The hotel conceptualization for WTorre Morumbi focused on creating a unique and compelling hotel concept that would appeal to the target market while maximising the property’s potential. Our consultants were engaged to develop a comprehensive strategy for transforming the WTorre Morumbi building into a high-quality hotel, combining design, functionality, and market relevance.

The process began with a detailed market analysis to understand the local hospitality landscape, including demand drivers such as business, leisure, and tourism trends. We evaluated the competitive positioning of other hotels in the area, identifying gaps in the market and opportunities for differentiation. This analysis was critical to determining the target customer segments and defining the key attributes of the hotel concept, including pricing strategy, service offerings, and brand alignment.

A key part of the conceptualisation process involved designing a hotel experience that reflected the brand’s identity and resonated with potential guests. This included determining the type of hotel (e.g., luxury, mid-scale, boutique), room configurations, amenities, and unique selling points. We focused on creating an environment that would enhance guest satisfaction while maintaining operational efficiency, considering aspects such as space planning, interior design, and sustainability.

Financial modelling was also an essential component, with projections made for capital investment, operating costs, and expected revenue. We provided a detailed analysis of the hotel’s potential financial performance, including occupancy rates, room rates, and revenue per available room, ensuring the concept was financially viable and aligned with the client’s long-term goals.

The final concept offered a clear and actionable vision for WTorre Morumbi, including a comprehensive design brief, operational strategy, and financial forecasts. Our work provided the client with a clear roadmap for transforming the building into a successful hotel, ensuring that it would meet both market demand and operational objectives.

Project Location

São Paulo, Brazil