SAHIC: Brazil is a key market for hospitality in Latin America in terms of the number of hotels and resorts. What makes this destination so attractive to Accor and strategic for the region’s development?

Abel Castro: Brazil is the largest country in the region and the largest economy in Latin America and boasts a significant domestic travel market, which represent more than 90% of the numbers. Additionally, Brazil's natural and cultural diversity, ranging iconic destinations like Rio de Janeiro, Salvador and São Paulo, attracts international tourists and enhances the demand for high-quality accommodations.

Our country has opportunities in all segments of industry (events, business, sports, leisure, etc), besides the fact that Brazil is one of the main markets for Accor in the Americas region, where we are number one with more than 330 hotels distributed in all major capitals and also smaller cities, but we are expanding into commercial countryside cities and leisure spots.

SAHIC: Traveler behavior has been evolving, and adapting swiftly is essential for continued growth. What trends does Accor observe in the hospitality market that are guiding the company’s business in Brazil and throughout South America? 

Abel Castro: We have observed major changes in guest behavior. The aspects that guide us and that we consider most important are:

• Experiences: Travelers want immersive experiences beyond traditional accommodations. Accor is responding by enhancing offerings with local culture and tailored experiences through our different types of brands. Also our loyalty program ALL promotes a wide range of experiences such as gastronomy, shows and events. And we added a letter to our F&B (food & beverage) pillar. Today, we talk about E&F&B at Accor, placing the “E” for entertainment before the other letters. We invest in live music, artistic expressions and immersive activities, in dynamic and vibrant environments where people can socialize and have fun. 

• Sustainability: With increasing focus on ESG, Accor is integrating sustainability into all the operations, highlighting our commitment to reducing our environmental footprint, inspiring the hospitality industry.

• Health and Wellness: There is a rising interest in wellness-focused travel. Accor is responding by incorporating wellness programs into our hotels, such as fitness centers, spas, and wellness-focused packages.

• Modern technology: Use automation and cloud technology to improve efficiency and guest experience.

SAHIC: From your perspective, why is it essential for players in the hospitality, tourism, and real estate development industries to attend SAHIC Rio 2025? What unique opportunities can they expect by being part of the event?

Abel Castro: The Brazilian market has excellent case studies to share and reinforce the strength, confidence and innovation of the hospitality market for the region. Taking part in an event like SAHIC allows us to make real exchanges, learn about good practices and trends, as well as providing great networking and business opportunities for the players.