ICH Hotel Management, creator and owner of the Intercity Hotels brand, the Brazilian brand with the largest presence in the country, celebrates 25 years of history with a portfolio of 43 hotels strategically located throughout Brazil. There are more than 7,000 rooms, a team of 2,500 employees and more than 3,800 hotel investors. Throughout its history, the company has consolidated itself as a reference in the sector, expanding its portfolio to include the international brands Yoo2 and Tru by Hilton. It has also launched its own brands such as Hi! and Cityhome, for the economy and short-term rental segments, respectively.
Founded in 1999, ICH began as a midscale, urban and company-owned hotel company. The first cities to receive units, Gravataí (RS), Porto Alegre (RS), Florianópolis (SC) and Caxias do Sul (RS), marked the beginning of the Intercity brand in the country, focused on serving a more corporate and business audience. “We started building hotels to provide a foundation for a hotel model that was still little explored in Brazil at that time, creating, over the years, a management culture, a new type of business, building reputation and market segmentation”, explains Alexandre Gehlen, CEO and founder.
The success of the initial operation led ICH to make its expertise and pioneering spirit available to hotel investors, who wanted to enjoy the benefits of this business model. Thus, in 2003, the company began managing third-party hotels. For Gehlen, this business expansion was a turning point for the company. “With the entry into the management of condo-hotels, we had to structure all of the company’s processes, from reporting to decision-making with the unit’s Board. We had transparency in the processes, knew how to use technology to our advantage and the relentless pursuit of results. There were several challenges,” he says.
Twenty-five years later, ICH continues to be recognized for its innovative and pioneering profile in offering reduced operating costs by sharing administrative and commercial management among all its hotels, both owned and managed. In addition, it is a pioneer in the development of commercial tools that bring its customers closer and optimize sales.
Currently, the Intercity Hotels brand positions itself as an urban hotel, leaving behind its corporate character and embracing a cross-cutting profile where bleisure, leisure and business coexist in harmony. “Today, Intercity hotels welcome Brazilian families and executives, whatever their needs: work, concerts, events or vacations. We have made significant changes to meet this range of needs, both in terms of structure and services. We offer everything from a kids club to a private space for a quick meeting. The world has changed and so have we,” says the CEO.
Partnerships with international chains
ICH's expertise goes beyond that. In 2014, the company expanded its portfolio, expanded its reach, and conquered another important market: international brands. "It was a combination of foreign companies looking for local operators and our desire to operate in other segments," adds the executive. It was with this in mind that the exclusive partnership with Yoo2, a design hotel created by the London office whose partners are Philippe Starck and John Hitchcox, was born. The brand brought a vibrant, lifestyle atmosphere to Brazil. Yoo2 arrived in Rio de Janeiro in 2016, on Botafogo beach, in front of one of the most beautiful landmarks of the Marvelous City: Sugarloaf Mountain.
In 2022, it was Hilton's turn, with which ICH began operating the economy brand Tru by Hilton. Developed from the ground up based on feedback from consumers and owners, the brand was designed to appeal to travelers of all generations, providing guests with a consistent and fun experience. The first unit was opened in Criciúma (SC).
Currently, there are plans for four more openings in the cities of Chapecó (SC), São Paulo (SP), Marechal Rondon (PR) and Teresina (PI).
Major projects announced and upcoming openings
As a company in constant movement, ICH still has major projects to be completed in the very near future. One of them is the hotel that is being built inside Terminal 3 of São Paulo International Airport, in Guarulhos. Starting in 2026, travelers who embark and disembark at the largest airport in the country will have the convenience of staying in a hotel managed by ICH.
The company recently confirmed its participation, together with CFL Incorporadora, in two hotel projects to be built in Porto Alegre (RS), the NL2800/Estância, and in Praia de Jurerê, in Florianópolis (SC), the Oceana. The partnership is part of ICH's plan to diversify its operations in the luxury segment, although it has not yet been decided whether this will be through its own brand or another partnership with an international brand. In addition to managing the management of the projects in terms of hospitality, distribution and sales services, ICH Administração de Hotéis also announced its partnership in the equity with CFL.
In addition, ICH has plans to open a hotel with the Intercity flag in the city of Cascavel (PR).
More innovation ahead
Those who think that all hotels are the same will be surprised by ICH's new ventures. Intercity brand hotels that have already been renovated, such as Intercity Aeroporto Porto Alegre, are bringing a new concept to their common areas, especially the lobbies of the developments, where bleisure is already more than a reality. “The reception will be where everything happens, where people meet, where technology will improve the customer experience and, most importantly, where convenience and comfort will come together to make the guest's life easier", highlights Gehlen.
The lobbies of new hotel models are also characterized by the provision of technology. For example, self-check-in and self-service kiosks in restaurants, bars and cafes are already being tested, providing more convenience and agility for guests.
With hotels designed for those who don't have time to waste, the company also developed the Orange app, a platform created to cover all customer needs, such as checking in, checking out and paying for consumption. The app is part of a larger project called Orange Club, a benefits program for those who make reservations directly through the company's website or app. Guaranteed lowest price, exclusive promotions, early check-in, late check-out, category upgrades and special treats are some of the advantages. Later this year, ICH will offer cashback to all club members.
In line with the idea of offering more convenience during your stay, the company also offers Orange to Go, a self-service convenience store that offers a variety of snacks, drinks and essential items to quickly meet any need.
Commemorative events and ESG actions
To officially celebrate 25 years of achievements, ICH will hold three special events that will take place in the first half of the year in the cities of São Paulo and Porto Alegre, bringing together customers, business partners, the press and digital influencers.
In addition to the events, ICH will hold monthly promotions offering 25% off accommodations on the 25th of every month. It will be a year full of opportunities for those who know how to plan and want to save money on their dream trip. The promotion is related to the institutional campaign 'It's good to travel', which aims to encourage people to travel and discover new destinations.
Committed to implementing ESG practices in its operations, ICH has been constantly working to become a sustainable chain that is increasingly involved in social issues. As part of its 25th anniversary celebrations, it will hold a 'D-Day' of donations of seeds and tree seedlings to be planted in the cities where the company has hotels. Another initiative is the implementation of the 'Troco Amigo' program, where guests can make spontaneous donations to the Ascendendo Mentes institute, the first accelerated NGO of Gerando Falcões in Porto Alegre, which works with young people from socially vulnerable communities.
In addition, the company, in partnership with the Ascendendo Mentes Institute, will take children on an enchanting trip to Serra Gaúcha. “Providing an experience of this level for these children will fill our hearts and leave a lasting impression on their lives,” emphasizes Gehlen.
ICH is also a company that promotes diversity and inclusion among its employees. According to the CEO, “today, 58.8% of the company’s leadership positions are held by women, which makes us very happy. But diversity goes far beyond management, which is why we always encourage the hiring of people of different races and genders in all of our areas, from corporate to hotel units, generating a greater
positive impact on society as a whole,” concludes Gehlen.
Source: ICH Hotel Management