08

Franchise

Fiesta Americana Mérida

Creating

experiences

LIVE AQUA

With a total of 793 rooms, our Live Aqua hotels remain as the brand of preference for guests who have the demanding needs and tastes of modern travelers and seek a relaxing atmosphere with fine design, art and sophistication for the stimulation of the senses.

All our 5 hotels, Live Aqua Beach Resort Cancun, Live Aqua Boutique Resort Playa del Carmen, Live Aqua Urban Resort Mexico, Live Aqua Urban Resort Monterrey, and our most recent one Live Aqua Urban Resort San Miguel de Allende adapt to the diverse life styles of guests who want experience the pleasure of being and be seen.

In 2018, we continued to consolidate and expand our brand improving the experience at every one of our hotels and positioning them as the most exclusive at every destination.

In November 2018, we successfully opened the Live Aqua San Miguel de Allende as the best hotel in the city. Additionally, we remodeled the Live Aqua Beach Resort Cancun, completely changing its room concept to a contemporary style, and modified its consumption centers.

Live Aqua Urban Resort San Miguel de Allende

Grand Fiesta Americana

Grand Fiesta Americana is the Premium hotel chain designed for those seeking an exclusive and customized hotel experience with a sophisticated atmosphere of classic luxury and outstanding service. A solid brand, our 8 hotels have managed to fascinate travelers who look for prestige, success, power and virtuousness.

Grand Fiesta Americana is on the right track: 2,226 rooms and an exclusive concept that offers the highest quality and service standards in the world.

In the second semester of 2019, we are looking forward to the successful opening of the Grand Fiesta Americana Oaxaca, a new icon of the city.

WE CONTINUED TO CONSOLIDATE OUR BRANDS IMPROVING THE EXPERIENCE OF OUR GUESTS.

Grand Fiesta Americana Puerto Vallarta All Inclusive

Fiesta Americana

Fiesta Americana offers an unforgettable stay at the best destinations in Mexico.

Our 17 hotels offer Mexican charm and hospitality, providing modern spaces and warm, friendly service always available in a cozy atmosphere.

In 2018 two of our iconic hotels were fully remodeled: Americana Condesa Cancun All Inclusive, a hotel recognized by national and international travelers which now offers its guests modern spaces without losing its Contemporary Mexican touch; and Fiesta Americana Hacienda Galindo Resort & Spa, a wonderful, totally renovated Hacienda to which we have added spaces for relaxation and enjoyment such as its new Spa, restaurants and bars.

Our recent openings reflect the confidence of our investors and the leadership of our brand. Our inventory of hotels is complemented by the following: Fiesta Americana Mexico Satelite, in Mexico City, Fiesta Americana Punta Varadero All Inclusive and Fiesta Americana Holguin CostaVerde All Inclusive; with these last two openings in Cuba, our brand entered the international market.

Fiesta Americana México Toreo

our recent openings reflect the confidence of our investors and the leadership of our brand

The evolution of Fiesta Americana can also be seen in the opening of new properties. We have set out a plan to open 8 hotels at strategic destinations in Mexico by 2020: Mexico City, Culiacan, Huatulco, Guadalajara, Puebla, San Luis Potosi and the Mayan Riviera: these will be adding to our current 3,753 rooms.

Today, Fiesta Americana represents evolution, modernity and growth: we are on the right track to reaching more destinations to provide our guests unforgettable moments.

The Explorean

Our Explorean brand offers its guests the experience of discovering magical destinations and the enjoyment of unique activities and moments of contemplation and disengagement; travelers will discover new places of unimaginable attraction.

In Mexico alone, we have identified 28 potential places where our brand could be present fulfilling its promise of discovery. The Explorean is a brand with great potential for growth that will captivate our guests.

we are on the right track to reach more destinations

The Explorean Cozumel

Fiesta Inn

Fiesta Inn is the leading Business Class hotel in attention and hospitality for business traveler seeking success and relaxation: it offers open, multifunctional facilities in an inspiring and warm atmosphere.

The mission of Fiesta Inn is to look after business travelers and provide them with the best hotel experience.

In 2018 we opened four new destinations that expand and consolidate our presence in Mexico.

  • Fiesta Inn Ciudad del Carmen Laguna de Términos.
  • Fiesta Inn Express Querétaro Constituyentes.
  • Fiesta Inn Morelia Altozano.
  • Fiesta Inn Tuxtla Fashion Mall.

It should be mentioned that in 2018 we opened our new Fiesta Inn Express Queretaro Constituyentes, the first of the brand focused on providing individual business travelers with the Business Class experience

2019

  • Fiesta Inn Aguascalientes Patio.
  • Fiesta Inn Express Monterrey Centro.
  • Fiesta Inn Express Puebla Explanada.
  • Fiesta Inn Galerías Celaya.
  • Fiesta Inn Guadalajara Aeropuerto.
  • Fiesta Inn Guadalajara Periférico Poniente.
  • Fiesta Inn Parque Puebla.

2020

  • Fiesta Inn Express Culiacán Explanada.
  • Fiesta Inn Express & Loft Aguascalientes Explanada.
  • Fiesta Inn Mazatlán Zona Dorada.
  • Fiesta Inn Tijuana Zona Hipódromo.

Fiesta Inn Express Querétaro Constituyentes

GAMMA

Gamma is our collection of four and five-star hotels with which we surpassed our 2018 goal of 21 hotels (system and signed contracts) and closed the year with a total of 25 units.

Gamma hotels are the only ones operating under a franchise model and are independently- operated. Through this model, we convert hotels already in operation into our brand allowing them access to our sales and promotion channels without losing their own personality, style, design or décor.

In 2018 we signed 9 contracts for the opening in 2019 of the following hotels which will open in 2019: Rincon de Santiago, Monterrey, Orizaba, Interlomas, Mexico City, Mazatlan, Coyuca de Benitez, Guerrero, Morelia Vista Bella, Isla Mujeres, Cancun Centro and Playa del Carmen. This will increase the brand to 25 hotels and expand our presence in the market.

Since the launch of the Gamma brand four years ago, we have opened 16 hotels representing over 2,200 rooms; this makes Gamma our fastest-growing brand.

Moreover, we have 40 properties undergoing conversion negotiations, all located in strategic cities throughout the country.

In 2018, we continued to promote the brand through the #EstoEsAquí digital media campaign; its goal was to make Gamma become a recognized brand among business and leisure travelers in Mexico.

The campaign turned out a 120% growth in our social networks, reaching more than 3 million people and creating brand recognition by 2 of every 10 current travelers in Mexico.

At the end of 2018, less than four years from the launch of the brand, we had 16 Gamma hotels in the system -10 franchised and 6 operated- for a growth in fees generated by franchised hotels of over 120% with respect to 2017.

Adding the 16 hotels in the system to the current 9 contracts, we now have a total of 25 hotels; our forecast is for at least 8 new contracts in 2019, thus surpassing our goal of 70 hotels by 2025.

Gamma Campeche Malecón

one

Our new one brand renewed its concept and launched it into the market. In 2018 we completed the update of the brand fully based on consumer comments. In addition, we signed the first two brand-franchising contracts.

Also in 2018, we received the conclusions of the research we conducted the previous year on every space, service and strategy of the brand. We listened to travelers and answered their needs for a complete renovation of the brand.

The growth experienced by one has been constant and fast in recent years. In 2018 we opened one Ciudad de Mexico La Raza, in addition to 4 more of the new concept: one Puebla Angelopolis Periferico, one Monterrey Tecnologico, one Acapulco Diamante and one Tijuana Otay.

Our plan for growth will continue to be part of our objectives in 2019 with the scheduled opening of 4 new properties: Tuxtla Gutierrez and Tapachula Chiapas, Chihuahua, Chihuahua and Hermosillo, Sonora.

In addition to the new concept which is boosting satisfaction and brand loyalty, in 2018 we launched the “¿Por qué viajar? Porque con one puedo” advertising campaign which allowed us to connect with our guests.

This campaign is aimed at travelers who seek to expand their horizons, know new places, have fun, and attend concerts, sports and social events. We are now closer to them through friendly and cordial communication.

We listen our travelers finding the way to answer their needs to reach the renovation of the brand

one Puebla Angelópolis Periférico

SAN MIGUEL DE ALLENDE, ONE OF THE PREFERRED DESTINATIONS FOR ART LOVERS, WAS APPOINTED BY “TRAVEL + LEISURE” MAGAZINE IN 2017, AS THE BEST CITY IN THE WORLD, FOR ITS QUALITY SERVICE, KINDNESS, GASTRONOMY AMONG OTHERS. WITH THE TITLE OF VILLA PROTECTORA DE SAN MIGUEL Y SANTUARIO DE JESUS NAZARENO DE ATOTONILCO, IT HAS BEEN APPOINTED BY THE UNESCO AS A HERITAGE OF HUMANITY, DUE TO ITS CULTURAL AND ARCHITECTURAL CONTRIBUTION TO THE MEXICAN BAROQUE AND ITS IMPORTANCE IN THE MEXICAN INDEPENDENCE WAR.

San Miguel de Allende

Parroquia de San Miguel Arcángel

promotion

Fiesta Americana Cozumel

viaja

Sales for

$877

million

Growth of

23%

vs. 2017

Our promotion platform for Live Aqua, Grand Fiesta Americana, Fiesta Americana, Fiesta Inn, Gamma and one, continued growing in 2018 thanks to a constant communication through digital and printed media.

In 2018, we had sales in the amount of $877 million pesos, 23% higher than in 2017, due to our new corporate promotions: opportunity sales, Viaja’s Buenas Noches, 25% off in food and beverages, 40% Fiesta Rewards bonus points, and other tactical promotions aimed at specific segments and different needs of our guests.

Similarly, our VIAJA por Todo Mexico campaign achieved excellent results and continues to be the most important one in the Mexican tourism sector.

Furthermore, we raffled off 12 Audi cars among more than 60 thousand participants, generating 25,718 room nights and a revenue of $18.2 million pesos.

With the participation –once again- of Ana Brenda Contreras as campaign ambassador, we achieved more than 15 million spot visits in our social networks through the implementation of a robust nationwide media plan.


As part of the effort to disseminate our promotions and brands, we shared specific offers with our commercial partners: Santander,American Express and Aeroméxico.

Loyalty Programs

Fiesta Rewards

In 2018, over 70,000 members participated in the program thanks to the “El pase completo” Fiesta Rewards sweepstakes.

Our loyalty program was present in different communication media such as television, movie minutes, billboards, digital channels, magazines and internal media.

In addition, we awarded 218,000 tickets for attending the 2019 Super Bowl, achieving recruitment of new members and boosting their loyalty through our program and brands.

We achieved an increase of 35% in revenues from the Santander Fiesta Rewards card and placed 47,552 new cards for a total of 145,000 valid cards. In the year, the program contributed with 21% of member room occupancy; we affiliated 124,200 new members for a total of 270,800 active members, and redeemed 130,000 prizes of which 85% were for hotel nights.

200%

MEMBERSHIP GROWTH OF THE SANTANDER/FIESTA REWARDS PROGRAM

145,000

active cards

131,000

prize

270,800

Fiesta Rewards active members

Distribution

and CRM

Fiesta Americana Hacienda Galindo

+ 3.4

million reservations through our
Distribution System
1 every 9 seconds

2

million fans in our
social networks

For second year in a row, we set a record in the number of reservations we process through our distribution suite with a total of 3.4 million annual reservations, equal to a reservation every nine seconds.

In addition, in partnership with our revenue management team we achieved a 5% growth in the income generated by reservations and maintained a healthy mix of 60% own-channel reservations and 31% external.

In order to maintain our competitive advantage, improve reservation cost, and ensure higher scale profitability, we have continued to improve our platforms.

Similarly, in 2018 we maintained our global distribution cost below USD9$ per reservation, including commission.

We also continued to position and grow our own sites, increasing income by 17%, and managing to increase the participation of this channel with respect to external channels.

We continued to streamline our processes, tools and security data. Konexo managed to obtain PCI (Payment Card Industry), Data Security Standard (DSS), and Customer Experience Management (COPC) recertification, as well as the Modelo Global de Calidad for Customer Interaction (MGCIC/INAI), all world-class top certifications awarded to contact centers. This guarantees secure management of all bank and personal information of our clients.

Furthermore, in 2018 we managed to close several additional external campaigns that led to a global contact center occupancy of over 89%. In 2019 we expect have full occupancy of contact centers. In 2018 we were recognized by the Instituto Mexicano de Teleservicios in its annual award ceremony with first, second and third place for best talent in the industry.

In order to guarantee accurate follow up and centralization of vista 360 customer cases, we continued the digital transformation of our CRM department with the implementation of projects which have allowed us to reinforce client experience (CX). We have also included automated service tools that guarantee accurate follow up and centralization of cases.

In 2018 we finalized our Master Data Management (MDM) system which has provided us with a unique, centralized and secure knowledge base of every client that consumes our products and services. With this tool we will be driving customization and recognition projects throughout its lifecycle in 2019.

Finally, we continued with our Digital Command Center as one Grupo Posadas’ competitive advantages. Using this model we have managed to concentrate real-time monitoring of all the conversations we have with our clients in social networks and digital media, allowing us to identify and resolve service, information, crisis management and sales opportunity cases.

THE CITY OF MONTERREY, IS ONE OF THE MOST IMPORTANT INDUSTRIAL AND BUSINESS CENTERS IN OUR COUNTRY. FRAMED BY THE CERRO DE LA SILLA –ICON OF THE CITY AND A SYMBOL FOR ITS RESIDENTS– IT HAS A GREAT CULTURE AND HISTORY AS WELL A COSMOPOLITAN ENVIRONMENT. WITH A MIX OF TRADITION, NATURAL LANDSCAPES, HISTORICAL MONUMENTS AND GASTRONOMY, IT OFFERS VISITORS A VARIED RANGE OF SITES THAT DESERVE TO BE VISITED: THE MACROPLAZA, SANTA LUCIA WALK AND WITHOUT ANYDOUBT LA FUNDIDORA PARK.

MONTERREY

Paseo Santa Lucía