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South America - the next big thing?

South America - the next big thing?

Great Hotels Organisation predicts a surge in demand for South American luxury travel

With the economy in Europe slowing down, Great Hotels Organisation (GHO http://www.ghorg.com/) predicts some interesting changes are set to take place in the luxury travel market. There is a growing demand for luxury hotels in exotic locations to meet the ever-changing desires of European travellers. So, is South America the next big thing?

Chris Paton, regional manager - business development, GHO comments “We have seen the way tourism in Asia has grown and we expect the same thing will happen with South America. As flight times and costs are similar to Asia, people will be more open to searching for new experiences and cultures that are unique to this diverse continent”

Current economic imbalances are affecting consumer spending habits. Decreasing disposable income and a decline in travel budgets are shifting travel patterns and making consumers more demanding when it comes to luxury travel. Europeans are still travelling and the luxury market is still booming, but consumers are seeking to visit new high quality destinations where their money goes further.

Like Asia, South America has shrugged off its reputation as a backpacker destination and has undergone an elegant transformation into a modern up and coming destination for the luxury traveller. The Uruguayan resort of Punta del Este has proved this by putting itself on the map as one of the most luxurious cities in South America attracting high numbers of affluent travellers and celebrities every season.

Although international flight costs may seem high in comparison to Europe, travellers are becoming increasingly aware that not only the cost of high-end accommodation, eating out, leisure activities and domestic air travel is considerably lower but they will also gain unique and unforgettable experiences from exploring this part of the world.  This combination makes South America an attractive and affordable alternative to traditional European holiday destinations. 

According to booking statistics from http://www.ghotw.com and http://www.shotw.com/, South American and Central American countries featured heavily in the top 100 looked and booked destinations since the beginning of the year.  Brazil, Puerto Rico and Mexico are amongst the most popular destinations and GHO predicts an even stronger growth in 2009.

“We carefully monitor the traffic to our site and pay particular attention to the destinations people are searching for,” states Carly Gotz, group director of business development, GHO. “We have a sophisticated and adventurous database of consumers and South American traffic has soared”.

South American hotels need to recognise the huge potential the European luxury travel market has and should utilise this opportunity by marketing their services to this important inbound market.

In response to the increased demand for South American travel, GHO is focusing on expanding its portfolio of luxury properties in the region for the long term development of the Great Hotels of the World and Special Hotels of the World brands. 

Carly Gotz comments “The demand for luxurious properties in new destinations such as Argentina, Peru and Brazil has prompted us to expand our portfolio to this area.  We have recognised the importance of this market and are offering new services to members such as South American MICE roadshows.  Our first roadshow in this market will be held in Sao Paolo next month and provides our members with a full five day schedule of appointments with A-list meeting planners. We look forward to working with this exciting market”.

For more information on Great Hotels Organisation, please contact:

Carly Gotz

+44 (0) 20 7380 8592



For press information please contact:

Brooke Jester

Marketing and pr assistant

Great Hotels Organisation

+44 (0) 20 7380 8561


About GHO

Great Hotels Organisation’s family of brands include Great Hotels of the World (http://www.ghotw.com) and Special Hotels of the World (http://www.shotw.com/). By acknowledging that each hotel has a different set of marketing requirements, Great Hotels Organisation allows its member hotels to choose from a comprehensive collection of sales and marketing initiatives in order to build their own ‘à la carte’ membership programme tailored to meet their individual objectives. By doing this, members are able to choose and purchase only the services they require, thus ensuring that membership fees are kept to a minimum and are focused on their specific requirements. Sales and marketing initiatives that members are able to take advantage of include: trade shows, e-marketing, business travel consortia sales, public relations, a private label GDS chain code and sales blitzes. Membership of the Great Hotels Organisation is by invitation only and hotels must meet strict criteria before being accepted. Great Hotels Organisation manages the “GW” private label GDS chain code and toll-free voice reservation numbers operate globally. Further information on Great Hotels Organisation can be found at http://www.ghorg.com/.


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