A Crise pós 11 de setembro de 2001 
Autor: Philip Carruthers | Publicado: 2014-06-03T21:00:00-03:00



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<!--StartFragment-->



Não obstante a frustração do Chairman James Sherwood em relação a impossibilidade de
construir um novo anexo, a determinação do grupo Orient-Express em continuar a
investir na reforma do Copacabana Palace continuava viva.&nbsp; Essa determinação era movida pelos bons
resultados financeiros que o hotel vinha obtendo.&nbsp; Depois de ter amargurado prejuízos operacionais
em todos os primeiros seis anos após ter adquirido o hotel da família Guinle, o
hotel finalmente apresentou um modesto lucro operacional de pouco mais que US$2
milhões em 1996, mas com a melhoria na ocupação do hotel este resultado saltou
para US$6,2M em 1997, US$8,9M em 1998, US$10,1M em 1999, e US$12,1M em
2000.&nbsp; O Budget para 2001 previa um lucro
em torno de US$14,0M e o ano começou de forma muito promissor.&nbsp; Lamentavelmente, todo este otimismo foi agua
abaixo com o ataque às torres gêmeos em 11 de setembro.&nbsp; A queda no número de viagens aéreas&nbsp;internacionais&nbsp;foi imediata e isto teve um efeito devastador nas
ocupações dos hotéis do mundo inteiro, incluindo o Copacabana Palace.&nbsp; O resultado disso foi que os últimos três
meses e meio de 2001 foram entre os mais fracos da historia para o Copacabana
Palace, que nesta época dependia do mercado internacional para 88% do seu
movimento.&nbsp; Mesmo assim, o hotel ainda
terminou o ano com um lucro operacional de US$8,6M, fruto dos bons resultados
obtidos até o mês de agosto.&nbsp; O efeito
negativo provocado por 11 de setembro entretanto não terminou em 2001, e os
anos de 2002 e 2003 exigiam todo tipo de sacrifício por parte dos gestores e
colaboradores do hotel.&nbsp; Entre estes
sacrifícios, incluía-se uma redução voluntária de 20% na remuneração dos 25
principais gestores do hotel, através de um mecanismo de redução proporcional
da jornada de trabalho.&nbsp; Na pratica,
nenhum gestor reduziu a sua jornada de trabalho, e também ninguém recorreu à
justiça de trabalho, o que demonstrava a lealdade e o comprometimento dos
gestores diante da situação de crise.&nbsp;
Mesmo assim, em 2002 o lucro do hotel caiu para US$6,7M, o pior
resultado desde 1997, e este resultado foi repetido em 2003. &nbsp;Para piorar a situação, muitos dos quase 50 hotéis da companhia apresentava prejuízos operacionais.

Diante desse quadro de recessão, o grupo Orient-Express se viu
obrigado a suspender todos seus investimentos ao redor do mundo, portanto as
reformas planejadas para o Copa também foram suspensos.&nbsp; Em 2004 entretanto, com o mercado já dando sinais
de uma recuperação na quantidade de viagens internacionais, as obras foram
reiniciadas com obras importantes no prédio principal e também no Anexo, onde
as 36 suítes que dão para a piscina foram inteiramente reformadas.&nbsp; Uma outra obra de grande vulto que foi
iniciada nesta época foi a reforma dos salões do antigo Casino, que transformou
uma área totalmente abandonada numa bela salão de festas, com capacidade de
realizar eventos para até 1200 convidados, e que tem sido um grande sucesso
desde a sua abertura em 2006. &nbsp;Normalmente,
em hotéis de cinco estrelas, o faturamento em Alimentos e Bebidas representa
aproximadamente 30% do faturamento total do hotel. O Copacabana Palace, neste
aspecto, sempre foi um hotel atípico, pois seu faturamento em Alimentos e
Bebidas sempre foi relativamente alto – algo em torno de 35% do faturamento
total do hotel – mas após a reforma dos salões do antigo casino este percentual
ultrapassou a casa dos 40%, chegando, em alguns anos, a representar 45% do
faturamento total do hotel.&nbsp; Uma outra
conquista importante para o hotel neste período foi a transformação do antigo
prédio da administração, localizado na Avenida N.S. de Copacabana, ao lado do
Anexo, num moderno e luxuoso Spa, com sete salas de tratamento, um salão de
beleza, e um bem equipado Fitness Center.&nbsp;
Todos estes investimentos contribuíram para a continuada sucesso
financeiro do hotel, que nesta altura já figurava entre os hotéis mais
lucrativos do grupo Orient-Express.&nbsp; Esta
posição de destaque dentro do grupo facilitava nossos pedidos para mais
investimentos.&nbsp; Quanto mais o grupo
dependia dos resultados do Copa, mais fácil era para obter as aprovações do
Board para a continuação das obras de reforma, e foi isto que possibilitou a
abertura do Bar do Copa em 2009 e a reforma dos apartamentos de fundo do Anexo,
também em 2009.&nbsp; As obras do Anexo foram
importantes pois possibilitou que o hotel transformasse o que eram quatro
suítes por andar em dois suítes e quatro apartamentos por andar , aumentando a
capacidade total do hotel em 18 apartamentos, &nbsp;O sucesso obtido no Copacabana Palace fez
crescer a vontade do grupo Orient-Express em ampliar a sua presença, como
contarei nos próximos capítulos.
<!--EndFragment-->






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