Margarita Perez

Hospitality professional with over 20 years of experience driving commercial growth and transforming luxury, boutique, resort, and independent hotels acrossMexico. Specialized in commercial strategy, Revenue Management, and guestexperience design, with a proven track record of increasing revenue by up to 62% through hotel repositioning, distribution optimization, and business development. Known for building strategic partnerships, developing high-performing teams, and creating memorable guest experiences that generate sustainable business results about tourism in Mexico, I combine service excellence, strategic leadership, and attention to detail.

I have implemented commercial and operational strategies that deliver measurable results, including occupancy growth and significant EBITDA improvement, ensuring the success of the properties under my management. My goal is to leave a distinctive mark on every project, blending passion, experience, and commitment to quality and guest experience.

Touristic Product Creator - Secretaria de Turismo de Jalisco - Guadalajara, JAL (2026-06 - Present) Development and structuring of tourism products and experiences focused on market segmentation and commercialization. Identification and evaluation of suppliers and experiences with potential to be integrated into Jalisco’s tourism offering, analyzing their value proposition, target audience, and market opportunities. Development of strategies to position products within high-value market segments, with a particular focus on luxury tourism, personalized experiences, gastronomy, wellness, nature, culture, and romance.

Connection of suppliers with luxury hotels and key players within the tourism commercialization chain, leveraging expertise in luxury hospitality to adapt products to guest needs and sales channels. Development of commercial product profiles and proposals to facilitate their promotion, industry partnerships, and commercialization.

General

Manager - Casa Salles Luxury Boutique Hotel - Tequila, JAL (2023-05 - 2026-05) 24-Room Boutique Hotel | Spa | Restaurant & Bar | Tequila Distillery Increased average occupancy to 50% by implementing a multi-channel commercial strategy across OTAs, direct bookings, groups, and weddings. Increased OTA revenue by 62%, leading Casa Salles to become a 2025 SiteMinder Success Story. Designed and executed the hotel's Revenue Management strategy, optimizing ADR, RevPAR, occupancy, pricing, and distribution channels.

Created "Entre Agaves y Reservas," a hospitality networking event that brought together more than 55 hotels, inviting as a partnership Expedia, SiteMinder, and the Jalisco State Tourism Board. Redesigned the Spa's commercial strategy, developing its service portfolio, guest experience, and go-to-market strategy, achieving a 30% YoY increase in revenue.

Positioned Casa

Salles as the #1 ranked hotel in Tequila on Booking.com Reported directly to the President of Mexico Operations, leading business strategy execution through P&L management, annual budgeting, financial forecasting, cost control, and KPI performance.

General

Manager - BOUQUET HOTEL GROUP - San Miguel de Allende, GTO (2018-09 - 2022-11) - Comprehensive Operations Management: Supervision of 3 strategically located hotels in the center of San Miguel de Allende, with a total of 35 rooms.

• Commercial Strategies: Planning and execution of sales, marketing, and revenue management to maximize occupancy and profitability.
• Public Relations: Strengthening the hotels' image through strategic interactions with clients and business partners.
• Inventory and Purchasing Control: Efficient management of suppliers, inventory, and procurement processes.
• Recruitment and Training: Selection, hiring, and training of staff, promoting professional development and service excellence.
• Operational Standards: Design and implementation of operational manuals to ensure consistency and quality.
• Administrative Management: Processing of municipal and state permits, and collaboration with the administration in the preparation of financial statements.
• Financial Management: Rigorous control of revenues and occupancy to optimize results.
• Personalized Service: Direct resolution of guest complaints, suggestions, and needs, including special groups and VIPs.
• Maintenance: Planning and execution of preventive and corrective maintenance programs to ensure optimal facilities.
• Customer Service: Ongoing supervision of guest experience, ensuring high-quality standards.
• Reservation Management: Continuous monitoring of reservations across the three hotels to optimize availability and service.

General

Manager - GRUPO NAO - VIENTO DE MAR HOTEL - Tulum, Quintana Roo (2017-09 - 2018-09) - Boutique Hotel Operations Management: Comprehensive supervision of a 26-room hotel, beach club, and restaurant, ensuring high-quality standards and satisfaction across all services offered.

• Budget Management: Effective management and control of budgets for both income and expenses, maximizing the hotel's profitability.
• Strategic Collaboration in Marketing: Ongoing coordination with the marketing manager to align sales and marketing strategies with the hotel's objectives.
• Staff Selection and Training: Recruitment and training processes to ensure a skilled team focused on service excellence.
• Development of Operational Manuals: Creation and implementation of detailed operational manuals to ensure efficiency and consistency in daily operations.
• Maintenance Management: Implementation of a preventive and corrective maintenance plan to keep facilities in optimal working condition.
• Contingency Protocols: Design of manuals for emergency management, including cyclones, tropical storms, hurricanes, and other location-related risks near the jungle.
• Monthly Budget Control: Implementation and monitoring of monthly budgets to oversee both revenues and expenses, ensuring financial goals are met.
• Exclusive VIP and Influencer Guest Service: Providing personalized service for high-profile guests, ensuring a unique and memorable experience.
• High-Risk Situation Management: Efficient management of high-risk situations for guests and hotel operations, ensuring their safety and well-being at all times. Hospitality and Openings Manager - GRUPO ERNESTO GOMEZ (CASA PRIMAVERA, CASONA & MEXICO INN) - San Miguel de Allende, GTO & Salamanca, GTO (2011-01 - 2017-08) During my time with this group, I gained invaluable experience working alongside a prominent businessman from Guanajuato, leader of the AM newspaper, and being part of his inner circle.
• Hotel Management: Comprehensive oversight of a 45-room boutique hotel and leadership in the opening of a business hotel.
• Expansion and Operations: Coordination of operations for three business hotels in Salamanca, GTO, ensuring adherence to quality standards and operational efficiency.
• Strategic Development: Design and implementation of an overall operations plan and a sales project to enhance profitability and strengthen the positioning of the hotels in the market.
• Notable Positioning: Successfully positioned Hotel La Casona as the second-best-selling hotel in the Meetings Tourism industry in San Miguel de Allende, standing out in a highly competitive market.

Bachelor's Degree - Administration & Marketing - Marista University of Querétaro