Brazil’s New Botanique Hotel Champions “Post Luxury” Concept

Botanique Hotel and Spa, Brazil

There’s a new boutique hotel debuting in the hills of Campos do Jordão this November, and it’s the brainchild of entrepreneurs David Cole (founder of AOL); Gordon Roddick (founder of the Body Shop); and Ricardo Semler, the hotel’s owner. The idea was to create a property that’s entirely Brazilian in its design and hospitality approach- combining five-star service with the personalized care of a bed & breakfast. The Botanique Hotel and Spa is located two hours north of São Paulo.

The hotel's design was inspired by the 700 surrounding acres of river valleys and forest. (Think local slate and stone and centuries-old timber beams.) Guests can bed down in one of six suites in the main building and 11 stand-alone villas. The restaurant is all about farm-to-table cuisine, and Botanique roasts their own coffee and presses their own olive oil. The eight-room spa also has glass walls affording views of the landscapes. There’s a swimming pool, tennis courts, equestrian center, private cinema, top-notch listening room, and a library stocked with volumes by Brazilian writers.

Here’s how the hotel explains “post luxury.” Instead of high-end bottled water, guests are treated to natural mineral water from on-site wells. Instead of personal butlers, guests get a team of folks who take care of everything from spa appointments to unpacking and packing. Instead of luxury bath products, the hotel created its own line with local herbs and incorporating local indigenous traditions. Instead of an 1,000-bottle wine cellar, the hotel has a very small cellar, but featuring “rare, cult, Brazilian wines.” Instead of coffee table books, guests get access to a curated library of books written by Brazilian authors. For more information, visit

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