The internationalization of Portuguese hospitality for emerging markets

This article seeks to explain the internationalization of the Portuguese hotel industry in countries which can be referred to as emerging economies in a broad sense, in Africa and northeastern Brazil (covering 72% of hotel units and 93.8% of Portuguese chains with hotels abroad). Based on a survey applied to directors of hotel units, the study attempts to characterize the presence abroad through three vectors: dimensions of internationalization, competitive strengths and characteristics of the operations abroad. In addition to the answers to Why, What, How and Where, this article also reveals the position with respect to competitors, customers, suppliers, new entrants and substitute products. It also addresses other aspects including operational specificities such as the positioning in relation to the distribution, marketed product, standardization versus adaptation options, among others. It also attempts to answer the following question from the available data: what has been the dynamic expansion of Portuguese hospitality abroad? The process of internationalization occurred essentially throughout the Lusophone space. Only one group has a multi-market positioning and can be considered as a multinational; the rest have a multi-domestic positioning.