Hurb

Hurb, formerly known as Hotel Urbano, is a Brazilian online travel agency founded in January 2011 by brothers João Ricardo Mendes and José Eduardo Mendes. The business initially operated as a collective-buying website, but that model lasted only about five months. During 2011, the founders repositioned the company as an online travel agency focused on discounted accommodation and short-term off-season travel packages. Its value proposition was based on offering lodging and package prices below typical high-season rates, with reported discounts of up to 40% in some cases. After the repositioning, Hurb expanded beyond domestic accommodation deals into hotel bookings, international travel packages, and related travel services. By 2013, the company reported offerings covering approximately 35,000 destinations in more than 180 countries. Its digital reach was also a significant part of the brand's growth strategy: the company's Facebook page was described as one of the world's most popular tourism pages and among the most popular pages in Brazil. Hurb attracted institutional investment from American funds including Insight Venture Partners and Tiger Global Management. In 2015, Booking Holdings invested US$60 million for a minority stake. The arrangement was intended to support Hurb's expansion, particularly in Latin America, by connecting the company with Booking Holdings' wider lodging network. The founders later bought back shares from Booking Holdings and other investors in 2016, after which those investors were no longer actively involved in the company according to the referenced company history. The brand broadened its commercial partnerships during the middle of the 2010s. It partnered with Rock in Rio to market travel packages connected with the festival's 2015 editions, and it formed a relationship with Rentalcars.com in 2015 to offer vehicle reservations and rental services across thousands of destinations. Hurb also established an administrative council in 2015 with independent business and investment professionals, alongside the founders and representatives associated with Insight Venture Partners. In the 2020s, Hurb became associated with severe customer-service, fulfillment, and consumer-protection problems. Procon-RJ fined the company in September 2023 for alleged non-compliance with offers and abusive practices. In 2024, Brazilian television program Fantástico reported complaints from customers who said that purchased packages were not honored and that refunds were not received. In April 2025, Brazil's Ministry of Tourism revoked Hurb's authorization to operate as a travel agency, and reporting stated that the company's website was frozen and that it could no longer sell travel packages. These developments materially altered the brand's operating position, although the available reference material does not establish whether the corporate entity was formally dissolved or whether the brand remains active in another form.

Hurb was established in January 2011 in Brazil by brothers João Ricardo Mendes and José Eduardo Mendes. The company began as a collective-buying website, a model that emphasized group demand and promotional offers. After approximately five months, the founders changed direction and repositioned the business as an online travel agency. The revised model concentrated on short-term, off-season accommodation packages, using lower seasonal demand to advertise prices below high-season levels. The company's scope widened during its early years. Hurb moved from hotel promotions into broader domestic and international travel packages and later added vehicle-rental services. By 2013, it reported coverage of approximately 35,000 destinations in more than 180 countries. Social-media distribution was central to its consumer-facing strategy, and the company claimed a particularly large Facebook audience for a tourism brand. Growth was supported by external investment. Insight Venture Partners and Tiger Global Management participated in investment rounds, while Booking Holdings invested US$60 million in 2015 for a minority position. The Booking relationship was intended to help Hurb expand in Latin America and gain access to a wider international lodging network. The founders bought back shares from Booking Holdings and other investors in 2016, after which those investors reportedly ceased active involvement in the company. Hurb also developed partnerships intended to increase the range and visibility of its offering. In late 2014, it partnered with Rock in Rio and became the only Brazilian company reported to be marketing travel packages for the festival's 2015 editions. In early 2015, an agreement with Rentalcars.com allowed Hurb to market car reservations and rentals across more than 26,000 destinations in 180 countries. That year, the company created an administrative council containing independent members and representatives connected with its investment backers, in addition to the two founders. The later history of the brand was dominated by consumer and regulatory difficulties. In September 2023, Procon-RJ fined Hurb R$407,000 over alleged failures to comply with offers and abusive practices. Hurb was also reported in October 2023 to have pursued a technology partnership related to weather forecasting and travel-planning models. In August 2024, Fantástico publicized customer accounts alleging that packages had not been delivered and refunds had not been paid. On April 14, 2025, Brazil's Ministry of Tourism revoked the company's authorization to operate as a travel agency. A contemporaneous report stated that the website was frozen and that Hurb could no longer sell travel packages. The available sources do not clearly establish the company's legal dissolution, a successor owner, or the current status of the consumer brand.

• 2025

  Travel-agency authorization revoked

  [2]O Globo report on Hurb's revoked authorization and frozen websiteoglobo.globo.com

  Brazil's Ministry of Tourism revoked Hurb's authorization to operate as a travel agency, and reporting said the website was frozen.

• 2023

  Consumer-protection fine

  [1]Hurben.wikipedia.org

  Procon-RJ fined Hurb over alleged failures involving advertised offers and abusive practices.

• 2016

  Founders buy back investor shares

  [1]Hurben.wikipedia.org

  João Ricardo Mendes bought back shares from Booking Holdings and other investors, who were subsequently reported to have stopped active participation.

• 2015

  Rentalcars.com partnership and governance expansion

  [1]Hurben.wikipedia.org

  Hurb added car-rental reservations through Rentalcars.com and established an administrative council with independent and investor-linked members.

• 2015

  Booking Holdings takes a minority stake

  [1]Hurben.wikipedia.org

  Booking Holdings invested US$60 million in Hurb to support expansion, particularly in Latin America.

• 2014

  Rock in Rio partnership formed

  [1]Hurben.wikipedia.org

  Hurb partnered with Rock in Rio to market travel packages connected with the festival's 2015 editions.

• 2013

  International destination coverage expands

  [1]Hurben.wikipedia.org

  The company reported hotel and travel-package offerings covering about 35,000 destinations in more than 180 countries.

• 2011

  Company founded and repositioned as an online travel agency

  [1]Hurben.wikipedia.org

  Hurb was founded in January as a collective-buying website and was repositioned later the same year as an online travel agency focused on discounted off-season travel packages.

A digitally led, price-focused online travel agency built around discounted accommodation and packaged travel, particularly for off-season stays. Hurb historically positioned itself as a broad marketplace combining promotional prices, destination variety, and travel-related services, but its later reputation was heavily affected by reported fulfillment and refund disputes.

• Accommodation booking · 2011

  Hotel reservations

  Hurb's core offering was the online sale of hotel accommodation, especially promotional and off-season inventory. The brand used discounted rates and package-style promotions to attract price-sensitive travelers seeking short-term stays.

• Packaged travel · 2011

  Domestic and international travel packages

  The company marketed bundled travel products covering lodging and broader holiday itineraries in Brazil and abroad. Its reported destination coverage extended to more than 180 countries, although later customer complaints centered on alleged failures to fulfill some packages.

• Ground transportation · 2015

  Car rental reservations

  Through its 2015 partnership with Rentalcars.com, Hurb added vehicle reservations and rental services across a large international network of destinations.

• 2025

  Operating authorization revoked

  Brazil's Ministry of Tourism revoked Hurb's travel-agency authorization. Reporting also described a frozen website and a prohibition on selling travel packages.

  Source

• 2024

  Customer complaints over unfulfilled packages and refunds

  Fantástico reported customer allegations that Hurb failed to honor purchased travel packages and did not return customers' money.

  Source

• 2023

  Procon-RJ consumer-protection fine

  Rio de Janeiro's consumer-protection authority fined Hurb R$407,000 for alleged non-compliance with offers and abusive practices.

  Source

Read more

• 2015Rock in Rio travel packages

  Brazil

  Hurb partnered with Rock in Rio and marketed travel packages associated with the festival's 2015 editions, linking accommodation and travel planning with a major entertainment event.

  Outcome. The partnership established Hurb as the reported exclusive Brazilian marketer of travel packages for the relevant festival editions.

  Source

• 2025

  Regulatory suspension of travel-agency operationsStrategy

  Background

  The action followed years of reported customer complaints and consumer-protection scrutiny.

  Action taken

  Brazil's Ministry of Tourism revoked Hurb's authorization to operate as a travel agency, and reporting said the website was frozen.

  Aftermath

  Hurb was no longer permitted to sell travel packages in Brazil; the ultimate corporate and brand status remains unclear.

  Source

• 2015

  Booking Holdings minority investmentM&A

  Background

  Hurb sought to expand its operations, especially in Latin America, while connecting with a wider international lodging network.

  Action taken

  Booking Holdings invested US$60 million for a minority stake in Hurb.

  Aftermath

  The founders bought back shares from Booking Holdings and other investors in 2016, after which those investors were reported to have ended active involvement.

  Investment amount. US$60 million investment (2015)

  Source

• 2011

  Shift from collective buying to online travel agencyStrategy

  Background

  The company began as a collective-buying website but used that model for only about five months.

  Action taken

  The founders repositioned Hurb around hotel accommodation and discounted off-season travel packages.

  Aftermath

  The change created the business model through which Hurb expanded into international packages and related travel services.

  Source

1. 1Hurben.wikipedia.org
2. 2O Globo report on Hurb's revoked authorization and frozen websiteoglobo.globo.com