Los Cabos has become an international benchmark for travelers seeking exclusivity, quality, and personalized experiences in recent years. According to the database of “Virtuoso,” a global network of agencies and advisors specializing in luxury tourism, Cabo San Lucas is the region with the highest number of ultra-luxury properties affiliated with the network in all of Latin America.
In the Americas, the United States, Mexico, Canada, and Brazil lead with the highest number of Virtuoso hotels, with 418, 75, 33, and 27 properties respectively.
Specifically in Latin America, the states or regions with the most properties are Quintana Roo with 25, Baja California Sur with 16, and Rio de Janeiro with 10. However, when the figures are narrowed down by destination, Cabo San Lucas is considered the leading location.
Luxury Segment Dominated by Los Cabos
In the ultra-luxury segment, the regions and destinations with the most hotels include both cities within the Los Cabos municipality: Cabo San Lucas with 9 properties and San José del Cabo with 5. They are followed by Playa del Carmen with 8 and Rio de Janeiro with 7.
The general director of Fiturca, Rodrigo Esponda Cascajares, stated that Virtuoso positions Los Cabos as the leading luxury destination. Currently, 16 hotels in Los Cabos are part of the Virtuoso Network, representing a total of 2,000 hotel rooms in the destination. These properties include:
- Chileno Bay Resort & Residences, Auberge Collection
- Esperanza, Auberge Collection
- Grand Velas Boutique Hotel Los Cabos
- Grand Velas Los Cabos
- Las Ventanas Al Paraíso, A Rosewood Resort
- MEA Wisdom
- Montage Los Cabos
- Nobu Hotel Los Cabos
- One&Only Palmilla
- Paradero Todos Santos
- Park Hyatt Cabo del Sol
- Solaz, a Luxury Collection Resort Los Cabos
- The Cape, a Thompson Hotel
- Viceroy Los Cabos
- Waldorf Astoria Los Cabos Pedregal
- Zadún Los Cabos, a Ritz-Carlton Reserve
“To put it into perspective, cities like Madrid have 7 Virtuoso hotels, less than half of what we have. This reflects the consistent work carried out over many years to continue attracting investments that position Los Cabos as a luxury destination,” said Rodrigo Esponda, director of Fiturca.
Luxury as a Lifestyle When It Comes to Vacations
When it comes to standards, the ultra-luxury hotels located along the Cabo San Lucas corridor make it clear that the difference is not defined solely by the price of their accommodations.
In an interview, Eduardo Segura Vehovec, General Manager of The Cape, A Thompson Hotel, explained that personalized experiences have successfully attracted a traveler with high purchasing power.
“For us, lifestyle represents an evolution and a trend closely tied to our clients, and that is where we begin. Much of it is influenced by the type of service and experiences we provide. This is a small hotel, but it offers all the facilities guests need and facilitates services through business partners.”
For Segura Vehovec, the greatest measure of success is becoming a destination guests return to after previous vacations. However, he noted that one of the greatest challenges is the growth of lodging options, particularly through accommodation platforms, as visitor arrivals have not increased at the same pace as the destination’s inventory.
Luxury From the Inside
One of the defining characteristics of a luxury resort is its service. Employees working in these environments understand this from the very beginning, and Isabel Soto is an example.
Like many residents, she moved to Los Cabos ten years ago in search of better professional and personal opportunities. She entered the tourism industry and now works in the concierge department of a luxury hotel. For her, working in this segment means much more than providing a service—it means creating memorable and personalized experiences for each guest.
“Our visitors are not just looking for a room or a vacation; they are seeking excellence, attention to detail, and a level of service that exceeds expectations. For me, the main difference between a luxury hotel and a lower-category hotel is not only the facilities or amenities, but the experience,” said Isabel Soto, an employee at a luxury resort.
She explained that every interaction matters in luxury hotels, where employees anticipate needs, personalize service, and strive to create genuine connections.
She also highlighted that these workplaces provide professional development opportunities, continuous training, internal growth possibilities, a multicultural environment, and the chance to be part of a globally recognized industry.
Supply and Demand: What Travelers Are Looking For
In 2025, Fiturca reported the arrival of more than 100,000 international visitors who traveled to the destination by private aviation. These travelers primarily seek experiences connected to nature, safety, and high-quality service.
While the tourism industry has worked for years to position Los Cabos as a symbol of exclusivity and luxury, traveler trends have further strengthened this offering. Esponda Cascajares explained that following the pandemic, there was a significant global demand for luxury projects due to the wide variety of activities available in the destination, particularly those focused on showcasing the area’s natural diversity.
Exclusive Resorts Continue Arriving in Los Cabos
One example of Los Cabos’ positioning in the luxury segment is the arrival of Aman.
Beginning on August 1, 2026, Amanvari, from the ultra-luxury brand Aman Resorts, will open its first property in Mexico, choosing Cabo del Este in the municipality of Los Cabos as its location.
This tourism development will feature 18 casitas and will also offer an airstrip, restaurants, a spa, and an organic farm. According to the Los Cabos Tourism Trust (Fiturca), Aman’s arrival symbolizes the consolidation of the luxury and ultra-luxury segment in the destination.
“This provides a positioning element that has benefited us. We have already been working with them on specific initiatives, and we believe that this will further complement the luxury brands already present in the destination,” said Esponda.
The property will be one of the smallest in the Aman portfolio worldwide.
Continuing to Invest in Luxury
According to Lilzi Orcí, president of the Los Cabos Hotel Association, the fastest-growing segment within the destination’s hotel industry in recent years has been luxury accommodations, both in terms of arrivals, property development, and service expansion.
“Los Cabos has a competitive advantage compared to other beach destinations regarding brands and residences. The developments being built are properties that are difficult to compare in terms of size, price, and luxury with other destinations in Mexico.”
She explained that, due to the growth in tourism metrics, promotional efforts are focused on this segment, which helps generate greater economic impact without turning the destination into a mass tourism market.
Source: oem
