Hospitality Design - January/February 2012 - 73

projects in various stages of development in the country, only 14 (3,000 rooms) are under construction. “The resort sector has faced many challenges: the bankruptcy of Brazil’s national airline in 2006, the decline of key European markets in 2009, increased competition from cruise lines, and the rising value of the local currency, making international travel more appealing for Brazilians,” says Mader. “Now, the sector is poised for real transformation and growth, as economic decentralization and increases in average income enable many Brazilians to stay at a resort for the ﬁrst time.”

duality is complex.” Design-wise, Pratt has learned that “the typical Brazilian looks for more of a full-service food and beverage experience at the midscale level. Coffee and espresso 24/7 is a must and food needs to be visible and fresh; outdoor areas and seating are also very important and expected. They like intimate spaces to gather, share a coffee, and catch a soccer game.” VOA is working on a multitude of projects in Brazil including resort properties in Barra da Tijuca, the home of the Olympics, and in Fortaleza in the northern tropics, as well as developing prototypes for Hilton’s Hampton and Garden Inn brands to be implemented throughout Brazil and the greater South American market. “The standout features [of the prototypes] that really speak to the Brazilian guest and market are clean architectural lines mixed with warm colors and textures,” Pratt shares. “Brazilians appreciate modern, clean, and casual chic spaces with contrasting colonial arts and accessories. The aspects of Brazilian culture that we expressed in the interior architecture of the prototypes are the colors, the richness of the nature, the diversity of regions and cultures— the music, the dance, and the joy. Brazilian people are very vibrant and happy.” Internationally renowned Brazilian designer Casas, who is designing an independent hotel in São Paulo, three restaurants at the Grand

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However, there’s a reason the midmarket category works in Brazil: Brazilians are value-oriented guests, says Kousemaeker. “In India, they want bigger restaurants and bigger TVs. They are always wanting more, where most Brazilians don’t want more because they know they would be paying for it. They are very responsible midmarket guests,” he says, adding that Marriott’s research discovered that many Brazilian travelers are young executive “worker bees,” who want to be able to connect to the internet and order food in their rooms. A bonus for international brands that can tap into the Brazilian market locally and abroad, and well? Loyal customers. “Some of our

Above: A rendering of the planned Japanese restaurant at the Grand Hyatt Rio de Janeiro, designed by Arthur Casas.
biggest customers are Brazilians,” says Suarez. “They like brands, understand brands, and consume them abroad. Walk on Fifth Avenue [in New York] and you hear a lot of Portuguese being spoken by tourists.” Bruno Lobo, a director at Avenida Capital, adds, “Brazilians are very sensitive to international brands and very protective of their own—the Hyatt Rio de Janeiro, and Villa de Cedro, what he calls a “sustainable development in a paradisiacal area on the south shore,” complete with a hotel, restaurant, spa, beach club, and 60 residential bungalows, adds: “The Brazilian people aren’t high-tech. They prefer natural goods, craftwork—modern environments, but those that are comfortable.”

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January/February 2012

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