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

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...

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