The Almer Hotels arrives in Jurerê Internacional.
The Almer Hotels arrives in Jurerê Internacional at a time when the neighborhood is already fully established in the high-end scene in Brazil and around the world.
As the afternoon winds down, when the light begins to fall over the sea and the pace slows without losing intensity, Jurerê reveals an atmosphere that is hard to replicate. The constant breeze, the facades aligned to the waterfront, and the well-balanced spaces between beach, gastronomy and social life create a sense of balance that requires no effort.
Now, imagine this scene a few years from now. A new hotel integrates naturally into the landscape, occupying its space without disruption and following the logic of the place. A project designed to function right there, within this specific context.
What leads a group with decades of operation, national presence and refined market insight to choose exactly this address to launch its most sophisticated brand?
The answer lies in the consistency of the destination itself.
Over time, Jurerê Internacional has gathered the elements that sustain long-term projects: location, audience and a light lifestyle that remains increasingly relevant.
It is in this context that the arrival of The Almer Hotels stands out.
Who is ICH? What is The Almer Hotels?
Intercity Hotels (ICH) built its trajectory over almost three decades, operating different brands, formats and regions in Brazil. Currently, with 45 hotels in its portfolio, the group has developed a consistent understanding of consumer behavior, hospitality and expansion.
This repertoire fueled the current moment.
Over the years, ICH has moved through diverse propositions, from urban efficiency to projects with greater appeal in design and experience, such as Yoo2, designed by Philippe Starck, as well as its partnership with the Hilton network. This path expanded its presence and refined its understanding of audience and positioning.
The Almer Hotels is born within this context.
The new brand represents a natural advance in the group's strategy, aimed at the high-end segment. Instead of scale, the focus turns to curation. In this way, instead of volume, total precision.
The projects follow a more intimate logic. Therefore, there are few rooms, well-resolved spaces, attention to detail and an experience that is built continuously. Luxury appears in the choice of materials, the architecture, the pace of service and the sense of permanence.
This positioning brings The Almer closer to international premium-segment chains, which operate with a high level of personalization and a well-defined identity.
For this reason, the choice of destinations does not respond to geographic expansion, but to strategic alignment.
Each address must sustain this level of demand. And it is exactly at this point that Jurerê Internacional enters the brand's map.
The first step: The Almer Porto Alegre
Before arriving in Jurerê Internacional, The Almer Hotels begins its journey in Porto Alegre. The brand's first property occupies a specific address in the city, on Avenida Nilo Peçanha, with direct views over the fairways of the Porto Alegre Country Club.
This choice is not accidental. The surroundings combine established residential neighborhoods, low density, and a direct connection with nature, a rare combination in Brazilian capitals.
The hotel is part of a broader complex developed by CFL Inc, which includes the Estância – Residências do Golfe residential tower and a connection to the boulevard of the NL 2800 corporate tower. In other words, this composition creates a hybrid environment where residence, work, and hospitality come together seamlessly.
Currently, the project includes 84 suites overlooking the golf course, a full wellness area, and a rooftop designed for contemplation. In addition, the architecture, signed by the international studio Obra Prima, follows a timeless language, integrated with its surroundings and free of visual excess.
The proposal goes beyond accommodation. Accordingly, the space was designed to accommodate different rhythms of use throughout the day, allowing work and leisure to coexist naturally.
Why was Jurerê Internacional chosen by The Almer Hotels?
The Almer Hotels' strategy is not driven by geographic expansion, but by the careful selection of destinations. Each address must sustain the brand's proposal. And few places in Brazil bring together the necessary elements with as much clarity as Jurerê Internacional.
The combination is precise.
The beach, with its wide stretch of sand and calm sea, creates the first axis. The exclusivity of the neighborhood, planned and established as one of the most valued addresses in the country, forms the second. The third comes from the experience: gastronomy, beach clubs, architecture, and a lifestyle that draws on international references while maintaining its own identity.
The hotel will be built beachfront, with an opening scheduled for 2029, in partnership with Grupo CFL, a name already well established in the high-end tourism sector in southern Brazil.
When a group with the track record of ICH chooses a destination after careful analysis, it is not a one-off opportunity. It is a long-term vision.
Gastronomy and expansion of The Almer Hotels: building a brand
The Almer Hotels' experience also extends to gastronomy. In Porto Alegre, the project includes a restaurant dedicated to breakfast, with a curation focused on well-executed simplicity, along with another dining space for lunch and dinner with an international signature.
The approach follows the brand's logic: less about excess, more about precision.
This approach is directly connected to the partnership between Intercity Hotels and CFL Inc, which structures not only isolated projects but an expansion plan.
Porto Alegre and Jurerê Internacional are the first moves in this strategy, which includes evaluating new destinations in Brazil, always based on rigorous criteria of location and target audience.
According to Alexandre Gehlen, the brand's concept is guided by a more sensory reading of luxury. The experience is not built through imposition, but through the way the space is perceived over time.
This guideline runs through all the projects. And it is precisely this that coherently connects Porto Alegre to the coast of Florianópolis.
Jurerê Internacional today: the most desired address in Brazil
The “Brazilian Miami” that conquered the world
Jurerê Internacional stopped being just a domestic destination some time ago. International recognition, the steady flow of foreign visitors, and a higher consumption profile have turned the neighborhood into a benchmark.
More than half of the visitors to Florianópolis come from outside Brazil, with a notable presence of Argentine visitors, whose presence remains consistent and growing. The impact shows in the numbers: spending increased significantly in the last season, reflecting an audience more willing to invest in experiences.
Scarcity is also part of this equation. The supply of properties does not keep pace with demand, creating continuous pressure on prices and availability.
The real estate market that keeps appreciating
The price per square meter in Jurerê Internacional ranges from R$ 12,000 to R$ 28,000, depending on location and property standard. More than the current value, what stands out is the consistency of appreciation over time.
Santa Catarina accounts for a large share of real estate sales in the South region, and Jurerê occupies a distinct position within this scenario: it grows not through volume, but through scarcity.
Projects such as Jurerê 2050 reinforce this vision, structuring growth in a planned way and maintaining the standard that sustains the neighborhood's value.
Luxury hospitality choosing Jurerê
Recent movement in the hospitality sector confirms this reading. Grupo Wish has taken over significant operations in the neighborhood, while the arrival of The Almer Hotels raises the level of the offering.
Therefore, this movement creates a clear cycle. High-end hotels attract a more qualified audience. This audience connects with the neighborhood. And, in many cases, decides to stay.
What the arrival of The Almer Hotels means
For those who live in Jurerê, the impact is immediate, though subtle. The neighborhood gains another space that expands the possibilities for experience. In other words, a restaurant, a rooftop, an environment that blends into everyday life.
For those investing, the reading is more objective. The presence of a premium brand validates the address; in turn, it attracts new audience profiles and reinforces scarcity as an asset.
For those observing from the outside, the movement works as a signal. Jurerê does not grow by chance. As a result, it is repeatedly chosen.
Jurerê in 2029: what is being built now
The year 2029 represents not only the opening of a hotel. It symbolizes a point of convergence of different movements that are already underway.
The Jurerê 2050 project is advancing, expanding leisure areas and reinforcing the neighborhood's urban proposition. Florianópolis's air infrastructure is growing, with new routes and greater connectivity.
International presence is expected to increase, driven by currency dynamics and Brazil's positioning as a destination. At the same time, premium hospitality is consolidating, raising the overall standard of the region.
For the investor, the outlook is clear: a property acquired today does not belong only to the present. It is already part of this future scenario.
Concluding on The Almer Hotels…
Ultimately, The Almer Hotels' arrival does not change Jurerê Internacional. It confirms what the neighborhood has represented for years.
The market does not need constant validation. But when it comes, the effect is immediate.
The Almer did not choose just any destination. It chose the same address that discerning investors have been consistently choosing.
If you are considering your next move in Jurerê, our team can help you find the right property before the market takes another leap.
Investing in Jurerê Internacional: living or investing
Thinking about Jurerê Internacional today involves a decision that goes beyond financial investment. The neighborhood offers characteristics that allow you to align wealth, quality of life and appreciation potential within a single asset.
From a market perspective, real estate appreciation remains consistent and, at many points, outperforms traditional fixed-income investments. This movement is sustained by land scarcity, growing demand and the qualified profile of the people choosing the region.
At the same time, the neighborhood offers a living experience that is difficult to replicate. Work, family and well-being come together naturally in daily life. Walking the streets, reaching the beach in minutes, practicing outdoor sports and maintaining an active lifestyle are no longer the exception and become part of everyday life.
The sense of security and freedom also influences this choice
Moving about at any hour, living discreetly and maintaining anonymity in a high-end environment creates a kind of comfort that cannot be measured by numbers alone.
In addition, proximity to Florianópolis's innovation ecosystem expands the possibilities. The city concentrates technology companies, new businesses and a dynamic environment that connects quality of life with professional opportunities.
In this context, investing in Jurerê does not require a rigid choice between living there or generating returns. The same property can serve different purposes over time, adapting to changes in strategy and lifestyle.
It is precisely this flexibility that sustains the neighborhood's value.
We are Luxury Home Floripa, a real estate agency specializing in the sale of luxury properties in Florianópolis. For living and investing.
Count on our brokers and our specialized real estate advisors to find the perfect property and guarantee your peaceful living in [location]. Florianópolis. Our team operates with the concept of a Boutique of Service, offering a highly personalized and bilingual experience.
We are executives who are knowledgeable not only about the characteristics of the properties, but also about the different lifestyles and particularities of each region of Florianópolis Island. For those arriving in the city and wishing to visualize what it would be like to live here, our selection goes beyond location and square footage.
We select properties that perfectly fit your current life stage, considering aspects such as your routine with children, suggestions for schools, sports, businesses, special activities, and the dynamics of each neighborhood — always with a sensitive eye to your needs and preferences. In other words, from the search to the negotiation, we are by your side every step of the way.
With our experience and extensive knowledge of the region, we will find the ideal place for you to live and invest. We are located in Jurerê Internacional, at Professor Heinz Braunsperger Street, 88 – Store 3. Schedule your visit.
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I am a specialist in luxury real estate, high-end properties, and real estate investments in Southern Brazil. Recognized for my premium and bilingual service, I accompany each client from the initial search to the delivery of the keys, connecting buyers and investors to the most exclusive developments on the island, from Jurerê Internacional to Campeche, passing through Cacupé, João Paulo, and Praia Brava. Founder of Luxury Home Floripa, I have accumulated over R$320 million in sales over five years of experience in the high-end real estate market. Here I share analyses of the luxury market in Florianópolis, high-end launches, appreciation trends, and everything a discerning buyer needs to know before making a significant asset decision. I also share insights and news about the lifestyle surrounding this universe: the nautical world, gastronomy, events, sports, and everything that connects Florianópolis to the world of high-end real estate.