Hoteles City Express
(Mexico, Chile, Colombia & Costa Rica)
About Hoteles City Express
Hoteles City Express is a Mexican hotel chain founded in 2002, with a portfolio of more than 150 hotels across Mexico, Costa Rica, Colombia, and Chile.
The brand was created to serve a clearly defined market niche: the business traveler segment. Over time, this focus enabled City Express to become the fastest-growing hotel chain in Mexico in recent years.
Following this sustained growth and the successful completion of its initial public offering (IPO), Hoteles City Express was listed on the Mexican Stock Exchange, reinforcing its position as a leading hospitality group in the region.
As the brand continued to scale, the company sought to deepen its understanding of guest behavior across its diverse portfolio of properties.
What were their Objectives?
Hoteles City Express engaged Toucan Insights to conduct a comprehensive analysis of guest behavior across its hotel network.
The main objectives of the project were:
-
To understand consumer behavior and travel patterns across different properties and markets
-
To identify emerging trends affecting the business and leisure travel segments
-
To translate these insights into actionable digital strategies
-
To optimize digital channels, services, and offerings based on guest preferences
The ultimate goal was to use data-driven insights to refine the brand’s digital strategy and strengthen its connection with both existing and potential guests.
What was the Approach?
Toucan Insights conducted an in-depth consumer and market research project, analyzing multiple dimensions of guest behavior and market dynamics across the hotel chain.
The research focused on key elements, including:
-
Sales channels used by guests, both online and offline
-
Existing organic and paid digital strategies
-
Guest behavior based on acquisition channel, including traditional agencies, OTAs, business clients, MICE, B2B online agencies, and events
-
Preferred destination types and property offerings, such as urban versus rural locations
-
Competitive landscape by location, category, and services
-
Mobility preferences, including private car versus public transportation
-
Guest preferences segmented by age group, covering expected services, promotions, and emerging trends
-
Competitors’ marketing communications, including websites, social media, advertising, promotions, and loyalty programs
-
Differences between domestic and international travelers by destination
-
Preferred travel distance from home
-
Average daily expenditure per traveler type
-
Travel purpose and stay motivation
-
Average hotel occupancy by market and category
This multi-layered analysis allowed Toucan Insights to build a holistic view of City Express’ guest ecosystem.
What were the Results?
Based on the research findings, Toucan Insights supported the implementation of a new digital marketing strategy focused on expanding the hotel chain’s reach beyond its traditional business traveler core.
Key outcomes included:
-
A renewed organic growth strategy designed to attract non-business travelers, broadening the brand’s appeal
-
The introduction of new approaches and services aimed at strengthening the offering for business clients, including enhancements to accommodation and event spaces
-
A new website design featuring an optimized consumer journey, enabling visitors to navigate properties more easily and complete bookings with less friction
-
The integration of new keywords and content, aligned with identified guest interests and search behavior
As a result of these initiatives, organic website traffic increased by more than 100% in the year following implementation, reaching approximately 410,000 organic monthly visitors.
Strategic Takeaway
This project illustrates how deep consumer insight and structured digital strategy can help hospitality brands refine their positioning and unlock new growth opportunities.
By translating behavioral data into actionable digital initiatives, Toucan Insights helped Hoteles City Express strengthen guest relationships, diversify demand, and significantly increase organic visibility.
Gaston was clear about the research process from the first moment, demonstrating great expertise, professionalism, and market knowledge. Thanks to the insights and information presented by Toucan Insights, we had clarity on the panorama and desk research with great detail, which helped us identify areas of opportunity to improve our service offering and to understand the behavior of different types of consumers.
​
Claudia Garcia Uribe |
Market Research Manager
City Express
Hotels
Hospitality | Mexico, Chile, Colombia & Costa Rica