Brazilians wish to get to know their nation higher; the best way to entice home vacationers in 2023?

We arrived in 2023 with new challenges and alternatives on the horizon of hospitality in Brazil. Whereas excessive inflation and excessive rates of interest could trigger some Brazilians to scrutinize their spending, the outlook for home tourism seems fairly encouraging.

An instance of this can be a survey printed by the insights firm Owl, which exhibits that greater than half of the respondents intend to journey this 12 months. And, right here, good news: Brazil stands out because the clear favourite amongst locations: 78.6% of them intend to make a home journey.

Whereas not shocking, this determine deserves a fast look. For my part it’s a mixture of the infinite prospects of locations and sorts of journey that our nation (and sector) provides with two different components. The primary is the rising curiosity in home journey ensuing from the pandemic, which continues; the second, larger consideration to spending, which I discussed earlier.

To make the most of this demand and entice vacationers to their lodging facility, managers and professionals should at all times keep in mind the principle goal of hospitality: to welcome company. For this to occur, it’s obligatory to concentrate on the principle adjustments in our market to adapt and fulfill the needs of the company.


Client habits change consistently and this course of has accelerated because the emergency of COVID-19. This contains, in fact, preferences associated to tourism. Thus, the corporate that doesn’t match can lose house.

To present my contribution, I’ve collected on this textual content 5 traits that I think about elementary for the present second of hospitality. Under, I speak extra about every of them.

1- Deal with leisure

The primary development began to take its first steps through the well being disaster, nevertheless it continues to advance and is predicted to consolidate this 12 months. These are journeys targeted on leisure. A lot in order that one of many modes that has grown probably the most is wellness tourism, whose purpose is to journey to care for your self.

Expectations are excessive. Relationship of GWI (International Institute of Wellness) estimates that wellness journey will gross $1.3 trillion worldwide, accounting for 20% of worldwide tourism, by 2025 – in 2021, the quantity was $653 million.

In hospitality, this motion requires funding in infrastructure and certified professionals, with the goal of making a calming surroundings, in addition to growing the provide of companies resembling therapeutic massage remedy, physiotherapy, holistic therapies, amongst others. Choices for individuals who wish to care for their well being, resembling nutritionists and bodily educators, are additionally welcome.

On this context, conveniences can contribute to a sense of well-being: it’s no coincidence that the demand has grown for gadgets that transcend fundamental hygiene and provide a sensory expertise or further advantages for the pores and skin and hair.

By the way, the spa section, beforehand tied solely to weight reduction or magnificence remedies, is predicted to earn $133 billion in 2027, in keeping with the Fortune Enterprise Insights. Earlier than the pandemic, in 2019, the sector had a turnover of 106 billion {dollars}.

2- Sustainability

With the development of the ESG (Environmental, Social and Governance) agenda, i.e. environmental, social and governance finest practices), sustainability has gained significance amongst firms. In hospitality, the subject turns into much more related, as lodges are the actual property merchandise with the best consumption per sq. meter of power and water, says a report by the City Land Institute Lodge Sustainability, from 2019.

Since these institutions are open 24 hours a day, twelve months a 12 months, it’s essential to transcend fundamental actions, resembling recycling and inspiring company to not change towels every single day. Adopting automation programs, resembling movement and presence sensors in residences, utilizing LED lamps, which eat much less power, and choosing merchandise that cut back waste disposal and are biodegradable, for instance, are methods to advance on this matter.

These assumptions additionally concern good social practices and the impacts of the exercise on the group during which the resort is positioned. Enhancing the regional socio-economic context, transferring a part of the income to some charity, selling fundraising campaigns and hiring native personnel needs to be one of many goals of a sustainable enterprise.

Day-to-day Obligation, we have now observed a constant enhance within the seek for sustainable merchandise and processes via lodging. Due to this fact, we redoubled our efforts within the space, which was already one among our priorities, to supply totally different choices for eco-awareness-based packaging and merchandise. Among the many strengths the vegan line and stable merchandise, in addition to a variety of dispensers that assist cut back waste and prices. This provide will develop additional in 2023.


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3- Personalization of the visitor expertise

Whether or not for enterprise or pleasure, the traveler more and more appreciates distinctive experiences. Due to this fact, the personalization of the service is without doubt one of the most important differentials that the resort sector can provide. Whereas this can be a issue that has strengthened over the previous couple of years, it’s set to develop into much more vital in 2023.

Step one is to gather the shopper’s knowledge, at all times with the consent and following the LGPD (Basic Knowledge Safety Legislation), on the time of reserving, in order that it’s doable to supply companies and facilities in keeping with the visitor’s preferences or restrictions .

For instance, along with providing particular meals to these with dietary restrictions, it’s doable to create customized itineraries, suggesting excursions, retailers and eating places primarily based on the visitor’s profile (couple, household, group of mates, and so forth.).

It’s price mentioning that the personalization of the service can begin earlier, with pleasant emails reminding you of check-in dates and occasions, and proceed after your keep, with satisfaction surveys, thanks in your choice and even periodic emails on particular dates, such because the visitor’s birthday, Christmas and one 12 months after the go to.

4- Expertise as an ally

Expertise is now an ally of enterprise in varied segments and hospitality is not any totally different. Could also be chargeable for bettering not solely inner processes however extra importantly the visitor expertise.

At present having an internet site and promoting on-line are only the start of an enormous technological universe. Subsequent steps may very well be, for instance, adapting the web site and e-commerce of the construction to buy through smartphone and even through digital assistants resembling Siri and Alexa.

Using digital actuality and augmented actuality for the experimentation and promotion of locations or technique of reception can also be fashionable. The instruments develop into allies within the visitor’s choice whether or not or to not shut with that resort and to make clear doubts in regards to the construction of the construction or town of vacation spot.

One other level that the hospitality business must control is the provision of connectivity to 5G cellular networks, particularly with the rise in distant working. The resort thus turns into enticing for these on the lookout for recent air throughout work or these touring on enterprise.

Harus presents the news at the 4th HFN

Harus stand on the 4th HFN – Lodge and Meals Nordeste (Picture: Hugo Okada)

5- Luxurious tourism

Barely in distinction with the final development of value containment, however nonetheless present, one other development that ought to strengthen this 12 months is luxurious tourism. Second ILTM (Worldwide Luxurious Journey Market), luxurious journey accounted for 50% of whole journey gross sales through the well being disaster. In 2021 alone, in Brazil, the section earned R$ 1.8 billion, 52% greater than in 2019, underlines the BLTA (Brazilian Luxurious Journey Affiliation).

For 2023, ILTM signifies some traits. A few of them had been already recognized and stay: the pursuit of well-being and the larger significance of the expertise, in addition to longer journeys with fewer flights and a renewed concern for well being and security. Others are gaining momentum now, resembling multigenerational and household journey, ahead planning, elevated demand for journey consultants, and the so-called revenge tourism, the revenge of vacationers towards time after they needed to keep at residence.

The hospitality sector should be ready for this motion by offering high quality companies and investing in infrastructure enhancements. Receiving this visitor requires customized service and a give attention to high quality merchandise which can be, the place doable, seasonal and linked to native tradition, together with meals, bedding and bathtub gadgets, furnishings and facilities.

*Luíz Roberto Magrin Filho is Basic Supervisor of Harus

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