The ultra-luxury travel sector has received a boost over the last few years in response to demand from high net-worth tourists. As a result, the International Luxury Travel Market Latin America 2022 takes the evolution of luxury as its main theme and places Brazil at its centre. The 4-day event will be focusing on the Latin American offering for deluxe travellers, with hotels taking centre stage.
The reinvention of ultra-luxury travel
Wealthy individuals seek both meaningful experiences and sustainability during their travels. As a result, luxury holiday venues have renovated or upgraded their offerings, particularly since the arrival of the pandemic.
Hotels, restaurants and spas have undergone changes to provide innovative services and enhance the user experience in response to heightened demand from the luxury traveller. The International Luxury Travel Market (ILTM) Latin America will highlight this evolution.
Endurance of ultra-luxury travel
Unlike many sectors in tourism, luxury travel has survived the last two years without losing quality. The Director of ILTM Latin America, Simon Mayle, attributes this to its strength and productivity before the pandemic.
“During the relatively quiet recent times, we have seen brands buying land, renovating their properties and creating new experiences to welcome new luxury travellers,” he said. He believes that high-end properties have understood that “when the time came, travellers would be hungry to reconnect with new experiences that resonate with their new passions and interests.”
Nature in Latin America
One of those passions is the connection with nature, easy to do in Latin America, home to some of the world’s finest landscapes and scenery. Hotels in Brazil, for example, offer access to relatively unexplored coastlines where tourism has barely left a footprint. They can also put luxury travellers within easy reach of natural attractions.
As a result, the region has been a destination of choice for high-end tourists worldwide. In addition, better flight connections have facilitated travel to many parts of the continent. For example, Ceará in Northeast Brazil now has a wide range of international flights making this part of the country more accessible to luxury travellers.
New luxury hotels in Brazil
In keeping with the rise in luxury travel, leading hotel brands have fixed their sights on Latin America. Rosewood Hotel Group is one such case and has opened its first hotel in South America with the inauguration of Rosewood Sao Paulo.
Situated in a historic building, the hotel includes more than 450 artworks by Brazilian artists and is, according to the hotel group, part of their plans for more ultra-luxury development in Latin America.
On show at ILTM will also be the Ba’ra Hotel at Joao Pessoa in Northeast Brazil. This lifestyle resort will have 124 suites whose design incorporates local nature with natural light. Like many coastal hotels in Brazil, Ba’ra has access to unique beaches.
ILTM Latin America takes place between 3 and 6 May in Sao Paulo.
(Source: Travel Daily News)
