JJ Díaz de Sandi hotel consulting team
About Us

Five decades of strategic vision in hospitality

About Us

Five decades, a real team behind every study

Five decades of hospitality experience are not an abstract figure: they are the career of the people behind JJ Díaz de Sandi & Asociados. We are a small team, deliberately so, combining decades of operational experience, rigorous market research and the latest technological tools, so that every recommendation is backed by something real, not a generic template.


More than 160 market studies across 300+ cities back every recommendation. Today we combine that experience with our own Artificial Intelligence to design critical paths to success.

JJ Díaz de Sandi methodology
Our Philosophy

We don't tell you what you want to hear, we tell you what you need to know

We're with you from the idea until your hotel is generating money. No fluff, just results.

Innovation

We use technology and artificial intelligence to give you insight other consultants simply don't have.

Trust

Our clients trust us because we speak the truth and deliver what we promise.

Real Data

We don't guess. Every recommendation is backed by field data, research and five decades of market experience.

Tailored to You

Every project is different. We design specific solutions for your hotel, your market and your goals.

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Years of Experience
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Market Studies
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Cities in Mexico
Our Team

The people behind the recommendations

A small, multidisciplinary team. When a project calls for it, we bring in a network of external specialists —engineers, architects, archaeologists, travel agents and tour guides— according to the nature of each study or development.

JJ

Juan José Díaz de Sandi

Executive President

More than 40 years of experience in hotel operations, with roles at chains such as Posadas de México, Crowne Plaza, Holiday Inn, Hilton and Grupo HOLA. He has been directly involved in project analysis and evaluation, the sale of hotel properties and construction, remodeling, opening and operations-audit processes for four- and five-star and grand-tourism hotels. His network includes development directors and vice presidents of the leading operators and franchises working in Mexico. Throughout his career he chaired the Tourism Promotion Trust of the Guadalajara Metropolitan Area and served on the Agave Landscape Council, among other industry bodies.

SV

Sareneth Valencia Zepeda

Head of Projects & Market Intelligence

Part of the firm for nearly 20 years. Master's in Management and a Bachelor's in Tourism Business Management from UAG, with more than 15 years of experience in research and consulting for private and government projects. A university professor at UAG since 1999, she has led market research for clients such as Expo Guadalajara, Starbucks, Hilton and Banorte, and is co-author of most of the firm's 160+ hotel market studies.

LR

Luis Enrique Rosales Sánchez

Technology & AI · JJ Intelligence

More than 25 years leading teams and operations across diverse sectors. Founder of Edit Innovation, a software development studio based in Zapopan, with real experience in automation powered by artificial intelligence: LLM-based agents, WhatsApp Business API integrations and automation workflows. He leads the technology development of JJ Intelligence. Previously he directed international operations for RoboRAVE International, a global educational-robotics program present in more than 60 cities and four continents.

“We don't just deliver data, we design critical paths to success.”Juan José Díaz de Sandi · Executive President

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