Internacionalização da Rede Hoteleira: Um Estudo na Cidade do Rio de Janeiro a partir dos anos 90

Abstract

Since the 1970s, the means of accommodation in the city of Rio de Janeiro have undergone considerable changes in the targeting hotels and guest profile, which led to important changes in relation to acquisitions and construction in the hospitality industry, especially after the mid-1990. In this context, this paper aims to analyze the internationalization of chains in Rio de Janeiro, after the opening of trade and economic, which occurred in the 1990s. For this we adopted the case study of the Accor network, being one of the largest global networks and the largest hotel network in Brazil in number of establishments and residential units, besides having a segmentation of the brand that puts it into a competitive advantage than the others. The study aims to show these competitive advantages of the Accor network, as well as the historical evolution of the group, which includes the hotel chain, Accor Hospitality and service network, Accor Services. The methodology was a case study of the Accor network and has a qualitative character, having been used the company documentation, questionnaires and field interviews, plus bibliography and scholarly articles that could serve as sources for the work. In addition to this material, was made an initial search with 161 hotels and lodging facilities in the city of Rio de Janeiro, to identify the profile of hospitality training and on the edge of Rio, and its surroundings, and could serve as a source for this statistic work. The case study contextualizes the history of the Accor network in Brazil and Rio de Janeiro, discusses and presents the changes in the Rio de Janeiro sector, from the 1970’s until the present day and presents figures on the Park hotel in Rio and the positioning of the network Accor, in Rio de Janeiro. The study reveals that the Accor network has its own dynamic growth and expansion of the brand, putting itself in a privileged position in the Brazilian market compared to other chains. However this expansion, in Rio de Janeiro, will be significantly noticed after the year 2003 with the addition of a few hotels in the city and the network in 2007 with the entry of brands and economic super economical, which are their main demands. It is also evident that the growth and expansion of the hotel in Rio, after the year 1990, have an effect latecomer compared to other sectors of the economy.