Building a hotel brand - how a business class hotel discovered its brand DNA: Grupo Posadas and the Fiesta Inn Brand reinvent the business traveler experience

Zachary Conen

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler.

Building a hotel brand – how a business class hotel discovered its brand DNA: Grupo Posadas and the Fiesta Inn Brand reinvent the business traveler experience

Zachary ConenLRA Worldwide, Inc., United States

INTRODUCTION

This paper describes the process by which Grupo Posadas discovered a disconnect between its seemingly high-performing Fiesta Inn brand and that brand's core customer, the business traveler.

In a market with a growing number of look-alike competitors, Fiesta Inn was confronted with data that indicated it was not creating a true bond with its clientele. Convinced that reversing this trend and constructing a unique “Fiesta Inn”...

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