Grupo Vilarejo announces rebranding and Southeast Brazil expansion

Grupo Vilarejo has announced a rebranding and a significant expansion strategy for its hospitality operations in Brazil. Now operating as Grupo Vilarejo Hotéis e Resorts, the company has unified its existing properties, Vilarejo Fazenda Resort in Conservatória and Vilarejo Praia Resort in Rio das Ostras, under a single corporate identity focused on 'affective hospitality.'

As part of a long-term growth plan, the Mello family intends to expand beyond Rio de Janeiro, targeting the Southeast region. The group aims to develop five new resorts over the next decade, including two in São Paulo, two in Minas Gerais, and one in Espírito Santo. The first move into São Paulo is expected in 2027, involving the conversion of an existing hotel with an estimated investment of R$ 90 million. A second São Paulo project, built from the ground up, is planned for 2029.

The company's strategy focuses on medium-sized resorts of approximately 150 rooms to maintain close service relationships. This expansion follows strong financial performance; the group's two current hotels reported a combined revenue of R$ 90.6 million in 2025, a 19% increase from the previous year. Additionally, the company is strengthening its relationship with travel agencies through the Clube V program, which saw sales growth of nearly 50% in its first cycle.