magazine dedicated to trends in the hotel industry and speaks at leading schools and trade shows (HEC, Sup de Luxe, EquipHotel, Maison & Objets…).

Moreover, Laurent Delporte ranked 8th in the international ranking of hotel influence in 2024 by the American magazine Global Hospitality and the International Hospitality Institute (IHI) based in the United States. He was also selected in the list of the 25 luxury sector speakers worldwide.


Rio de Janeiro: A Collection of Hotels Embodying Diverse Luxury Cultures


Rio de Janeiro dévoile une diversité d’expériences hôtelières, où chaque établissement propose sa propre vision du luxe - Photo : Fairmont Hotels

Hurtigruten


Rio de Janeiro offers a particularly rich reading of hotel luxury.

The city does not present a single model, but a diversity of approaches that I observed while staying and visiting several iconic properties.

This variety helps understand how luxury can be expressed in different ways, while remaining deeply tied to the identity of the places.

Read also: Brazil: generous hospitality as a lever for transforming luxury tourism



The Copacabana Palace


Le Copacabana Palace continue d’attirer une clientèle internationale en quête de repères - Photo : LD

The Copacabana Palace, operated by Belmond, remains an indispensable reference.

Upon discovering this hotel, the sensation is immediate: that of entering a place steeped in history, where timeless elegance structures the experience.

I was struck by this ability to preserve the codes of the grand hotel while staying vibrant and waking up in the morning facing Copacabana Square, the site of New Year’s Eve celebrations.

The place continues to attract an international clientele in search of landmarks, with that almost cinematic dimension unique to Copacabana.


The Fairmont Rio de Janeiro Copacabana


Le Fairmont Rio de Janeiro Copacabana dispose d'une connexion directe avec la plage - Photo : Fairmont Hotels

The Fairmont Rio de Janeiro Copacabana offers a more contemporary and open approach.

Its location between Copacabana and Ipanema gives it a particular energy.

I particularly appreciated direct beach access and the possibility to participate in water activities, which extend the experience beyond the hotel.

The atmosphere there is also more festive, especially in the late afternoon, with a real emphasis on bars, cocktails and spirits. All in all, this creates a complete, fluid and enjoyable experience.


The Janeiro Hotel, in Leblon


Au Janeiro Hotel, à Leblon, chaque élément est pensé dans une logique esthétique et culturelle - Photo : Janeiro Hotel

The Janeiro Hotel, in Leblon, is among the places that left the deepest mark on me.

Founded by entrepreneur Oskar Metsavaht, also the creator of the Osklen brand, the hotel carries a very personal vision of luxury.

Each element is conceived within aesthetic and cultural logic: artworks, furniture, down to the staff uniforms contribute to a coherent narrative.

I was particularly moved by this artistic dimension, but also by the direct connection with the neighborhood.

Leblon embodies a certain Carioca culture, more local, more subtle, and the hotel sits there with accuracy. The experience is intimate, fluid, deeply rooted in this Carioca lifestyle.


Four experiences, one city


To follow: Blumar, leading DMC in Brazil: generous hospitality as the signature of expertise serving the experience


Laurent Delporte


Laurent Delporte - Delporte Hospitality

Laurent Delporte is the president and founder of DELPORTE Hospitality.

After 25 years of experience in luxury hospitality, notably within the Accor group, he combines visionary thinking, an international hospitality culture, managerial and operational skills and a network of independent experts to support decision-makers in hospitality to better serve their clients, teams and partners.

As both a recognized consultant in the hotel industry, an executive coach to leaders, and a speaker in the world of hospitality, he also runs the DH-Mag magazine dedicated to hotel trends and speaks at leading schools and fairs (HEC, Sup de Luxe, EquipHotel, Maison & Objets…).

Moreover, Laurent Delporte ranked 8th in the international ranking of hotel influencers in 2024 by the American magazine Global Hospitality and the International Hospitality Institute (IHI) based in the United States. He was also selected on the list of 25 luxury sector speakers worldwide.


Pearl Resorts Debuts New Film Highlighting Its Vision of Polynesian Luxury




Pearl Resorts unveils a new brand film dedicated to French Polynesia and the identity of its properties.

Through this video, the group seeks to present a travel vision centered on cultural immersion, natural landscapes, and Polynesian hospitality.

The film showcases the destination’s various facets beyond the images traditionally associated with lagoons and overwater bungalows. Volcanic reliefs, lagoons, the ocean, as well as the traditions and encounters with local populations take a central place in this production.

This video marks the first installment in a new content series that will progressively highlight Pearl Resorts’ five properties.

The group thus intends to present its hotels as the different stages of an itinerary across the Polynesian archipelagos, from the Marquesas Islands to the Tuamotus, including the Windward Islands and Vahine Private Island.


A Definition of Luxury Oriented Toward Experience

According to Pearl Resorts, this approach aims to elevate a travel experience built on discovering local culture, the transmission of know-how, and the authenticity of exchanges.

Through this new film, Pearl Resorts also asserts its concept of luxury, which it associates more with the lived experience than with material offerings.

The group highlights a hospitality model inspired by Polynesian culture, where sharing, transmitting knowledge, and human relationships play a significant role in the experience offered to travelers.


Amelia Brille Published by Amelia Brille TourMaG.com Editor
See all articles by Amelia Brille

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