Hotelier to Start Marketing Service Bureau in Mexico

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Hotel chain Grupo Posadas is set to announce today that it will create a loyalty marketing service bureau in Mexico.

Grupo Posadas, the largest hotel chain in Mexico, will combine its Fiesta Rewards frequent-guest program with the Loyalty Solutions Platform from Frequency Marketing Inc., Cincinnati, to provide turnkey loyalty marketing program development and support to Mexican clients in the retail, financial services, telecommunications, business-to-business and hospitality sectors.

The new bureau will offer transaction processing, rewards content and fulfillment, call center services, strategic and analytical support for Mexican clients, the company said.

"We have amassed a great deal of expertise that other organizations have asked us to share," said Javier Barrera, franchise vice president at Grupo Posadas.

Grupo Posadas has had its rewards program, with a membership of more than 900,000 business travelers, since 1987. Partners in the program include Aeromexico, Avantel, AT&T and American Express. Grupo Posadas' hotel brands include Fiesta Americana, Fiesta Inn, Caesar Park and the Explorean.


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