{"id":43140,"date":"2023-08-21T17:32:01","date_gmt":"2023-08-21T21:32:01","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=43140"},"modified":"2026-05-05T16:50:48","modified_gmt":"2026-05-05T20:50:48","slug":"pesquisa-de-mercado-de-remodelacao-hoteleira","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/pericia\/pesquisa-de-mercado-de-remodelacao-hoteleira\/","title":{"rendered":"Hotel Redevelopment Market Research | SIS International"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">Pesquisa de mercado de redesenvolvimento hoteleiro<\/h1>\n<figure class=\"gb-block-image gb-block-image-f8720860\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-f8720860\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"hotel (22)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-22-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<p>No cen\u00e1rio em constante evolu\u00e7\u00e3o da ind\u00fastria hoteleira, \u00e9 crucial garantir que as infraestruturas e servi\u00e7os hoteleiros est\u00e3o totalmente alinhados com as exig\u00eancias contempor\u00e2neas \u2013 e a pesquisa de mercado de redesenvolvimento hoteleiro \u00e9 a melhor ferramenta para transformar ativos envelhecidos e de baixo desempenho em entidades vibrantes e geradoras de lucros.<\/p>\n<p>Esta pesquisa n\u00e3o apenas informa a dire\u00e7\u00e3o e o escopo dos projetos de redesenvolvimento, mas tamb\u00e9m avalia o sucesso potencial do empreendimento. Oferece um modelo para os hoteleiros reimaginarem e revitalizarem as suas propriedades, analisando dados demogr\u00e1ficos, prefer\u00eancias dos consumidores, tend\u00eancias tecnol\u00f3gicas e an\u00e1lises competitivas, entre outros fatores.<\/p>\n<h2 class=\"wp-block-heading\">Benef\u00edcios da pesquisa de mercado de redesenvolvimento hoteleiro<\/h2>\n<p>Investing time and resources into <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/diretor-de-investimentos-pesquisa-de-mercado\/\" title=\"Diretor de Investimentos Pesquisa de Mercado\"  data-wpil-monitor-id=\"5111\">pesquisa de mercado de remodela\u00e7\u00e3o hoteleira<\/a> can be a game-changer since staying ahead of the curve is vital for ensuring a hotel&#8217;s long-term viability and profitability. Here are the key benefits this research offers:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Tomada de decis\u00e3o informada:<\/strong> Com dados precisos e abrangentes, os hoteleiros podem tomar decis\u00f5es com base em evid\u00eancias concretas, em vez de confiarem na intui\u00e7\u00e3o ou em suposi\u00e7\u00f5es. Isso reduz drasticamente o risco de investimentos mal avaliados.<\/li>\n<li><strong>Compreendendo as prefer\u00eancias do consumidor:<\/strong> <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-moveis-para-hoteis\/\" title=\"Pesquisa de mercado de m\u00f3veis para hot\u00e9is\"  data-wpil-monitor-id=\"7199\">Hotel redevelopment market research<\/a> delves into the current tastes, expectations, and requirements of travelers. This ensures that any redevelopment initiatives are in sync with what the market demands, ensuring higher occupancy and guest satisfaction rates.<\/li>\n<li><strong>Analise competitiva:<\/strong> Ao compreender o que os concorrentes est\u00e3o a oferecer e onde podem estar aqu\u00e9m, um hotel remodelado pode posicionar-se e liderar o seu segmento.<\/li>\n<li><strong>Previs\u00e3o Financeira:<\/strong> A pesquisa de mercado de redesenvolvimento de hot\u00e9is ajuda a definir or\u00e7amentos realistas para projetos de redesenvolvimento e a prever fluxos de receita p\u00f3s-redesenvolvimento.<\/li>\n<li><strong>Informa\u00e7\u00f5es jur\u00eddicas e de conformidade:<\/strong> Redeveloping might come with zoning restrictions, environmental considerations, and other legal hurdles. <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-de-reconhecimento-de-marca-b2b\/\" title=\"Pesquisa de mercado de conscientiza\u00e7\u00e3o da marca B2B\"  data-wpil-monitor-id=\"10180\">Market research ensures hoteliers are aware<\/a> of these and can plan accordingly.<\/li>\n<li><strong>Planejamento de Sustentabilidade:<\/strong> With a growing emphasis on eco-friendliness, <a href=\"https:\/\/www.sisinternational.com\/pt\/biocombustiveis-na-industria-aerea\/\" title=\"Pesquisa de mercado de sustentabilidade em companhias a\u00e9reas\"  data-wpil-monitor-id=\"10179\">market research can inform hoteliers about sustainable<\/a> practices that are both environmentally responsible and appealing to guests.<\/li>\n<li><strong>ROI maximizado:<\/strong> Ao alinhar os esfor\u00e7os de remodela\u00e7\u00e3o com as necessidades e exig\u00eancias do mercado, os hot\u00e9is podem garantir um ROI mais elevado, tornando a remodela\u00e7\u00e3o n\u00e3o apenas uma necessidade, mas tamb\u00e9m um empreendimento lucrativo.<\/li>\n<li><strong>Marca e Posicionamento:<\/strong> A pesquisa de mercado para redesenvolvimento de hot\u00e9is pode orientar os esfor\u00e7os de branding, ajudando a posicionar o hotel de uma forma que ressoe com o p\u00fablico-alvo, seja ele viajantes de luxo, clientes de neg\u00f3cios ou turistas com or\u00e7amento limitado.<\/li>\n<\/ul>\n<\/div>\n<h1>Hotel Redevelopment Market Research: How Leading Owners Capture Repositioning Upside<\/h1>\n<p>Hotel redevelopment market research turns aging assets into outperforming ones. The discipline sits where real estate underwriting, brand strategy, and consumer behavior intersect. Owners who treat it as a pre-acquisition exercise consistently widen their basis advantage and accelerate stabilization.<\/p>\n<p>The capital flowing into select-service conversions, lifestyle repositioning, and adaptive reuse has changed what diligence demands. Pro forma rent assumptions are no longer enough. The investment committees winning deals run primary research before the LOI, not after the close.<\/p>\n<h2>What Hotel Redevelopment Market Research Reveals That Comps Cannot<\/h2>\n<p>STR comp sets describe what happened. They do not explain why a competitor holds a 15-point RevPAR index advantage, or whether that advantage is structural or coachable. Hotel redevelopment market research closes that gap with primary inputs from corporate travel managers, group planners, OTA distribution leads, and local demand generators.<\/p>\n<p>The most useful work blends three threads. Demand-side interviews surface unmet preferences from booking decision-makers. Supply-side intelligence maps the renovation, brand conversion, and new-build pipeline within the trade area. Submarket econometrics tie those signals to absorption rate forecasting and residual land value calculation.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">Based on SIS International Research engagements across hospitality repositioning programs in North America, Europe, and the Gulf, the highest returns come from assets where the prior owner under-segmented demand. Boutique conversions of tired full-service boxes, extended-stay carve-outs from oversized room counts, and F&#038;B reductions tied to verified guest preference patterns repeatedly outperform underwriting.<\/span><\/p>\n<h2>The Repositioning Thesis: Where Brand, Segment, and Submarket Align<\/h2>\n<p>Every successful redevelopment rests on a defensible thesis about which guest segment the asset will serve after capex. Research validates that thesis before the design team locks finishes.<\/p>\n<p>Three questions drive the analysis. Which demand segments are underserved within a 15-minute drive radius. What rate ceiling does the submarket support once the renovation is complete. Which brand affiliation, soft brand, or independent positioning produces the strongest NOI waterfall after fees, PIP costs, and reservation contribution.<\/p>\n<p>Marriott&#8217;s Tribute Portfolio, Hilton&#8217;s Tapestry Collection, IHG&#8217;s Vignette, and Hyatt&#8217;s JdV have expanded the soft-brand option set. Each carries different fee structures, distribution economics, and PIP intensity. Primary research with general managers operating under each flag, paired with corporate account interviews, exposes which platform actually delivers the rate premium it advertises in a given market.<\/p>\n<h2>Adaptive Reuse and Conversion Economics<\/h2>\n<p>Office-to-hotel and hotel-to-multifamily conversions have reset what counts as a viable basis. Floor plate geometry, plumbing stack location, window-to-floor ratios, and entitlement risk assessment determine whether a conversion pencils. Highest-and-best-use analysis now requires a hospitality lens even on assets the seller never marketed as hotel candidates.<\/p>\n<p>The arithmetic favors conversion in three conditions. Acquisition basis below replacement cost by 40 percent or more. A submarket with constrained new supply due to zoning or land scarcity. A demand segment, often extended-stay or lifestyle leisure, that the existing inventory does not serve.<\/p>\n<p>Brands have moved aggressively into this lane. Sonder, Mint House, Placemakr, and Stay Alfred variants have proven that apartment-style hospitality can hold rate when the operator runs a disciplined revenue management stack. The redevelopment thesis succeeds when the research validates not only demand, but the operator&#8217;s capacity to capture it.<\/p>\n<h2>The Diligence Stack That Outperforms Standard Underwriting<\/h2>\n<p>Standard underwriting leans on STR, HVS, and broker BOVs. The work that wins competitive bids and protects equity returns adds four primary research layers on top.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Research Layer<\/th>\n<th>Prop\u00f3sito<\/th>\n<th>Decision Informed<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Corporate travel manager interviews<\/td>\n<td>Validate negotiated rate ceiling and BT volume<\/td>\n<td>Brand selection, room mix<\/td>\n<\/tr>\n<tr>\n<td>Group and meetings planner panels<\/td>\n<td>Size F&#038;B and meeting space requirements<\/td>\n<td>Public space program, capex allocation<\/td>\n<\/tr>\n<tr>\n<td>OTA and wholesaler channel intelligence<\/td>\n<td>Map rate parity and distribution leakage<\/td>\n<td>Revenue management strategy<\/td>\n<\/tr>\n<tr>\n<td>Local demand generator audit<\/td>\n<td>Quantify induced demand from hospitals, universities, stadiums<\/td>\n<td>Stabilized occupancy assumptions<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s structured B2B expert interviews with corporate travel buyers, third-party meeting planners, and asset managers across more than 30 hospitality engagements consistently identify a 200 to 400 basis point gap between underwritten and achievable stabilized occupancy when primary demand validation is skipped.<\/span><\/p>\n<h2>PIP Negotiation and Capex Sequencing<\/h2>\n<p>Property improvement plans drive a meaningful share of redevelopment cost. Brands set them. Owners negotiate them. Research strengthens that negotiation.<\/p>\n<p>When an owner walks into a PIP discussion with primary data showing that guests in the submarket prioritize bathroom finishes and bedding over lobby reprogramming, the conversation shifts. Dollars move toward elements that drive guest satisfaction scores and repeat bookings. Cosmetic line items get deferred or value-engineered. The same logic applies to F&#038;B concepts, where verified local demand patterns can support a grab-and-go market over a full three-meal restaurant, cutting labor exposure and freeing rentable square footage.<\/p>\n<h2>The SIS Repositioning Diligence Framework<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-ee20f69a\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"hotel (18)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-18-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>Four sequential gates structure the work from screening through close.<\/p>\n<ul>\n<li><strong>Gate 1 \u2014 Submarket fit:<\/strong> Demand generator audit, supply pipeline mapping, comparable sales adjustment grid.<\/li>\n<li><strong>Gate 2 \u2014 Segment thesis:<\/strong> Primary interviews with target segment buyers, rate ceiling validation, brand affiliation trade-off analysis.<\/li>\n<li><strong>Gate 3 \u2014 Operational pro forma:<\/strong> Stabilized occupancy and ADR triangulation, NOI waterfall analysis, development pro forma stress testing.<\/li>\n<li><strong>Gate 4 \u2014 Exit positioning:<\/strong> Cap rate compression analysis, buyer pool mapping, hold-period sensitivity.<\/li>\n<\/ul>\n<p>Each gate produces a go, refine, or pass decision. Capital is committed only after Gate 4 confirms the asset clears the sponsor&#8217;s IRR threshold under conservative assumptions.<\/p>\n<h2>Where the Next Cycle of Returns Will Concentrate<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-d7896e44\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"hotel (23)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/hotel-23-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The opportunity set is widening. Suburban full-service boxes with excess meeting space are converting to dual-brand select-service. Urban office buildings with deep floor plates are becoming extended-stay product. Resort assets in secondary leisure markets are repositioning to capture the bleisure traveler who books longer stays at higher rates than legacy underwriting assumed.<\/p>\n<p>The owners capturing this upside share a habit. They commission hotel redevelopment market research before they sign the PSA, not as a checkbox after. They treat primary research as a basis-protection tool, not a marketing exercise. The discipline pays for itself in the first negotiation cycle.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Sobre SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\">SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. <a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\">Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/expertise\/hotel-redevelopment-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/expertise\/hotel-redevelopment-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/expertise\/hotel-redevelopment-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/expertise\/hotel-redevelopment-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl-NL\" 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href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/consultoria-em-hotelaria-e-turismo-em-viagens\/consultoria-em-estrategia-de-pesquisa-de-mercado-para-empresa-de-gestao-hoteleira\/\" class=\"sis-link-recovered\">hotels turn to similar market research strategies<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-recursos-naturais\/\" class=\"sis-link-recovered\">market research requires significant resources<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/sis-lanca-novas-solucoes-de-pesquisa-digital\/\" class=\"sis-link-recovered\">Research can lead to innovative<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-de-posicionamento-de-marca\/\" class=\"sis-link-recovered\">positioning in the market<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/consultoria-em-hotelaria-e-turismo-em-viagens\/consultoria-em-tecnologia-para-hoteis-inteligentes\/\" class=\"sis-link-recovered\">Smart Hotels: Technology<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/consultoria-estrategica\/pesquisa-de-oportunidade-de-entrada-no-mercado\/\" class=\"sis-link-recovered\">opportunity to research<\/a><\/li>\n<\/ul>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>A pesquisa de mercado de redesenvolvimento hoteleiro \u00e9 a melhor ferramenta para transformar ativos antigos e de baixo desempenho em entidades vibrantes e geradoras de lucros.<\/p>","protected":false},"author":1,"featured_media":63522,"parent":14514,"menu_order":331,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-43140","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=43140"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43140\/revisions"}],"predecessor-version":[{"id":87975,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43140\/revisions\/87975"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/63522"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=43140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}