Grupo Posadas Partners To Enhance Fiesta Brands

MEXICO CITY— Grupo Posadas, S.A. de C.V. has retained LRA Worldwide to design and implement a customized brand performance and quality assurance program to enhance the companys flagship Fiesta Americana and the Fiesta Inn brands. The program, Sistema Prometeo, serves as a basis for enhancing guest satisfaction, brand loyalty and hotel profitability. “Grupo Posadas brands operate under the most strict standards of service and quality, and this initiative will help underscore our commitment to be the very best hotel operator in our marketplace,” said Javier Barrera, Grupo Posadas evp. “Our concentration has been to consolidate our position as the leader in the Latin American market, providing business and leisure travelers with a variety of lodging options within our Fiesta Americana, Fiesta Inn, Caesar Park and Explorean family of brands. In conjunction with LRA Worldwide, we are now implementing the sophisticated hotel performance tracking systems necessary to measure our performance and provide the roadmap to continue to enhance our brand integrity and customer loyalty.” Barrera said that the Fiesta Americana-LRA brand assurance program provides a continuous improvement process that will ensure that the Fiesta Americana and the Fiesta Inn mission, brand promise and consumer message are directly aligned with the brands standards, training programs and performance measures. “This program goes well beyond a traditional quality assurance process used by other hotel brands,” he said. “By assuring that we consistently deliver a perfect brand experience to our many guests, we will generate high levels of guest satisfaction and intent to return to the Fiesta Americana and Fiesta Inn brands, which is how we define brand loyalty.” “Grupo Posadas and LRA Worldwide have designed and are implementing a multidimensional performance scorecard that will aggregate all of the key Fiesta Americana and Fiesta Inn hotel performance metrics, including the results of quality assurance assessments, guest satisfaction surveys, employee surveys, consumer affairs, competitor performance and economic performance,” said Fernando Fernandez, LRA Worldwides senior consultant for Latin America, Spain and Portugal. “The scorecard will provide the brands with a complete picture of each individual property and the system as a whole.”