Profile Ecosystem Work Contact
esen

Mexico City — Hospitality & wellness

Francisco Lugo

I design integrated wellness and hospitality ecosystems that create long-term value.

  • Founder and director · GoWell
  • Editor · GoWellMag
  • 20+ years in luxury hospitality
Francisco Lugo seated in a garden, dressed in white

Profile

The best hospitality is the kind built by walking alongside people.

More than 20 years in luxury hospitality and wellness. Co-creator of the first integrative wellness centre under a hotel model in Mexico. Founder of GoWell.

My work runs from inspiration to strategy and from strategy to action: concept, treatment menu, experience design and operation for hotels, resorts and lifestyle brands across Latin America, the Caribbean and Europe.

Francisco Lugo walking a property with its owner

The GoWell ecosystem

GoWell Hospitality

Director and founder

We operate and commercialize independent and boutique hotels with their owners and their teams. The owner keeps deciding; we bring the method and hold it week after week.

GoWellMag

Editor and founder

A bilingual quarterly magazine of wellness and hospitality. Nine editions since July 2024, eight sections, and new articles between one edition and the next.

Wellness strategy

Own practice

Strategic wellness architecture for properties and brands: from diagnosis and concept through to the team, the standards and continuous improvement.

Tell me about the property first. Whether we're the right people is the second conversation.
Francisco Lugo
Francisco Lugo reviewing property plans with its owner and team

Selected work

Wellness projects in hotels and resorts.

  • Cartesiano Urban Wellness Center Co-creation. Mexico's first integrative wellness centre under a hotel model.
  • ARMONIA Wellness Collection Wellness concept and operation for Pueblo Bonito properties.
  • HD Essentia Wellness Connect HD Hotels, Canary Islands, Spain.
  • AROMÁTIKA Spa Vantage Centro Histórico, Mazatlán, Mexico.
Francisco Lugo in a library of hospitality magazines

Background

I write about what I see inside hotels, and I run the ones entrusted to me.

Education
Communication Sciences. Graduate studies in hospitality finance and behavioural psychology.
Teaching
Universidad Anáhuac de Cancún
Industry
Co-founder of the Mexican Hospitality Summit. International speaker and collaborator.
Based in
Mexico City. Projects across Latin America, the Caribbean and Europe.

Contact

Tell me what property you have and what decision is in front of you.