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limitada",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1859x559_px_Top_[18]_2025_7_28_17_01_19_1753732879.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1920x1080_px_Cover_[19]_2025_7_28_17_01_19_1753732879.webp","2025-07-28T00:00:00.000Z","Credit: GRI Institute","#FFF","2025-08-02T00:00:00.000Z",1679,"2025-07-28T13:38:16.000Z","2025-07-29T13:35:33.000Z",[1462],{"id":1463,"newsId":1447,"languageId":25,"title":1450,"subtitle":1464,"content":1465,"summary":8,"takeaways":8,"seoTagConversionId":1466,"seoTag":1467,"seoTitle":1468,"seoKeywords":1467,"seoDescription":1469,"seoAbstract":978,"seoImage":1470,"createdAt":1471,"updatedAt":1472,"language":1473},2721,"Valorização das tarifas, impacto do short-stay, ascensão das branded residences e desafios de financiamento estão no radar","Por \u003Cstrong>Júlia Ribeiro\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO mercado hoteleiro brasileiro vive um momento de consolidação da recuperação pós-pandemia e projeta um novo ciclo de crescimento nos próximos anos. Em uma Roundtable do \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan> Brazil realizada no escritório da Accor, em São Paulo com executivos da Atlantica, \u003Cspan class=\"company-profile-link\" data-id=\"12895\">Cidade Matarazzo\u003C\u002Fspan>, Meliá e Rosewood, os participantes destacaram o desempenho expressivo de indicadores como diária média e ocupação, mas também alertaram para os desafios estruturais que limitam a expansão do setor.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nSegundo dados apresentados por \u003Cspan class=\"data-profile-link\" data-id=\"2297\">Orlando de Souza\u003C\u002Fspan>, presidente executivo do Fórum de Operadores Hoteleiros do Brasil (FOHB), a hotelaria nacional atingiu em 2025 os mesmos níveis de desempenho registrados em 2013, considerado até então o melhor ano do setor. A análise considera os indicadores corrigidos pelo IPCA. “O investimento em hotelaria voltou a fazer sentido”, afirma o executivo.\r\n\u003Ch3>Descompasso entre oferta e demanda pode sustentar valorização das tarifas\u003C\u002Fh3>\r\nO crescimento das diárias - superior à inflação nos últimos três anos - é impulsionado por uma demanda aquecida e pela ausência de novos projetos relevantes nas principais capitais. Uma rede francesa, por exemplo, tem hoje 330 hotéis em operação no Brasil, mas apenas um novo empreendimento no pipeline em São Paulo. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n“Em 2013, tínhamos sete ou oito em construção na cidade. A oferta futura é limitada, o que nos leva a crer que este ciclo será ainda melhor que o anterior”, observa seu CDO.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara o vice-presidente de Desenvolvimento de outra administradora, o cenário atual é de alta atratividade para investidores. “Estamos vendo um crescimento consistente nas tarifas, com margem de rentabilidade em níveis que não víamos há anos. E a tendência é de continuidade nos próximos três a quatro anos”, acrescenta.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FOpera_Instanta_neo_2025_07_28_134443_docs.google.com_2025_7_28_16_46_54_1753721214.png\" style=\"width:100%\" \u002F>\r\n\u003Ch3>Short-term rental e multifamily: competição ou complementaridade?\u003C\u002Fh3>\r\nUm dos pontos mais discutidos na reunião foi o avanço de modelos como short-term rental (STR) e multifamily. Estima-se que existam cerca de 50 mil apartamentos listados no Airbnb apenas em São Paulo, o que representa o equivalente à atual oferta hoteleira da cidade. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nApesar do crescimento expressivo desse mercado, os representantes do setor não o veem como concorrência direta, mas sim como uma oferta paralela com modelos de operação distintos.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n“STR ainda é, em grande parte, operado por pessoas físicas e carece de padronização e profissionalização. Já os hotéis oferecem serviços, segurança e fidelização do cliente”, destaca um executivo.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAinda assim, há consenso de que o avanço dessas modalidades impõe novos desafios à hotelaria tradicional - principalmente em termos de competitividade de preço e velocidade de adaptação.\r\n\u003Ch3>Branded residences ganham força como tendência de longo prazo\u003C\u002Fh3>\r\nO mercado de luxo segue em ascensão no Brasil. O gerente de um grupo hoteleiro afirma que há espaço para novos empreendimentos, que entreguem experiências únicas e bem executadas. “Hoje temos hotéis operando com diárias acima de R$6 mil e ocupações superiores a 75%”, compartilha. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOutro destaque no radar está o fortalecimento dos modelos de branded residences, que unem residenciais de alto padrão a marcas hoteleiras. A tendência, já consolidada em mercados como Estados Unidos, Oriente Médio e Ásia, começa a ganhar tração no Brasil como uma alternativa para viabilizar financeiramente projetos de hospitalidade.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n“Globalmente, 70% dos hotéis de luxo da Accor já nascem com componente residencial”, aponta o representante da empresa. Para outro CEO que atua no segmento de luxo, o modelo traz ganhos em diversificação de receita e atratividade para investidores: “Você reduz a exposição ao risco operacional e acelera a geração de valor já na fase inicial do projeto”.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FWhatsApp_Image_2025_07_28_at_13.48.12_2025_7_28_16_48_18_1753721298.jpeg\" style=\"width:100%\" \u002F>\r\n\u003Ch3>Desafios estruturais ainda exigem atenção\u003C\u002Fh3>\r\nApesar do cenário promissor, o setor ainda encontra barreiras relevantes para o crescimento sustentável. Entre os principais gargalos estão o custo Brasil, as incertezas trazidas pela reforma tributária e a dificuldade de financiamento para novos projetos. “Sem linhas de crédito adequadas, o pipeline continuará tímido, mesmo com a melhora dos indicadores operacionais”, pontua um dos participantes.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDiscussões mais aprofundadas sobre investimentos, novas demandas do consumidor, tecnologia e novas rotas serão pauta no \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fevent\u002Fgri-hoteis-2025_4709?utm_source=hub&utm_medium=organic&utm_campaign=REBR25-REHOT25-artigo-RT&utm_id=REBR25-REHOT25-artigo-RT\" target=\"_blank\">GRI Hotéis 2025\u003C\u002Fa>\u003C\u002Fstrong>, marcado para 21 de agosto - Veja a programação completa no \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fevent\u002Fgri-hoteis-2025_4709?utm_source=hub&utm_medium=organic&utm_campaign=REBR25-REHOT25-artigo-RT&utm_id=REBR25-REHOT25-artigo-RT\" target=\"_blank\">site oficial\u003C\u002Fa>\u003C\u002Fstrong>.","Artigo","Mercado Imobiliário, hotelaria, hotéis, hospitalidade, GRI Institute, Investimentos, Funding, Brasil, Branded Residences, Accor, Rosewood, short-stay.","Setor hoteleiro projeta novo ciclo no Brasil "," Valorização das tarifas, impacto do short-stay, ascensão das branded residences e desafios de financiamento estão no radar","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F500x500_px_Social_[36]_2025_7_28_17_01_32_1753732892.jpg","2025-07-28T13:38:27.000Z","2025-07-29T11:31:40.000Z",{"code":18},{"id":25,"color":27,"translations":1475},[1476,1478,1480],{"title":26,"slug":30,"language":1477},{"code":13},{"title":37,"slug":38,"language":1479},{"code":18},{"title":33,"slug":34,"language":1481},{"code":23},[1483],{"id":85,"label":1187,"translations":1484},[1485,1487,1489],{"label":1187,"slug":1198,"language":1486},{"code":13},{"label":1201,"slug":1202,"language":1488},{"code":18},{"label":1205,"slug":1206,"language":1490},{"code":23},[1492],{"name":171,"enName":171,"ptName":171,"iso2":1493},"BR",[],{"pt-BR":1496},"\u002Fmercado-imobiliario\u002Fsetor-hoteleiro-projeta-novo-ciclo-diante-de-bons-resultados-e-oferta-limitada",[1498,1499,1500,1501,1502,1503],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]