Dalmo Valim of Wyndham Garden São Paulo Convention Nortel explains how major trade fairs drive the events hotel industry

In the hotel industry, few properties have such a specific vocation as the Wyndham Garden São Paulo Convention Nortel. Located near the largest event venues in Latin America, the hotel was designed to serve companies participating in the major trade fairs held in the city.

According to Dalmo Valim, the property’s general manager, the brand’s concept is directly linked to the corporate market. “Wyndham is the largest hotel franchisor in the world, with 8,300 hotels globally. The Wyndham Garden brand’s core business is corporate hotels in major cities, always with strong event infrastructure,” Valim says.

The property’s operations gained momentum in 2020, when the brand began managing the hotel directly. Since then, its positioning has been directed toward large corporate gatherings, training sessions and meetings connected to the trade fairs held in the city.

Infrastructure prepared for up to 3,000 people

One of the hotel’s main differentiators is its capacity for large-scale events, something still relatively rare in São Paulo’s hotel sector. The complex features three main areas — internally referred to as islands — allowing for different formats of corporate meetings.

Island 3, for example, can host between 500 and 600 people simultaneously. Islands 1 and 2 can each accommodate up to 1,000 participants. “Considering all available spaces and modules, we can host around 3,000 people with comfort, soundproofing and professional infrastructure,” Valim explains.

The spaces were designed with modular divisions, allowing different configurations for congresses, training sessions or large corporate events.

International trade fairs boost hotel occupancy

The proximity to Expo Center Norte and Distrito Anhembi has turned the property into a strategic location for companies participating in the largest trade fairs in Latin America.

According to Valim, the main audience is not necessarily trade fair visitors, but the exhibiting companies and their commercial teams.

“These companies invest heavily to participate in trade fairs. Before exhibiting, they need to train their teams, present products and prepare sales strategies. Many of them hold these meetings here in our convention center,” the executive says.

The hotel also hosts parallel events organized by exhibitors. One example mentioned by the general manager was Abrin, considered the largest toy fair in Latin America.

“Some companies rent our space to present exclusive products to their franchisees or business partners. It becomes a parallel fair, but one that originates from the main event,” Valim explains.

Strong growth after management changes

Recent results reflect the strategy adopted by the hotel. Between 2024 and 2025, the property recorded significant revenue growth and improved commercial performance.

“Revenue increased by 28%, something we had never achieved here before,” says Valim.

Occupancy also improved, rising by approximately 6%. More important than the volume of guests, according to him, was the increase in the average daily rate, resulting from a new positioning strategy and the adoption of technological management tools.

The implementation of revenue management software and more precise market analysis allowed the hotel to redefine rates and improve financial performance.

Strategy for 2026 focuses on revenue growth

For 2026, expectations are to maintain the growth pace. Management’s goal is to increase revenue by around 30%.

In addition, the hotel plans to raise its average daily rate by between 17% and 18%. “There is room for growth. Occupancy can increase, but our main focus is to enhance the average daily rate,” Valim explains.

Among the planned initiatives are structural and technological improvements, including a gradual retrofit of the hotel’s 266 rooms.

Another development was the implementation of a new operational management system. “We recently migrated to the Opera PMS, which integrates all hotel systems more efficiently. This brings greater operational efficiency,” he says.

Gastronomy as strategic support for events

Although gastronomy is one of the main revenue sources for many hotels, at Wyndham Garden Nortel it primarily supports the events division.

The operation is outsourced and managed by Bonjardim, responsible for banquet services and catering for congresses and corporate meetings.

“The partnership with Bonjardim is essential. The delivery is flawless and we can adapt any type of service, regardless of the event size,” Valim highlights.

According to him, the flexibility of the food service operation is essential to serve everything from small meetings to gatherings with hundreds of participants.

A hotel with almost no leisure guests

Unlike many hotels in São Paulo, Wyndham Garden Nortel practically does not receive leisure travelers.

According to the general manager, the location and the property’s profile mean that almost all guests are connected to business or events.

“It may sound curious, but virtually no one is here without a link to trade fairs or business. It is a hotel entirely focused on the corporate segment,” Valim says.

This characteristic even influences the volume of online reviews, since many guests return only once a year, following the trade fair calendar.

Sustainability as a key project feature

The building also stands out for its sustainable design. The project was certified with an international French sustainable construction label known as HQE, which stands for Haute Qualité Environnementale.

According to Valim, the development was the first in Brazil to receive this certification in its original project.

“This label is extremely rigorous. To give an example, the Leroy Merlin store in Niterói (RJ) received the AQUA-HQE (High Environmental Quality) certification in 2009, and the second project was Espaço Immensità, the convention center of Wyndham Garden São Paulo Convention Nortel, which became the first Brazilian development certified by the AQUA-HQE system.”

In addition, the hotel was the first Wyndham Garden property in Latin America to reach level 4 out of 5 in the global chain’s sustainability certification.

The current goal is to reach the highest level.

Environmental awareness award becomes a highlight in the calendar

As part of its sustainability strategy, the hotel created the Environmental Awareness Award, an initiative that recognizes companies of different sizes that implement responsible environmental practices.

The event takes place annually and brings together business partners, agencies and companies that have not yet held events at the property.

“The idea is to show in practice how our space works while also highlighting sustainable initiatives in the market,” Valim explains.

The next edition is scheduled for June 2.

Career built over 26 years in the hotel industry

Originally from the interior of Bahia, Dalmo Valim has 26 years of experience in the hospitality industry. He graduated in Tourism in Salvador (2004) and holds a specialization in strategic people management. Throughout his career, he has worked on hotel opening projects and brand transitions in Brazil, mainly in the economy segment.

He has worked for hotel groups such as Accor and Atlântica Hotels, with operations in several regions of the country, including Brasília. Valim has been leading the management of Wyndham Garden São Paulo Convention Nortel since August 2022.

Reporting and photo: Mary de Aquino.