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 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
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
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
"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."