Brazilian Style Motels - Love Hotels in Brazil, Origin and Market

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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).

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Brazilian Style Motels - Love Hotels in Brazil, Origin and Market

  1. 1.         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          
  2. 2.                                                                                                                                                                                                  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).          
  3. 3.     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.  
  4. 4.     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.    
  5. 5.     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.          
  6. 6.               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.   zeax@zeaxhotels.com   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.   zeax@zeaxhotels.com   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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