Since its founding in 1999, the company has expanded its operations, starting as a midscale chain and later managing third-party hotels and establishing partnerships with international brands such as Yoo2 and Tru by Hilton. Constantly growing, ICH is planning strategic openings, including a hotel at Guarulhos Airport and projects in the luxury segment. In addition to investing in technological innovation and new experiences for guests, the company reinforces its commitment to ESG and celebrates the date with special events and promotions.
Directors detail growth and new bets for the coming years
The company from Rio Grande do Sul is preparing for a new leap, with strategic projects that promise to further elevate its positioning in the market.
According to Alexandre Gehlen, CEO and founder of Intercity, the journey to this point has been marked by challenges and constant learning. “In these 25 years, there have been many cycles of highs and lows. Looking in the rearview mirror, we see the impacts of the macro and microeconomy, the balance of supply and demand, and the oversupply in some cities. We went through the pandemic and the floods in Rio do Sul. There were many lessons that shaped our company,” he said.
The network, which currently has over 4,000 investors, 7,000 partners and 2,000 employees, is preparing for a new cycle of growth. One of the most emblematic projects in this expansion plan will be the construction of a hotel inside Guarulhos Airport, one of the largest air hubs in the world. “This is an extremely necessary project, as the airport generates traffic for dozens of hotels in the surrounding area, but until now there was no large-scale option within its circuit. This will be a milestone for our operations,” highlighted Gehlen.
New ventures and the commitment to diversification
Sérgio Bueno, Intercity’s development director, emphasizes that the company is expanding rapidly, with several new developments planned for the coming years. “We have between 8 and 50 projects in our plans. There are projects in different stages of construction, and some very important additions that will take the company to a new level,” he explained.
Among the highlights are hotels in Porto Alegre and Jurerê, which will represent a new segmentation within the company's strategy. "These developments will be premium, positioning the brand in a differentiated way. Porto Alegre will have a hotel next to the Country Club, and in Jurerê, it will be right on the beach. These are strategic locations for taking our operations to a new level," added Gehlen.
The impact of the MICE segment on network growth
In addition to territorial expansion, Intercity has been investing in strengthening the MICE (Meetings, Incentives, Conferences and Exhibitions) segment, a market that has gained strength after the pandemic. Marcelo Marinho, marketing and sales director, highlighted the importance of this strategy.
“We have always operated in this segment. Some of our hotels, such as Intercity Caxias do Sul and Intercity BH, are already prepared for large-scale events. After the pandemic, we noticed that corporate events became even more important, whether for team integration, cultural alignment or celebration. This movement boosted the demand for structured spaces, and we are aware of this trend,” said Marinho.
The marketing and sales director also highlighted that the company adopts a balanced mix of sales channels, without prioritizing one over the others, valuing both B2B and B2C. The company, which started out focused on executive hotels, now positions itself in several segments, including leisure, events, health and work, in addition to investing in the concept of pleasure (work + leisure). As part of the 25th anniversary celebrations, the Orange Club was launched, a benefits program accessible via the app and website, which will soon feature cashback to encourage new reservations in the chain.
With a robust strategy and ambitious projects, Intercity Hotels is positioning itself for a new cycle of growth, reaffirming its commitment to innovation and excellence in the Brazilian hotel industry.
Report: Mary de Aquino.
Photo: Divulgação.