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WWW.ZEAXHOTELS.COM I +55 11 4506 3179 I BRAZIL BRAZILIAN STYLE MOTELS MARKET AND ORIGIN AUGUST 2013 Vinicius Strazzabosco Roveda COFOUNDER AND CEO FOTOS DE CURITIBA
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WWW.ZEAXHOTELS.COM I +55 11 4506 3179 I BRAZIL
BRAZILIAN STYLE MOTELS MARKET AND ORIGIN
AUGUST 2013
Vinicius Strazzabosco Roveda CO-‐FOUNDER AND CEO
FOTOS DE CURITIBA
BRAZILIAN STYLE MOTELS I ORIGIN AND MARKET I 2013 I PAGE 2/6
INTRODUCTION > BRAZILIAN MOTELS ORIGIN > THE MARKET IN BRAZIL > ABOUT US
INTRODUCTION
This publication has a key role in demonstrating the importance of the Brazilian Style Motels.
There are very few publications that discuss the origin and motels market in Brazil. Moreover, the few existing they sin to include information based on the hotel industry or simply importing the concept of North American Motels.
Our study does not claim to present a version of the undisputed facts, but show certain characteristics and findings noted throughout our history by studying and working with Love Hotels Worldwide.
In this edition, we start addressing the origin of Brazilian Style Motels. To do so, you must understand a little of the origin of the Love Hotels and Motels in other countries and how the subject is approached abroad.
In the second part of this work, the focus is to show based on surveys and estimates, the size of the Brazilian Style Motels.
The statistical survey is made by pioneer and situates academics, entrepreneurs and investors, about the reality of the Brazilian Style Motels.
This study is based on an estimate and had many consultations as sources of private and public agencies.
The ZEAX started with the goal of professionalizing the market of Love Hotels, so all sharing initiatives and use of this article are encouraged, provided that the ZEAX mentioned as a source of study (citation instructions at end of article).
BRAZILIAN STYLE MOTELS I ORIGIN AND MARKET I 2013 I PAGE 3/6
INTRODUCTION > BRAZILIAN MOTELS ORIGIN > THE MARKET IN BRAZIL > ABOUT US
BRAZILIAN MOTELS ORIGIN
In essence, Brazilian Style Motels can be defined as a mixed model of Japanese Love Hotels and US Motels.
This concept, a motel for the amorous encounters, is not (contrary to what many claim) exclusive to Brazil. Only stop exemplify this type of business can be found in Argentina, Australia, Belgium, Chile, Colombia, Ecuador, China, Singapore, South Korea, Spain, United States, Philippines, France, Greece, Italy, Japan, Mexico, New Zealand, Portugal, Taiwan and Uruguay. As noted, Motels for the meetings are business popular in many parts of the World.
The origin of the name motel back to the United States on December 12, 1925 when Arthur S. Heineman founded Milestone Mo-‐Tel in San Luis Obispo, California1 (More: http://en.wikipedia.org/wiki/Motel_Inn_of_San_Luis_Obispo). This motel was founded halfway between Los Angeles and San Francisco and the goal was to be an alternative landing for drivers tired from the long trip.
The origin intended Hotel for amorous encounters is much older, dating back to 400 years ago. The main researchers of the theme say that the origin of these sites occurred in Japan during the Edo period (1600-‐1868). The first hotels for meetings, had between 10 and 15 rooms. The couples were greeted by a work that took care of belongings, served tea and cake and prepared a bath for the couple. Couples pay the account off. They estimate that, at this time, in a district of Tokyo there were more than 60 Love Hotels and all the Japanese cities had five or six hotels2 3 .
Japan is the largest market in the world of hotels for the meetings, called Love Hotels. There are over 30,000 Love Hotels, which handle about 30 billions dollars in the Japanese economy4.
So we begin to define that there are no motels only intended for meetings in Brazil and the Brazilians were not changed the traditional concept of motels.
In Brazil, the first motel opened in 1970 in Itaquaquecetuba, São Paulo. Hotel was a short stay, but the law at the time prohibited, so the Motel Play Boy began as a club "Monte Belo Country Club".
1 HELLEMANS, A.; BUNCH, B The Timetables of Science. p. 442. 1988.
2 HANADA, Kazuhiko. Rabu Hoteru no Bunkashi. 1996. 3 YASUDA, Issho. Rabu Hoteru Gaku Nyumon. 1983. 4 CHAPLIN, Sarah. Japonese Love Hotels: A cultural history. 2007.
BRAZILIAN STYLE MOTELS I ORIGIN AND MARKET I 2013 I PAGE 4/6
INTRODUCTION > BRAZILIAN MOTELS ORIGIN > THE MARKET IN BRAZIL > ABOUT US
The concept quickly spread by Brazil and with much pressure of the segment, the law which forbade stays of short permanence was abolished.
Between the years 1970 and 1990, the motels had a exponential growth phase. Many motels were inaugurated and high turnover contended gains expressive to owners these business.
In the decade lost occurred from 1994 when many motels stopped investing in infrastructure and many motels ceased to be lucrative deals. Yet, the prejudice available about the sector, also did with that some owners not felt at ease in asserting that were owners motel.
At the end century 20, some motels started investing in structure of Apartments and in differentiated services. The focus was to capture one public target that was getting more demanding, fruit of's economic growth Brazil, of opening of the economy, of globalization and internet.
These new motels have understood are business entertainment and not simply a means hosting. The high profitability sector is easily justified already that the business of entertainment is one of most lucrative industries the world. Furthermore, motels provide that customers satisfy a physiological need (sex) together with a need for personal fulfillment, justifying why people accept pay more by services best, in these establishments.
The success these new motels as that this were the new trend in Brazilian Market. This trend, who is still in growth phase, has been sustained by exponential growth of occupation (and consequently, Billing) in the motels that has invested in modernization of the structure.
Today, it is possible to affirm that only 10% of motels are in tune with this new trend and has tapped a phase of sector growth.
BRAZILIAN STYLE MOTELS I ORIGIN AND MARKET I 2013 I PAGE 5/6
INTRODUCTION > BRAZILIAN MOTELS ORIGIN > THE MARKET IN BRAZIL > ABOUT US
BRAZILIAN LOVE HOTELS MARKET
Made consideration about the origin of Brazilian Style Motels, is measured the terms of market size we are studying and growth potential of this market.
The difficulties in carrying out this survey are immense. First, one must consider the lack of scholarly publications on the sector, probably the result of a preconception existed in the past. A second point refers to the motels in Brazil are, almost entirely, small family businesses, some working in the informal sector which further complicates data collection.
Because of this, we made an estimate of the market, using several different indicators, which crossed each other, had similar numbers, from which you can extract with some precision, the actual market size of motels in Brazil.
In absolute numbers, and considering the motels in operation in 2011, in Brazil there are about 5,000 motels. These motels move annually, about 2 billion dollars in the economy.
In relation to the habits of the population (using a target audience between 20 and 64 years, of both sexes and all social classes). The Brazilian motels are frequented by more than 100 million customers each year.
Regarding the Japanese market, Brazilian numbers are much lower. Therefore, analyzing trends in motels market, growing purchasing power and habits of the Brazilian population, we estimate that the potential market is about 6 billion dollars within ten years.
These figures represent an annual growth of 27% in sales of Brazilian Style Motels and 11% in the number of clients served annually.
It should be noted that these figures are estimates as a pioneer for our company and consider industry data and a movement of investment and focus already noticed in some Brazilian Style Motels.
WWW.ZEAXHOTELS.COM I + 55 11 4506 3179 I BRAZIL
About ZEAX
We are a company specializing in Love Hotels. We work in
management, consulting and deployment of Love Hotels.
We innovate because we provide a unique service in Worldwide. We
do this based on our market knowledge, we have experience and
experience in more than fifteen years in the Love Hotels Market.
Our mission is to develop and professionalize the Love Hotels, as a
sustainable business, generating an increase in the quality of life of
all people.
If you are interested in our services or want to know us better,
please contact us.
About the Author
Vinicius Strazzabosco Roveda is co-‐founder and Director of ZEAX. Lawyer with MBA in Tax Law and MBA in Marketing, both from FGV/Brazil.
With more than 15 years backround in the Love Hotels Market. He specializes in seeking innovations, charting trends, do market research and provide efficient solutions for maximizing results.
To quote this publication:
ROVEDA, Vinicius. Brazilian Style Motels: Origin and Market. Zeax Hotels.
Free at https://www.slideshare.net/ZeaxExpertise in 28.08.2013.
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