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Brazil Market Profile

Research has long forecast that the sleeping giant that is Brazil will inevitably awaken, an expectation backed by years of steady investment in the market. Despite recent political and economic instability, there is still enormous potential for a boom. Brazilian travel is beginning to ramp back up, particularly within the country’s luxury audience. These travelers are typically part of Generation Y, traveling to California for extended stays, up-and-coming destinations and adventure.

 


MAJOR TAKEAWAYS

  • Brazilians seek outdoor adventures and culinary experiences.
  • Kids determine travel plans and influence destination choice.
  • Brazil’s economy continues to strengthen, so more individuals have more means to travel.
  • Brazilians are the largest social media consumers in the world, spending around four hours a day on various platforms.
  • The unique, creative content of influencers drives awareness and enticement.

Brazil Profile

208,000
In-Person Trips, 2018
$338 Million
Visitor Spending, 2018

Market Conditions

GDP Annual Growth Rate

According to a forecast made by the Organization for Economic Co-operation and Development (OECD), Brazil’s economic expansion is believed to gather momentum in 2019 and 2020 as private consumption and improvements in the labor market increase. The organization also expects credit to recover and political security to increase with the new administration. OECD says that political uncertainties over the implementation of overhauls still loom large and may get in the way of a recovery.

  • 2017 Brazil’s GDP:
    • US$ 2.08 trillion
    • Brazil’s GDP amounts more than 50% of all of South America’s GDP.
  • 2017 GDP growth: 1%
  • 2018 GDP Projection:+2.7%
  • Unemployment rate: 12,7%
  • Interest rate: 7% (projection 2018: 6.75% — lowest rate in history)
  • Inflation rate: 4,11%

Exchange Rate

  • 1 Brazilian Real equals 0.2694 U.S. Dollar
  • The Brazilian currency (BRL) suffered a large devaluation against USD in 2018 due to the October presidential elections combined with a truck drivers’ strike in June and other international factors. The U.S. currency has already accumulated a 24% increase against the Brazilian Real since January 1st, 2018. Following the October elections, the exchange rate has begun to stabilize.

Travel & Planning Methodologies

Airlift

  • 6 weekly non stop flights
  • 1,800 weekly non stop seats (+12.6%)
  • Seasonal lift to Las Vegas (Jun/Jul 2018 and Dec/2018 and Jan 2019) offers new opportunity for California.
  • There are very good connections in other American and Central American hubs via United, Delta, Copa, Aeromexico, LATAM and Avianca.

The Brazilian government recently announced that the open skies agreement has been approved; it establishes that new flight routes can now be freely implemented according to individual airlines.

Booking

Booking behaviors have remained consistent:

  • Planning timeframe: Three to four months in advance.
  • Booking timeframe: September–November for travel between December and February; March–May for July vacation period.
  • Over 40 percent of travel to California is booked through traditional tour operators and travel agencies, with the remainder booked through online travel agencies and directly with airlines.
  • More than 50 tour operators package California.

Market Barriers & Risk Factors


Competitive Landscape


Other Market Insights

TRENDS

  • Brazilians are always connected and focused on sharing their experiences.
  • 43% choose a destination based on family and friends’ recommendations.
  • Engagement with influencers is key. Working closely with them to create content can have results that resonate in the market.
  • Outdoor and culinary are the most attractive aspects of California to travelers.
  • Kids from 3 to 11 years old are decision makers, playing an important role in influencing their parents in the destination decision.

COMMUNICATION

  • 50% of Brazilians are connected through social media. (119 million).
  • Brazil is the largest social media market in the world, and the third largest country on Facebook and Instagram. Brazilians spend approximately four hours a day on social platforms.

LUXURY MARKET

  • According to a Credit Suisse Bank report, Brazil has 154,000 millionaires and around 3M people within the 10% richest in the world. Meanwhile, Tourism Economics predicts that the number of households with income greater than $135,000 USD will increase 39% in Brazil in the next 10 years.

 


Sources

  • Economic Co-operation and Development — OECD
  • Tradingeconomics.com
  • Instituto Brasileiro de Geografia e Estatística (IBGE)
  • World Economic Forum
  • Panrotas Brazilian Overview 2018/2019
  • Panrotas Brazilian Overview 2017/2018
  • Brand USA
  • Focus Economic Virtuoso WGSN
  • Focus Economic
  • Bloomberg.com
  • Average weekly flights and seats, DIIO as of January 2019
  • U.S. Department of Commerce
  • CIC Research, Inc.
  • Panrotas Overview 2018/2019
  • Tourism Economics