Grupo Posadas to Launch Loyalty Marketing Service Bureau in Mexico
Agreement with Frequency Marketing, Inc. includes Software Licensing, Educational and Consulting Services
CINCINNATI--Grupo Posadas, the largest hotel chain based in Mexico, and Frequency Marketing, Inc., a global exporter of loyalty marketing software and services, have signed an agreement to develop the loyalty marketing industry in Mexico.
Grupo Posadas will combine their decades of loyalty-marketing expertise running the popular Fiesta Rewards frequent-guest program with Frequency Marketing Inc.'s (FMI) Loyalty Solutions Platform(TM), a specialized software application that enables the ongoing management of loyalty programs. Grupo Posadas intends to establish a world-class loyalty marketing service bureau to meet the growing demand for loyalty-marketing software and services in Mexico. Grupo Posadas will soon have the technology and infrastructure in place to provide turnkey loyalty marketing program development and support to Mexican clients in the retail, financial services, telecommunications, business-to-business and hospitality sectors.
"We've been running the Fiesta Rewards loyalty program since 1987 and have amassed a great deal of expertise that other organizations have asked us to share," notes Javier Barrera, Franchise Vice President of Grupo Posadas. "Our relationship with FMI allows us to offer innovative and affordable technology backed by substantial expertise in the design, management and implementation of loyalty-marketing programs. Our new loyalty-marketing service bureau will offer transaction processing, rewards content and fulfillment, call center services, strategic and analytical support for Mexican clients."
Grupo Posadas is licensing FMI's Loyalty Solutions Platform(TM) (LSP), an expert software application that enables companies to create and quickly launch flexible, fully customized loyalty programs that can track purchase behavior--quickly, efficiently, and inexpensively. Based on Oracle architecture and open standards, LSP can be easily integrated with any transaction-processing system, including point-of-sale, e-commerce and billing engines. As the industry leader in loyalty-marketing software, LSP currently process over 1.2 billion transactions annually from 23 countries throughout the world, including Mexico.
Frequency Marketing, Inc will also provide technical support of the software license, implementation services, strategic counsel and analytical support to Grupo Posadas' service bureau business. Future plans call for the two companies to offer loyalty marketing educational and consulting services to the Mexican marketing community.
Launched in 1987, Fiesta Rewards has a membership of over 900,000 business travelers and is the largest loyalty program of its kind in Mexico. Reward partners include Aeromexico, Avantel, AT&T and American Express, as well as Continental, Delta, Mexicana and American airlines. Grupo Posadas will migrate its in-house Fiesta Rewards member database to the LSP allowing for greater marketing flexibility and a host of future program enhancements.
COLLOQUY®, a magazine and web site that reports on loyalty-marketing programs, estimated Mexico's loyalty market size at US$40 million in 2002 with a projected annual growth rate of 40% over the next five years. "Mexico is the fastest growing market in all of Latin America," notes FMI Director of International Development, Bill Hanifin. "We've received numerous inquiries from Mexican companies who want to unleash the power of loyalty marketing to optimize their CRM initiatives. By partnering with Grupo Posadas we can combine our technology with their substantial loyalty expertise to create an added-value environment for Mexican companies to develop and enhance their loyalty programs."
About Grupo Posadas, S.A. de C.V. - Mexico City-based GRUPO POSADAS is the largest hotel operator in Mexico and Latin America. It accounts for five proprietary hotel brands: Fiesta Americana, Fiesta Inn, Caesar Park, Caesar Business and The Explorean. These chains operate in Mexico, the United States and South America. GRUPO POSADAS has grown through continued development and the exploration of new hospitality concepts. An innovative posture during the seventies positioned POSADAS as a pioneer by launching the first Mexican hotel chain, the Fiesta Americana, and in the decade of the eighties positioned it as one the five major companies in Mexican tourism. Today, POSADAS, with thirty years of operations, accounts for more than 70 hotels with more than 14,200 rooms. More information can be found at
About Frequency Marketing, Inc.: - For over two decades, Frequency Marketing, Inc. has provided complete resources and technology for the design, implementation and management of loyalty-marketing programs that recognize and reward customers based on their purchase behavior. FMI's Loyalty Solutions Platform(TM) allows companies to create and quickly launch flexible, fully customized loyalty programs that can support even the most creative program rules and structures. The platform was recently enhanced with a suite of functionality particularly suited to helping hotels achieve better results from their frequent guest programs. Additionally, FMI publishes COLLOQUY®, (