Viajar Faz Bem SBTUR

What Viajar Faz Bem SBTUR does

Viajar Faz Bem SBTUR, now operating as Grupo Coobrastur, is a Brazilian subscription-based hotel membership platform founded in 1999 and headquartered in Florianópolis. The company operates as a travel club providing individual Brazilian consumers with access to a network of more than 2,000 hotels, resorts, and pousadas through a recurring subscription model. Following the 2024 unification of four heritage travel brands (Banstur, COOB+, Meridien, and Viajar Faz Bem), the platform serves a combined subscriber base of over 75,000 customers. The flagship product is the Silver VIP (executive) subscription plan, which provides members with daily accommodation credits valid for three years, redeemable at partner properties across Brazil.

The company's platform integrates several features: a 100% online self-serve reservation portal, a virtual wallet (Carteira Virtual) that combines subscription daily credits with referral cashback to enable in-platform purchases of additional nights and upgrades, a cashback-driven Programa de Indicação referral program, and Clara, an AI-powered intelligent customer service agent deployed via WhatsApp for 24/7 member support. The platform architecture appears to be a web-based subscription and booking system with WhatsApp as the primary support channel; pricing details are not publicly disclosed. Marketing is conducted through social media (Facebook, LinkedIn, Instagram, YouTube), the referral program, and content on the company website.

Revenue is generated through monthly subscription fees, hotel reservation transactions processed through the virtual wallet, and the referral/affiliate program. The customer base is composed of individual Brazilian travelers seeking affordable access to quality accommodations; no enterprise or B2B customer concentration is disclosed. Geographic scope is single-country (Brazil), and the company has not signaled international expansion. Ownership structure, headcount, and financial figures are not disclosed in the source material; the firm is privately held following the 2024 brand unification under Grupo Coobrastur.

Name

Viajar Faz Bem SBTUR

Website

https://viajarfazbem.com

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Viajar Faz Bem SBTUR, now operating as Grupo Coobrastur, is a Brazilian subscription-based hotel membership platform serving 75,000+ subscribers across a network of 2,000+ hotels, resorts, and pousadas, with virtual wallet features and AI-powered WhatsApp customer support.

Ownership category

akta.pro rank

Product category

Travel & Hospitality Subscription

NAICS

Travel Agencies (561510), Other Travel Arrangement and Reservation Services (56159)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

akta.pro secondary industries

Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM), Dynamic Pricing, BAR-based Discounts & Last-Room Availability (LRA) (THACAGAC)

Keywords

• Hotel subscription services
• Travel club membership
• Hospitality booking platform
• Tourism subscription program
• Hotel loyalty program

Headquarters

HQ city

Florianópolis

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Subscription Fees: Monthly/annual subscription fees for hotel membership plans (Silver VIP - executive tier). Subscribers pay recurring fees to access discounted hotel stays and benefits.
2. Hotel Reservation Transactions: Revenue from processing hotel reservations through the platform. Virtual wallet enables additional transactions for upgrades and add-ons.
3. Referral Program: Cashback earned through the indication program, which can be used for reservations, plan discounts, and tourism services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Viajar Faz Bem SBTUR, operating as Grupo Coobrastur, runs a subscription-based hotel membership club that gives Brazilian consumers access to more than 2,000 partner hotels, resorts, and pousadas through a daily credit allocation system valid for three years. Subscribers also receive a virtual wallet combining plan credits with cashback rewards, a referral program, and access to an exclusive internal travel agency service. The platform is managed through a 100% online booking portal with 24/7 AI-powered WhatsApp support via the Clara intelligent agent.

Product overview

Viajar Faz Bem SBTUR, now operating as Grupo Coobrastur, is a hotel subscription platform that unifies four hospitality clubs (Banstur, COOB+, Meridien, and Viajar Faz Bem) serving over 75,000 subscribers. The core offering is the Silver VIP hotel subscription plan, which provides access to a network of 2,000+ hotels, resorts, and pousadas through a daily credit allocation system. The platform integrates a virtual wallet combining daily credits with referral cashback, an intelligent WhatsApp agent named Clara for 24/7 customer support, and 100% online reservation capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Silver VIP (executivo): Subscription hotel plan category - Silver refers to Executive accommodation category, VIP refers to year-round booking availability
• Clara
• Carteira Virtual
• Programa de Indicação (Cashback)

Products and services

• Hotel Subscription (Assinatura de Hotéis) Subscription-based hotel booking service for individual Brazilian travelers, providing access to discounted rates at 2,000+ partner hotels, resorts, and pousadas through a credits/daily allocation system with a three-year validity, integrated with a virtual wallet for purchasing additional nights and extras.
• Subscriber Travel Agency (Agência de Viagens) Internal travel agency service exclusive to hotel subscription members, offering tourism products and services that can be purchased using cashback from the referral program alongside hotel reservations.

Quantifiable outcome

• Over 75,000 subscribers served by combined brands
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• BansturcoreStrategic or Co-development PartnerOne of four original brands that merged to form Grupo Coobrastur. Banstur contributed its subscriber base and hotel network to the unified platform.
• COOB+coreStrategic or Co-development PartnerOne of four original brands that merged to form Grupo Coobrastur. COOB+ brought its club membership model and hotel partnerships to the combined entity.
• MeridiencoreStrategic or Co-development PartnerOne of four original brands that merged to form Grupo Coobrastur. Meridien contributed its hospitality expertise and subscriber community.
• Partner Hotels NetworkcoreOthersNetwork of over 2,000 hotels, resorts, and pousadas across Brazil that accept subscription credits. Properties range from Silver (executive) to Gold (superior) categories.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Inspirato: US-based luxury travel club offering subscription-based access to a curated portfolio of vacation residences. Its subscription/club model and credit-based booking system are architecturally analogous to Silver VIP, though it serves a higher-end US market.
• Hurb (formerly Hotel Urbano): Brazilian online travel platform that pioneered a subscription and travel-deals model for Brazilian consumers. It targets the same customer base with hotel, package, and experience offerings, making it the closest direct competitor to Viajar Faz Bem / Grupo Coobrastur.

Broad incumbents

• Travel + Leisure Co. Global membership and timeshare company with vacation clubs and exchange networks (Interval International, RCI). It is the world's largest subscription-style travel club and a reference model for scale monetization of travel-membership members.
• Decolar.com: Latin American OTA with deep presence in Brazil. It competes on breadth of hotel inventory and price, similar to the 2,000+ hotel network offered by Grupo Coobrastur, and represents the broader OTA category that pressures subscription clubs.
• Wyndham Hotels & Resorts: Largest hotel franchisor by number of properties globally, with the Wyndham Rewards loyalty program. Its scale and rewards mechanics represent the loyalty-program competitor to a subscription-club model in Brazil and beyond.
• Meliá Hotels International: Global hotel chain with a strong loyalty program (MeliáRewards) and Latin American presence. It illustrates the hotel-side incumbent model with subscription/loyalty mechanics that compete for the same Brazilian transient-leisure demand.
• Airbnb: Global alternative accommodation marketplace. In Brazil, it competes with subscription hotels for leisure travelers, and its lower-cost, flexible short-stay inventory directly challenges the daily-credit subscription model.
• Booking.com: Global OTA leader with significant Brazilian presence. Although not subscription-based, it competes on the same hotel inventory and consumer segment, often at price points that erode subscription-club value propositions.
• CVC Corp: Brazil's largest traditional travel agency and OTA. Though it operates an agency-led model rather than a subscription club, it competes for the same Brazilian leisure-travel wallet and is a natural incumbent to compare membership-style vs. commission-based models.

Regional players

• Submarino Viagens: Brazilian online travel agency operated by CVC. It is a domestic OTA competitor that bundles hotels, packages, and air, reflecting the agency-style alternative to the subscription-club model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC85XIUgu7cBSdtCwRpxhDkg
• Facebookfacebook.com/grupocoobrastur
• LinkedInlinkedin.com/company/viajarfazbem
• Instagraminstagram.com/grupocoobrastur

Revenue estimate

Valuation estimate

Number of profiles

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 Viajar Faz Bem SBTUR