What began as a residential project in the heart of Tulum slowly transformed into one of the region’s most ambitious hotel ventures. Behind that shift were two entrepreneurs with no traditional background in hospitality, yet with a clear vision and the right partner to bring it to life.

Jorge Martínez de Velasco and Andrés Vinay didn’t come from hotels. They weren’t legacy hoteliers, and they didn’t grow up behind front desks or in boardrooms filled with mini-bar reports. What they did have was vision, and a powerful ally. Their partnership with Wyndham Hotels & Resorts, which began in 2018, has since grown into a serious expansion effort in the high-stakes arena of Tulum luxury hotels.

A hotel born from stillness

When the pandemic hit and everything froze, most real estate projects sat idle. But Martínez de Velasco used that stillness as a chance to rethink. The original plan, a sleek residential complex, slowly shifted. Walls stayed, but the purpose changed. By the end of 2023, the Wyndham Grand Tulum opened its doors with 287 rooms, sophisticated architecture, and a lineup of family-friendly amenities that feel refreshingly intentional.

The hotel stands apart from the typical rustic-chic aesthetic that has come to define Tulum. No bohemian clichés. No temples disguised as lobbies. Instead, there are separate pools for adults and children, a restaurant that lets the food speak for itself, and thoughtful extras like a kids’ club, mini-golf course, and paddle court. It’s one of the very few properties in town that consciously welcomes families, not just couples looking to “disconnect.”

“The Wyndham structure has been key,” says Vinay. “We come from real estate, not hospitality. What Wyndham gave us was operational expertise, global marketing power, and a kind of structure we simply didn’t have on our own.”

A boutique identity takes shape

But this isn’t a one-hit story. Their second hotel is already rising a few kilometers away, also in Tulum. This time, under the Trademark Collection by Wyndham, the concept leans more boutique. Just 100 rooms, carefully designed, with an emphasis on personalization. If all goes as planned, it will open before the end of the year, a second cornerstone in their growing portfolio.

Next comes Los Cabos. That project, signed during the Wyndham Global Conference 2025 in Las Vegas, will begin with 75 rooms but has the potential to grow to 300. They’ve already secured the land. They’ve got the blueprint. The ambition is clearly there.

“We’re building our own boutique brand. It’s called Hideaways,” Martínez shares. He speaks plainly, without embellishment. The idea isn’t a fantasy, it’s already underway. What Wyndham’s soft brand model allows them to do is create a unique identity while tapping into a global network. It’s the best of both worlds. They get to design on their terms, but with the reach and reputation of a hospitality giant behind them.

The map gets bigger

The vision doesn’t stop at Mexico. Both the Dominican Republic and Costa Rica are in their sights. The model works, and they know it. You can hear it in their tone, that quiet certainty of people who’ve seen the results and are already planning the next move.

But perhaps the most compelling part of this story isn’t the hotels themselves. It’s the way these developers are reshaping the very idea of luxury in Tulum. For too long, the town has teetered between barefoot minimalism and bloated all-inclusives. Now, there’s something different emerging. A middle ground that is intentional, elegant, family-friendly, and locally rooted, yet globally connected.

The world of Tulum luxury hotels is shifting. What it looked like a decade ago is already fading. And if Martínez de Velasco and Vinay have their way, the next chapter will look nothing like the last.

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