During WTM Latin America, held from April 14 to 16 at Expo Center Norte in São Paulo, the presence of the Vila Galé chain drew attention not only for the creativity of its stand, but also for the engaging speech of its marketing and sales director, Pedro Ribeiro. With deep Portuguese roots, the chain has been reinforcing its commitment to culture, historical heritage and hospitality in Brazil. “Despite maintaining 100% Portuguese capital, today we can say that Vila Galé is as Brazilian as it is Portuguese,” stated Ribeiro.
Expansion with purpose
With almost half of its hotels already located in Brazil, the group is preparing to open two new units in 2025: one in Ouro Preto (MG) and another in Belém (PA). Both follow the “Collection” line, focused on the recovery and valorization of historic buildings. “Ouro Preto will be built on the site of the first army barracks in Brazil, created by the Portuguese. The Belém hotel will occupy an area that housed the city’s old Dry Port. It is history that drives us,” Ribeiro highlighted.
According to him, investing in places with historical value is a way of giving back to society what modern urbanization often neglects. “These buildings were abandoned, without any function. We transformed them into something alive again,” he explained.
Gastronomy and wines
Another important pillar of the Vila Galé experience is the integration between gastronomy, winemaking and hospitality. “We have three wineries in Portugal and we produce the wines that are served in all of our hotels, including those in Brazil,” he revealed. In addition, the chain invests in its own restaurant brands, such as Cervejaria Portuguesa and Inevitável, as well as independent pizzerias.
The appreciation of Portuguese cuisine is a strategic element. “Our gastronomy is a way of telling the history of both countries. Each dish served brings a narrative, a legacy,” he added.
Hospitality as identity
For Pedro Ribeiro, excellence in service is the heart of the business. “We don’t just train to provide good service. We train to delight. Each employee is an ambassador for our brand,” he said. The chain also invests in innovative concepts, such as the future hotel in Peruripe (AL), which will be exclusive for guests with children. “It is a project with a total focus on children’s leisure, based on a unit we already have in Portugal, Net Kids”, he added.
New horizons in Brazil and Portugal
Between the hotels in operation and those under construction, Brazil will have a total of 17 units in operation. Currently, there are 13 expected to be operating by the end of this year, in addition to 2 under construction in Coruripe (AL) and 2 more in São Luís (MA). Among the new developments being launched, the one in São Luís stands out, and the expansion continues at a steady pace. “We have two new hotels in the city’s historic center, both focused on heritage restoration,” Ribeiro pointed out. In Portugal, the group will open Vila Galé Ponte de Lima Vineyards in April, combining lodging and wine production in one place.
The cultural bridge between Brazil and Portugal
Vila Galé’s philosophy goes beyond accommodation. It is at the intersection between past and future, between history and innovation. “Our goal is to keep the cultural connection between Brazil and Portugal alive, not as a memory of the past, but as a present and ongoing experience,” concluded Ribeiro.
At WTM Latin America 2025, it became clear that Vila Galé doesn’t just sell rooms. It sells memories, traditions and a type of luxury that is measured in meaning.
Report and photo: Mary de Aquino.