A Choose-Your-Own-Adventure Retreat in Mexico
Montage International, in partnership with Thor Urbana and Life Properties International, has announced the development of Montage Valle de Guadalupe, a luxury resort that will be located within the Bruma Wine Estate in Valle de Guadalupe, Mexico. The resort is expected to open in 2028 and will mark Montage International’s fifth property in Mexico. Montage and Pendry are also also developing properties in Punta Mita and Mexico City.
“Montage International is pleased to partner with Thor Urbana and Life Properties to bring an incredible Montage experience to this exceptional destination,” said Alan J. Fuerstman, founder, chairman and CEO, Montage International. “Having previously worked with Thor Urbana on the development of Montage Los Cabos, we are thrilled to collaborate with them on another extraordinary resort. Valle de Guadalupe is one of the world’s most captivating wine regions, where rolling vineyards meet innovative culinary artistry, and we look forward to creating an immersive experience for our guests and residents to enjoy.”
Montage Valle de Guadalupe will feature 62 guestrooms and a limited collection of Montage Residences, each with the amenities of a fully stocked home. The resort will include a signature restaurant, lobby bar and lounge, pool bar and lounge, a Spa Montage and fitness center, 3,800 square feet of indoor meeting and event space, a 4,000 square foot wedding lawn, Compass Sports center, retail offerings, a residential club, and the Montage signature Paintbox program for children.
The resort is located about an hour from the U.S.-Mexico border, neighboring Bruma Winery and Fauna, ranked among Latin America’s 50 Best Restaurants. Valle de Guadalupe hosts over 150 wineries that produce 90 percent of all Mexican wine and is home to multiple Michelin-star restaurants. Guests and residential homeowners will have access to a cult winery and residential destination within Bruma that emphasizes regenerative production and farming models.
“Our team is looking forward to partnering with Montage International for our second project together in the Baja region,” said Jaime Fasja, founder and Co-CEO of Thor Urbana and Life Properties International, whose high-impact luxury hospitality and mixed-use projects include many world-class brands. “Life Properties International was founded as a natural evolution of our work in luxury real estate development, expanding our vision into private residential club communities centered on wellness, culinary, culture, and hospitality. Valle de Guadalupe is a rare destination where land, wine, tradition, and innovation intersect, making it a natural setting for a project of this caliber and intention.”
Montage Residences will include Hillside Residences, Vineyard Villas and Private Wine Estates. Each home will reflect the culture, history and traditions of the Valle, with high ceilings, floor-to-ceiling windows and open-concept indoor and outdoor living spaces.
Future plans for Montage Valle de Guadalupe include a curated wine club and vintner program, new restaurants, a community center with a chef’s garden and artisanal shops, the Bruma Wellness Center, an on-site equestrian facility, and a contemporary art collection with an Artist in Residency program. The broader Bruma destination is developed by Life Properties International, Thor Urbana and GFA Grupo Inmobiliario.
NATIONAL REPORT – Fewer than half of travelers consider themselves to be highly consistent in their travel brand patronage, whether it be the exact providers they use or the booking sites they frequent, according to new research from Phocuswright. The mixed consistency levels also extend to preferred travel brands.
Almost two-fifths (39%) of those who flew on a recent leisure trip and 42% of paid accommodation users claim they gravitate towards one or two "go-to" brands in their planning according to Phocuswright. The remainder of travelers find themselves open to many brands, or they use the category so seldomly that they don't feel familiar with the brand landscape.
There are times when travelers have everything go right for them: Booking is convenient and transparent, customer service interactions are positive and services are delivered smoothly and without incident. A traveler will sing a brand's praises, perhaps leave strong reviews and still not use a brand the next time they have an opportunity to book with them.
For many travelers, novelty and intrigue are a critical part of the travel experience. It is important for brands to deliver consistent experiences around aspects of quality, such as strong customer service, cleanliness in hospitality environments or timeliness in transportation. Variability in these key markers of quality is generally unwelcome. But once the fundamentals are accounted for, there is a set of travelers who view variety across travel experiences positively—they want to switch up their experiences “just because.”
Wanting to try something new is a top justification for using non-go-to brands within the last year across a variety of travel verticals. It is one of the top five reasons for “defecting” from a preferred airline (20%), hotel (21%) and online travel agency (OTA) (25%).
This attitude is far more prominent among younger generations of travelers. Around half of Gen Z (49%) and millennials (50%), as well as 45% of Gen X claim that variety of travel options is more important to them than the value of using the same travel company consistently. These traveler cohorts may be the ones most known for brand hopping or for being the types of travelers whose loyalty is most hard earned.
It's the boomers and silent generation who are least likely to hold this attitude; only 22% of them would choose variety over consistency.
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