São Paulo hosts BLTA meeting and reveals new directions for luxury tourism in Brazil

On August 26th, the Casa de Cultura do Parque in São Paulo hosted a meeting that brought together representatives of Brazil's high-end hospitality industry. During the BLTA (Brazilian Luxury Travel Association) yearbook, CEO Camilla Barretto shared her career path, the industry's challenges, and the new paths that are transforming the traveler experience. The Xodó brand, created to reflect the warmth and authenticity of Brazilian hospitality, was the central theme of the presentation.

From advocacy to the presidency of BLTA

A law graduate, Camilla Barretto says that chance led her to the hospitality industry. "Hospitality came into my life when I was in college, and we decided to open a bar. Someone had to study the subject seriously, and that ended up shaping my future," Barretto recalled. The daughter of an Italian mother and fluent in several languages, she graduated in hotel management in 1999, worked in international chains, worked at Hotel Emiliano, and became CEO of BLTA in 2024.

Management focused on credibility and sustainability

As head of BLTA, Barretto introduced innovations that bring the association closer to the most demanding global practices. One of these was the adoption of mystery shopper audits, a strategy that strengthens the credibility of member businesses.

"Any hotel or operator wishing to join must meet the BLTA's standards, which are evaluated impartially and transparently. This ensures excellence and consistency in the experience delivered," Barretto explained.

Another milestone of her tenure is the goal of having all associates achieve ESG certification by 2029. "Today, luxury is inseparable from positive impact. We can't talk about luxury without mentioning sustainability, diversity, governance, and care for the environment," the CEO emphasized.

The new luxury: sensory memories and community tourism

The concept of luxury in Brazil has changed. "People want unique and authentic experiences," Barretto stated. For her, contemporary luxury lies in the sensory: the sound of a waterfall, artisanal fishing, or the simple act of waking up to a dawn flight.

These experiences, according to the CEO, create true connections between travelers, territory, and the local community. "It's no longer about status or possession, but about legacy and belonging. Community tourism gains strength because it involves people and stories, and that's what endures," she added.

BLTA and the Xodó brand: Brazil as a destination of affection

Founded 17 years ago by independent hoteliers, BLTA now has 63 member hotels and eight international operators. In 2022, the brand Xodó was born, a Brazilian expression that symbolizes affection and fond memories.

"A favorite is something you keep in your heart and carry with you forever. We want the world to see Brazil this way: as your favorite. Come and visit us, and you won't regret it," Barretto emphasized.

Luxury tourism numbers

The BLTA yearbook demonstrated the strength of the sector. In 2024, Brazilians represented 69% of guests, followed by Europe (15%), North America (10%), and Latin America (5%). Among the main countries sending guests are France (43%), the United Kingdom (34%), Portugal (27%), the United States (90%), Canada (46%), Mexico (40%), Argentina (83%), Chile (58%), and Uruguay (35%).

The sector's gross revenue jumped from R$693 million in 2020 to R$3.3 billion in 2024. The average daily rate grew 77%, from R$1,843 to R$3,267. The annual balance was positive for 60.8% of accommodation establishments, and "very positive" for 40%.

Of the total, 38.2% of projects have revenues between R$5 million and R$20 million, and 5.5% exceed R$100 million. The BLTA network employs 7,700 people, with an average of 3.16 per housing unit. Diversity is evident in the data: 28.2% of employees are Black, 7.1% of leadership is female, and 1.5% are people with disabilities. In 2024, the new hire rate was 44.2%.

The portfolio is dominated by hotels (62.7%), followed by inns (17.5%), resorts (10.2%), and lodges (8.5%). Among the destinations, 56% are located in beach areas, 27% in urban areas, and 17% in the heart of nature.

In 2025, two new developments will join the association: Saline Taíba, in Ceará, and Pontal dos Carneiros Bungalows, in Pernambuco.

Report and photo: Mary de Aquino.