Ovadia Saadia: Palácio Tangará São Paulo colhe frutos de investimentos com altas taxas de ocupação em 2021

O hotel de luxo em São Paulo se reinventou desde o início da pandemia de Covid-19 com foco em segurança e novas estratégias de marketing e vendas, resultando em taxas de ocupação 200% acima da média da cidade.

O setor hoteleiro global vivenciou um desafio sem precedentes em 2020, sendo um dos principais serviços atingidos com o início da pandemia de Covid-19. Mais de um ano depois, muitos empreendimentos ainda não conseguiram se recuperar ou até mesmo tiveram que enfrentar a dura realidade de encerrar suas operações. Por outro lado, aqueles que souberam se reinventar e focaram em um planejamento estratégico que ponderasse o novo contexto, que se prolongou além do esperado, estão colhendo os frutos e conseguem enxergar uma retomada próspera ainda para 2021.

No dia 24 de março de 2020, o Palácio Tangará, hotel de luxo em São Paulo, fechou suas portas pela primeira vez desde sua inauguração em 2017, sendo reaberto apenas em 17 de setembro. Durante esses quase seis meses de inatividade, a administração do local trabalhou mais do que nunca para inovar, levando em consideração as novas demandas do mercado. Entre as estratégias adotadas pelo local estão focar em protocolos de segurança, opções de experiências ao ar livre e venda de vouchers com prazo estendido para uso. O hotel, que contava com uma grande demanda internacional, também precisou reconsiderar seu público, analisando as necessidades e desejos de viajantes brasileiros, dentro do momento econômico e social do país, e em especial os próprios viajantes do estado e da cidade de São Paulo, que voltaram seus olhares a opções de staycation. “Durante o período em que o Palácio Tangará permaneceu fechado, diversos pacotes foram criados, de forma a nos mantermos ativos e não perdermos a visibilidade construída desde a abertura. A aceitação foi excelente e mais mil diárias foram vendidas neste período”, afirma Celso D. Valle, diretor do Palácio Tangará.

Como primeira medida para a reabertura, o hotel contratou uma consultoria de renome na área de saúde, do Hospital Israelita Albert Einstein, de modo a adaptar suas operações aos mais altos níveis de exigência no que tange à higienização e sanitização de todas áreas públicas e back of the house do hotel, assim como adaptaram os procedimentos operacionais, visando maior segurança dos hóspedes, parceiros e colaboradores. Outra decisão tomada de impacto extremamente positivo foi a abertura do novo restaurante, Pateo do Palácio, com 85 lugares totalmente ao ar livre, e distanciamento mínimo de 2,5m entre as mesas. Um belo trabalho de paisagismo foi realizado, com intuito de tornar o espaço ainda mais acolhedor. O cardápio desse novo espaço foi elaborado pelo premiado Chef Jean-Georges, que coleciona estrelas Michelin em seus restaurantes ao redor do Mundo. “A procura pelo restaurante foi muito superior às nossas expectativas imediatas”, comentou o diretor.

Foram investidos cerca de R﹩2 milhões no hotel para sua reestruturação antes da reabertura em setembro de 2020. O investimento foi um risco que se mostrou acertado considerando a excelente performance do local nos últimos meses, que apresentou uma taxa de ocupação 200% acima da média da indústria hoteleira da cidade de São Paulo em 2021, além do aumento de ticket médio das hospedagens. O tempo de permanência média no hotel ainda apresentou um aumento de 20%, assim como a demanda de experiências gastronômicas e de spa, que experimentaram um crescimento vertiginoso neste mesmo período. Neste primeiro semestre de 2021, o hotel apresentou um aumento de receita de 10% em comparação a 2019, mesmo tendo diminuído em 90% o número de eventos sociais e corporativos em comparação a 2019. Já eventos de celebração mais intimistas apresentaram aumento durante o período de pandemia, demanda que se enquadra perfeitamente na estrutura de banquetes que o Palácio Tangará oferece ao mercado. O hotel, por exemplo, vem sendo muito procurado para mini weddings, com cerca de 15 convidados, que se tornaram uma grande tendência desde o último ano.

Considerando os resultados do primeiro semestre de 2021, o estabelecimento tem projeções otimistas para o restante do ano com o avanço da vacinação e pretende continuar investindo em sua estrutura e em novas estratégias de marketing e vendas.

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