It’s difficult for new brands to make headway in the U.S.’s already crowded market, but these continue to grow by catering to a specific niche of travelers whose culture and language is implicitly understood.
Lately…hotel brands that are uniquely Latin American are entering key U.S. border and gateway cities such as Miami and New York. These brands, including Argentina’s Faena Hotel, and Mexico’s Grupo Habita, are facing challenging barriers to entry but also are enjoying significant benefits once established in the U.S., which is considered the premier league of the global hotel industry.
Why now? The three key reasons Latin American hotel brands have begun to set up shop in the U.S. include opportunistic investment situations resulting from the recent U.S. economic downtown, the rising importance of Latin American travelers and brand followers in select U.S. cities, and the desire to build brand awareness and create incremental brand value.
Photo credit: A rendering of the Faena Hotel in Miami, which is the process of being built. Faena Hotel