This publication has a key role in demonstrating the importance of the Brazilian Style Motels. There are very few publications that discuss the origin and motels market in Brazil. Moreover, the few existing they sin to include information based on the hotel industry or simply importing the concept of North American Motels. Our study does not claim to present a version of the undisputed facts, but show certain characteristics and findings noted throughout our history by studying and working with Love Hotels Worldwide. In this edition, we start addressing the origin of Brazilian Style Motels. To do so, you must understand a little of the origin of the Love Hotels and Motels in other countries and how the subject is approached abroad. In the second part of this work, the focus is to show based on surveys and estimates, the size of the Brazilian Style Motels. The statistical survey is made by pioneer and situates academics, entrepreneurs and investors, about the reality of the Brazilian Style Motels. This study is based on an estimate and had many consultations as sources of private and public agencies. The ZEAX started with the goal of professionalizing the market of Love Hotels, so all sharing initiatives and use of this article are encouraged, provided that the ZEAX mentioned as a source of study (citation instructions at end of article).

1.
WWW.ZEAXHOTELS.COM
I
+55
11
4506
3179
I
BRAZIL
BRAZILIAN
STYLE
MOTELS
MARKET
AND
ORIGIN
AUGUST
2013
Vinicius
Strazzabosco
Roveda
CO-­‐FOUNDER
AND
CEO
FOTOS
DE
CURITIBA

2.
BRAZILIAN
STYLE
MOTELS
I ORIGIN
AND
MARKET
I 2013
I PAGE
2/6
INTRODUCTION
>
BRAZILIAN
MOTELS
ORIGIN
>
THE
MARKET
IN
BRAZIL
>
ABOUT
US
INTRODUCTION
This
publication
has
a
key
role
in
demonstrating
the
importance
of
the
Brazilian
Style
Motels.
There
are
very
few
publications
that
discuss
the
origin
and
motels
market
in
Brazil.
Moreover,
the
few
existing
they
sin
to
include
information
based
on
the
hotel
industry
or
simply
importing
the
concept
of
North
American
Motels.
Our
study
does
not
claim
to
present
a
version
of
the
undisputed
facts,
but
show
certain
characteristics
and
findings
noted
throughout
our
history
by
studying
and
working
with
Love
Hotels
Worldwide.
In
this
edition,
we
start
addressing
the
origin
of
Brazilian
Style
Motels.
To
do
so,
you
must
understand
a
little
of
the
origin
of
the
Love
Hotels
and
Motels
in
other
countries
and
how
the
subject
is
approached
abroad.
In
the
second
part
of
this
work,
the
focus
is
to
show
based
on
surveys
and
estimates,
the
size
of
the
Brazilian
Style
Motels.
The
statistical
survey
is
made
by
pioneer
and
situates
academics,
entrepreneurs
and
investors,
about
the
reality
of
the
Brazilian
Style
Motels.
This
study
is
based
on
an
estimate
and
had
many
consultations
as
sources
of
private
and
public
agencies.
The
ZEAX
started
with
the
goal
of
professionalizing
the
market
of
Love
Hotels,
so
all
sharing
initiatives
and
use
of
this
article
are
encouraged,
provided
that
the
ZEAX
mentioned
as
a
source
of
study
(citation
instructions
at
end
of
article).

3.
BRAZILIAN
STYLE
MOTELS
I ORIGIN
AND
MARKET
I 2013
I PAGE
3/6
INTRODUCTION
>
BRAZILIAN
MOTELS
ORIGIN
>
THE
MARKET
IN
BRAZIL
>
ABOUT
US
BRAZILIAN
MOTELS
ORIGIN
In
essence,
Brazilian
Style
Motels
can
be
defined
as
a
mixed
model
of
Japanese
Love
Hotels
and
US
Motels.
This
concept,
a
motel
for
the
amorous
encounters,
is
not
(contrary
to
what
many
claim)
exclusive
to
Brazil.
Only
stop
exemplify
this
type
of
business
can
be
found
in
Argentina,
Australia,
Belgium,
Chile,
Colombia,
Ecuador,
China,
Singapore,
South
Korea,
Spain,
United
States,
Philippines,
France,
Greece,
Italy,
Japan,
Mexico,
New
Zealand,
Portugal,
Taiwan
and
Uruguay.
As
noted,
Motels
for
the
meetings
are
business
popular
in
many
parts
of
the
World.
The
origin
of
the
name
motel
back
to
the
United
States
on
December
12,
1925
when
Arthur
S.
Heineman
founded
Milestone
Mo-­‐Tel
in
San
Luis
Obispo,
California1
(More:
http://en.wikipedia.org/wiki/Motel_Inn_of_San_Luis_Obispo).
This
motel
was
founded
halfway
between
Los
Angeles
and
San
Francisco
and
the
goal
was
to
be
an
alternative
landing
for
drivers
tired
from
the
long
trip.
The
origin
intended
Hotel
for
amorous
encounters
is
much
older,
dating
back
to
400
years
ago.
The
main
researchers
of
the
theme
say
that
the
origin
of
these
sites
occurred
in
Japan
during
the
Edo
period
(1600-­‐1868).
The
first
hotels
for
meetings,
had
between
10
and
15
rooms.
The
couples
were
greeted
by
a
work
that
took
care
of
belongings,
served
tea
and
cake
and
prepared
a
bath
for
the
couple.
Couples
pay
the
account
off.
They
estimate
that,
at
this
time,
in
a
district
of
Tokyo
there
were
more
than
60
Love
Hotels
and
all
the
Japanese
cities
had
five
or
six
hotels2
3
.
Japan
is
the
largest
market
in
the
world
of
hotels
for
the
meetings,
called
Love
Hotels.
There
are
over
30,000
Love
Hotels,
which
handle
about
30
billions
dollars
in
the
Japanese
economy4.
So
we
begin
to
define
that
there
are
no
motels
only
intended
for
meetings
in
Brazil
and
the
Brazilians
were
not
changed
the
traditional
concept
of
motels.
In
Brazil,
the
first
motel
opened
in
1970
in
Itaquaquecetuba,
São
Paulo.
Hotel
was
a
short
stay,
but
the
law
at
the
time
prohibited,
so
the
Motel
Play
Boy
began
as
a
club
"Monte
Belo
Country
Club".
1
HELLEMANS,
A.;
BUNCH,
B
The
Timetables
of
Science.
p.
442.
1988.
2
HANADA,
Kazuhiko.
Rabu
Hoteru
no
Bunkashi.
1996.
3
YASUDA,
Issho.
Rabu
Hoteru
Gaku
Nyumon.
1983.
4
CHAPLIN,
Sarah.
Japonese
Love
Hotels:
A
cultural
history.
2007.

4.
BRAZILIAN
STYLE
MOTELS
I ORIGIN
AND
MARKET
I 2013
I PAGE
4/6
INTRODUCTION
>
BRAZILIAN
MOTELS
ORIGIN
>
THE
MARKET
IN
BRAZIL
>
ABOUT
US
The
concept
quickly
spread
by
Brazil
and
with
much
pressure
of
the
segment,
the
law
which
forbade
stays
of
short
permanence
was
abolished.
Between
the
years
1970
and
1990,
the
motels
had
a
exponential
growth
phase.
Many
motels
were
inaugurated
and
high
turnover
contended
gains
expressive
to
owners
these
business.
In
the
decade
lost
occurred
from
1994
when
many
motels
stopped
investing
in
infrastructure
and
many
motels
ceased
to
be
lucrative
deals.
Yet,
the
prejudice
available
about
the
sector,
also
did
with
that
some
owners
not
felt
at
ease
in
asserting
that
were
owners
motel.
At
the
end
century
20,
some
motels
started
investing
in
structure
of
Apartments
and
in
differentiated
services.
The
focus
was
to
capture
one
public
target
that
was
getting
more
demanding,
fruit
of's
economic
growth
Brazil,
of
opening
of
the
economy,
of
globalization
and
internet.
These
new
motels
have
understood
are
business
entertainment
and
not
simply
a
means
hosting.
The
high
profitability
sector
is
easily
justified
already
that
the
business
of
entertainment
is
one
of
most
lucrative
industries
the
world.
Furthermore,
motels
provide
that
customers
satisfy
a
physiological
need
(sex)
together
with
a
need
for
personal
fulfillment,
justifying
why
people
accept
pay
more
by
services
best,
in
these
establishments.
The
success
these
new
motels
as
that
this
were
the
new
trend
in
Brazilian
Market.
This
trend,
who
is
still
in
growth
phase,
has
been
sustained
by
exponential
growth
of
occupation
(and
consequently,
Billing)
in
the
motels
that
has
invested
in
modernization
of
the
structure.
Today,
it
is
possible
to
affirm
that
only
10%
of
motels
are
in
tune
with
this
new
trend
and
has
tapped
a
phase
of
sector
growth.

5.
BRAZILIAN
STYLE
MOTELS
I ORIGIN
AND
MARKET
I 2013
I PAGE
5/6
INTRODUCTION
>
BRAZILIAN
MOTELS
ORIGIN
>
THE
MARKET
IN
BRAZIL
>
ABOUT
US
BRAZILIAN
LOVE
HOTELS
MARKET
Made
consideration
about
the
origin
of
Brazilian
Style
Motels,
is
measured
the
terms
of
market
size
we
are
studying
and
growth
potential
of
this
market.
The
difficulties
in
carrying
out
this
survey
are
immense.
First,
one
must
consider
the
lack
of
scholarly
publications
on
the
sector,
probably
the
result
of
a
preconception
existed
in
the
past.
A
second
point
refers
to
the
motels
in
Brazil
are,
almost
entirely,
small
family
businesses,
some
working
in
the
informal
sector
which
further
complicates
data
collection.
Because
of
this,
we
made
an
estimate
of
the
market,
using
several
different
indicators,
which
crossed
each
other,
had
similar
numbers,
from
which
you
can
extract
with
some
precision,
the
actual
market
size
of
motels
in
Brazil.
In
absolute
numbers,
and
considering
the
motels
in
operation
in
2011,
in
Brazil
there
are
about
5,000
motels.
These
motels
move
annually,
about
2
billion
dollars
in
the
economy.
In
relation
to
the
habits
of
the
population
(using
a
target
audience
between
20
and
64
years,
of
both
sexes
and
all
social
classes).
The
Brazilian
motels
are
frequented
by
more
than
100
million
customers
each
year.
Regarding
the
Japanese
market,
Brazilian
numbers
are
much
lower.
Therefore,
analyzing
trends
in
motels
market,
growing
purchasing
power
and
habits
of
the
Brazilian
population,
we
estimate
that
the
potential
market
is
about
6
billion
dollars
within
ten
years.
These
figures
represent
an
annual
growth
of
27%
in
sales
of
Brazilian
Style
Motels
and
11%
in
the
number
of
clients
served
annually.
It
should
be
noted
that
these
figures
are
estimates
as
a
pioneer
for
our
company
and
consider
industry
data
and
a
movement
of
investment
and
focus
already
noticed
in
some
Brazilian
Style
Motels.

6.
WWW.ZEAXHOTELS.COM
I
+
55
11
4506
3179
I
BRAZIL
About
ZEAX
We
are
a
company
specializing
in
Love
Hotels.
We
work
in
management,
consulting
and
deployment
of
Love
Hotels.
We
innovate
because
we
provide
a
unique
service
in
Worldwide.
We
do
this
based
on
our
market
knowledge,
we
have
experience
and
experience
in
more
than
fifteen
years
in
the
Love
Hotels
Market.
Our
mission
is
to
develop
and
professionalize
the
Love
Hotels,
as
a
sustainable
business,
generating
an
increase
in
the
quality
of
life
of
all
people.
If
you
are
interested
in
our
services
or
want
to
know
us
better,
please
contact
us.
zeax@zeaxhotels.com
About
the
Author
Vinicius
Strazzabosco
Roveda
is
co-­‐
founder
and
Director
of
ZEAX.
Lawyer
with
MBA
in
Tax
Law
and
MBA
in
Marketing,
both
from
FGV/Brazil.
With
more
than
15
years
backround
in
the
Love
Hotels
Market.
He
specializes
in
seeking
innovations,
charting
trends,
do
market
research
and
provide
efficient
solutions
for
maximizing
results.
zeax@zeaxhotels.com
To
quote
this
publication:
ROVEDA,
Vinicius.
Brazilian
Style
Motels:
Origin
and
Market.
Zeax
Hotels.
Free
at
https://www.slideshare.net/ZeaxExpertise
in
28.08.2013.