Track Record
THE TRACK RECORD BEHIND BLACKDOOR
More than four decades connecting creativity, innovation, operations, and commercial strategy across some of Mexico’s and Latin America’s most significant hotel and tourism projects. Francisco Gutiérrez Reyes has devoted his professional life to hospitality. His career spans hotel leadership, operations, commercial strategy, international expansion, brand development, gastronomy, and the creation of lifestyle concepts.
TIMELINE
CHIEF EXECUTIVE OFFICER OF GRUPO LOMAS
Tourism, hospitality, and integrated experiences
He led the creation of Lomas Hospitality, the group’s hotel division, and the More Inclusive concept, integrating hospitality, transportation (Lomas Travel DMC), a travel agency, tourism parks, entertainment, and destination experiences under a single vision.
CHIEF EXECUTIVE OFFICER OF HOTELES XCARET
Concept development, hospitality, and destination experience
He led the hotel project from its earliest stages and pre-opening through the consolidation of Hotel Xcaret México, Hotel Xcaret Arte, and La Casa de la Playa. His vision integrated concept development, hospitality, nature, culture, gastronomy, design, and destination experience.
CO-FOUNDER & CHIEF EXECUTIVE OFFICER OF ATELIER DE HOTELES
Creation of an operating company, brands, and concepts
2012–2014
CHIEF EXECUTIVE OFFICER OF BEST DAY BRASIL
He led Best Day’s expansion in the Brazilian market, developing its operations and commercialization as an online travel agency across B2C, B2B, and B2B2C channels.
2009–2012
CHIEF EXECUTIVE OFFICER OF POSADAS SUDAMÉRICA
Brazil, Argentina, and Chile
He led Grupo Posadas’s operations and expansion from 12 to 32 hotels in South America under the Caesar Park, Caesar Business, and One brands.
2007–2009
DIRECTOR OF OPERATIONS FOR GRUPO POSADAS PREMIUM BRANDS
Live Aqua, Fiesta Americana Grand, and Resorts
Responsible for the operations and commercialization of Grupo Posadas’s leading brands: Live Aqua, Fiesta Americana Grand, and the group’s resort hotels. During this period, he led the creation of the Live Aqua concept, a lifestyle and sensory vision that would become one of the group’s flagship brands.
1995–2007
VARIOUS EXECUTIVE OPERATIONS POSITIONS AT GRUPO POSADAS
General Manager of several iconic Grupo Posadas hotels, including Fiesta Americana Mérida, Fiesta Americana Cancún, Fiesta Americana Condesa Cancún, and Live Aqua Cancún, among others.
1994–1995
DEPUTY DIRECTOR OF OPERATIONS FOR FIESTA AMERICANA HOTELS
Fiesta Americana Hotels
Responsible for leading the standardization of Fiesta Americana hotels.
1992–1994
COMMERCIAL DIRECTOR FOR HOLIDAY INN, CROWNE PLAZA, AND FIESTA INN HOTELS
Responsible for the commercial strategy of 22 Holiday Inn, Crowne Plaza, and Fiesta Inn hotels.
1990–1992
REGIONAL COMMERCIAL DIRECTOR FOR GRUPO POSADAS RESORT HOTELS
Fiesta Americana, Fiesta Americana Grand, Crowne Plaza, Holiday Inn, and Fiesta Inn resort hotels
FROM CONCEPT TO OPERATIONS
LIFESTYLE CONCEPTS
Francisco has led the creation of hospitality concepts in which identity, design, service, wellness, and gastronomy come together as one experience. Live Aqua was one of his most representative milestones: a lifestyle and sensory concept designed to connect with guests through spaces, scents, music, rituals, and every touchpoint. Within that vision, gastronomy took a leading role through the participation of celebrity chefs across its dining venues, becoming a pillar of the product rather than a complementary service.
CREATIVE COLLECTIVES
Francisco has made collaboration a way of creating: he brings architects, designers, artists, musicians, and artisans together around a shared vision to develop projects with a distinct identity. Throughout his career, this approach has included talents such as conductor Alondra de la Parra; architects Michel Rojkind, Francisco Hanhausen, and Javier Sánchez; fashion designer Carla Fernández; and Oaxacan master artisans Jacobo and María Ángeles, among others.
CULINARY ARTS AS STRATEGY
He created and brought together culinary collectives with national and international figures including Virgilio Martínez, Nobu Matsuhisa, Enrique Olvera, Patricia Quintana, the Rivera Río brothers, Martha Ortiz, Carlos Gaytán, Paco Méndez, Jonatán Gómez Luna, Roberto Solís, Alejandro Ruiz, Mao Montiel, and Sandra Fernández, among others.
MILESTONES, RECOGNITION & DISTINCTIONS
INTERNATIONALLY RECOGNIZED PROJECTS
LIVE AQUA
Francisco developed the original Aqua concept in Cancún, later Live Aqua, as a lifestyle and multisensory proposition in which design, art, culture, gastronomy, and wellness were essential parts of the product. During its creation and consolidation, the hotel was included in Condé Nast Traveler’s 2008 Hot List and earned the AAA Four Diamond distinction and the Silver Sage Readers’ Choice award as Mexico’s preferred Resort/Spa in 2009. The concept continued to build prestige, ranking first among resorts in Mexico in Travel + Leisure’s 2012 World’s Best Awards.
NATIONAL ELECTRIC ENERGY SAVINGS AWARD
During his tenure, Hotel Fiesta Americana Mérida received the National Electric Energy Savings Award, presented by President Ernesto Zedillo Ponce de León.
INTER-AMERICAN DEVELOPMENT BANK
Named by the IDB as one of Latin America’s 50 most outstanding innovators in 2016.
EXECUTIVE EDUCATION
Francisco’s education encompasses senior management, family business, marketing, food and beverage, advanced management, finance, and hotel management.
IPADE
AD — Senior Management
HARVARD UNIVERSITY
Family in Business
CORNELL UNIVERSITY
Marketing, Food & Beverage Management, and Advanced Management Program
TEC DE MONTERREY
Financial Management
CESSA
Bachelor’s Degree in Hotel Management
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