Hotéis do Rio abrem suas coberturas a não hóspedes

Por Valor Econômico

O verão trouxe calor e lucros para os hotéis cariocas. Levantamento da Hotéis Rio, sindicato dos hotéis do município do Rio, feito a pedido do Valor, mostrou que neste verão as unidades hoteleiras de quatro a cinco estrelas intensificaram abertura de coberturas, os chamados “rooftops” para não hóspedes. A estratégia fez com que a receita do departamento de alimentos e bebidas dos hotéis da cidade do Rio apresentasse aumento de 30% na estação (dezembro de 2018 até meados de março deste ano) em comparação com verão anterior.

Ao mesmo tempo, o fluxo de pessoas não hospedadas no hotel chegou a representar 70% da ocupação das coberturas – sendo que a média anterior girava em torno de 10% a 15%, informou a entidade. Para executivos do setor, contribuíram para o resultado as temperaturas elevadas desse verão, aliadas a uma demanda por locais de entretenimento mais seguros.

“O carioca, diferente do paulista, não tinha costume de frequentar bar e restaurante de hotel. Isso mudou”, disse o presidente da Hotéis Rio, Alfredo Lopes. Lopes explicou que a estratégia de abrir mais os “rooftops” começou a engatinhar no cenário de alta vacância após a Olimpíada em 2016. “Após o evento, a média da ocupação dos hotéis foi de 40%, 46%. Foi o fundo do poço”, lembrou ele.

“Neste cenário, os hotéis se voltaram para buscar outras fontes de receita, como ‘rooftops'”, completou. O hotel Hilton Barra, na Barra da Tijuca, zona Oeste do Rio, viu o faturamento com o espaço crescer 20% nos meses de janeiro e fevereiro ante iguais meses em 2018, informou Klaus Ziller, gerente-geral da unidade. Atento à tendência, o hotel criou o clube de vantagens #SouVizinho Hilton Barra para moradores de bairros vizinhos ao hotel, oferecendo promoções no espaço para não hóspedes.

O Hilton Rio de Janeiro Copacabana lançou o projeto Fiesta Latina na cobertura, no que seria o 39º andar do prédio localizado entre os bairros de Leme e Copacabana na zona sul do Rio. Nos dias da Fiesta Latina, o hotel consegue faturar R$ 10 mil por noite no espaço, disse Laura Castagnini, gerente-geral da unidade. Segundo ela, a rede Hilton vai fazer obras em maio para ampliar o espaço.

“Vamos investir principalmente no bar”, afirmou, sem mencionar números. O 23 Ocean Lounge, do hotel Sofitel Ipanema, zona Sul do Rio, pertencente à rede Accor, é uma cobertura que sempre foi aberta para não-hospedes, disse Netto Moreira, gerente-geral do hotel. Mas foi somente neste verão que o hotel viu a receita do espaço quadruplicar, em comparação com verões anteriores, informou o executivo. “Era apenas um bar. Mas então o cardápio foi adaptado não somente para petiscos, e sim para jantar, almoço”, disse Moreira.

A rede Accor agora vai replicar a experiência em outro hotel. Vai reabrir, até o fim do primeiro semestre, o antigo Sofitel Copacabana, rebatizado de Fairmont. A novata rede Yoo, que conta com a unidade Yoo2 inaugurada há quase três anos na Praia de Botafogo, zona Sul do Rio, viu a receita originada do “rooftop” nos meses de janeiro e fevereiro deste ano aumentar em 15% ante iguais meses do ano passado, segundo Marcelo Marinho, diretor-executivo da ICH Administração de Hotéis, que detém a bandeira. “Todo o projeto do hotel foi realizado para preservar a vista [da cobertura]”, afirmou o executivo. A ideia, segundo ele, é continuar a realizar atividades no espaço para manter o fluxo de não hóspedes – atualmente 40% do total, com capacidade máxima de 120 pessoas. O faturamento em alta do Skylab, cobertura do Rio Othon Palace, em Copacabana, foi uma boa notícia para a rede, atualmente em recuperação judicial. A empresa intensificou eventos, festas e a divulgação do local.

E teve como resultado aumento de 30% na receita do espaço, de janeiro até meados de março, em comparação com igual período em 2018, segundo Jorge Chaves, diretor de operações dos Hotéis Othon. Para ele, o consumidor precisa entender que o hotel é uma unidade aberta, para cariocas e turistas em geral, com gama de serviços diversificada. “No meu ‘rooftop’, o cliente pode pedir desde sushi até hambúrguer”, afirmou.

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