Grupo Tauá de Hotéis

What Grupo Tauá de Hotéis does

Grupo Tauá de Hotéis e Resorts is a privately held Brazilian hospitality group operating six owned-and-operated properties across four states (São Paulo, Minas Gerais, Goiás, and Paraíba): four full-service resorts (Atibaia, Caeté, Alexânia, João Pessoa), a heritage thermal hotel (Grande Hotel Termas de Araxá), and a business-oriented hotel (Alegro). The group's core product is full-board (pensão completa) leisure hospitality for Brazilian families, anchored by indoor aquaparks, multi-format dining, dedicated children's programming (Taualegres), and spa and sports facilities; a secondary product is corporate and MICE events, supported by over 20,000 m² of function space concentrated at the Atibaia property and centralized under the Tauá Eventos sales platform.

Revenue is generated across four primary streams: accommodation bundled with meals under full-board pricing, food and beverage across multiple à la carte and themed restaurants, corporate events and conventions sold via a quote-based B2B sales motion, and travel packages commercialized through the in-house agency Icônica Turismo (including hotel + air bundles). A 10-12% post-stay Cashback Tauá credit (valid for four months) drives repeat direct bookings, and the Mais Tauá membership tier layers partner-brand discounts on top. Distribution is direct-first via the tauaresorts.com.br booking platform, a 0800 call center, WhatsApp, and dedicated regional B2B events teams, supplemented by physical walk-in/day-use access at the properties. The technology stack is conventional rather than differentiated: Matterport-based 3D virtual tours, an LGPD-compliant data infrastructure with a designated DPO, and proprietary booking and events-quote platforms. ESG positioning is a deliberate brand pillar — the group claims Brazil's first hotel-sector carbon neutrality certification (since 2023, verified by O'Green under the GHG Protocol), B Corp certification, and UN Global Compact signatory status — used as both a marketing differentiator and a procurement criterion for ESG-conscious corporate event buyers.

Name

Grupo Tauá de Hotéis

Legal name

Grupo Tauá de Hotéis e Resorts

Website

https://reservas.tauaresorts.com.br

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grupo Tauá de Hotéis is a privately held Brazilian hospitality group operating six full-service resorts and hotels across São Paulo, Minas Gerais, Goiás, and Paraíba, serving family leisure guests via full-board packages and corporate clients via MICE events.

Ownership category

akta.pro rank

Product category

Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

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

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Resort Convention Hotels (THAGALAC), Business & Corporate Full-Service Hotels (THAGAAAE)

Keywords

• Resort hospitality
• Hotel accommodations
• Corporate events venues
• All-inclusive stays
• Family leisure travel

Headquarters

HQ city

Atibaia, São Paulo

HQ country

Brazil

HQ region

Latin America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation (Hospedagem): Room revenue generated from hotel stays across 6 properties in Brazil. Pricing is offered on a full-board (pensão completa) basis, where meals are included in the daily rate. Rates vary by property, season, and package type (e.g., All Inclusive holiday packages, complete air + hotel bundles).
2. Food & Beverage (Gastronomia): Revenue from multiple restaurants and bars across all properties, including à la carte restaurants (Coppola - Italian, Nigori - Japanese), buffet restaurants, themed bars (Bar 86, Bar Boteco, Bar Torcida, Savanna Tropical), and room service. F&B is primarily bundled into full-board packages but generates incremental revenue through premium dining experiences.
3. Events & Conventions (Eventos Corporativos): Revenue from hosting corporate events, conferences, weddings, and social celebrations. The group operates more than 20,000 m² of event space across its properties with multiple venues per resort. Revenue includes room rental, catering, accommodation blocks, and associated services.
4. Cashback & Loyalty (Programa Cashback): The Tauá Cashback program generates repeat bookings by crediting 10-12% of the stay value back to the guest's account, redeemable on future reservations. The loyalty program drives customer retention and incentivizes direct rebooking through proprietary channels.
5. Tourism Packages (Pacotes Turísticos): Through Icônica Turismo, the group's in-house travel agency, products are bundled and sold as complete travel packages including hotel + air. This diversifies revenue and drives volume through the group's own distribution channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Grupo Tauá de Hotéis operates six owned full-service hotels and resorts across four Brazilian states, selling full-board (pensão completa) accommodation packages, on-site food and beverage, leisure facilities (aquaparks, spas, sports), and corporate event and convention services. The group distributes directly through its own booking website, call center, and in-house travel agency Icônica Turismo, with an additional dedicated B2B corporate events sales operation covering more than 20,000 m² of event space across properties.

Product overview

Grupo Tauá de Hotéis is a Brazilian hospitality group operating a portfolio of 6 resort and hotel properties across São Paulo, Minas Gerais, Goiás, and Paraíba states. The portfolio spans resort products (Tauá Resort Caeté, Atibaia, João Pessoa, and Alexânia), a heritage thermal hotel (Grande Hotel Termas de Araxá), and a business hotel (Alegro Hotel). Supporting the physical properties, the group offers a centralized event management platform (Tauá Eventos) for booking corporate events across its venues, a cashback loyalty program (Cashback Tauá / Mais Tauá) for repeat guests, a children's recreation program (Taualegres), and an online booking system. The group has also established a comprehensive ESG program covering environmental initiatives (carbon neutrality, renewable energy), social programs (Instituto Tauá, education initiatives), and governance practices (LGPD compliance, ethics code). The resorts compete primarily on all-inclusive family entertainment, aquapark facilities, and extensive convention/event spaces, with the Atibaia property claiming the largest hotel event space in Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Tauá Resort Caeté: Resort in Caeté, Minas Gerais - largest resort in the state with full board dining
• Tauá Resort Atibaia
• Tauá Resort João Pessoa
• Tauá Resort Alexânia
• Grande Hotel Termas de Araxá
• Alegro Hotel
• Tauá Eventos
• Taualegres
• Cashback Tauá
• Instituto Tauá
• Programa Sementes
• Programa ELEVA

Products and services

• Tauá Resort Caeté

Quantifiable outcome

• First carbon-neutral hotel group in Brazil (2023)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core, minor and moderate.

• RCI (Resort Condominiums International)coreChannel Partner/ Reseller/ DistributorRCI is a global leader in vacation exchange (intercâmbio de semanas de hospedagem). Grupo Tauá partners with RCI to offer Mais Tauá and VIP Club members the ability to exchange their Tauá stay weeks for accommodations at RCI-affiliated properties worldwide. This partnership expands the perceived value of Tauá's loyalty programs by giving members global vacation flexibility, and positions Tauá as part of an international resort network.
• KPMGminorImplementation/ SI/ Consulting PartnerKPMG operates and manages the Tauá Ethics Channel (Canal de Denúncias), providing an independent, secure, and confidential whistleblowing platform for reporting ethical violations, harassment, discrimination, or misconduct. The external management of the ethics channel by a Big Four firm reinforces the group's governance integrity.
• O'GreencoreOthersO'Green is a carbon offset and environmental certification partner that verified and awarded Tauá its Carbono Neutro (Carbon Neutral) certification. O'Green's independent verification validates that Tauá compensates 100% of its Scope 1 and 2 emissions, making it the first hotel group in Brazil to achieve this status.
• GreenHouse Gas ProtocolminorOthersThe GHG Protocol is the international standard for measuring and managing greenhouse gas emissions. Tauá's alignment with GHG Protocol standards for its carbon accounting demonstrates methodological rigor in its decarbonization program.
• United Nations Global CompactmoderateStrategic or Co-development PartnerTauá is an official signatory of the UN Global Compact, committing to its 10 principles covering human rights, labor standards, environmental protection, and anti-corruption. This partnership aligns Tauá's ESG strategy with global sustainability frameworks and provides a structured roadmap for continuous improvement.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Atlantica Hotels: Brazilian multi-brand hotel operator with properties across the country, including upscale and full-service segments. Directly competes with Grupo Tauá for both leisure family stays and corporate MICE bookings in similar Brazilian cities, with overlapping digital distribution and loyalty mechanics.
• Nobile Hotels: Brazilian hotel chain operating upscale and midscale properties across multiple states including leisure destinations. Overlaps with Tauá in the family leisure and corporate travel segment, often in similar tier cities, and targets overlapping customer demographics.
• Bourbon Hotéis & Resorts: Brazilian resort and convention hotel group with significant leisure and event infrastructure in southern and southeastern Brazil. Comparable to Tauá in combining family all-inclusive leisure with large-scale events capacity, making it a regional direct competitor for both segments.
• Club Med: Global leader in all-inclusive family resort experiences with active Brazilian presence (e.g., Rio das Pedras, Trancoso). Competes head-on with Tauá's full-board family positioning, with deeper international brand recognition and a longer-tenured Premium All-Inclusive concept.
• Beach Park Resorts: Brazilian resort and water park operator in Ceará anchored on family leisure experiences. Compares directly to Tauá's aquapark-equipped resorts (Atibaia, Caeté, Alexânia) in the all-inclusive family destination category, sharing identical customer pain points and use cases.

Broad incumbents

• Marriott International (Brazil): Global hospitality leader with multiple brands operating in Brazil across upscale and luxury segments. Competes with Tauá's business hotels (Alegro) and select resort properties through brands like Marriott, Sheraton, and Westin, and brings a global loyalty program (Marriott Bonvoy) that competes with Mais Tauá cashback.
• Accor (Brazil operations): Global hospitality major with a deep Brazilian footprint spanning economy to luxury brands (Ibis, Novotel, Sofitel, Fairmont). Overlaps with Tauá in mid-to-upscale leisure, family, and MICE segments, but offers broader brand portfolio and a global loyalty program (ALL) that regional operators cannot match.
• Tivoli Hotels & Resorts (Brazil): Upscale Brazilian hotel brand with locations including major leisure destinations. Overlaps with Tauá's resort portfolio and conventions business at the upper end of the market, though positioned more toward upscale business and destination leisure than family all-inclusive.

Others

• Wyndham Hotels & Resorts: Owns RCI, the timeshare exchange network that Grupo Tauá integrates with for guest vacation exchange. While a hotel operator globally, the primary comparison here is the shared distribution/loyalty infrastructure through RCI that extends Tauá's reach and overlaps with the company's timeshare-adjacent value proposition.

Regional players

• Summerville Hotels (Summerville Beach Resort): Brazilian resort group known for family all-inclusive beach properties primarily in the Northeast. Competes with Tauá João Pessoa and other coastal family leisure offerings, sharing the bundled full-board family positioning but concentrated in a different Brazilian geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HotelTaua
• Facebookfacebook.com/TauaResorts
• Instagraminstagram.com/tauaresorts
• LinkedInlinkedin.com/company/tauaresorts

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Grupo Tauá de Hotéis