Fran LugoES Grow your hotel revenue

Talks · Panels · Workshops

Give your audience ideas they can use.

I speak about how hotels, spas and wellness businesses can give guests a better experience, and what that asks of the people doing the work. I’ve spent around 20 years in hotels and wellness myself, so I speak to the room from inside it.

Invite Francisco Download speaker dossier · PDF in Spanish

Expostetic / Congreso CxE · Medellín, 2026

Francisco stands with a microphone beside a seated participant.

Your audience gives up time to be there.

A biography and a list of topics don’t tell you whether a talk will fit the people in the room. When it doesn’t, they lose an hour and go back to work with nothing they can use.

I’ve been on the organizer’s side too: I co-organized the first Summit Mexicano de la Hospitalidad. Before we choose a topic, I ask who will attend, what they do and what you want them to take away. Then we agree on a format and leave time for questions.

Find the right topic for your audience.

  • Architecture of Wellness

    For hospitality and wellness leaders who shape a guest experience.

    How purpose, people, experience, operations and profitability depend on each other.

  • Beyond the Treatment

    For spa and aesthetics professionals.

    The offer, the client’s path from first contact to follow-up, and the business around each treatment.

  • The Therapist of Today

    For therapists and wellness professionals.

    Communication, continuing education and how the role is changing.

  • Wellness Experience Design Lab

    A practical workshop where participants apply the ideas to a hotel, spa or wellness project.

Formats

The speaker dossier pairs a 30-minute Architecture of Wellness talk with a 90-minute interactive lab. For other sessions, such as panels, moderation or team workshops, we agree on the format to suit your audience and event.

Ask about a topic

See how I speak.

Short clips from recent events.

More videos on my YouTube channel

Video cover: Congreso AMDETUR 2025, Turismo wellness: más allá de una moda y la exclusividad, with Fran Lugo.
Full talk · Congreso AMDETUR 2025, Mexico City · 21 min Tur Talk. Wellness tourism: beyond a trend and exclusivity. In Spanish. Watch on YouTube
  • Expostetic / Congreso CxE · Medellín, 2026 Beyond the Treatment. 0:51
  • Torneo Internacional de Masoterapia · 2026 The Therapist of Today. 0:25
  • AMDETUR · 2025 Wellness and tourism. 0:34

What participants say.

“For me, this course was a turning point: I was able to define the direction of my business.”
Cindy Duarte· Training participant, Mérida, 2025

Excerpt translated from Spanish.

“Excellent talk, Fran Lugo. Thank you for so much knowledge and help in bringing wellbeing to everyone.”
María Eugenia Guagua· Conference attendee

Excerpt translated from Spanish.

Events I’ve taken part in

  • Expostetic / Congreso CxE— Medellín, Colombia, 2026. Beyond the Treatment.
  • Torneo Internacional de Masoterapia— 2026. The Therapist of Today.
  • AMDETUR— Mexico City, 2025. Wellness tourism: beyond a trend and exclusivity.
  • Analog Wellness, World Digital Detox Day— online panel, 2025.
  • Summit Mexicano de la Hospitalidad— Mérida, Mexico, 2025. Co-organizer and moderator of the inaugural edition.
  • Spa Identity & Beyond— San Stino di Livenza, Italy, 2023. Spa identity and purpose.
  • ABASTUR— Mexico. Panel on wellness tourism.
  • Conexión Wellness, fourth international congress— Ecuador. Perspectives on wellness tourism.
  • Instituto Mexicano de Yoga— Mexico. Recorded talk, Una mirada al wellness.

Photographs: Congreso AMDETUR 2025 · Expostetic / Congreso CxE, Medellín, 2026 · Summit Mexicano de la Hospitalidad, Mérida, 2025 · Spa Identity & Beyond, 2023 · The Therapist of Today. Enlarging a photo names its event.

  • Francisco speaks into a microphone on the Tur Talk wellness tourism panel at Congreso AMDETUR 2025, across from a fellow panelist and the audience.
  • Francisco speaks, seated on stage at Summit Mexicano de la Hospitalidad, in front of a chart of wellness market growth.
  • Francisco with his badge at the Congreso AMDETUR 2025 welcome wall.
  • Francisco speaks into a microphone to the audience, among massage tables, at The Therapist of Today talk.
  • Francisco speaking on stage at Summit Mexicano de la Hospitalidad in Mérida.
  • Francisco presents in front of a screen of wellness market figures.
  • Francisco seated on a panel with other speakers in front of a forest projection.
  • Wide view of the panel stage and the audience.
  • Francisco addresses a full room of attendees.
  • Francisco walks down the carpeted entrance steps of Expostetic.
  • Francisco beside the Congreso CxE sponsor wall.
  • Francisco with a fellow participant at the sponsor wall.
  • Francisco with two congress participants.
  • Francisco and a fellow speaker at the Congreso CxE sponsor wall.
  • Francisco receives the Spa Identity and Beyond 2023 recognition.
  • Francisco speaks into a microphone in front of the stage at The Therapist of Today talk.
  • Francisco welcomes the audience with a microphone beside two fellow organizers on the Summit Mexicano de la Hospitalidad stage.
  • Francisco seated on stage during a panel at Summit Mexicano de la Hospitalidad.

How we plan your session

  1. 1. Tell me about your audience.

    Send the date, the place or online format, and a few words about the event.

  2. 2. Agree on the session.

    We discuss the topic, format, availability and terms.

  3. 3. Prepare together.

    We confirm the brief and the practical arrangements for your session.

Invite Francisco

For your program team

Download the speaker dossier for the proposed talk and workshop. Use the biographies below when discussing an invitation.

Download speaker dossier · PDF in Spanish

Short biography

Francisco Lugo is a hospitality and wellness strategist, advisor and speaker based in Mexico City. His experience includes spa and wellness leadership inside hotels. He founded GoWell in 2022 and directs and edits GoWell Magazine.

Longer biography

Francisco Lugo works in hospitality and wellness, with a focus on guest experience. He has around 20 years of experience, including spa and wellness leadership at Villa del Palmar Cancún, Chablé Yucatán and Cartesiano in Puebla.

He helps teams work out how to deliver a guest experience, including the daily operations and commercial decisions behind it. He founded GoWell in December 2022 and directs and edits GoWell Magazine. Alongside advisory and project work, he teaches and speaks about wellness and hospitality, and about professional development in both fields. He works in Spanish and English and is professionally based in Mexico City.

Can you speak in English or Spanish?

Yes. We agree the language with the topic and format.

Can you moderate a panel?

Yes. Moderation is part of my work alongside talks and workshops.

Can you train our hotel or spa team?

Yes. We can plan training around your team’s work and what the project needs.

Can we adapt the topic?

We’ll discuss who will attend and what you want them to learn before agreeing on the brief.

Is a workshop included with every talk?

No. The dossier offers a specific talk-and-lab combination. Other sessions are agreed separately.

How do we check availability and fees?

Send the proposed date, format, audience and location through the enquiry form.

Where can we get photographs for the program?

Ask when you enquire so we can agree the right images and credits.

Francisco Lugo seated in an armchair beside a low table with drinks in a garden.

Let’s talk about your audience.

If you need a talk or workshop your audience can use at work, inviting me is the right decision.

Tell me who will be in the room. I’ll reply myself.

Invite Francisco