Building a hotel brand: How a business class hotel discovered its brand

Date of publication: October 8, 2006

Catalogue: Leisure 2006

Author: Zachary Conen


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.

Zachary Conen


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Research Papers

Research Papers

Global diversity?

Catalogue: Global Diversity 2006

Author: Dipen Mehta


May 8, 2006

Research Papers

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