Rajiv Trivedi, executive VP of franchise and chief development officer, said while branding is still

Marketing for the properties will be similar to what La Quinta clearwater beach hotels did with its hotels in Mexico, which includes extensive consumer and market research, said Julie Cary, executive VP and chief marketing officer for La Quinta. The first step is to make sure the brand translates the way we intend it to, she said.
The La Quinta experience in Colombia will be somewhat different than what guests expect from properties in the U.S., Goldberg said. Extended food service and an emphasis on relaxation are cultural fundamentals in the region and will be highlighted.
Rajiv Trivedi, executive VP of franchise and chief development officer, said while branding is still relatively new to the region, he expects travelers from Colombia s emerging middle class will be responsive to La Quinta.
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