Ed. 05 · 23 Sep 2026 · next in 08 Oct 2026 · reading 8 min

Two weeks, two big meetings — and a side effect in Europe

September concentrated the calendar: in nine days, São Paulo hosted the FOHB National Hospitality Forum and Equipotel/CONOTEL. The data shows a hotel industry that is still growing, but at a more moderate pace — and with a robust pipeline of new rooms and suites. In Europe, Google's regulatory outcome had an unexpected effect: independent hotels losing visibility, not gaining it.

National Hospitality Forum (FOHB) and Equipotel/CONOTEL fill São Paulo in a single fortnight.

Mediterranean hotels lose up to 30% direct visibility after Google changes to DMA.

Brazilian resorts are expected to add 7,200 new suites by 2027.

01 — Opening

Two weeks, two big meetings — and a side effect in Europe

September concentrated the calendar: in nine days, São Paulo hosted the FOHB National Hospitality Forum and Equipotel/CONOTEL, the two biggest meetings in the sector in the country. The data presented on the stages shows a hotel industry that is still growing, but at a more moderate pace — and with a robust pipeline of new rooms and suites ahead. On the other side of the Atlantic, the outcome of Google's regulatory soap opera brought a side effect that no one had predicted: independent hotels losing visibility, not gaining it.

02 — Industry events

São Paulo hosts the two biggest meetings of the year

Event

FOHB brings together ~500 people at the VIII National Hospitality Forum

With the theme “The Future is Human” (September 14, Pullman Vila Olímpia), the Forum brought a portrait of the sector by HotelInvest: occupancy grew just 0.8% in the 1st half of 2026 (compared to ~3% in the previous year), and RevPAR slowed from almost 10% to 2.3% above inflation. Brazilian resorts operate between 80–85% occupancy, still little dependent on international demand. FOHB has 29 associated chains, 841 hotels and a pipeline of 135 new hotels by 2028.

PANROTAS / Hotéis Magazine · 14 Sep. 2026

Event

Equipotel/CONOTEL grows 11.2% and targets 7.2 thousand new suites in resorts by 2027

The 63rd Equipotel and the 68th CONOTEL (15–18/Sep, Expo Center Norte) brought together more than 500 brands — an increase of 11.2% over 2025 — and around 22 thousand qualified visitors. The Ministry of Tourism projected a jump from 133 to 150 million domestic trips in 2027; and Radar Resorts Brasil pointed out 7,200 new resort suites on the way — more supply competing for the same sales channels.

PANELS / Tourism&Events · 15–18 Sept. 2026

Case

Le Canton brings Equipotel its first indoor aquatic complex

The Campos do Jordão resort presented Parc Alpenmare, the house's first indoor aquatic complex and its biggest infrastructure project in years — part of an investment cycle that coincides with a positive financial result, in the year in which the resort turns 40 years old.

Tourism&Events · Sep. 2026

03 — X-ray of the fortnight

Real growth, just slower

What do the numbers presented at the FOHB Forum and Equipotel say about the pace of the sector — and the size of the supply that is coming.

2,3%

RevPAR above inflation — 1st week. 2026 (was ~10% in 2025)

11,2%

Growth of brands exhibiting at Equipotel 2026

up to 30%

Drop in direct visibility of hotels on Google (Mediterranean)

135

New hotels in the pipeline of chains associated with FOHB by 2028

7.2 thousand

New suites at Brazilian resorts expected by 2027

150 mi

Domestic travel projected for 2027 (from 133 mi in 2026)

04 — Technology & regulation

The side effect of European regulation

International

Mediterranean hotels lose up to 30% direct visibility after Google adjustment

After the €890 million fine (Ed. 03), Google reformulated the search results for hotels in Europe — and the practical effect was the opposite of what was expected: up to 30% drop in direct visibility for independent hotels, with Google itself admitting tests that reduced traffic by more than 10% in some markets, while third-party booking sites remained stable.

Hospitality Today / Nomad Lawyer · 19 Sep. 2026

International

On September 30th, Google stops pulling third-party hotel rates

Hotels that want to display a price on the Google card in Europe will need to feed the rate directly, via Google Hotel Center or a connectivity partner. In practice, showing tariffs is no longer passive and becomes a task for the sales team itself.

Hospitality Today · Sep. 2026

Regulatory

FOHB demands standardization on unhealthy conditions in hotel work

At the opening of the National Forum, the president of the FOHB Council, Beto Caputo, asked for clear jurisprudence on the classification of unhealthy conditions in the sector — a topic that should continue to guide the sector's relationship with the government in the coming months.

Brasilturis · 14 Sep. 2026

05 — Radar — what to watch next

Brazil · Europe

September 30: Google stops pulling third-party fees in Europe

It is worth monitoring whether Brazilian hotels operating or selling to the European market experience any indirect effect on the way they appear in searches.

Radar · 30 Sep. 2026

ABAV Expo 2026 — 30/Sep to 02/Oct, Expo Center Norte

It closes the quarter of major events in the sector in Brazil — it should be the opening of the next edition of Giro Sales News.

Radar · 30 Sep.–02 Oct. 2026

06 — To take to the table

3 questions from this fortnight

01With RevPAR slowing down, does the 2027 commercial plan already assume a more moderate growth scenario — or does it still project “boosted” post-pandemic numbers?
02If 7,200 new resort suites hit the market by 2027, is your channel and experience differentiator already defined to compete in this new offer?
03Does your team already know that, from September 30th, showing fares on Google in Europe will no longer be automatic? Does this change anything for those who sell to the international public?

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