INTRODUCTION
This report aims to serve as a handbook for potential investors, who would like to invest in Brazil. It will provide all the helpful information for the opening of the Boutique Hotel ‘Pedacinho do céu’. The research will include both negative and positive aspects for investments in the market of the capital Brasilia. This will be realized by analyzing the major economic factors influencing the actual investment.
13. THE HISTORY OF BOUTIQUE HOTELS
The predomination of North American hotel brands like Marriott, Hilton and Sheraton have caused a significant oversupply of the lodging industry with big monopolies of hotel brands during the last 20 years. These brands created the image of a hotel being simply a lodging accommodation. Hotels all over the world provided guests with comfort and convenience in the same brand look everywhere. However, today’s travellers want to have more than that. They want to be surprised by different looks and inspired by local culture. They are seeking out for fashionable and hip accommodation. In 1984 Ian Schrager opened his first boutique hotel in Murray Hill in New York. He was surely not the first one, but he is considered as one of the most successful and best known boutique hotel entrepreneur with 3,000 hotel rooms in nine properties . There is not one definition for boutique hotels, but generally they have some elements in common. The architecture and the design of boutique hotels are characterized by style, distinction and a high level of intimacy. The differentiation from other properties is one key element of these typically not standardized hotels. The definition and the statement of the theme are absolutely crucial for the success of such an operation, but also location, product quality, market demand and well defined marketing and distribution strategies should be developed. Some boutique hotels might even have specific themes in each guest room. Revitalization of old buildings and repositioning of existing hotels are very popular. The size of boutique hotels usually doesn’t exceed 150 rooms. The most significant difference to standardized hotels is the experience of the guests with the associates of the operation. This includes for example acknowledging of guests names by hotel associates. The interaction of architecture, colours, lighting, music and art is considered as an important part of the guest’s experience. Boutique hotels are usually targeting customers between 20 and 55 years with a middle or upper income.
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