Meliá Partners with L'Alianxa to Expand MICE Business as Imagineers Grows into São Paulo Market
Meliá Hotels and L'Alianxa sign a global MICE partnership starting in 2027 as Imagineers expands its live experience agency operations to São Paulo, marking notable growth in Brazil's event sector.
- • Meliá Hotels International and L'Alianxa (LTN) will begin a partnership on January 1, 2027, focusing on expanding the MICE segment across multiple continents.
- • The partnership includes training, commercial frameworks, and access to Meliá's international portfolio to boost event production and service offerings.
- • Meliá plans to expand in Latin America through management and franchise contracts, with projects in Lima and Patagonia.
- • Imagineers expands from its Southern base into São Paulo, appointing Jhonatan Almeida as Director of Business to enhance national presence and client acquisition.
Key details
In a significant move within Brazil's event and hospitality sectors, Meliá Hotels International and L'Alianxa (LTN) have formalized a strategic partnership aimed at expanding their presence in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. This collaboration, commencing January 1, 2027, will leverage Meliá's hotel network across the Americas, Europe, and Middle East and Africa to boost event production and offer a diverse portfolio for various event types. José Miguel Moreno, Meliá's Vice President of Corporate and MICE, highlighted that this agreement provides a commercial framework for LTN members, supported by training and integration with Meliá's B2B reservation platform, MeliáPro. The hotel group, celebrating its 70th anniversary in 2026, is focused on expansion in Latin America through management and franchise contracts, with upcoming projects including luxury properties in Lima and Argentina's Patagonia.
Concurrently, Imagineers, a live experience agency under Grupo 4ZERO4, has expanded its operations into São Paulo to widen its reach nationally after establishing a strong presence in Florianópolis and Rio Grande do Sul. Jhonatan Almeida, with over 14 years of brand experience, has been named Director of Business for the new São Paulo office, intending to attract new clients and business opportunities alongside existing leadership. Imagineers brings experience working with notable brands such as EQI, Nelogica, and PUCRS. The expansion is a strategic effort to capitalize on São Paulo's market potential while strengthening the agency's nationwide footprint.
These developments illustrate a broader trend of growth and partnership in Brazil's event and hospitality industries, reflecting companies' efforts to adapt and expand nationally and internationally. With Meliá focusing on enhancing its event capabilities through strategic alliances and Imagineers boosting its geographical presence, both entities are poised to impact Brazil's business events landscape substantially.
This article was translated and synthesized from Brazilian sources, providing English-speaking readers with local perspectives.
