Iberostar strengthens its presence in Latin America with new openings, renovations, and an exclusive event for agents

What are Iberostar's main objectives for participating in WTM Latin America 2025, and how are they positioned in the Brazilian and regional markets?

WTM Latin America is a key event for Iberostar. We have been participating for years with a strong representation, and our focus is strengthening our relationship with tour operators and travel agents, who are essential to us. This edition has special significance because we are celebrating the 20th anniversary of the Grand Amazon Expedition, our first product in Brazil, a milestone that makes us deeply proud.

What global innovations are you introducing this season, and how are they advancing the company's objectives?

Our priority is always to improve the guest experience. We are currently undertaking major renovations, including a complete refurbishment of the Iberostar Tucán & Quetzal in the Riviera Maya, a highly sought-after property in the Latin American market. In terms of new additions, this year we took over management of two hotels in Miami Beach and opened a new hotel in Aruba, a new destination for Iberostar. The latter offers a different approach to the traditional all-inclusive, offering bed-and-breakfast and room-only options.

What initiatives do you have planned in terms of promotion outside the Brazilian market?

From June 27th to July 1st, we will hold the first exclusive event for the 65 most prominent travel agents in Latin America according to our Star Agents platform, which already has more than 8,000 active agents. It will take place at the Iberostar Selection Praia do Forte, Brazil, where they will experience the experience we offer our clients. The event seeks to reward the loyalty and commitment of those who actively promote our brand.

What other international events and fairs do you have planned for this year?

We recently participated in ANATO in Colombia and now in WTM Latin America. In May, we will be at ILTM Latin America in São Paulo, focused on promoting our luxury line, the Iberostar Grand Collection, and our new hotel in Aruba. Throughout the year, we organize breakfasts, lunches, and dinners with agents in cities such as Santiago, Lima, Buenos Aires, Rosario, and several in Brazil. The goal is to maintain close and up-to-date contact with the sales channel.

What are Iberostar's main source markets in the region?

The United States is our number one market, followed by Argentina, which recently surpassed Canada. This ranking reflects a solid diversification strategy. Furthermore, we maintain a significant presence in Europe, with markets such as Spain, Germany, and the Benelux countries contributing a stable share.

Are there any preferences for specific destinations in each market?

Yes, Americans tend to opt for premium properties like Jamaica or Aruba. Latin Americans, especially Argentinians, show a strong preference for the Dominican Republic, especially resorts like the Iberostar Hacienda Dominicus. We maintain a healthy balance across all our hotels to mitigate fluctuations in demand.

One of your most iconic products in Brazil is the Grand Amazon Expedition. Could you tell us more about it?

This is a river cruise on the Amazon with two itineraries: three nights on the Solimões River (Friday to Monday) and four nights on the Negro River (Monday to Friday), both departing from Manaus. It can also be combined into a seven-night program. While the Solimões River offers a more cultural and human experience, the Negro River stands out for its natural surroundings and experiences such as boto spotting, jungle excursions, and visits to indigenous communities. It is a unique product, operating year-round.

What strategic markets does this product have?

We have traditionally had a strong presence in the Brazilian market, but in recent years, demand has increased from the United States, Canada, and Europe, especially Spain, Portugal, and Germany, thanks to improved air connectivity with Manaus. Interest has also grown in Argentina, Chile, and Uruguay.

Is it a suitable product for the MICE segment?

Absolutely. In March, we took a corporate trip with a group from Iran, and we also host groups from the Far East. For companies, the four-night itinerary is the most popular, as it allows for organizing activities throughout the week. We schedule between three and five trips annually exclusively for corporate groups.

In a context of slowdown in markets like the US, how are you managing the impact on demand?

Yes, we've seen a slight decline, influenced by economic and political factors, as well as seasonality. However, our market mix allows us to offset declines. Furthermore, segments such as MICE, golf, sports, pickleball, and weddings maintain very stable and growing demand. We are adapting our facilities to continue attracting these groups.