Motéis como espaços multifuncionais: estratégias para expansão e diversificação de serviços

Abstract

This study aims to propose strategies for diversifying services offered in motels, focusing on multifunctionality as a repositioning strategy within the hospitality market. Traditionally associated with short-stay encounters, Brazilian motels face symbolic and institutional marginalization, which limits their potential in the formal tourism and accommodation sector. Based on a qualitative and exploratory approach, this research applies the Business Model Canvas as a practical tool for designing multifunctional service proposals. The study presents four strategic models that include the use of motels for private events, wellness and beauty services, sensory dining experiences, and creative or cultural activities. These proposals are grounded in contemporary theories of expanded hospitality, service innovation, and experience-based tourism. The results indicate that the diversification of motel services not only contributes to increased revenue and audience reach but also repositions motels as hybrid, adaptable spaces that meet current consumer demands for intimacy, exclusivity, aesthetics, and urban leisure. The study contributes to the theoretical field of alternative hospitality while offering practical pathways for innovation in a historically underexplored segment.