Rafael Menna
Partner, Brasília, Brazil
Rafael Menna, Partner at Horwath HTL Brazil, brings a wealth of experience with 14 years dedicated to managing real estate, hospitality, industrial ventures, as well as operations in food and beverage and franchising.
Bio
Rafael Menna, Partner at Horwath HTL Brazil, brings a wealth of experience with 14 years dedicated to managing real estate, hospitality, industrial ventures, as well as operations in food and beverage and franchising. With a background in Business Administration and specialisation in Financial Management, Auditing, Controllership, and Taxation, Rafael’s expertise spans key areas critical to the success of complex enterprises.
Throughout his career, Rafael has held executive roles such as Financial Director, Operations Director, CFO, CEO, and Vice President in national and multinational organisations with up to 3,000 employees. Notable references in his professional journey include Banco Central do Brasil (BACEN), COLCCI, Indústria de Água Mineral Itiquira, Capital Steak House, and Grupo Nobile Hotéis, reflecting the breadth and depth of his corporate experience.
Rafael is recognised for his strong interpersonal skills, persuasive communication, strategic planning, and results-oriented leadership. He possesses a forward-looking entrepreneurial vision and situational leadership style focused on unlocking human potential and driving organisational growth.
His extensive expertise in financial and operational management, coupled with his ability to lead high-performing teams, positions Rafael as a valuable asset in delivering tailored solutions to clients. As Partner at Horwath HTL Brazil, Rafael leverages his diverse background to drive innovation and excellence across hospitality and real estate projects.
Experience
Bold steps forward
We help clients achieve extraordinary outcomes.
Conceptual Design of a Hotel in Torres Sigma
São Paulo, Brazil
Conceptual Design of a Hotel in the Edifício 9 de Julho
São Paulo, Brazil
Feasibility Study for Hard Rock Hotel Conversion on Avenida Paulista
São Paulo, Brazil
Conceptualization of a Mixed-Use Hotel in Torres Sigma
São Paulo, Brazil
Hotel Conversion Feasibility Study
São Paulo, Brazil
Feasibility Study for Converting Two Office Towers into a Hotel
São Paulo, Brazil
Feasibility Study for Converting Pestana Salvador Hotel into a Hard Rock Hotel
Bahia, Brazil
Hotel Conceptualization for WTorre Morumbi
São Paulo, Brazil
Expert insights
Cutting edge analysis.
Sustainability top trends shaping 2025
Sustainability is no longer a niche choice, it’s a strategic imperative woven into the fabric of business, policy, and consumer expectations. Investors are demanding transparency, regulators are setting stricter disclosure requirements, and customers are increasingly choosing brands that align with their values. The conversation has shifted from “why” sustainability matters to “how” it is embedded across operations, governance, and long-term strategy. At the same time, technological innovation, regulatory convergence, and growing climate risks are accelerating the urgency for action.
How the hospitality sector is confronting plastic
The hospitality industry is no stranger to environmental scrutiny, but in 2025, the spotlight has turned sharply onto plastics. With consumer expectations and government regulations mounting, hotels are accelerating action, not just for sustainability, but for competitiveness.
Historic city centres: preserving urban memory & authenticity
Not every city is a tourist destination, but those that safeguard their environmental heritage and promote community well-being have the potential to turn their history and culture into meaningful experiences for both residents and visitors. Historic city centres are a living expression of this process, embodying the identity and evolution of a place over time.
The emergence and growth of serviced apartments in Brazil
The Brazilian hotel and real estate market is experiencing significant changes driven by the emergence of new startups and the evolving lifestyle preferences of new generations. This has led to the development of innovative short- and long-term rental platforms and specific real estate products. The growth of serviced apartments is a notable trend, offering a different proposition for both investors and residents, supported significantly by startups known as proptechs.
Brazil Fractional Market
The Brazilian fractional ownership market has experienced significant growth and transformation over the past decade, reshaping the country’s tourism and real estate sectors. This report delves into the history, structure, and current trends of the fractional ownership system in Brazil, highlighting its impact on the hospitality industry.