Name: Rafael Lizarraga
Title: Chief Commercial Officer
Company, city: Grupo Posadas; Mexico City, Mexico
Number of employees: 18,200
Recent project: We expanded beyond Mexico, opening two new Fiesta Americana hotels in Cuba.
First job: I began in reservations with Grupo Posadas 24 years ago.
Little-known fact about you: When I can, I enjoy cooking — though I really dislike washing the dishes.
Your Business
What innovations or initiatives do you foresee in the industry over the next years? We expect more hotel brands to become global and to diversify their offerings. Strategic partnerships and alliances—similar to airline pairings such as Delta Air Lines and Aeromexico—will increase. Companies will also build or acquire the distribution capabilities needed to market and sell their products directly.
Best career advice you’ve received: Early in my career my parents advised me to be patient and focus on building long-term experience within a single company. That guidance helped me grow steadily.
What advice would you give someone starting out in the field? Learn to listen. Every client and market is different, so tailor your product and service to meet each guest’s needs rather than applying a one-size-fits-all approach.
Rafael Lizarraga as a Traveler
Favorite travel memory or story: One of my most memorable trips was an African safari on the Serengeti, combined with visits to Victoria Falls and Cape Town. The wildlife, landscapes and culture were incredible.
One travel tip you cannot live without: I always travel with a book. Reading is how I disconnect and recharge, and flights are the perfect time for it.
Best advice for business travelers: Double-check every detail before you leave. Confirming reservations, itineraries and meeting arrangements reduces stress and helps you start the trip confidently.
About Grupo Posadas
What can premium travelers expect from a stay at a Grupo Posadas hotel? Grupo Posadas operates a diverse portfolio of brands — Live Aqua, Fiesta Americana, Grand Fiesta Americana, Fiesta Inn, Gamma Hotels, One Hoteles and The Explorean by Fiesta Americana — each designed for different traveler preferences. Across all brands we focus on delivering memorable experiences through personalized service and genuine Mexican hospitality.
What amenities do your brands offer family travelers? Families will find dedicated kids clubs at both our resort and urban properties. Our family offerings go beyond the conventional: for example, Grand Fiesta Americana Coral Beach Cancún features an aquapark, and Grand Fiesta Americana Punta Cana Los Corales will include one when it opens.
What can travelers expect from the hotel group in 2019? We planned continued expansion beyond Mexico, targeting 300 hotels by 2020 and aiming to open approximately 180 properties in that period. In 2018 we opened 10–15 hotels, with goals of 30–35 openings annually for 2019 and 2020. While growth in Mexico remains a priority, our international focus is on the Caribbean and selectively on Latin American city markets featuring high-tech, urban hotels. Notably, we became the first Mexican hotel chain to enter Cuba.
We are also introducing new brands. IOH will offer freestyle hotels with three room concepts — Relax, Business and Entertainment — designed for different guest moods and needs. In the Riviera Maya, DEVOSSION will be an adults-only lifestyle resort aimed at travelers seeking a refined, exclusive experience.