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Press Release: LRA Worldwide
September 24, 2002
MEXICO CITY & HORSHAM, PA -- Grupo Posadas, S.A. de C.V., the leading hotel company in Latin America, announced
today that it has retained LRA Worldwide to design and implement a customized brand performance and quality assurance
program to enhance the company's flagship Fiesta Americana and the Fiesta Inn brands.
With a focus on creating memorable customer experiences and improving operational excellence, the program, called
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' executive vice president. "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 brand's 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."
"In our view, consistency and a customer-centric focus is the bedrock of all world-class brands. Accordingly,
our objective is to help Fiesta Americana and Fiesta Inn ensure consistency and excellence in product and service
delivery through a comprehensive brand assurance program," said Robert Rush, president and ceo of LRA Worldwide.
"We are creating proprietary processes centered around an innovative quality assurance program. Our program
is designed to bring simplicity to a complicated process, and to help focus the attention Posadas staff members
on the key elements of the Fiesta Americana and Fiesta Inn experience that form the primary drivers of guest satisfaction,
brand loyalty and profitability."
"In addition, Grupo Posadas and LRA Worldwide have designed and are implementing a multi-dimensional 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 Worldwide's 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," said Fernandez. "Accurate performance data will enable us to provide
the appropriate guidance to our own general managers and hotel staff and enhance the brand experience at all levels
for our guests," Barrera said. "The scorecard also will allow us to track and reward superior performance
and target training to areas where individual properties need the most help. LRA has responded to our needs to
provide this program in Spanish, our native language, which will further facilitate our learning."
Fiesta Americana and Fiesta Inns are the flagship brands of Grupo Posadas, S.A. de C.V., based in Mexico City.
Posadas operates more than 50 hotels with over 11,000 rooms in Mexico, Argentina, Brazil and the United States.
Posadas' Fiesta Americana, Fiesta Inn, Caesar Park and Explorean brands hold a leading position in their respective
markets. Fiesta Inn, business class hotels designed for frequent business travelers, is the fastest growing chain
in the last five years in Mexico. The company's shares are traded on the Mexican Stock Exchange (POSADAS). For
more information, visit the company's Web site at www.posadas.com
LRA Worldwide is a leading global provider of integrated customer loyalty solutions. The company's services, systems
and technology focus on a single business outcome: building and retaining customer satisfaction and loyalty. LRA
Worldwide's proprietary customer loyalty solution integrates a company's branding and communications with the tools
necessary for zero-defect delivery of the brand to the customer: the company's standards, training, performance
measurement, customer feedback systems and performance improvement. LRA Worldwide focuses on industries and sectors
where "hospitality" and service excellence are central elements of the clients' brand. Operating in over
90 countries, LRA has a broad global reach with regional offices located in the U.S., Europe, Middle East &
Africa and the Asia-Pacific regions. For more information, visit the company's website at www.lraworldwide.com
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Contact:
LRA Worldwide
Debra Andrews, 215/957-1999, ext. 26
or
Media:
Jerry Daly or Chris Daly, 703/435-6293
Source: LRA Worldwide