More Than Just Hospitality: How Grupo Habita Is Redefining the Hotel Industry in Latin America
- Israel Latin American Network
- Jun 2
- 2 min read
In a world where 78% of Millennial and Gen Z travelers prefer authentic experiences over traditional luxury (Skift Research, 2023), Grupo Habita has skillfully read the market signals and turned them into a unique value proposition. Founded in 2000 by Rafael Micha and Carlos Couturier, GRUPO HABITA has reimagined hospitality in Mexico and Latin America by blending design, community, and local culture into each of its hotels.
With properties in strategic destinations like Mexico City, Monterrey, Guadalajara, Oaxaca, Tulum, Puebla, Puerto Escondido, and Mérida, the group has developed over 15 hotels that have become global references for a new model of conscious tourism—deeply connected to their surroundings. Instead of building from scratch, Grupo Habita focuses on reviving historic buildings or developing in culturally rich locations, always in collaboration with local architects, designers, and creatives.
This vision has earned international recognition—with features in publications like The New York Times, Wallpaper, Condé Nast Traveler, and Forbes—and has generated significant social and economic impact. In each location, their hotels create jobs, support local creative talent, and promote sustainable tourism.
Community as a Strategic Differentiator
Unlike major hotel chains, Grupo Habita doesn’t aim to replicate a formula. Instead, it seeks to capture the soul of each place. “A great hotel must tell a story, but it also has to create community,” says Rafael Micha. Their spaces bring together international guests, artists, entrepreneurs, and local residents, turning hotels into cultural hubs rather than just places to stay.
In a country where tourism contributes to about 8.5% of the national GDP (INEGI, 2023), differentiation is everything—and Grupo Habita achieves it not through extravagance, but through authenticity, storytelling, and purposeful design.
Innovation with Identity
Their approach has been studied by business schools and consumer trend analysts. A Deloitte study (2022) found that 67% of global consumers say brand authenticity is key to loyalty. Grupo Habita exemplifies this: brands with soul, architecture with intention, and service that doesn’t just serve but connects.
🎧 Don’t miss this new episode of ¿QUÉ SIGUE?, where Rafael Micha, co-founder of Grupo Habita, shares his insights on building projects that go beyond business—from how to choose the right partners to how to create hotels that add real value to people and places.
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