Carnival and Easter, the next two major holidays on the Brazilian calendar, are expected to boost the tourism and services sector, especially in popular tourist destinations. According to estimates from the National Confederation of Commerce (CNC), these dates and other extended holidays could inject up to R$ 7 billion into the national economy, benefiting hotels, inns, restaurants, and travel agencies.
For Cleib Filho, founder ofFaturaTUR, and CEO of100 Limites Expedições, the secret to taking advantage of these periods lies in strategic planning and smart use of digital marketing. ‘The holiday tourist seeks more than just good accommodation or a pleasant trip. They want unique experiences that will stay in their memory. Companies that keep an eye on this trend have a competitive advantage,’ explains Cleib, who leads one of the national references in adventure tourism.
Organization and demand anticipation
With the increased demand for tourist destinations during Easter and other major holidays, such as Labor Day and Corpus Christi, early planning is essential to avoid operational failures. Cleib recommends that companies prepare months in advance, with specific actions to adjust supply and ensure agile and personalized service.
‘It’s important to monitor demand trends and adjust the company’s structure according to forecasts. This includes hiring temporary staff, negotiating with suppliers, and logistical preparation to avoid unforeseen events,’ he says. Data from the Getulio Vargas Foundation (FGV) indicate that entrepreneurs who plan better can increase their profit margins by up to 20% during peak season.
Travel agencies and hotels should also invest in personalized packages that consider customer preferences. ‘Personalization is a differentiator that fosters loyalty. A tourist whose needs are met is more likely to recommend the experience and return in the future,’ explains Cleib.
Team training for memorable experiences
Team training is another decisive factor for success during major holidays. Cleib emphasizes that customer service should be more than efficient; it should create delight. ‘Tourists can find accommodations and meals anywhere, but personalized and attentive service is what will make them remember the experience and return,’ he explains.
Teams should be trained to handle unforeseen events and personalize service whenever possible. ‘If a tourist is celebrating a special occasion, such as a birthday, acknowledging it with a simple gesture can make all the difference,’ he notes.
Social media: an extension of the experience
The impact of social media on the tourism sector is undeniable. A delighted customer can share their experience on digital platforms and attract new consumers. Cleib highlights that subtly encouraging these posts is key. ‘It’s not about directly asking the customer to post, but creating special moments they’ll want to share spontaneously,’ he explains.
Hotels can, for example, offer decorated spaces and photogenic experiences, while restaurants can include exclusive dishes that encourage posts. ‘Small gestures, like offering a complimentary drink or personalized gift, create a unique experience customers will happily share,’ says Cleib.
The expert also recommends monitoring social media interactions and responding to mentions. ‘Post-visit interaction is an opportunity to strengthen the relationship with the customer and show the company values feedback,’ he emphasizes.
Using digital influencers is an effective strategy to expand the reach of marketing campaigns during major holidays. According to a PwC study, 45% of tourists trust influencer recommendations when choosing destinations and travel packages.
Cleib suggests companies establish strategic partnerships with influencers whose follower base aligns with their customer profile. ‘The ideal is to offer authentic experiences influencers can share without seeming like forced advertising. This builds credibility and attracts new tourists,’ he explains.
The expert shared some tips on how to create Instagrammable experiences
1. Personalized gifts and themed kits –Surprise customers with personalized gifts, like Carnival kits with accessories, or themed treats, like Easter chocolate eggs. Small gestures create exciting moments and encourage spontaneous posts.
2. Decorated spaces and photo backdrops –Invest in Instagrammable spaces, like colorful murals or seasonally decorated areas. These locations become natural spots for photos and social media posts.
3. Exclusive gastronomic experiences –Offer themed dishes and drinks with unique presentations, like decorated cocktails or personalized desserts. The more visually appealing, the higher the chances of sharing.
4. Accessories and gifts during the event –Bars and restaurants can distribute accessories, like masks or Carnival necklaces, for customers to wear and take photos with. These items become part of the fun and facilitate promotion.
5. Digital interactions and hashtags –Use QR codes on tables or messages on gifts inviting customers to post and tag the business. Creative hashtags also help expand post reach.
6. Feedback and post-event rewards– Encourage customers to share their experiences through engagement campaigns, offering discounts or symbolic prizes for the best posts, creating a positive cycle of promotion.
After the holidays, it’s essential to evaluate what worked well and what can be improved for future events. Cleib recommends using online reviews and feedback forms to understand customer perceptions. ‘Continuous improvement is what allows companies to stay competitive and ensure each holiday is better than the last,’ he says.
For the CEO of 100 Limites Expedições, true success isn’t just about increased sales during the period, but the ability to turn tourists into brand advocates. ‘If the customer leaves delighted and recommends the experience to friends and family, the company isn’t just selling a stay or a tour. It’s building a loyalty base that will bring long-term returns,’ he concludes.
