The vision that has defined excellence for 35 years

The countdown has begun. We are just weeks away from celebrating a pivotal moment: our 35th Anniversary. It is the perfect time to honor the origin of this extraordinary legacy.

Great ideas give rise to great stories. The one defining our brand began over three decades ago, at a time when the “All-Inclusive” concept seemed incompatible with luxury. It was then that Eduardo José Vela Ruiz started a dream that, with great perseverance, he sought to redefine hospitality and elevate the travel experience.

Today, his vision, marked by unwavering tenacity and audacity, lives on in every one of our resorts. His legacy is more than just an anniversary celebration; it is the daily commitment to maintaining that standard of excellence.

Portrait of an influential visionary

Eduardo Vela Ruiz (1951-2023) is remembered as a man of profound vision, whose primary drive was continuous self-improvement and the relentless ambition to excel. A lawyer by training, his passion is divided into two great pillars: construction and hospitality. From his beginnings in 1977, he developed his entrepreneurial spirit in the real estate sector, a path that became the foundation for his groundbreaking resort projects.

In 1989, his audacity was evident in Puerto Vallarta. Faced with an unexpected shift in the economic landscape, he made a radical decision: transforming a condominium project into the first resort, thus launching Velas Vallarta in 1990. This was not just a financial recovery; it was the birth of a philosophy.

From that moment on, his focus shifted to redefining service within the hospitality industry. Under his guidance, the hotel brand continued its rapid expansion.

A history of esteem and achievements

The brand, guided by Vela’s vision, became synonymous with prestige in Mexico’s luxury tourism sector:

• National leadership: He received the “Businessman of the Year” award from CONCANACO Servytur México (2010), presented by the then-President of the Republic, Felipe Calderón Hinojosa, for his distinguished work benefiting the Tourism Sector. He was also named by Forbes (2013) as one of the most influential hotel leaders in the country.
• 5 Diamond pioneer: The brand was the first Mexican hotel chain to be awarded 5 Diamonds by the American Automobile Association (AAA) for its All-Inclusive concept.
• Culinary innovation: He ensured the first All-Inclusive resort restaurant in the world was also recognized with a 5 Diamond Award.
• Global record: He spearheaded the creation of the world’s most expensive taco at Grand Velas Los Cabos, included in Ripley’s Guinness World Records, demonstrating the brand’s audacity.
• Highest distinction: Under his leadership, the hotels and restaurants received a total of 70 AAA Diamonds, the highest number achieved by any Mexican chain.

His relentless pursuit of excellence and capacity for transformation are the legacy that inspires over 5,000 employees to continue rewriting the history of luxury hospitality.

The principles behind magic

The durability of a legacy is measured not in years, but in the solidity of its principles. The brand’s success is built upon three core tenets that were, from the start, central to our founder’s vision:

1. Genuine service: The heart of hospitality

For Eduardo Vela, true distinction went beyond imposing architecture or tangible luxuries; it resided in the culture of service —the very heart of the experience. The ideal was simple: to create extraordinary and memorable care that anticipated every need and desire, even before the guest expressed it.

He understood that human connection is the greatest luxury of all. He instilled the belief that our personnel must not only serve but also forge connections. This is demonstrated through a sincere smile, recalling a guest’s name, or surprising them with an unexpected detail. This tenet is the soul of the brand, ensuring every person feels welcomed and valued.

2. Exquisite cuisine that breaks the mold

Over the years, the brand broke the paradigm of conventional resort dining. Our founder believed that haute cuisine must be a non-negotiable pillar of Luxury All-Inclusive.

This commitment materialized through collaboration with internationally renowned chefs and the creation of restaurants that are true culinary destinations. Today, that tenacity is rewarded with the prestigious AAA 5 Diamonds and the coveted Michelin Stars—accolades that confirm our dining is an art form that endures and evolves, offering guests a symphony of flavors.

3. Limitless Luxury in Every Detail

The philosophy is one of limitless luxury, where every detail counts and splendor blends seamlessly with comfort.

Our vision was designed for every type of traveler. It was to create the ideal space for all: from families yearning for unforgettable moments or friends seeking adventure, to couples finding perfect romance. This diversity of experiences is fully lived, regardless of where you choose your escape—be it in the charm of Puerto Vallarta, the lush nature of the Riviera Maya, or the stunning coasts of Los Cabos.

This anniversary is a time to honor our trajectory, but it also marks the beginning of what is yet to come. Mr. Eduardo Vela’s vision is the promise that we will continue to seek excellence, ensuring our story remains vibrant and in constant movement.

We would love to know your best memories at our resorts, as your experiences are a fundamental part of this story.

Discover more details HERE.