{"id":97951,"date":"2026-03-23T23:33:18","date_gmt":"2026-03-24T02:33:18","guid":{"rendered":"https:\/\/murray.adv.br\/?p=97951"},"modified":"2026-03-23T23:33:18","modified_gmt":"2026-03-24T02:33:18","slug":"hotel-chains-expand-into-brazils-agribusiness-cities","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/hotel-chains-expand-into-brazils-agribusiness-cities\/","title":{"rendered":"Hotel chains expand into Brazil\u2019s agribusiness cities"},"content":{"rendered":"
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Growth in farming regions is driving hotel development across Brazil, with international operators targeting secondary markets, new demand hubs<\/strong><\/em><\/h6>\n<\/div>\n<\/div>\n
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The strength of Brazil\u2019s\u00a0agribusiness\u00a0<\/strong>sector, which has fueled broad economic growth in countryside cities, has supported the\u00a0hotel industry<\/strong>\u2019s expansion in recent years. Cities in the Central-West, South, and Southeast that once had limited hospitality infrastructure have become increasingly construction hubs for new developments.<\/p>\n<\/div>\n

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Beyond local entrepreneurs\u2019 role in project financing, the sector has benefited from development banks, which have been key in a\u00a0high-interest-rate<\/a>\u00a0environment.<\/p>\n<\/div>\n

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The surge in hotel demand in agribusiness regions has surprised French hotel group\u00a0Accor<\/strong>.<\/p>\n<\/div>\n

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\u201cWe operate with a highly structured approach, mapping around 100 key cities along Brazil\u2019s so-called agribusiness corridor. We are already present in more than 30 cities like those and continue to expand,\u201d\u00a0Thomas Dubaere<\/strong>, CEO of Accor Americas for the premium, midscale, and economy division, told\u00a0Valor<\/strong>.<\/p>\n<\/div>\n

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One standout region is Matopiba, which spans the Brazilian\u00a0cerrado\u00a0<\/strong>biome across the states of Maranh\u00e3o, Tocantins, Piau\u00ed, and Bahia. \u201cThis is a region experiencing strong agricultural expansion and attracting investment,\u201d Dubaere said.<\/p>\n<\/div>\n

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In Brazil, Accor opened ten new hotels last year, including two in agribusiness regions: ibis Styles Bonito (Mato Grosso do Sul) and ibis Primavera do Leste (Mato Grosso). It also signed agreements for five additional hotels in locations such as Chapad\u00e3o do Sul and Bonito.<\/p>\n<\/div>\n

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The group currently operates 30 hotels in agribusiness cities, totaling 4,135 rooms across states including Maranh\u00e3o, Tocantins, Piau\u00ed, Bahia, Mato Grosso, Mato Grosso do Sul, and Goi\u00e1s. A decade ago, it had 18 hotels and 2,388 rooms in these markets.<\/p>\n<\/div>\n

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Accor draws on experience from mature markets such as Europe, where it has long operated in smaller cities, many linked to agriculture and industry.<\/p>\n<\/div>\n

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\u201cOne key lesson is the importance of combining reach with brand consistency. Outside major urban centers, travelers value predictability even more\u2014knowing exactly what to expect regardless of the location,\u201d Dubaere said, noting that demand in these regions is primarily corporate.<\/p>\n<\/div>\n

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The growth of agribusiness hubs has also led\u00a0Marriott<\/strong>\u00a0to introduce its City Express brand in Brazil, aimed at secondary and tertiary cities.<\/p>\n<\/div>\n

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\u201cIt is one of our most important brands and the one we plan to scale most aggressively in terms of volume,\u201d said\u00a0Paulo Mancio<\/strong>, Marriott\u2019s vice president of development in Brazil.<\/p>\n<\/div>\n

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The company is currently evaluating projects in cities such as Bebedouro in S\u00e3o Paulo state and Sinop in Mato Grosso.<\/p>\n<\/div>\n

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\u201cCity Express was designed with the Brazilian market in mind,\u201d said Renato Carvalho, senior development manager at Marriott International in Brazil.<\/p>\n<\/div>\n

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In the country, the brand will offer rooms ranging from 15 square meters to 20 square meters in properties with up to 140 rooms.<\/p>\n<\/div>\n

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Marriott has signed seven new City Express contracts in Brazil\u2014three with F\u00e1brica de Hot\u00e9is and four with Justa & Utg Empreendimentos\u2014adding about 945 rooms to its pipeline.<\/p>\n<\/div>\n

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The three contracts with F\u00e1brica de Hot\u00e9is are in the Northeast and add to the seven announced in March 2025 as part of a long-term agreement to develop 30 properties in the region over 15 years.<\/p>\n<\/div>\n

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The deal with Justa & Utg will expand the brand\u2019s footprint in the Southeast, including projects in Holambra (120 rooms), Araras (120 rooms), and Piracicaba (140 rooms)\u2014all in S\u00e3o Paulo\u2014, as well as Passos (140 rooms), in Minas Gerais.<\/p>\n<\/div>\n

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In agribusiness regions, City Express\u2019s strategy has focused on building new properties. Executives noted that conversions are possible but less likely due to the limited existing hotel supply.<\/p>\n<\/div>\n

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Carvalho added that agribusiness has helped drive broader economic diversification in some cities. \u201cRibeir\u00e3o Preto was once heavily tied to agribusiness and today has a significant services sector,\u201d he said.<\/p>\n<\/div>\n

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Growth in agribusiness regions is also evident at\u00a0Atlantica Hospitality International<\/strong>, which has a strong presence in the Central-West, South, and Southeast. The company now operates 48 properties in these regions, totaling 6,631 rooms. In 2016, it had 27 hotels and 3,680 rooms\u2014an increase of about 80% in room supply over a decade.<\/p>\n<\/div>\n

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\u201cThese figures are central to Atlantica\u2019s reach strategy, representing 25% of our total portfolio and 27% of our room supply,\u201d said CEO\u00a0Eduardo Giestas<\/strong>.<\/p>\n<\/div>\n

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Part of the company\u2019s strategy in these markets is to diversify hotel categories. Of its pipeline, 29% is in the luxury and upscale segment, 52% in the midscale segment, and 19% in the economy segment.<\/p>\n<\/div>\n

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\u201cIn terms of financial performance, we recorded 17% growth in ADR [average daily rate] and 18% in RevPAR [revenue per available room] year over year in agribusiness regions,\u201d Giestas said.<\/p>\n<\/div>\n

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In less than a decade, Atlantica tripled its presence in the Central-West, a key grain-producing region, especially soybeans, corn, and cotton. In 2016, it operated four hotels in Mato Grosso and Goi\u00e1s, totaling 613 rooms. Today, it has 15 hotels and 2,144 rooms.<\/p>\n<\/div>\n

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\u201cIncluding the Federal District, a key connectivity hub, the portfolio expands to 20 properties and 2,834 rooms\u2014an increase of 275% in hotel count and 250% in room supply,\u201d Giestas said.<\/p>\n<\/div>\n

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The group currently has a pipeline of 16 signed hotels in agribusiness regions, scheduled to open between 2027 and 2031, totaling 2,602 rooms and about R$1 billion in investment. These projects account for 29% of our total hotel pipeline and 31% of our room pipeline.<\/p>\n<\/div>\n

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\u201cCurrently, 31% of hotels under negotiation are located in these regions, reinforcing our confidence in the sector\u2019s continued growth,\u201d said the CEO.<\/p>\n<\/div>\n

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At\u00a0Atrio Hotel Management<\/strong>, the country\u2019s third-largest hotel operator, agribusiness regions currently account for about 5% of revenue. The goal is to raise that share to 20% by 2030, CEO\u00a0Beto Caputo<\/strong>\u00a0said.<\/p>\n<\/div>\n

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Atrio currently operates 82 hotels and has 15 signed for the next two years, including three in agribusiness regions.<\/p>\n<\/div>\n

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Caputo noted that financial backing from traditional agribusiness families has helped move projects forward. Due to the limited existing hotel supply, conversions are rare, making new construction necessary.<\/p>\n<\/div>\n

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\u201cWhat we are seeing is that, with capital accumulation in these regions, there is a growing appetite among investors from different families for hotel projects,\u201d he said. These resources, he added, are complemented by support from regional development banks, which help make projects viable at competitive rates despite high interest levels.<\/p>\n

By\u00a0Cristian Favaro\u00a0\u2014 S\u00e3o Paulo<\/p>\n

Source: Valor International<\/p>\n

https:\/\/valorinternational.globo.com\/<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Growth in farming regions is driving hotel development across Brazil, with international operators targeting secondary markets, new demand hubs       03\/23\/2026\u00a0 The strength of Brazil\u2019s\u00a0agribusiness\u00a0sector, which has fueled broad economic growth in countryside cities, has supported the\u00a0hotel industry\u2019s expansion in recent years. Cities in the Central-West, South, and Southeast that once had limited […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[26820,26821],"class_list":["post-97951","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-growth-in-farming-regions","tag-hotel-chains-expand"],"yoast_head":"\nHotel chains expand into Brazil\u2019s agribusiness cities - Murray Advogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murray.adv.br\/en\/hotel-chains-expand-into-brazils-agribusiness-cities\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hotel chains expand into Brazil\u2019s agribusiness cities - Murray Advogados\" \/>\n<meta property=\"og:description\" content=\"Growth in farming regions is driving hotel development across Brazil, with international operators targeting secondary markets, new demand hubs       03\/23\/2026\u00a0 The strength of Brazil\u2019s\u00a0agribusiness\u00a0sector, which has fueled broad economic growth in countryside cities, has supported the\u00a0hotel industry\u2019s expansion in recent years. 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