Blue Tree Hotels

What Blue Tree Hotels does

Blue Tree Hotels Resorts Brasil S/A is a privately held Brazilian hotel chain operating 20 hotels and 1 resort across 15 cities in all five Brazilian regions, totaling more than 4,000 apartments. The portfolio is organized into three principal sub-brands: Blue Tree Premium (upper-midscale urban business hotels in São Paulo, Florianópolis, Manaus, and São Luís), Blue Tree Towers (extended-stay and all-suites properties in cities such as Valinhos, Joinville, Porto Alegre, Caxias do Sul, Fortaleza, Teresina, Bauru, Santo André, Sorriso, and Jaguariúna), and two standalone resorts (Blue Tree Thermas de Lins and Blue Tree Daj Resort & Marina). The company is owned by the Grupo Chieko Aoki Management Company, with Chieko Aoki serving as President.

The company's underlying technology stack centers on the Omnibees-powered booking engine driving bluetree.com.br, the proprietary Vox Connect voice-activated smart room assistant (deployed at Premium Faria Lima and Premium Verbo Divino, with planned chain-wide rollout by 2024), and digital services including web check-in. Customer-facing technology is supplemented by Alexa integration in renovated apartments (e.g., the R$ 3 million Anália Franco renovation) and the Blue Select loyalty program. Operational technology is comparatively light: there is no public API, no disclosed AI/ML platform, and no SDK integrations.

Blue Tree generates revenue from hotel accommodations (nightly rates ranging from approximately R$ 246 to R$ 680+), event and convention services (with several properties claiming the largest event space in their region), food and beverage (including an exclusive partnership with Grupo Noah Gastronomia at Premium Morumbi and Premium Verbo Divino), and the Blue Home monthly extended-stay rental program. Distribution is hybrid: direct-to-consumer via website, walk-in, and phone; channel partners via a broad network of Brazilian travel agencies (Copastur, CWT, Flytour, Befly, Avipam, Kontik, Maringá, and others); enterprise sales to corporate accounts; and franchise/management partnerships offered to hotel owners. Customer segments span leisure/family travelers (primary), business/corporate travelers (primary), extended-stay guests, and social events and celebrations. Property-level reporting in H1 2023 shows revenue growth well above industry averages, including +44% at Bauru (vs 2019), +22.5% at Porto Alegre (vs 2019), and +40% at Garden Bauru (vs 2022).

Name

Blue Tree Hotels

Legal name

Blue Tree Hotels Resorts Brasil S/A

Website

https://bluetree.com.br

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Blue Tree Hotels is a privately held Brazilian hotel chain, owned by Grupo Chieko Aoki, operating 20 hotels and 1 resort across 15 Brazilian cities with 4,000+ apartments, serving leisure, business, and event travelers through Premium, Towers, Garden, and resort sub-brands.

Ownership category

akta.pro rank

Product category

Hotel & Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

Keywords

• Hotel accommodations
• Resort hospitality
• Extended stay services
• Corporate event venues
• Hotel franchise management

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Accommodations: Room rental across 20 hotels and 1 resort with varying daily rates based on location, season, and room category. Revenue generated from transient leisure and business travelers booking direct or via agents.
2. Event and Convention Services: Meeting rooms, conference facilities, ballrooms, and event spaces rented to corporate clients, associations, and social event planners. Multiple hotels offer dedicated event venues with varying capacities.
3. Food and Beverage: On-site restaurants, lobby bars, room service (24-hour at many properties), and catered events. Includes partnerships with Grupo Noah Gastronomia for exclusive dining experiences.
4. Blue Home Monthly Rentals: Extended-stay apartment rentals with monthly billing, offering flexible terms without traditional booking requirements. Includes hotel-style amenities and services.
5. Package and Promotional Offerings: Bundled vacation packages combining accommodation, meals, activities, and attractions (e.g., Wet'n Wild tickets, Hopi Hari access, regional tours). Special holiday and seasonal promotions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Blue Tree Hotels operates a Brazilian hotel chain with 20 hotels and 1 resort across Brazil. The company provides accommodations across multiple brand tiers, extended-stay apartments under the Blue Home product, on-site dining, event venues, and franchise and management services to property owners through its parent Grupo Chieko Aoki Management Company.

Product overview

Blue Tree Hotels is a Brazilian hotel chain owned by Grupo Chieko Aoki, operating 20 properties across 15 cities in Brazil. The portfolio is organized around three main sub-brands: Blue Tree Premium (upper-midscale urban business hotels in São Paulo, Florianópolis, Manaus, and São Luís), Blue Tree Towers (extended-stay and all-suites properties in cities such as Valinhos, Joinville, Porto Alegre, Caxias do Sul, Fortaleza, Teresina, Bauru, Santo André, Sorriso, and Jaguariúna), and two standalone resort properties (Blue Tree Thermas de Lins and Blue Tree Daj Resort & Marina). Beyond accommodation, the company offers the Blue Home monthly rental model with hotel services, the Vox Connect proprietary smart room voice automation system, and Buddha Spa wellness services at its Lins resort. Additional services include event venues, wedding and corporate packages, and loyalty programs through Blue Select.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Tree Premium: Premium category hotels targeting business travelers with enhanced amenities and services in major Brazilian cities.
• Blue Tree Towers
• Blue Home
• Blue Tree Thermas de Lins
• Blue Tree Daj Resort & Marina
• Blue Tree Garden

Products and services

• Hotel Accommodations Full-service hotel rooms across 20 properties in Brazil under the Blue Tree brand and tiered sub-brands (Premium, Towers, Park, Garden), serving leisure and business travelers in major Brazilian cities.
• Resort Accommodation Dedicated resort property in Brazil offering leisure amenities, recreational facilities, and extended leisure stays for vacation travelers.
• Blue Home Extended Stay Extended-stay apartment-style accommodations for guests requiring longer-term lodging such as relocating professionals, project-based workers, and families in transition.
• Corporate Event Spaces Event venues, meeting rooms, and banquet services for corporate conferences, weddings, social gatherings, and group events hosted at hotel properties.
• Food and Beverage Services On-site restaurants, bars, room service, and catering services available to hotel guests, event attendees, and outside diners.
• Hotel Franchise and Management Services Franchise and management services offered to hotel property owners through Grupo Chieko Aoki Management Company, providing brand affiliation, operational standards, training programs, and centralized services.

Quantifiable outcome

• Blue Tree Towers Joinville: Occupancy grew from 76.04% to 81% in July 2023 (+4.96 percentage points)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Empório Queijos, Vinhos & CiaminorStrategic or Co-development Partner · 3 August 2023Partnership for wine and cheese festival at Blue Tree Towers Anália Franco. Event featured 50+ wine labels from 9 countries and 3 Brazilian wineries, with sommeliers providing pairing guidance.
• Grupo Noah GastronomiacoreImplementation/ SI/ Consulting PartnerExclusive food and beverage partner providing restaurant services and catering for Blue Tree Premium Morumbi and Blue Tree Premium Verbo Divino. Operates Noah Gastronomia restaurant and exclusive catering for events and external areas.
• Lavanderia Maria ExpressminorStrategic or Co-development PartnerLaundry service partnership for Blue Tree Garden Bauru guests. Offers 10% discount on all washes through app booking. Located 700m from hotel.
• SEBRAEcoreStrategic or Co-development PartnerStrategic partner in Smart Tourist Destination (Destino Turístico Inteligente) project for Joinville, selected as one of 10 municipalities by Ministry of Tourism for national DTI strategy. Project started 2019 with 30 companies now collaborating.
• OmnibeescoreTechnology or IntegrationBooking engine technology provider powering the online reservation system across all Blue Tree Hotels properties. Handles real-time availability and booking transactions.
• Vinhos NacionaisminorStrategic or Co-development PartnerWine retailer partnership providing complimentary wine tastings for guests at Blue Tree Towers Caxias do Sul, particularly during Semana Farroupilha celebrations.
• Vinicola PizzatominorStrategic or Co-development PartnerWinery partnership for wine selections and tastings. Participated in wine and cheese festival event at Blue Tree Towers Anália Franco.
• Wet'n WildminorGTM or Marketing PartnerWater park attraction partnered for family packages at Blue Tree Towers Valinhos. 3-night packages include tickets to the park located 30 minutes from hotel.
• Hopi HariminorGTM or Marketing PartnerTheme park partnered for family packages. Located near Blue Tree Towers Valinhos, the park is included in special holiday packages.
• Engenhoca ParqueminorGTM or Marketing PartnerAdventure park partnered for packages at Blue Tree Towers Fortaleza. Features arbourism, zip-lining, water activities, and family attractions.
• Parque Aventura KidsminorGTM or Marketing PartnerChildren's entertainment park in Shopping Aurora, 1.8km from Blue Tree Premium Londrina. Guests receive 10% discount via voucher at check-in.
• Buddha SpaminorStrategic or Co-development PartnerBrazil's largest urban spa network opened location at Blue Tree Thermas de Lins in July 2023. Offers 25+ therapy types, massage, body treatments, and spa services for men, pregnant women, and postpartum.
• Business FactorycoreGTM or Marketing PartnerPress relations and communications agency handling Blue Tree Hotels media relations. Contacts include Amanda Melo, Karina Fusco, Vitoria Ruano (Communication Analysts) and Thais Medina (General Director).

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bourbon Hotéis & Resorts: Brazilian hotel and resort group with properties across business and leisure destinations, including resort-format offerings; comparable in sub-brand strategy, family/leisure resort positioning, and Brazilian-domestic operating model.
• Atlantica Hotels: Brazilian multi-brand hotel operator managing dozens of properties across business and leisure segments nationwide; directly comparable to Blue Tree in scale, sub-brand portfolio structure, and Brazilian domestic-only footprint.
• Nobile Hotels: Brazilian hotel chain operating multiple brands across business and resort destinations in Brazil; comparable in mid-scale positioning, geographic spread across multiple Brazilian states, and target customer mix of corporate and leisure travelers.
• Bristol Hotéis & Resorts: Brazilian hotel chain with properties across leisure and business destinations; directly comparable in family-resort positioning, sub-brand tiering, and Brazilian-domestic geographic concentration similar to Blue Tree.
• Mabu Hotéis & Resorts: Brazilian regional resort and business hotel chain concentrated in southern Brazil; comparable in resort-led positioning (Thermas-style), family-leisure targeting, and Brazilian-domestic operating geography.
• Nacional Inn Hotéis: Brazilian chain operating economy and midscale hotels across multiple Brazilian cities; comparable in mid-market pricing, Brazilian-domestic footprint, and reliance on leisure and corporate travel demand.
• Slaviero Hotéis: Brazilian regional hotel chain with business and resort properties across southern and southeastern Brazil; comparable in mid-market positioning, multi-brand portfolio, and reliance on Brazilian domestic demand.
• Grupo Tauá de Hotéis & Resorts: Brazilian regional resort and hotel group focused on leisure and family destinations in Minas Gerais; comparable in family-resort positioning, sub-brand tiering (resort vs business), and Brazilian-domestic operating geography.

Broad incumbents

• Accor (Brazil operations): Global hospitality major with extensive multi-brand presence in Brazil across economy, midscale, and luxury segments; competes with Blue Tree in the upper-midscale business segment but operates at much larger scale with stronger loyalty and distribution.
• Wyndham Hotels & Resorts (Americas): Global franchised hotel company with midscale and upper-midscale brands operating in Brazil; competes in similar price tiers and target segments but brings international loyalty scale, broader distribution, and franchised growth model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights1 record

Customer concentration

• Facebookfacebook.com/bluetreehotels
• Instagraminstagram.com/bluetreehotels
• Xx.com/bluetree_hotels
• LinkedInlinkedin.com/company/blue-tree-hotels

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blue Tree Hotels