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3 bedroom suites
Grupo Posadas plans to open 15 hotels in 2008.
Aqua Cancun after
Grupo Posadas charts
an ambitious course for
growth through 2011
By Mark Chesnut
Although it already runs
104 hotels with 19,042
guestrooms across Mexico, Grupo Posadas is in
the process of becoming
quite a bit bigger. In 2007, the
firm opened seven hotels and
launched luxury brand Aqua. By
the end of this year, it plans to
have opened 15 new hotels, and
similar growth is planned every
year through 2011.
This expansion strategy is a
response to market dynamics,
according to Liliana Franco, marketing director.
“Based on current market research, Grupo Posadas has found
that today’s travelers are looking
for more choices in accommodations when planning their vacations,” she said. “At the same time,
these travelers are placing an even
greater importance on brand
identity than ever before. As a
result, the company has chosen
to provide more options … by
expanding its current portfolio of
well-established brands in addition to developing a new lifestyle
All but one of the new hotels,
the Caesar Park Buenos Aires
Obelisco, in Argentina, are opening in Mexico. And all of Grupo
Posadas’ recent openings are new
constructions, except for the Aqua
Cancun, the first of the company’s
hotels to carry the Aqua brand.
Franco said Grupo Posadas
used the closure of the Fiesta
Americana Grand Aqua Cancun
after Hurricane Wilma in October 2005 as an opportunity to
develop and put into practice the
“The resort underwent a full
renovation and redesign, focusing on sensory elements such as
contrasting textures in neutral
colors and sleek, modern lines,”
Grupo Posadas plans to open
two more Aqua properties within
two years. First, the Aqua Bosques
will debut in Bosques de las Lomas, Mexico City. Franco said the
hotel will court business travelers
with three celebrity-chef restaurants, a spa and state-of-the-art
The third Aqua property will
open as a newbuild in Acapulco
in late 2009.
One of a kind
Another, newer brand slated
for large-scale growth is the val-ue-priced One Hotels collection,
which will debut five hotels by
year’s end. Grupo Posadas introduced One Hotels in 2006; the
brand is priced lower than the Fiesta Inn brand, “providing practical and simple spaces at accessible
prices,” Franco said.
One Hotels outlets will open
this year in Acapulco, Aguascalientes, Culiacan, Reynosa and San
For its part, Fiesta Inn, targeted
to business travelers but with a
presence in several vacation destinations, is to expand its portfolio
to 66 properties, up from the current 58.
The only chain not expanding this year is Fiesta Americana,
Grupo Posadas’ original flagship
The current construction surge
is only the beginning of an overall growth strategy. The company
expects to have opened 50 hotels
between 2007 and 2011, according to Franco.
For more, visit www.posadas