Travel Industry
Industry: Email Alert RSS FeedPosadas Launching Hip Brand.(Grupo Posadas S.A. de C.V. announces new hotel brand LAT 19[degrees])(Brief article)
Hotels, October, 2006
By Staff
MEXICO--Looking to capture the upscale and luxury business travel market in Mexico, Grupo Posadas recently announced a new hotel brand, LAT 19[degrees] . The brand, to be characterized by a contemporary minimalist style and cutting-edge technology, will debut in Mexico City next summer.
The name comes from the location of Mexico City, at latitude 19. The use of computer symbols in the logo reflects "the new language of technology," according to a spokeswoman.
Grupo Posadas plans to grow the brand to 20 hotels within 10 years, to be located in Mexico's main cities, including Monterrey and Guadalajara. Investment per hotel will be about US$9 million, with average rates coming in around US$140 per night.
The target market...
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