Marriott intends to attract US$ 1.18 billion to open 50 hotels in 10 years
10/08/2010 14h44
Marriott intends to attract US$ 1.18 billion to open 50 hotels in 10 years
Valor Econômico
One of the three largest hotel chains of the world, the American Marriott, plans to leverage R$ 2 billion (US$ 1.18 billion), with national and foreign investors, to invest in Brazil in the next 10 years. The resources are set aside for the inauguration of at least 50 hotels within the same period of time. Marriott has only four hotels in Brazil, where it has been for 13 years. They are three undertakings in São Paulo and another one in Rio. Therefore, its strategic plan shows the American chain wants to speed up its expansion around here. To do that, it can bring six new brands from its total of 18 brands. Like most large hotel chains, the company focuses on the management of the undertakings constructed by investment funds and real estate developers, among other partners. "Marriott is a discrete business. We want to grow at the right moment and time, without making much noise", says the Vice President of Development of the American Chain for Brazil, Guilherme Cesari. The Executive was hired six months ago to develop and implement the expansion plan of Marriott in Brazil. That shows, according to him, that the chain brought the country a strategy underway in China and India. They are countries where the group wants to grow fast, an alternative due to the slowdown of the American market. A curious detail of the strategic planning of Marriott in Brazil took place three months ago. That happened when Cesari and two other Marriott executives from the United States stayed at economic hotels of the competition in São Paulo, Rio and Salvador. The purpose was to get to know how the competition treats the guests who prefer the cheaper accommodations."That was a survey made specifically for the development of the Fairfield Inn brand in Brazil", says Cesari. According to the Executive, the Fairfield Inn will be the brand of economic hotels that will concentrates the efforts of Marriott in the country. The executive sees potential for the Fairfield Inn in 25 States. Another brand managed by Marriott that may be launched around here is Bulgari Hotels, intended for the luxury segment. The traditional and luxury brand of watches has only two hotels in the world, one in Bali, Indonesia, and another in Milan, Italy. Marriott can also launch another exclusive brand in Brazil, the Edition. That is a partnership of the American chain with Ian Schrager, a hotel development and management company. So far, there are no hotels with that brand in the world, but seven are under development, says Cesari. The American chain also considers implementing a new brand in Brazil, the Autograph Collection. Cesari says the strategy of that brand is to join an independent hotel, which would keep its original name, but would include the Autograph Collection signature. The advantage for the hotel with that kind of agreement, says the executive, is to have an international system of reservations. It is also possible for Marriott to launch the luxury brand Ritz-Carlton in Brazil. Cesari says the most likely cities for such sort of undertaking would be São Paulo and Rio de Janeiro. The chain also considers the development of the four star brand Courtyard around here. The expansion in Brazil included the possibility of using already known brands, such as JW Marriott, Renaissance and Marriott.
