Grupo Posadas

Brand valuation for Mexico's largest hotel group

 

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Fiesta Americana, Fiesta Inn, One Hotels

Grupo Posadas is a hotel group that Don Gastón Azcárraga Tamayo founded in 1967 as he undertook the launch of his first hotel, Fiesta Palace, in Mexico City. After that, the company grew to more hotel brands across Mexico, as well as brands in Brazil, Argentina and Chile. Looking to hone its focus, the company recently sold its hotels outside Mexico that were operating under the Caesar Park and Caesar Business brands. As the company transitioned, it approached Interbrand Mexico City to conduct a brand valuation of three of its brands.

Interbrand, which has the only ISO-certified valuation methodology in Mexico, conducted the analysis with its proprietary brand valuation methodology. We take into consideration a) financial analysis, b) role of brand and c) the brand’s strength.

Grupo Posadas currently has six brands: Live Aqua, Fiesta Americana Grand, Fiesta Americana, The European, Fiesta Inn and One. These brands include more than 100 hotels that range from economy to luxury and lifestyle to adventure. Posadas welcomes nearly three million guests annually.

In addition to operating its hotels with more than 18,000 rooms, the public company - listed on the Mexican Stock Exchange - also manages a successful hotel management and consultancy advising company on hotel development. Grupo Posadas Holdings additionally includes: Conectum, a shared service center; Konexo, Posadas’ communication HQ with two call centers; and Summa, strategic supply sourcing and procurement division.