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in 1958. Over the next three decades, the
company added more hotels in Porto Alegre and in the states of Santa
Catarina and Bahia. Most recently in 2013, the group added the
in Florianópolis, Santa Catarina, rounding out a
stable of seven properties.
But Schmidt and Roberto Rotter, the company’s director, sought to
capitalize on its diverse spectrum of lodging experiences with a compo-
nent that encourages guests to seek out and visit other Plaza Hotéis
properties. Enter timesharing in the form of a points-based vacation club.
“We believe that our product is very complete because we have
business hotels, we have countryside properties, we have beachfront
resorts,” says Rotter, who is the president of
“We launched our vacation club to give
people more mobility and to bring to new customers the opportunity
to experience those hotels.”
Off to a Healthy Start
To boost its efforts with experienced guidance, Schmidt and Rotter
affiliated their business with exchange company Interval International.
“As one of Brazil’s leading hotel brands, Plaza Hotéis takes pride in
superior quality standards,” explains Schmidt. “Our decision to partner
with Interval was based on its like-minded commitment to top-notch
service. We are confident that our vacation club members will appreciate
the opportunity to exchange with the outstanding Interval resorts around
the world.”
At the recent at which
he participated on a panel of the industry’s top leaders, Rotter reported
that Plaza Hotéis has already opened two sales offices, in Porto Alegre
and Blumenau. And plans are to open two more by January 2015: one
in Florianópolis, and the other in the northeastern state of Bahia.
Rotter reports that, after the first two months of sales activity,
the company had achieved US$1.4 million in
sales and effected a number of exchanges from
members in Brazil — and beyond, including
guests from Argentina, Chile, and the U.S.
A Spectrum of Experiences
The Plaza Hotéis properties are located mainly
in the southern states of Santa Catarina and
Rio Grande do Sul — in surroundings that
include pristine beaches, historic cities, and
diverse cultures.
Along with Plaza Porto Alegre, the
is in the heart of the city’s
historic district. Originally designed to serve the
business traveler, both hotels provide proximity
to tourist attractions, dining, shopping, and
nightlife. and
are both beach resorts.
adds a German flavor to the mix, located near
the home of what has been recognized as the
world’s second-largest Oktoberfest.
is a departure from the
other hotels and resorts. Situated next to state park Serra do Tabuleiro,
the resort is in the midst of highland forests, with thermal waters and
mineral pools, a spa destination on par with Baden-Baden, Germany.
In the early 1980s, Rotter notes, the government of Santa Catarina
invited Plaza Hotéis to build a property near the park. With a focus on
nature and environmental stewardship, the resort offers a range of
outdoor experiences and employs a full-time biologist to educate, lead
guided walks, and answer guests’ questions about an area abundant
with mountains, forest, rivers, springs, and lakes.
The resort is rated the number-one resort on TripAdvisor in the town
of Santo Amaro da Imperatriz.
Working the Market
Schmidt and Rotter know their vacation club prospects well. The areas
in which the company’s properties are located are “very familiar to
these markets,” notes Schmidt. “They’re used to going there for vaca-
tions; they’re used to buying second residences in these areas. And it is
close for them. They love to travel with the car.”
They also love the seaside experience. The typical Brazilian family
is used to vacationing on the oceanfront, says Rotter. “They’re used to
coming with the whole family and spending their summer vacations
with us,” noting that summer in Brazil means the months of December,
January, and February — and the period in which the Christmas, New
Year’s, and Carnival holidays fall.
He has noticed some shifts in behaviors, however: “The family
used to come for a month. But each time they are staying less time.
The maximum is 15 days, but mostly the people stay one week.”
Rotter and Schmidt also assert that the changing economic
picture has had an impact on their marketing focus. “The new social
classes in Brazil are now having time for travel. They will spend their
money on travel,” says Rotter. “We already have
our A and B classes. But in the last 20 years,
we have had very important growth of the C
middle class. This is an important market for us.”
For the time being, Plaza Hotéis’ marketing
and sales efforts will keep focus on Brazilians,
specifically existing guests. “We are beginning
in the local areas, but depending on the evolu-
tion we will probably market to Argentina and
Uruguay,” says Schmidt.
And with an eye on the future, he sees that
evolution leading to markets beyond Brazil and
the regional consumer base. With the introduc-
tion of the vacation club, “It’s a way to be more
present, not only in Brazil, but outside, too. Yes,
to push awareness all over the world.”
See page 2 for currency conversions.
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Developer: Predial e Administradora
Hotéis Plaza S/A
Headquarters: Porto Alegre, Rio Grande
do Sul, Brazil
Product: Points-based, 10-year
vacation club
Price: Up to 75,000 reals (US$30,000)
Resorts: Rio Grande do Sul: Plaza
Porto Alegre Hotel, Plaza São Rafael Hotel
Santa Catarina: Plaza Itapema Resort &
Spa, Plaza Blumenau Hotel, Plaza Caldas
da Imperatriz Resort & Spa, Plaza
Florianópolis Hotel
Bahia: Bahia Plaza Hotel
Website: plazahoteis.com.br/en
Plaza Hotéis
fastfacts
Plaza Caldas da Imperatriz Resort & Spa
Plaza Itapema Resort & Spa