Meridien
Meridien, now part of Grupo Coobrastur, operates a subscription-based hotel booking platform serving over 75,000 individual Brazilian travelers with access to 2,000+ partner hotels across Brazil through monthly membership plans.
- Company typePrivate
- Founded1990
- HeadquartersPorto Alegre, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Meridien does
Meridien is a Brazilian hotel subscription company that sells membership plans granting subscribers access to a network of 2,000+ partner hotels across Brazil for a recurring monthly fee. The core product, now branded as the Silver VIP plan under the Grupo Coobrastur umbrella following the 2026 merger of Meridien, Banstur, COOB+, and Viajar Faz Bem, allocates hotel night credits (diárias) to subscribers with a 3-year validity that can be redeemed at executive-category hotels, with Gold (superior) hotels also accessible. The underlying technology stack includes a 100% online reservation platform, a virtual wallet that combines subscription credits with cashback balances, and Clara, a 24/7 AI customer service agent deployed on WhatsApp to handle subscriber inquiries and reservation support.
The business model is subscription-recurring, with members paying monthly fees for accumulated hotel credits, supplemented by transaction revenue from add-on purchases (extra nights, room upgrades, extra beds) paid through Pix or credit card via the virtual wallet, and professional services revenue from an exclusive in-house travel agency. The customer segment is individual Brazilian travelers seeking affordable domestic tourism, served through a direct-to-consumer, product-led growth model with self-serve online onboarding (CPF-based first access) and a referral/cashback program driving word-of-mouth acquisition. The merged entity serves over 75,000 subscribers across the four legacy brands, supported by 51–100 employees.
In 2026, Meridien completed a four-way merger with Banstur, COOB+, and Viajar Faz Bem to form Grupo Coobrastur, repositioning itself as Brazil's largest hotel subscription group. The merger coincided with a full platform migration to a new 100% online reservation system, a rebrand to Silver VIP, and the introduction of virtual wallet, cashback, and AI support features, indicating a defensive consolidation and modernization move rather than a new market entry.
Meridien firmographics
Firmographics- Name
- Meridien
- Legal name
- Meridien
- Website
- https://meridienclube.com.br
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Meridien, now part of Grupo Coobrastur, operates a subscription-based hotel booking platform serving over 75,000 individual Brazilian travelers with access to 2,000+ partner hotels across Brazil through monthly membership plans.
- Ownership category
- akta.pro rank
Meridien industry classification
Industry- Product category
- Travel / Hotel Subscription Services
- NAICS
- Travel Agencies (56151), Other Travel Arrangement and Reservation Services (56159)
- akta.pro primary industry
- Travel Subscription, Membership & Deal Clubs (THAKAAAL)
- akta.pro secondary industries
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), Hotel & Accommodation Booking Platforms (THALAFAB), Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)
Keywords
Where Meridien is headquartered
LocationHeadquarters
- HQ city
- Porto Alegre
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Meridien business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hotel Subscription Plans: Recurring subscription model where members pay for hotel credits/daily stays. Plans offer executive-category hotels (Silver VIP) with access to superior-category (Gold) hotels. Credits valid for 3 years with daily generation occurring 3 months before initial expiration.
- Additional Services and Add-ons: Revenue from purchasing additional nights, extra beds, room upgrades, and other travel services through the virtual wallet and payment options (Pix, credit card)
- Travel Agency Services: Exclusive travel agency for subscribers offering tourism products and services beyond hotel bookings
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Silver VIP (Executive) plan with access to Gold (Superior) category hotels |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Meridien product offering
Product offeringCore offering
Meridien, now operating under Grupo Coobrastur following a 2026 merger, sells a subscription-based hotel booking service (Silver VIP plan) that gives Brazilian consumers access to more than 2,000 partner hotels across Brazil through accumulated daily credits (diárias) with 3-year validity. Subscribers manage bookings, plan balances, and additional purchases (extra nights, bed upgrades) through a 100% online reservation platform, a virtual wallet combining subscription credits with referral cashback, and a 24/7 WhatsApp-based AI agent named Clara.
Product overview
Meridien, now rebranded as Grupo Coobrastur, operates a hotel subscription platform offering Brazilian hotel access through membership plans. The core offering is the Silver VIP subscription (formerly Meridien plan) which provides access to over 2,000 partner hotels with 3-year validity credits. The platform is enhanced by an AI-powered customer service agent (Clara) available 24/7 on WhatsApp, a virtual wallet system for managing night credits and cashback, and a referral program. Four companies—Banstur, COOB+, Meridien, and Viajar Faz Bem—merged to form Grupo Coobrastur, serving over 75,000 subscribers with a 100% online reservation system.
Differentiator
Problem solved
Functional benefit
Products and services
- Silver VIP Hotel Subscription Plan Executive-category hotel subscription plan valid for 3 years, allowing Brazilian subscribers to book stays at over 2,000 partner hotels across Brazil on any date of the year using accumulated daily credits (diárias). Includes virtual wallet, cashback referral rewards, and access to the 100% online reservation platform.
- Exclusive Travel Agency Service for Subscribers Tourism products and services beyond hotel bookings, offered exclusively to Grupo Coobrastur subscribers and accessible using cashback rewards from the referral program.
Quantifiable outcome
- Over 75,000 subscribers across 4 merged brands
- +1 more outcomes
Companies that use Meridien
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Meridien technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Meridien partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- BansturcoreOne of four travel club brands that merged with Meridien, COOB+, and Viajar Faz Bem to form Grupo Coobrastur. Combined subscriber base exceeds 75,000 members.
- COOB+coreOne of four travel club brands that merged with Meridien, Banstur, and Viajar Faz Bem to form Grupo Coobrastur.
- Viajar Faz BemcoreOne of four travel club brands that merged with Meridien, Banstur, and COOB+ to form Grupo Coobrastur.
- Partner Hotels (2,000+)coreNetwork of 2,000+ hotels across Brazil available to subscribers. Hotels span Silver VIP (executive) and Gold (superior) categories.
- Asian Hall of FameminorMeridien Vacation Homes sponsored the Heritage Costumes Fashion Show at the Asian Hall of Fame 2026 Heritage Gala in Los Angeles.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Meridien competitors and assessment
Company assessmentBroad incumbents
- Expedia: Global OTA platform with significant Brazilian presence offering hotels, packages, and member pricing. Competes for Meridien's potential customers seeking flexible, on-demand hotel booking without subscription lock-in.
- Booking.com: Global online travel agency with a dominant Brazilian hotel inventory footprint and loyalty program (Genius). Represents the broader OTA competition against which Meridien's subscription value proposition must compete.
- Airbnb: Global alternative accommodation marketplace with growing Brazilian inventory. Competes for Brazilian leisure travel accommodation spend, particularly among travelers seeking flexibility outside traditional hotel subscriptions.
- Wyndham Hotels & Resorts: Large global hotel franchisor with the Wyndham Rewards loyalty program offering members discounted room rates and member-only rates. Adjacent subscription/loyalty-driven hotel access model that overlaps with Meridien's value proposition.
Direct peers
- Inspirato: US-based luxury hotel and vacation subscription club offering members access to a curated portfolio of properties through annual subscriptions. Highly comparable subscription-driven hospitality model to Meridien, though at the luxury end of the market.
- Costco Travel: Travel booking service exclusively available to Costco members, leveraging membership scale to negotiate hotel and package pricing. Comparable 'membership unlocks travel value' model to Meridien.
- AAA Travel: Membership-based travel agency and roadside services organization that provides travel planning, booking, and member discounts. Shares Meridien's membership-driven GTM and travel intermediation model.
- Exclusive Resorts: Private vacation club offering members curated access to a global portfolio of luxury residences and hotels through membership fees. Closely mirrors Meridien's hotel-subscription structure at a premium tier.
Regional players
- Decolar (Despegar): Leading Latin American OTA headquartered in Argentina with deep Brazilian market presence through Decolar.com.br. Competes for the same Brazilian leisure travel booking demand that Meridien targets.
- CVC Brasil: Largest Brazilian retail travel agency operator selling packaged tours, hotels, and air travel to Brazilian consumers. Direct competitor for Brazilian leisure travel wallet share, though operating via traditional retail/distribution rather than subscription.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Meridien social profiles
Digital presenceMeridien financial estimates
Financial estimateRevenue estimate
Valuation estimate
Meridien leadership team
Management profileNumber of profiles
Meridien funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Meridien M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Meridien
What does Meridien do?
Meridien, now operating under Grupo Coobrastur following a 2026 merger, sells a subscription-based hotel booking service (Silver VIP plan) that gives Brazilian consumers access to more than 2,000 partner hotels across Brazil through accumulated daily credits (diárias) with 3-year validity. Subscribers manage bookings, plan balances, and additional purchases (extra nights, bed upgrades) through a 100% online reservation platform, a virtual wallet combining subscription credits with referral cashback, and a 24/7 WhatsApp-based AI agent named Clara.
Is Meridien a public or private company?
Meridien is a private company. It is classified as unknown and is currently operating.
When was Meridien founded?
Meridien was founded in 1990. It employs 51 to 100 people.
Where is Meridien based?
Meridien is headquartered in Porto Alegre, Brazil, in the Latin America region.
How does Meridien make money?
Three revenue lines are on record. Hotel Subscription Plans are the primary driver. The others are additional Services and Add-ons and travel Agency Services.
Who are Meridien's main competitors?
Broad incumbents on record are Expedia, Booking.com, Airbnb and Wyndham Hotels & Resorts. Direct peers are Inspirato, Costco Travel, AAA Travel and Exclusive Resorts. Regional players are Decolar (Despegar) and CVC Brasil.
Does Meridien have an API?
No public API is recorded for Meridien.
What industry is Meridien in?
Meridien's product category is Travel / Hotel Subscription Services. Its primary akta.pro industry code is THAKAAAL, Travel Subscription, Membership & Deal Clubs, with a secondary code of THALAMAA, Online Booking & Reservation Platforms (B2B/B2C). Its NAICS code is 56151.