Hotels · Roles · Projects
Twenty years in hotels and wellness, role by role.
For each place: what I was hired to do, what I actually delivered and who I did it with. Then the people who were there.
My role at each property.
Villa del Palmar Cancún / TAFER
I led spa and wellness at Villa del Palmar Cancún and contributed to spa standardization across the group.
Chablé Yucatán
As Wellness Director during a short collaboration, I contributed to the property’s wellness offering.
ARMONÍA / Pueblo Bonito
From the second half of 2023 to 2025, I worked on the five ARMONÍA spas: their concept, spaces and how the services were run and sold.
ESSENTIA / HD Hotels
Susana Melchor and I were credited with the wellness concept in the 2025 announcement. Requena y Plaza was responsible for architecture.
Bosques de Monterreal
Through GoWell Hospitality, I work with the whole hotel, focusing on operations and the guest experience.
Cartesiano, Puebla
As Wellness Director, I helped co-create the integrative wellness concept and lead its delivery. The hotel’s 2021 video shows me explaining the approach.
Watch the Cartesiano conversation · Spanish
From people I’ve worked with.
“Francisco is an outstanding professional with a definite expertise in branding, marketing and communication.”
“I was amazed by his great organizational skills and natural leadership. His team adores him, and he brings out the best in each person.”
“His strategic vision and attention to detail have kept implementation projects on track, both strategically and operationally.”
“I consider him one of the most complete professionals in his field. His leadership built a solid team with results above expectations.”
“Fran is an exemplary leader who knows how to lead his team, always looking for the best experience for clients.”
“A natural leader, with broad knowledge of ultra-luxury, who develops and motivates teams, committed to quality and focused on results.”
“Profesional Spa Director that I have the honor to work with, committed with standards, budget, procedures and assets management”
“A very rewarding experience working with Francisco, a very professional, passionate and committed person. An excellent leader, enthusiastic and determined, without doubt a great asset for a team focused on reaching its goals.”
“Fantastic human being passionate wellness director !”
Industry roles and participation.
Alongside project work, I speak, teach and contribute to discussions about hospitality and wellness.
- WITT— Standards Advisory Committee involvement, 2025.
- World Wellness Weekend— Mexico ambassador, 2020–2021.
- World Digital Detox Day— Analog Wellness panel, 2025.
- Summit Mexicano de la Hospitalidad— co-organizer and moderator of the inaugural edition, 2025. I am no longer involved.
- Spa Identity & Beyond— recognition for outstanding professionalism and ability to share knowledge in the wellness industry, San Stino di Livenza, Italy, 2023.
The magazine I direct.
I direct and edit GoWell Magazine: a quarterly, bilingual magazine on wellness, hospitality, travel and the people changing the industry. Since Summer 2024: 9 issues and more than 1,300 pages.
- Top 5among the most-read magazines in the world in Wellness in Hospitality
- No. 1most-read in all of Latin America
About this experience.
Were your director roles in whole hotels?
They were as Wellness Director, responsible for designing, delivering and selling integrated wellness experiences, from spas to complete ecosystems.
Did you deliver every project alone?
No. These projects involved teams and other specialists. I see myself as a wellness alchemist: I achieve fantastic things by bringing the right people together. That is the success of my projects: I never work alone.
Is every project listed a completed rollout?
Every single one of them. Some have yet to open, because fascinating projects cook slowly.
Are all these organizational roles current?
No. In some I continue as an advisor. My involvement lasts two to three years on average, until the strategies mature. Some are historical, but others are more alive than ever.
Can I read more before contacting you?
Yes. The recommendations and materials shown here explain more about the work. The Consulting page explains the kinds of support we can discuss.
Have you published your own book?
I have contributed to publications and editorial work, but for now the book remains a life project. Expect more news.
Let’s see if my experience fits your project.
If you need someone who understands wellness from inside hotel operations, working with me is the right decision.
Tell me what you’re working on. I’ll reply myself.
Planning an event? Explore speaking.
