Camino Real unveils new biz brand By Jorge Sidron / July 16, 2002 Share 1 -- MEXICO CITY, Mexico -- What's in a name? If the name is Camino Real Ejecutivo, it represents a new hotel brand geared to business travelers in Mexico. The brand is the brainchild of Camino Real Hotels, Mexico's oldest hotel company.Room rates at the properties will be considerably below what Camino Real typically charges, but the hotels will provide state-of-the-art communications technology and services that business travelers demand, said Adolfo Cedeno, director of corporate sales for Camino Real Ejecutivo.Cedeno said five hotels are planned, each to be located in major business and industrial areas throughout the country, including Mexico City, Guadalajara, Saltillo and Torreon. He said the goal is to have 12 hotels in the next five years.About 65% of the brand's customers are expected to be Mexican businesspeople, with the bulk of international visitors coming from the U.S.The concept has undergone some changes since it was first announced by Camino Real early last year.Back then, plans called for two categories of hotels within the brand, one with 60 to 120 rooms and "extremely limited" services, and a second category with 100 to 150 rooms and more extensive facilities.Instead, officials decided to have just one category, with each hotel having between 120 and 150 rooms and facilities and amenities such as 24-hour business centers, dual-line phones with data ports, fax machines, oversize work desks and in-room safes large enough to store laptops.The properties also will feature dedicated meeting rooms, restaurants, bars and fitness centers.The first member of the brand will be the Camino Real Ejecutivo Perinorte, which is scheduled to open in December in an industrial area north of Mexico City.The $10 million, 137-room hotel will house more than 3,200 square feet of meetings space and charge an introductory rate of $90 per night. In comparison, the Camino Real Mexico City charges $145 per night for a room.The brand's second hotel is scheduled to open in Torreon in May."Mexico needs a midmarket brand of hotels that cater to business travelers in secondary cities," said Cedeno."What this new brand will do is satisfy this demand and set a high standard of quality for the customer."