Fran LugoES Grow your hotel revenue

Hotel consulting · GoWell Hospitality

Make every part of your hotel earn what it costs.

Maybe guests skip the services you invested in, or each department works on its own, and you can’t point to where the money actually goes. My team at GoWell and I find where your hotel loses money and help your staff fix it.

Grow your hotel revenue

Tell us what’s happening in your hotel. I’ll reply myself.

See how we work
Francisco Lugo with a colleague in the garden at Cartesiano, Puebla.
Cartesiano, Puebla

Something in your hotel isn’t working.

  • You’re opening or relaunching, and the concept isn’t ready for daily work.
  • Guests rarely book the spa or the services you invested in.
  • Each department fixes its own problems, and nobody looks at the whole hotel.

You don’t need another report nobody reads, or someone else running your hotel. But every month this goes on, you pay for staff and space that don’t earn what they should.

What changes when we start working together.

The aim is a hotel that earns more and keeps its character.

We don’t promise a revenue figure.

  • Your managers agree on a short list of priorities.
  • Staff can explain the offer, and guests book it.
  • Your team knows who does what and keeps going without us.

I look at your hotel the way a guest does.

Francisco with a group of event participants, seated and standing together in a meeting room.
With event participants

A plan only helps if your team can still run it after we leave. So I start where guests do: how they arrive, what staff tell them and what happens when something goes wrong. Then I check whether your rates and staffing let you deliver what you promise.

I’ve worked in hotels and wellness for around 20 years and led spa and wellness teams at Villa del Palmar Cancún, Chablé Yucatán and Cartesiano in Puebla. In 2022 I founded GoWell. Through GoWell Hospitality, my team and I now do this work with hotels. Alma J. Ávila leads sales, revenue and finance.


“Fran brings a deep understanding of the evolving wellness market, providing insightful recommendations to enhance service offerings and improve the guest experience.”
Montse Maldonado· Review of work on ARMONÍA / Pueblo Bonito, 2024
“He has been a great pillar in the growth of my company. I highly recommend him; he helped me formalize many things in my business.”
Edaisy Karely Lobo Monzón· Client, Google review · translated from Spanish

What GoWell can do for your hotel.

  • Diagnosis

    We usually spend two or three days in the hotel. You get a clear view of where it loses money and what to fix first.

  • Concept and guest experience

    We design what guests do during their stay and check that your prices and staffing can support it.

  • Support for your team

    We advise your managers, train staff and help carry out the changes. When a project needs a specialist, we bring one in.

There’s no fixed package. We agree the work with you first.

Three steps to start.

  1. 1. Tell us about your hotel.

    Write what’s happening and where you’re stuck. I’ll reply myself.

  2. 2. We find what to fix first.

    We look at how the hotel runs, usually on site. Then we agree with you what to fix first, who does what, and the terms with GoWell.

  3. 3. We make the changes with your team.

    We advise, train or help carry out the project until your team can keep it going.

Before you get in touch.

  • Do I work with you or with GoWell?

    Both. I lead the work, and it runs through GoWell Hospitality, the company I founded. When a project needs specialists, we bring them in. We don’t replace architects, engineers or medical professionals.

  • Does my hotel need a spa?

    No. Wellness is our specialisation, but the problem may be the offer, the team or how the hotel runs.

  • Will we just get a report?

    Only if a report is what you need. We plan the work so your team can carry it out, and we can help them as they go.

  • Do you take over running the hotel?

    No. We work with you and your staff. Running a whole hotel is a separate agreement with GoWell Hospitality, and we only talk about it if the property needs it.

  • How long does it take, and what does it cost?

    A diagnosis usually means two or three days in the hotel, though a visit isn’t always needed. Concept work takes weeks or months. We agree the scope first, then the fee.

  • Where do you work?

    Mostly in Mexico, and in other countries when the project makes sense. We work in Spanish and English.

  • When are we not the right fit?

    When nobody at the hotel wants to change anything, or the people and budget for the work aren’t there. A smaller piece of work or another specialist may help more.

Specialists GoWell works with.

Some problems need a specialist. We make sure their work fits the experience you want guests to have.

Portrait of Maciej Adamski in a dark jacket and turtleneck in a modern interior, in black and white.
Maciej Adamski Software engineer and founder, Wrocław, Poland.
  • AURI

    Booking and resource management for spas and wellness centres.

  • Dori Studio

    Business websites, built and looked after for a year after launch.

  • maciejadamski.com

    Custom software for when off-the-shelf tools don’t fit.

You don’t have to hire any partner to work with GoWell.

Do you run a spa or a wellness practice?

GoWell also helps urban spas and wellness professionals put the business around their treatments in order. For Sculptural Body, an urban spa in the State of Mexico, we prepared the concept manual.

Tell us what’s happening in your hotel.

If your hotel is losing money and you don’t know what to fix first, working with GoWell is the right decision.

Write to us. I’ll reply myself.

Not ready to talk yet? Get the hotel checklist.

Francisco Lugo on stage at a hospitality event, smiling with his palms pressed together.