Our DNA

Our hotels are a destination by themselves.

Based in São Paulo, Brasil

Primarily, we fervently embrace the 'Business to Human' approach, cherishing the essence of hospitality and fostering genuine human connections. Our philosophy revolves around establishing meaningful relationships before engaging in business transactions.

Located in the marvelous and multicultural Brazil, GFA specializes in introducing properties from various parts of the world to the Brazilian trade. Founded in 2017 by Gonzalo Pena, who accumulates over 20 years of experience in hotels operations and sales. In 2019, Louise joined the team, bringing with her valuable expertise gained from working with a Virtuoso travel agency and in one of São Paulo's premier hotels. Leticia joined the team in 2023, after working for more than 8 years in a Virtuoso travel agency, further enriching the team with her extensive experience.

Today, at GFA, we take pride in our roots and the relationships we've cultivated over the years, both with our beloved hoteliers and the travel agencies. Many of our clients have been with us since our inception, a testament to our commitment to excellence and sincere human relationships. We continue to serve them diligently, offering our expertise and uplifting energy.

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Who We Are

Our team

Gonzalo Pena Gonzalo Pena
Founder

Originally from Argentinian Patagonia, Gonzalo embarked on a journey that led him to Europe after completing hotel management school. Over the span of 12 years, he honed his skills in France, holding key positions at luxury hotels associated with Relais et Châteaux and Leading Hotels of the World.

Prior to founding GFA, he spent the last 6 years overseeing the Latin American and Middle Eastern markets for Le K2 Hotels in Courchevel. Notably, he has also worked in two of the hotels that are currently valued clients of GFA.

Gonzalo's track record and deep industry knowledge make him an invaluable asset to the team.

Louise Rios Louise Rios
Director of Sales

Originally from the south of Brazil, she relocated to São Paulo to pursue a degree in tourism at the university. She gained valuable experience working for Sete Mares Turismo, a Virtuoso travel agency, where she also played a role in launching their ski tour operator.

Following this, she served as a concierge at Palacio Tangará, one of São Paulo's top hotels.

Having lived in Ireland and Italy, she is fluent in Portuguese, English, Spanish, and Italian.

Louise's comprehensive understanding
of the industry, her ambition, and her dedication, have been crucial to the company's success.

Leticia Milhomem Leticia Milhomem
Sales Manager

Originally from Goiânia, she began her academic journey in the United States, where she studied English Literature. Later, she moved to Germany and established herself as a chef at a Michelin-starred restaurant.

Letícia returned to Brazil and worked at a Virtuoso travel agency, which later evolved into Serandipians. During this time, she pursued a postgraduate degree in Hospitality and Hotel Management.

Letícia joined GFA in September 2023 and her dedication to continuous learning, her unwavering commitment, and her ability to adapt are invaluable assets that greatly benefit the company.

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