The International Luxury Travel Market (ILTM) Latin America 2022 is set to be held in São Paulo, Brazil, from May 3-6. The theme of the event focuses on the evolution of luxury travel. The event will highlight that luxury is the travel segment that is driving economic recovery, not just in Latin America but across the globe. Luxury hotels, properties, experiences, destinations and all connected businesses, such as restaurants and spas, have used the unprecedented recent quiet times to renovate, innovate and create new services—all embracing sustainability as a driving force.
Many brands have introduced new openings or innovations to attract potential customers and new lines of opportunity in Latin America. Trends point towards an increasing demand for meaningful and sustainable experiences, and the region does not disappoint. It also provides easy access as luxury travelers can arrive on direct flights.
Rosewood has established its presence in the region with the opening of its first property in South America in Säo Paulo. Rosewood São Paulo has revitalized a historic building and added over 450 works by 57 Brazilian artists. With four other properties in Mexico (Rosewood San Miguel de Allende, Rosewood Mayakoba in Playa del Carmen, Las Ventanas al Paraíso in Los Cabos and Rosewood Puebla), the group has reconfirmed that the Latin American continent is definitely on the ultra-luxury map.
The northeast region of Brazil will welcome a new lifestyle hotel in one of its capitals. The Ba’ra Hotel, in Joao Pessoa, will be officially launched at ILTM Latin America. The property will feature 124 suites and includes lots of greenery and natural light. Its strategic location will offer access to small and lesser-known beaches. Tourists can also visit Lajedo de Pai Mateus nearby.
ILTM Latin America Event Director Simon Mayle said, “The luxury travel market had the advantage of being strong and productive before the pandemic, enough to survive a crisis without losing quality. Quite the opposite, during the periods of such minimum movement, we saw brands buying land, renovating their properties and creating new experiences to welcome new luxury travelers. The businesses knew that when the time came, travelers would be hungry to reconnect with new experiences that resonate with their revised passions.”
Beyond Latin America, the Caribbean has a similar example with the reconstruction of St. Barth's. In September 2017, Hurricane Irma left the island devastated and incapable of receiving tourists for a while. Later, COVID-19 delayed reconstruction efforts. Finally, this year St. Barth's is reintroducing itself to tourists. The island is bringing a full delegation to ILTM Latin America 2022 to introduce the ways in which international travelers can explore the destination. Since most of St. Barth's’ visitors come traditionally from the U.S., France and Brazil, being in touch with Latin American buyers is key to the rebirth of luxury tourism on the island. Besides the tourism authority itself, well-known brands, such as Accor, are bringing their new St. Barth's properties to showcase at the event.
For more information, visit www.iltm.com/latinamerica.
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