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”...