Tivoli Mofarrej São Paulo expands luxury corporate event offerings

Tivoli Mofarrej São Paulo, a luxury brand under the Thai group Minor Hotels, is expanding its approach to the MICE (meetings, incentives, conferences, and exhibitions) sector. Located in the Jardins district near Avenida Paulista, the hotel is integrating diverse amenities—including high-end gastronomy, wellness services, rooftops, and suites—into its corporate event offerings to create more personalized experiences.

According to Marco Amaral, Vice President of Operations and Development for Minor Hotels in Brazil, the MICE segment currently accounts for approximately 25% of the property's revenue. Within the revenue generated by groups and events, corporate gatherings represent about 80%, while social events make up the remaining 20%. The strategy aims to move beyond traditional convention center structures by offering total operational flexibility to meet high client demands.