Abstract:

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fiesta Inn around a Brand DNA to meet the needs of business traveler guests. This paper addresses a number of issues: how a brand can differentiate itself in the marketplace using research as the driver; how research can design a distinct unique guest experience; how a satisfied guest might not necessarily be a truly loyal guest and, finally, how research can help drive action, as insights without implementation are unnoticeable and of no benefit to the end user- the guest.