KITERS WITH STYLE

AN EXAMPLE OF A HIGHLY TARGETED APPROACH IN HOSPITALITY.

The General Manager of Intercontinental Davos, believes that "going after niche markets is not only a trend, it is the future itself."

Targeting is important and we do it extensively. We are convinced that a niche strategy is fundamental for the success of our boutique hotel. Our guest-centric design coupled with highly tailored experiences and personalized service at a prime location will set us apart from competitors and provide unmatched visibility.

Prime Suites is a luxury boutique hotel all around high-end kitesurfing. When you walk into that resort, it will call for kitesurfing at the highest standards. Very stylish, very specialized and sophisticated.

The number of kite surfers is increasing very fast and there is a growing trend of kiters with more demanding needs. Having interviewed over 50 kite surfers in 15 countries, we’ve identified a target that is currently neither being served in the Ilha do Guajirú region nor in other locations.

Face-to-face discussions allowed us to learn about who they are, what their needs are, and what their critical requirements for vacations and accommodations were. And it is not only about kitesurfing. It’s also about being able to share their passion with their family without feeling guilty, in a luxury, remote and sustainable environment, while contributing to the local community in the most impactful way. These requirements have been the basis for the guest-centric design and highly tailored experiences provided at Prime Suites.

WHO ARE KITERS WITH STYLE?

We created #kiterswithstyle to describe this new segment.

Kitesurfing holidays are primarily about enjoying the wind and water conditions, improving technique, and having a huge amount of fun. But these kiters also want to do all of this while enjoying a little slice of luxury too.

Moving away from the traditional image of “travelers on budget”, kiters with style are willing and able to pay higher prices for travel, accommodations, and equipment in order to fulfill their passion.

They have high disposable income, a family and lots of responsibilities. Time is precious so they want to spend short-term vacations in top kite spots and profit the most out of it. They value more luxurious hotel services and expect similar top service as they are used to it in their professional world. And they are looking for an exclusive kitesurf holiday experience.

PRIME LOCATION

Their primary requirement is a location providing world-class kitesurfing action and superb conditions. But this place should also combine activities for children and non-kiters, with a lively nightlife.

Our boutique hotel is located directly at one of the best kitesurfing spots in the world hosting last year’s freestyle championship by the GKA Kite World Tour. According to GKA’s event calendar 2021, there will be even three championships in the Ceará region this year.

Thanks to its calm and shallow waters, guaranteed steady wind conditions, low rainfall averages and white sand, the Ilha do Guajirú saltwater lagoon offers outstanding conditions for both professionals and absolute beginners.

From June to December, this part of Brazil is one of the windiest places on the planet. And with an average yearly temperature of 23°-27°C, it is a year-long kitesurfing destination.

In addition, the location offers several attractions for surfers and their families in a safe environment (horse riding, boat excursions, buggy and quad riding, etc). Stunning diving and snorkeling options for all the family as well as fantastic water sports facilities and a huge diversity of marine life.

This kite spot is off the tracks, away from the large masses. Nevertheless, the close village of Ilha do Guajirú provides various restaurants and bars targeting international guests and the nearby authentic Brazilian town of Itarema is offering local food and traditional crafts.

Our barefoot luxury concept provides private sanctuaries to unwind and chill in a very laid-back environment surrounded by mind-like people.

EQUIPMENT IS KEY

For those coming with their own equipment, Prime Suites organizes airport pick up with generous space. For the others, the only IKO certified kitesurf training center in the region (Hura Beach Water Sport & More) located right next to our hotel offers the latest top notch rental material and even certification courses for coaches.

VERSATILE ACCOMMODATIONS

Kiters with style tend to travel in groups and would like to share their vacations either with their families or with their friends in a large but intimate enough accommodation while others travel solo. Prime Suites’ exclusive villas are designed to accommodate their needs. The design of the resort focuses on creating an elegant and luxurious environment that respects privacy and, at the same time, provides flexibility with numerous room arrangement combinations, without sacrificing all necessary amenities for kite maintenance and storage.

HEALTHY FOOD

Our target guests are health-conscious and want to know the story behind their food, seeking choices that are good for the environment and for themselves. Optimally locally sourced, seasonal food with real options for vegetarian and vegan guests (not just salads!).

Our farm-to-plate dining concept has been designed to support local communities and farms, as well as reducing the carbon footprint of the property. We believe that all food should be good, clean, and fair. Traceability and transparency are our guiding principles. Farm to table and organically sourced gastronomy is an aspirational goal for us. Utilization of regionally sourced food will allow our chef and kitchen team to establish direct relationships with the producers of each item on our guests’ plate.

A PRESERVED ENVIRONMENT

The preserved environment, fauna and flora provide eco-trails, and trekking options that are very valued by our eco-sensitive target and their families. Ilha do Guajirú is an ecological haven where coconut trees and mangroves provide a habitat for birds and wildlife.

IMPACTFUL WAY OF CONTRIBUTION

Giving back to and supporting local communities is a fundamental value of this growing segment of kitesurfers. Prime Suites strives for inclusion and economic empowerment of the local community, collaborating on various initiatives and supporting social programs. The impact on the social and economic progress of our surroundings is significant.

Addressing the needs of an untapped segment within the growing kitesurfer population is an amazing opportunity that will turn into a profitable investment.

For more information about Prime Suites in Brazil, check out our website and become part of our tribe.

By PAULA TONINI MOURA,

Product & Excellence Manager