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Publication
Hotelaria de luxo: o caso do hotel Verride Palácio de Santa Catarina
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| 5.46 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O luxo está na moda. No quotidiano apercebemo-nos do significado de luxo aplicado em diversas
formas: arte, moda, viagens, experiências. Recentemente, o luxo experimental tem-se
sobreposto ao luxo tradicional, isto é, existe uma preferência pelo luxo relacionado com as
experiências e as emoções que conferem aos seus consumidores.
A mudança de cenário deste conceito parece despertar cada vez mais interesse, ainda que este
tema não seja novidade. Apesar da sua crescente presença, nomeadamente com o aumento de
investimento em projetos de hotelaria de luxo, parece haver alguma escassez de informação
neste âmbito. Afinal, o que se entende por luxo na hotelaria? Quais são as caraterísticas da
oferta que definem um produto de luxo, em hotelaria?
Um hotel de luxo é um hotel que proporciona aos seus hóspedes uma experiência de luxo,
através de caraterísticas como a decoração sublime, incluindo elementos de arte e alta-costura,
áreas espaçosas e confortáveis, diversidade de atividades e comodidades, restaurantes de alta
gastronomia e um serviço personalizado e de qualidade irrepreensível (Landman, 2020).
O principal objetivo deste trabalho de investigação é dar a conhecer melhor o tema do luxo na
hotelaria, sobretudo as suas caraterísticas, tantas vezes equivocadamente comparadas às de
qualquer hotel de cinco estrelas. Visto que é um tipo de produto que tem vindo a ganhar mais
expressão, só pode ser benéfico compreender as particularidades da sua oferta. Para tal, foi
efetuado um estudo caso do Verride Palácio de Santa Catarina, um luxury boutique hotel situado
no centro de Lisboa, onde foram aplicadas entrevistas semiestruturadas.
Esta investigação permitiu concluir que para o Verride Palácio de Santa Catarina, o foco é a
experiência que é proporcionada ao cliente: uma experiência personalizada, que o faça sentir-
-se único e especial, apelando às suas emoções. É isso o luxo em hotelaria: uma experiência
autêntica e customizada, que transmita emoções positivas ao seu consumidor.
Luxury is trendy. In everyday life we perceive the meaning of luxury in many forms: art, fashion, travel, experiences. Recently, experimental luxury has been gaining importance over traditional luxury, which means, there is a preference for luxury related to experiences and the emotions those experiences provide to their consumers. The changing scenario of this concept seems to arouse more and more interest, even though this theme is not new. Despite its growing presence, namely with the increase of investment in luxury hotel projects, there seems to be some scarcity of information in this area. After all, what do we understand by luxury in hospitality? Which characteristics of the offer define a luxury product in hospitality? A luxury hotel is a hotel that provides its guests with a luxurious experience, through features such as sublime decoration, including elements of art and haute couture, spacious and comfortable areas, a diversity of activities and amenities, fine dining restaurants and a personalized service of impeccable quality (Landman, 2020). The main purpose of this research work is to provide a better understanding of luxury in hospitality, especially its characteristics, so often mistakenly compared to five-star hotel’s offer. Since this kind of product has been gaining more expression, it can only be valuable to understand the particularities of its offer. To this end, a case study was carried out at Verride Palácio de Santa Catarina, a luxury boutique hotel located in the centre of Lisbon, where semi-structured interviews were applied. This research allowed to conclude that for Verride Palácio de Santa Catarina, the focus is on the experience that is provided to the customer: a personalized experience that makes guests feel unique and special, engaging them through the emotions. That is what luxury in hospitality is all about: an authentic and tailored experience which delivers positive emotions to its consumer.
Luxury is trendy. In everyday life we perceive the meaning of luxury in many forms: art, fashion, travel, experiences. Recently, experimental luxury has been gaining importance over traditional luxury, which means, there is a preference for luxury related to experiences and the emotions those experiences provide to their consumers. The changing scenario of this concept seems to arouse more and more interest, even though this theme is not new. Despite its growing presence, namely with the increase of investment in luxury hotel projects, there seems to be some scarcity of information in this area. After all, what do we understand by luxury in hospitality? Which characteristics of the offer define a luxury product in hospitality? A luxury hotel is a hotel that provides its guests with a luxurious experience, through features such as sublime decoration, including elements of art and haute couture, spacious and comfortable areas, a diversity of activities and amenities, fine dining restaurants and a personalized service of impeccable quality (Landman, 2020). The main purpose of this research work is to provide a better understanding of luxury in hospitality, especially its characteristics, so often mistakenly compared to five-star hotel’s offer. Since this kind of product has been gaining more expression, it can only be valuable to understand the particularities of its offer. To this end, a case study was carried out at Verride Palácio de Santa Catarina, a luxury boutique hotel located in the centre of Lisbon, where semi-structured interviews were applied. This research allowed to conclude that for Verride Palácio de Santa Catarina, the focus is on the experience that is provided to the customer: a personalized experience that makes guests feel unique and special, engaging them through the emotions. That is what luxury in hospitality is all about: an authentic and tailored experience which delivers positive emotions to its consumer.
Description
Keywords
Turismo de luxo Hotelaria de luxo Caraterísticas do luxo Luxury in tourism Luxury in hospitality Characteristics of luxury