Brazil: 100 new Formula 1 hotels by 2018

A strategic move

The Formule 1 brand, which has been present in Brazil’s largest cities since 2001 and enjoys widespread recognition, is continuing its expansion with a plan to extend the network to the network of country’s main “secondary cities” through franchising. The brand aims to open 100 new hotels with 80-100 rooms by 2018. A hotel prototype is under construction in Piracicaba in the State of São Paulo and will open during the first half of 2011.

Gilles Gonzalez, Director of Development Accor Latin America, sees the project as a genuine opportunity in a region undergoing rapid economic growth: “Formule 1 success and Accor’s experience in franchise development are the two main assets to ensure the project’s success in Brazil. The project is the fruit of a considerable joint effort on the part of the various departments (DTH, Operations, Legal Affairs, Finances, Communication). It illustrates the strategy to speed up our “asset right” development with a view to consolidating our leader position in Brazil”.

Road show
The road show, organised in partnership with the Ministry of Tourism, the Bank of Nordeste (BNB) and the Association for Real Estate and Tourism Development Brazil (ADIT), was an opportunity to present the Formule 1 franchise hotel model to numerous potential investors as well as the press.

November 22: Salvador (Bahia)
November 23: Boa Vista – Recife (Pernambuco)
November 24: Natal (Rio Grande do Norte)
November 25: Fortaleza (Ceará)

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