With 140 hotels and more than 23,000 rooms representing eight brands, Grupo Posadas has been a major player in Mexico for decades. The Mexico City-based hotelier continues to refine its strategy, fulfilling a plan to double its number of hotels by 2020 while developing new product lines to lure a wider range of travelers — and also expanding one of its hottest new brands into a new market: the United States.

The company views its rapid expansion over the next four years as “an ambitious goal, but we have worked to create the foundation to achieve it,” according to Javier Barrera Segura, vice president of franchises. “One of the key strategies is to have a portfolio of very different brands that attend to the various needs of travelers.”

The hotelier’s current strategy results from years of well-planned evolution. In 2012 Posadas sold its South American brands, Caesar and Caesar Business, to Accor Hotels. In 2014 the company launched the Gamma de Fiesta Inn franchise model, allowing independently owned hotels to take advantage of an affiliation with a well-recognized name while also expanding the company’s presence. The Gamma structure allows hotel owners to choose between an operating plan and license, under which Posadas assumes hotel operations on their behalf, or a pure franchise model in which owners keep control of their operation but have access to the Fiesta Inn brand, distribution channels and marketing programs.