Wealthy in search of a space to bathe in thermal waters have a new destination. The residential of 40 high -standard houses less than ten minutes from Parque das Fontes, a natural pool complex in Rio Quente (GO), is an example of the sharper look of the resort market at the highest income.
Although it is part of the complex where the administrator already has three hotels, you can not call the hint of pulling. A single quota of the venture can cost up to $ 1 million. With one detail: who pays this jackpot is only entitled to visit the space two weeks a year for 25 years (Understand better below).
To have access to the house and exclusive club with swimming pools, spa, gym and massage room, there is also a maintenance fee of $ 12,000 to $ 18,000 per year. The average value of homes is $ 500,000 and one quota includes services such as transfer 24h, restaurant, bars and a concierge.
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In all, AVIVA should invest R $ 220 million just to build the 40 houses and common areas of the residential at the foot of Serra de Caldas as part of an investment cycle that runs until 2028 and also involves its resort on the Costa do Sauipe (BA), totaling R $ 1.2 billion. The broader movement seeks to adjust prices to a growing demand for high level products.
In addition to the residential foundation of 183 to 298 square meters distributed between options of two to four bedrooms, other hotels around Parque das Fontes will be renamed to mark their category promotion.
The lowest cost Hotel Resort enters the Premium category with the name Origin. The intermediate options, Hotel Turismo, and the highest standard, Crystal Hotel, start to call, respectively, refuge and view, both in the Grand Premium category. Another R $ 140 million will be dedicated to investments in Rio Quente Resorts between 2024 and 2028.
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“We needed to have an additional offer. In fact, we are thinking of additional offers, but the implementation of a hotel takes five years,” says Aviva CEO Alessandro Cunha. “How can we increase and keep making the business grow? Repositioning the price.”
Aviva only started the Incasa project in 2017, after realizing that a relevant part of the customer base who were already part of their loyalty program wanted options of even higher standard, says Cunha. “We have seen that customers who are already on our basis seek an upgrade movement. To get an idea, we sell more than $ 200 million a year in upgrades,” he says.
The return after Covid-19 pandemic is also part of this story. The resort sector was one of those who noticed a D returning from 2023. Data from the Resorts Brazil Association show that the sector’s occupation rate in every month of the second quarter of 2025 is higher than the same period of the last two years.
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“The pandemic accentuated this issue of the search for happiness, protection, quality of life. It accentuated this worldwide. Resorts did very well during the pandemic and continue to perform well, continue to grow,” explains hotel tourist consultant Caio Calfat.
Between 2025 and 2029, 21 new resorts should be delivered in Brazil, adding 6.7 thousand rooms to the offer of the sector, show data from the Resorts Brazil Association published in July.
In spite of a basic interest rate at 15%, which tends to restrict consumption, the high -income public in resorts is less sensitive to monetary tightening. Aviva’s expectation, which recorded $ 1.4 billion in sales in the year 2024 projects to close 2025 with $ 1.7 billion and maintain a growth rate between 5% to 6% above inflation in the following years.
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The company’s new steps in improving the Rio Quente Resorts structure are only part of a six -year calendar involving the update of facilities with the resorts complex on the Bahian coast purchased in 2017. There, Aviva is structuring a high -end residential project to the Incanto Hot style, whose delivery forecast is 2029.
Relevant part of the expansion financing comes from two public development funds: the Midwest Constitutional Fund (FCO) and the Northeast Constitutional Fund (FNE), with interest of approximately CDI +1% with longer grace period and longer deadlines. Cunha says that about 80% of investments are supported by investment vehicles, and another 20% with equity.
Although the focus is on the investment cycle by 2028, Aviva says she is always aware of the market, which she treats as sprayed, to opportunities for mergers and acquisitions. “Having opportunities that make sense for the business, allow mixed use, implementation of entertainment, Timeshare and conventional hospitality, are products that we welcome and could add to the portfolio,” says Cunha.
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The question, says the CEO, is that Brazilians associate holidays to the beach, so Aviva’s eyes follow the northeast region. In the south, although it was impacted by the pandemic and rain tragedy in Rio Grande do Sul, the city of Gramado “is a much demanded destination for the large customer base.”
Timeshare: ‘time sharing’
The whole model of the high standard residential of Aviva – and much of the structure of its operation – has to do with the model named “Timeshare”, or time sharing.
It works like this: The interested in spending a resort pays a closed amount to be entitled to use a room (in the case of hotels) or a home (in residential) for a certain period of the year. After a certain period, this contract expires and that quota can be negotiated again.
While still managed only Rio Quente Resorts, Aviva was one of the forerunners of this model in Brazil and was close to its regulation by the General Tourism Law in 2008.
On the buyer’s side, the thing is all thought for vacation: you guarantee that you will have a certain number of days reserved in a venture every year – a resort, for example.
For administrators, the logic is to improve the recurrence of customers throughout the year and improve the occupation of complexes during periods when demand tends to be weaker. In the pandemic it was very clear: even closed for 120 days, the vacation club payments, its group’s Timeshare program, ensured a cash flow to maintain the operation.
Among shared holiday products, 26% use Timeshare, according to data from the survey “Leisure travel habits of shared holidays in Brazil” published by Caio Calfat Real Estate Consulting.
