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.
This could also be of interest:
Research Papers
Understanding the hotel guest
Catalogue: Seminar 1988: Travel And Tourism Research
Author: Crispian Tarrant
 
April 5, 1988
Research Papers
What guests want from a hotel
Catalogue: Leisure 2006
Authors: Louise Holt, Tamsin Jenkins, Sam Gardner
Company: Nunwood
October 8, 2006
