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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

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  • Hoteles Misión

descarga (3)Hoteles Misión, a 100% Mexican company founded in 1946, is looking to grow its properties from the 56 it has today, to 100 by 2020. Although 95% of its growth will take place in Mexico, the hotel chain is also looking into the U.S. market (where it already owns one property in Texas), and also Cuba and Peru. Hoteles Misión is working on new promotion strategies that lead to bookings. One example of this is “Puebleando con Misión”, a campaign based on video clips that has been working for the last three years together with the Consejo of Turistic Promotion and the government of 15 estates.This strategy sums up with a digital bet. Check out our interview with Roberto Zapata, CEO at Hoteles Misión!

  • Bloomin’ Brands

mmmmTampa-based Bloomin’ Brands, facing stagnant sales domestically, plans to open more restaurants throughout Latin America.The company has hired a global real estate firm to look for growth opportunities specifically in South America, said Cathie Koch, spokeswoman for Bloomin’ Brands. The company will likely target metropolitan areas in Chile and Argentina, while continuing to grow its presence in Brazil, real estate experts said. There are no new locations to announce yet.Bloomin’ has opened three Abbraccio restaurants, the international version of Carrabba’s Italian Grill, in Brazil since last year. Bloomin’ also operates 75 Outback Steakhouses in Brazil. Expansion plans include more Outback Steakhouse, Abbraccio and Fleming’s Prime Steakhouse and Wine Bar locations in Brazil and other Latin American countries.Bloomin’ has 90 restaurants in seven Latin American counties right now, the JLL report shows. Bloomin’ plans to operate 100 restaurants in Brazil within three years, including opening its first Fleming’s Prime Steakhouse and Wine Bar in the country this year.Other American brands are targeting Latin America in a big way. Nike, Old Navy, Skechers and American Eagle see opportunities for growth in countries like Mexico, Argentina and Columbia.

  • W Punta De Mita Hotel 

4xXpTSmp_400x400W Hotels Worldwide expands its Latin American portfolio with the opening of W Punta de Mita in Mexico’s Riviera Nayarit. Owned by Fideicomiso Los Veneros, the new hotel is part of the multi-use oceanfront development, Los Veneros, on Mexico’s Pacific Coast.W Punta de Mita is the 48th W Hotel worldwide and fifth W Hotel in Latin America following W Santiago, W Mexico City, W Vieques Island and W Bogota, bringing Starwood’s iconic category disruptor closer to reaching 75 hotels by 2020. W Punta de Mita joins W Mexico City as the brand’s second hotel in the country, as well as the second Latin American W Escape.

  • “Mago” by Coca Cola

mmmmmmmTo enhance its goal of making Coca-Cola’s different versions accessible, attractive and available to all, the brand has launched its new campaign “Mago” (“Wizard”) to describe the different characteristics of each Coca Cola brand. The campaign includes a spot in which an unexpected bartender played by Justin Flom, a famous magician who lives in Las Vegas and is well-known in all social networks, uses tricks to transform Coca-Cola’s traditional bottles into its’ different varieties: Coca-Cola Zero, Diet Coke and Coca-Cola Life. The spot, which was created by agency David  directed by Martin Romanella , will be released in 5 continents.

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What: Roberto Zapata, CEO at Hoteles Misión, talks to Portada about his company’s plans to have 100 hotels worldwide by 2020.
Why it matters: The Mexican company is looking to grow its properties from the 56 it has today, to 100 by 2020. Most of the growth will occur in Mexico. As part of the expansion, Hoteles Misión is also looking to grow in the U.S., Cuba, and Peru.

Hoteles Misión, a 100% Mexican company founded in 1946, is looking to grow its properties from the 56 it has today, to 100 by 2020. Although 95% of the growth is planned to take place in Mexico, the hotel chain is also looking into the U.S. market (where it already owns one property in Texas), and also Cuba and Peru.

With this expansion, Hoteles Misión would consolidate as Mexico’s second biggest hotel chain, after Grupo Posadas (Fiesta Americana, Fiesta Inn and One), which now has 141 hotels worldwide, and before Grupo Real Turismo (Camino Real, Quinta Real) that reported 40 hotels in 2015.

Business Travelers are a key segment  which Hoteles Misión expansion is targeting. The hotel chain is planning to bring its services to industrial areas in Mexico like Nuevo Leon, Saltillo Sonora, and Guanajuato, Aguascalientes, as well as San Luis Potosi, where it will open two properties close to where Ford and BMW will open their factories, explains Roberto Zapata, CEO at Hoteles Misión.

“Mexicanity’ will be a key part of our DNA wherever we go.

Apart from Mexico, Misión will add three properties in Cuba, and three in Peru −to keep enriching the industrial trade. All these different destinations have one thing in common, which is characteristic to Misión: “’Mexicanity is our DNA and we will keep using it as our main differentiation factor wherever we go, because it is a symbol to our warm and high quality service. We even see it in the way we prepare our team, which learns how to promote the country’s geographical attractions in the region where the hotels are built.”

New Strategies

Hoteles Misión is working on new promotion strategies that lead to bookings. One example of this is “Puebleando con Misión”, a campaign based on video clips that has been working for the last three years together with the  Consejo De Promoción Turística de México and the government of 15 Mexican states.

What we do is to present ad campaigns with joyful activities. Now, the next step is to connect with travel agencies in order to have a stronger sales structure to sell a specific touristic route or a travel tour.

This strategy is rounded up with a digital bet. In June, Hoteles Misión presented its new app, with which guests can make room reservations and even get their e-keys. “This will also let us know what our guests liked, and what they bought in any of our hotels, so we can get to know them better, even before they arrive at their new holiday in one of our hotels. Thanks to “glocalization”, we will be able to know if there are near and ask them, for example, if they are hungry and want to have dinner ready by the time they arrive.”

The search of growth avenues and good service is everything to survive in the hotel business, and it seems Hoteles Mision’s Zapata knows exactly what this means.

In collaboration with Gabriela Gutiérrez.

CHECK OUT MORE OF PORTADA’S TRAVEL MARKETING COVERAGE:
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Marketer Interview: Erica Doyne on Marketing Challenges for AmResorts
Hotels face challenges of attracting international customers to Latin America
Best Western CMO Dorothy Dowling: The hotel business has always been electronic
Sojern’s Andres Franklin on programmatic and the uniqueness of the travel industry
6 Things you Neeed to Know about Best Western’s Approach to Marketing

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