Background and Relevance of the Association
The Asociación de Haciendas y Casonas de Jalisco, with 25 years of experience, has established itself as a key promoter of tourism and a national reference in hotel associationism. The association currently comprises 43 hotels spread across 23 destinations in Jalisco, organized into five regions: Montaña, Altos, Valles, Costa, and Centro. These include haciendas, casonas, nature-based hotels, cabins, and design hotels, totaling 814 rooms and employing over 200 people. This makes the association a significant player in Jalisco’s tourism sector.
Expansion and Strategic Positioning
In the past two years, the association has welcomed eight new hotels, strengthening its presence in strategic locations such as Puerto Vallarta, Costalegre, Guadalajara, Ajijic, and Tequila. This expansion has broadened their portfolio to include both coastal and Pueblos Mágicos destinations, offering alternatives amidst the anticipated hotel saturation in Guadalajara during the World Cup.
“While hotels in Guadalajara will be fully occupied, Tequila and Ajijic will also see increased demand. Many city residents will seek tranquil getaways in destinations like Mazatlan, Tapalpa, or the beach, creating a significant opportunity for interior hotels,” said Sergio Montaño, outgoing president of the association, to El Economista.
Performance and Future Expectations
In terms of performance, the association closed 2025 with an average occupancy of 38%, a healthy level for this type of hotel, with higher occupancy on weekends. However, expectations for 2026 are to surpass this indicator due to the World Cup’s impact, generating a positive trend that will continue in subsequent months.
The association has reported a cumulative 14% increase in tariffs over the past two years, with an average current rate of 2,700 pesos, reflecting a strategy to strengthen the value of the experience and the profitability of establishments.
New Leadership
With Esther Morales taking the helm as president for the 2026-2028 period, the focus will be on consolidating the model, preserving the historical and cultural heritage of haciendas and casonas, and expanding strategically in coastal and Pueblos Mágicos destinations.
Morales highlighted that one of the sector’s main challenges is labor shortages, a problem affecting much of the national hotel industry.
“It’s astonishing that in a state like ours, we face worker shortages. It’s a significant challenge not just for Haciendas y Casonas but for many hotel owners, as there isn’t enough personnel to better organize our industry,” Morales noted.
Strategic Role in Tourism Promotion
From the public sector, Jalisco’s Secretariat for Tourism acknowledged the strategic role played by the association in promoting the state’s tourism.
Vicente García Magaña, General Director of Development, Innovation, and Product, stated that the Asociación de Haciendas y Casonas has been “a driving force for state promotion” and a crucial element in strengthening the cultural and tourism identity of the municipalities where it has a presence. The association is also the group that has contributed the most Tesoros de México distinctions to Jalisco.
The association was the first to successfully establish an association model for haciendas and casonas at a national level.
Key Questions and Answers
- What is the Asociación de Haciendas y Casonas de Jalisco? It is a 25-year-old association promoting tourism and serving as a national reference in hotel associationism, comprising 43 hotels across Jalisco.
- How many hotels are part of the association, and where are they located? The association includes 43 hotels spread across 23 destinations in Jalisco, organized into five regions: Montaña, Altos, Valles, Costa, and Centro.
- What is the association’s expectation for hotel occupancy during the World Cup? The association anticipates increased demand not only in Guadalajara but also in Tequila, Ajijic, and other interior destinations due to the World Cup.
- What are the association’s performance indicators and future expectations? The association closed 2025 with an average occupancy of 38%. They expect to surpass this indicator in 2026 due to the World Cup’s impact, generating a positive trend.
- Who is the new president of the association, and what are her priorities? Esther Morales is the new president for 2026-2028. Her priorities include consolidating the association’s model, preserving historical and cultural heritage, and expanding strategically in coastal and Pueblos Mágicos destinations.
- What role does the association play in Jalisco’s tourism promotion? The Secretariat for Tourism of Jalisco recognizes the association’s strategic role in promoting the state’s tourism, being a driving force and contributing significantly to cultural and tourism identity in the municipalities where it operates.
