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Hospitalidade - World Cup Accommodation Brazil - English

Hospitalidade is a World Cup accommodation implementation, facilitation and distribution platform designed for the 2014 tournament in Brazil.

Ryan Sessel CA(SA)

on 26 June 2014

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Transcript of Hospitalidade - World Cup Accommodation Brazil - English

World Cup Brasil
Hosting Cities - Activity Summary
Hospitalidade.net is the continuation of a project that was initially implemented
during the Fifa World Cup 2010 in South Africa.The project traded under the brand
Ball n Kicka.

Ball n Kicka was formed to provide guests to the country for the Fifa World Cup with backpacker accommodation. The country was desperately short of beds for the
tournament and we took advantage of that whilst offering a good service and
showing visitors a true South African experience.

Based on demand, complete lack of supply and astronomical rates charged by
hotels and bed and breakfasts the Ball n Kicka approached owners of
properties that had been utilized in the past for student accommodation and
converted them into backpackers for the duration of the tournament.
Even though our hostels were of a temporary nature they were
at an International standard and facilitated every need
that a tourist to the country may have required.
6 Hostels with dormitories and private doubles
250-450 Guests on a daily basis
40 Days
50 nationalities- most popular being Brazil, Argentina, Mexico , England & USA
Restaurant and 2 bars
Fanfest parties and live screening of matches
Inner city transport , multilingual tours etc
Local artisan market
Ball n Kicka Summary:
Ball n Kicka used properties that were utilized for student accommodation. This ensured correct zoning. These buildings, also, already contained all the necessary facilities needed for hostel accommodation.
All properties were located within 15 kms of both World Cup stadiums in Johannesburg
6 Properties in total - the smallest hosted 40 guests while the largest slept 290 fans on a nightly basis.
Online booking and payment system
1700 global travel agencies
Affiliate relationships with 3 500 websites, OTAs and Travel Portals
Social Media Marketing in 9 languages including Facebook , Twitter and Orkut
Google Adwords campaign
BnK Site received 43 000 visitors from 115 countries in the 6 months prior to the world cup
World Cup South Africa
310 000 tourists visited the country for the primary purpose of attending the tournament
3.1 million spectators attended the 64 matches
3.4 billion Rand was spent by tourists visiting the country specifically for the tournament. (R11 800 on average)
The average tourist was in the country for 10.3 days
79 percent of tourists stayed in paid accommodation
The hotel industry will receive investments valued at BRL R$ 7.3 billion over the
next 30 months (~ USD $4.2 billion). In total, it is expected that 198 new
hotels and 46,000 new hotel units (rooms) will be incorporated into
the current network. FIFA requires that the number of beds
in each city needs to be the equivalent to 30% of
the capacity of the local stadium/arena.
According to Ernst & Young in 2011,
the country sufferred a projected
deficit of 62 300
hotel rooms.
Current State of the Hotel Industry in Brazil
Belo Horizonte
There are 30 projects planned for the capital of Minas Gerais. The expectation is to reach 27,000 beds, an increase of 9,000 beds (equivalent to 4500 units), by 2014. The estimated value of the investment is BRL R$ 1 billion (~USD $600 million).
•Distance and cost of travel from North,Central and South America.
•Global Financial Crisis
•Limited interest in the event and limited financial means of neighbouring African countries
•With Brazil receiving automatic qualification there will be an additional South American qualifying spot. S American fans have shown higher attendance to the event in comparison to African fans.
Inhibiting Factors
Rio de Janeiro
More than 80,000 people are expected to visit the city for the World Cup, and nearly 200,000 for the Olympics.
The city has proposed BRL R$ 1.4 billion (~USD $825 million) worth of investment in hotel accommodation for both the World Cup and the Olympic Games.
Rio de Janeiro, currently, has 24 000 hotel units.
It is estimated that the city should have 30,000 units by December 2013
The number is expected to reach 34,000 by 2016.
About 55% of new projects are in the region of Barra da Tijuca.
Sao Paulo
Sao Paulo currently receives 47,500 guests per day. In total, the city has 410 lodging facilities and 42,000 hotel units.
According to ABIH/SP, this equates to 80,000 beds. There are no projects planned to expand the network, only renewal and adaptation.
Majority of beds are designated for corporate accommodation.
Original target audience was the 18 -35 ,lower budget backpacker.
Based on excessive prices charged by hotels during the tournament , the actual demographic of our audience ranged from 10 - 65 years in age and included both white and blue collar workers.
70% of the World Cup tourists are male travelling together in groups - this type of audience is predominantly looking for atmosphere in comparison to luxury.
Our model provided simple, affordable accommodation in the form of bunk beds and communal facilities. Our goal was to provide our audience with a world cup ambience by offering them live screening of games, bar facilities, fanfest parties etc.
The city , currently, has 12,000 beds but should have 21,000 by 2014. A total of 3,900 hotel rooms are planned to be added to the city's stock.
At present Natal has 26,200 beds. By 2014 the number should, hopefully, reach 42,000.
12 June – 13 July (32 days)
32 Participating teams
12 Host cities (Sao Paulo, Rio de Janeiro, Recife, Belo Horizonte, Manaus, Salvador, Natal, Fortaleza, Brasilia, Curitiba, Cuiaba, Porto Alegre)
Expected foreign attendance- 600 000
Tourist Inflow predictions for 2014 are expected to increase to 7.48 million for the year.
The Castelão is , currently, being revamped and expanded to host up to 67,000 fans at Brazil 2014.
The Brazilian Hotel Industry (ABIH) is aiming to increase the hotel capacity by 60% by 2014. The city, at present, can accommodate 25 000 people on a nightly basis.
Post renovation the Vivaldão stadium will be able to seat 42,618 fans.
The city is expected to double it's current capacity of +- 10,000 beds with planned investments of BRL R$317 million (~USD $185 million).
Porto Alegre
The forecasted growth is around 30% for the number of beds in the city. Porto Alegre, currently, has 12,500 beds in 7,300 hotel units. By 2014, the numbers should be closer to 17,000 and 8,000 respectively.
The city has 18,000 beds in 6800 hotel units. There is expected to be 19,800 beds in 7,100 units by the commencement of the World Cup.
The Model at Large

B. Horizonte
Rio de Janeiro
Sao Paulo
B. Horizonte
Porto Alegre
Rio de Janeiro
Porto Alegre
Sao Paulo
Sao Paulo
Sao Paulo
Rio de Janeiro
Porto Alegre
Sao Paulo
Rio de Janeiro
Sao Paulo
Porto Alegre
B. Horizonte
B. Horizonte
Sao Paulo
B. Horizonte
Sao Paulo
B. Horizonte
Rio de Janeiro
Porto Alegre
Rio de Janeiro
Porto Alegre
Rio de Janeiro
B. Horizonte
Porto Alegre
Rio de Janeiro
B. Horizonte
Porto Alegre

Game 1 - B. Horizonte
Game 2 - Brasilia
Game 3 - Fortaleza
Game 4 - Porto Alegre
Game 5 - Recife
Game 6 - Rio de Janeiro
Game 7 - Salvador
Game 8 - Sao Paulo

Game 1 - Brasilia
Game 2 - Fortaleza
Game 3 - Rio de Janeiro
Game 4 - Salvador

Game 1 - Belo Horizonte
Game 2 -Sao Paulo

Rio de Janeiro
Group Stages:
*As can be seen above we can already see where qualifying teams will be playing and which cities will have visitors on which dates. Based on this sales strategies and packages can already be developed.
Belo Horizonte:
6 games including a semi final. Expected busy period: 10 June - 30 June and 6 July - 10 July

7 games including quarter final and 3rd place playoff. Expected busy period: 10 June - 7 July and 10 July - 14 July.

Only group phase- 4 games in total. Expected busy period: 10 June - 26 June.

Only group phase- 4 games in total. Expected busy period: 10 June - 25 June.

6 games including quarter final. Expected busy period: 10 June - 6 July.

5 games in total. Expected busy period: 10 June - 1 July.
Only group phase- 4 games in total. Expected busy period: 10 June - 27 June.


Only group phase- 4 games in total. Expected busy period: 10 June - 26 June.

Porto Alegre:
5 games in total. Expected busy period: 10 June - 2 July

Rio de Janeiro:
7 games in total incl. quarter final and the final. Expected busy period: 10 June - 6 July and 10 July - 15 July

6 games incl. a quart final. Expected busy period:10 June - 7 July.

Sao Paulo:
6 games incl. a semi final.Expected buy period: 10 June -
3 July and 7 July -11 July.
Hosting Cities - Activity Summary Continued:
* The above estimates only take traveling fans into consideration during the tournament. Fans will be arriving before the tournament to support preparing teams and will do some touring both before and after the competition. There will , also, be groups such as volunteers and journalists that will be permanently based in a single city for the duration of the competition.
Cont on next slide...
Based on the fact the World Cup is spread over 12 cities-fans will be expected to travel throughout the country. We would like to sell accommodation packages to fans that would facilitate all of their hospitality requirements for the duration of their stay. This can be achieved by forming partnerships with accommodation providers (whether of a temporary or permanent nature) in all world cup cities. Partners may provide their current hotel stock or elect to utilize the ball n kicka business model in a partnership option with the assistance of Hospitalidade.net . These partner properties will be used in conjunction with properties that are being adminstered by Hospitalidade.net to form such packages.(Permanently or temporarily)
World Cup Accommodation-Implementing, Facilitating, Distributing
Short Term Lease / Partnership Agreement
-We formed either short term lease agreements or partnerships with all of the properties that we utilized for the 2010 tournament.
-Once the property is subdivided into bed units and sold on a daily basis or within a package structure the returns by far supercede any additional premium paid for a short term lease.
-A lengthier lease may be taken out in certain cases where discounted terms can be obtained due to the extended duration of the agreement.
-Partnerships , generally, involve a revenue share whereby we implement our business model within the partner's property. Hospitalidade will be responsible for distribution.
- The responsibility of the management function and day to day operations of the hostel will be dependent on each individual partnership agreement.
Examples of Properties best suited for the Hospitalidade/ Ballnkicka Model
Unsold complex / apartment development units
Boarding school dorms
Short term usage of minha vida minha casa units
University Dormitories
Large Residential Units
Empty commercial properties
Hotel apartment buildings
Hospitalidade Distribution System
Hospitalidade.net has been upgrading the booking system that was originally utilized for the Ball n Kicka project in 2010 for the last 2 years.
The system can now be utilized as a hotel portal and run through multiple domains. Hospitalidade is planning on utilizing www.worldcupaccommodation.net and www.2014football.net as it's primary selling URL but has 70 highly targeted keyword based URLs which will ,also, host the sales portal.
All sites are mobile friendly and the portal will be available in app format with in the next 6 months for both the Android and Iphone platforms.
The portal is capable of hosting multiple properties in multiple cities as well as being able to sell packages etc
The portal is connected to four Global Distribution Systems (GDS) - Sabre, Amadeus, Galileo and Worldspan - which makes all stock within the portal available to an estimated 600’000+ travel agents and distributors worldwide.
In addition, the portal connects to the Pegasus Online Distribution Database (ODD), making all stock bookable with the major online travel agents (OTAs) and their thousands of affiliate sites.(eg. Expedia, Orbitz , Travelocity, hotels.com, booking.com , yahoo travel etc)
Travel Portal and Online Booking System
Database , Alliances and Affiliate Representatives
Over the duration of the Football World Cup 2010, Ball n Kicka built up an extensive database of World Cup fans and groups that stayed at our six properties. The company also developed an extensive network of sales representatives spread throughout the world.
Beyond it's initial database, Hospitalidade has extensively grown the database of World Cup supporters that attended the tournament in 2010.
Hospitalidade has also formed a conglomerate which includes hotel chains and hospitality companies that provided accommodation in all South African host cities. This conglomerate will be assisting the company in a sales agency role by offering all of Hospitalidade's Brazil based stock to it's 2010 audience.
Hospitalidade is also in the process of implementing an affiliate program whereby leading football ,world cup and sporting blogs will be able to redirect traffic towards the main booking portal on a cost per click/cost per sale basis.
Hospitalidade will also be marketing its products through various global football PR networks which will make the brand visible to +- 20 million football fans on a monthly basis.
Social Media, SEO and
CPC Campaigns
Hospitalidade intends to run multilingual Facebook , Twitter, Orkut, Youtube and Google + campaigns. Campaigns will begin 2 years prior to the event in order to have sufficient time to develop traction.
6 months prior to the event Hospitalidade will implement Google adwords and Facebooks ads.
All web based content will be optimized for it's target audience using search engine optimization and geolocation techniques.This process is commencing two years prior to the World Cup in order to achieve optimal Google and Bing rankings for all relevant World Cup related terms in all markets.
Football Clubs, Supporters Clubs and World Cup Volunteers
Hospitalidade developed and maintained strong relationships with numerous football supporters clubs throughout the world during the 2010 tournament. These clubs travel in large groups and are the ideal targets for the packages that Hospitalidade will be putting together.
There will be approximately 6,000 volunteers at the FIFA Confederations Cup and 18,000 at Brazil 2014 who will be working in activities directly linked to the hosting of the events or at the stadiums. In addition to those directly involved in event-related activities, there will be other volunteers assisting tourists or providing support to the events’ Host Cities. Hospitalidade built up good relationships with the volunteer organizing committee but unfortunately at the time did not have the necessary stock to cater for the number of incoming volunteers and was only able to host a handful of volunteers in 2010. Hospitalidade will apply directly with the volunteer organizers for volunteer accommodation tenders.
Sales Agency
Hospitalidade will represent hospitality companies,hotel chains and other accommodation providers in a sales agency role and enable them access to our distribution channel and use of our travel portal on a commission basis.
Based on the strength of Hospitalidade's distribution channel and the fact that our database contains fans of all income groups this option will not be limited to hostels/budget accommodation.
Individual /
Group Sales
All additional stock which belongs within the Hospitalidade group that is not being utilized within a package will be sold on a per bed per day basis(whether to individuals or groups).
Option A for Hospitalidade would be investing in the
properties that it will be utilizing to host it's World Cup audience- this provides a long term source of income in a strong growing economy. Revenue from major events such as the World Cup and the Olympics will in essence discount the cost of these properties and hence increase the rate of return on initial investment. This, together, with the prospects of capital appreciation in a booming property market make this model very attractive.

A feasibility study and a detailed long term analysis will be performed for each property and an extended strategy ,depending on city location, will be formulated in order to maximize ROI. For example , properties in Rio de Janeiro will be utilized for tourism on a long term basis based on the fact that the city has an 80 percent hotel occupancy rate. Properties may also be utilized in the long term as cheap accommodation or commercial
Other Major Events- Brazil
The 2013 FIFA Confederations Cup will be held in Brazil from 15–30 June 2013.
The selected host cities are Fortaleza, Brasilia, Belo Horizonte and Rio de Janeiro.
Recife and Salvador have also been approved as host cities. The final decision of whether to use 4 or 6 host cities will be finalised in mid-November 2012.
Qualified teams to date include :Brazil, Spain, Japan, Mexico, Italy, Tahiti and Uruguay.
Close to 500 000 tickets were sold for the tournament in South Africa in 2009.
Confederations Cup
Rio +20
More than 200 000 people are expected to visit Rio de Janeiro for the Olympics.
The games will be held from 5 August to 21 August, 2016. The 2016 Summer Paralympics are scheduled to be held from September 7 to 18 September, 2016.
Barra da Tijuca will host most of the venues of the Olympic and Paralympic Games in 2016. The rest will be located in three other zones: Copacabana Beach, Maracanã and Deodoro; Barra da Tijuca will also house the Olympic Village.
The expected gross economic impact of the 2016 Games on the Brazilian economy is US$51.1 billion, according to the University of São Paulo.
Around 120,000 jobs per year are expected to be created as a consequence of the Games until 2016.
The United Nations Conference on Sustainable Development (UNCSD) will take place in Brazil from 20-22 June 2012.
+- 50 000 participants from governments, the private sector, NGOs and other stakeholders will gather in Rio Janeiro to discuss strategies to reduce poverty, advance social equity , environmental protection and other global issues.
The average hotel price in Rio for the event is $818 US and majority of hotels have implemented a rule requiring a minimum of one week-long reservation. These high costs have prompted many officials to cancel plans to attend.
Contact: Ryan Sessel CA(SA)
Tel: +55 (21) 9701 6717
Email: ryan@hospitalidade.net

Basic Description of Hospitalidade Hostel Model
The model is based on communal living.
Unisex dormitories(bunk beds) ranging from 4 sleeper rooms to 20 sleeper rooms.
4 sleeper dorms may also be utilized as private doubles.
Communal bathroom facilities. 1 toilet / shower for every 10 guests.
Communal social area and kitchen.
Majority of guests attending the tournament are male and attending the event on a budget. They are looking for atmosphere in comparison to luxury.
Brazil Housing Deficit
Brazil has a housing deficit of 6 million to 8 million units with an additional deficit of 3.5 million units in lieu of dwellers in favelas or urban slums.
On average, every year, about 1.5 million households are created in the country, while builders in Brazil construct only half that number in housing units.
More than 90% of the estimated housing deficit of 6-8 million units is in the low-income bracket.
The number of new families that will be created in Brazil over the next two decades is projected to touch 95.5 million, a pace of increase equivalent to 58% or double the rate of population growth across the globe.
Factors Boosting the Local Real Estate Market
Emerging middle class (2012-74% of the total population, 2005 -49%)
According to a recent survey published by AFIRE, the Association of Foreign Investors in Real Estate, Brazil was selected as the second country of choice for real estate investment in 2012.

The average hotel occupancy rate in Rio de Janeiro during Carnaval was 95 percent as per Associação Brasileira da Indústria de Hotéis.
Rio welcomed 1.1 million visitors in 2012, 29 percent more than expected, and 32 percent of whom were foreigners.
Estimated generated revenues of R$1.45 billion (approximately US$850 million) in the city of Rio de Janeiro.
5.3 million people took part in Rio’s 425 Carnival street parties in 2012.
The average hostel package in Rio de Janeiro cost R$1000 (+-US$500) for a dorm bed for a one week period.
Brazil's Carnaval is an annual mega party celebrated in February that draws hundreds of thousand of attendees from around the world and is celebrated through out the country.
Growing population (Current population - 195 mil)
Availability of credit
Political and economic stability
Rapid increase in earnings and purchasing power(Ave Brazilians purchasing power has increased by more than 40% in the last 5 yrs
Brazil recovered from the recession swiftly. The country stands as the 6th biggest economy in the world & is expected to become the 5th by the end of 2012.
Mortgage lending makes up only 4% of GDP
Brazil automatically qualifies. A2-H4 are still to qualify.
Round of 16:
Quarter Finals:
Semi Finals:
Carnaval- Rio de Janeiro Numbers:
According to ABIH/BA, with hotels in the city bay (Baia de Todos os Santos) and the Costa dos Coqueiros area, there are currently 23,000 hotel units in the region. This number is expected to increase to 32,000 by the World Cup.
The city currently has 25,000 beds. The sale of land lots , which would, initially allow the construction of new hotels and, secondly, finance part of the works of the Mane Garrincha stadium, was barred by the Institute for National Artistic and Historical Heritage.
Cuiabá has the lowest hotel capacity among the 12 host cities.
Cuiabá plans to nearly double the number of beds, with the application of funds of approximately BRL R$ 225 million (~USD $130 million). It currently has 8,000 beds in 3,200 units.
Brazil Tourism Inflow
to a report
performed by EY the
World Cup should put an end
to Brazil's five year stagnant foreign
tourist inflow growth experienced from 2004 -2009 (5 mill/annum). 7.48 million tourists are expected in 2014 and 8.95 million expected by 2018.
1)History and Ball n Kicka
2)World Cup South Africa
3)Brazil 2014
4)Other Major Events
5)Inflow of Tourists
6)Hotel Industry - Brazil
7)Infrastructure & Development:
Belo Horizonte & Recife
Rio de Janeiro
Sao Paulo
Curitiba and Natal
Fortaleza and Curitiba
Salvador and Brasilia
Porto Alegre & Manaus
8)Business Model:
Basic Model
Sales Agency
Individual Sales
9)Distribution System:
Travel Portal and Online Booking System
Database , Alliances and Affiliate Representatives
Social Media, SEO and CPC Campaigns
Football Clubs, Supporters Clubs & Volunteers
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Facts as per Sinaenco.com.br
Full transcript