Nômade
Ritual, community and a slower rhythm by the Caribbean.
Brand & Marketing for Hospitality
Behind those defining a new way to experience the world.
Giving shape to their vision, finding their voice and reaching their people.
Point of View
A way of opening a world to someone else.
Hospitality is an invitation to discover a place, connect with its culture and people, share a table, experience something new — or simply live at a different rhythm for a while.
A Collection of Extraordinary Places
Macondo
A table shaped by shared plates, music and the flavors of the Mediterranean.
Boca de Agua
A closer relationship between hospitality, landscape and nature.
Yäan Center
A place for ritual, healing and reconnection through nature and the senses.
La Valise
Intimate stays shaped through art, place and a personal sense of discovery.
Casa Las Tortugas
Food, wellbeing, nature and community woven into island life.
Milam
A world built around introspection, ritual and transformation.
Ocumare
A way of discovering place and culture through the table.
Altar
Architecture shaped by context, material and the lives within it.
Be Tulum
Nature, design and wellbeing brought together in its own rhythm.
Places from the Collection have been featured in
Practice
The work behind the experience.
Brand & Experience
We define what the brand should stand for and develop the ideas, expressions and experiences that make it tangible.
From positioning and identity to offers, rituals and the guest journey, the aim is to make every decision feel like it belongs to the same place.
Strategy → Concept → Expression → Offer → Experience
Brand Strategy
Positioning, audience, differentiation and strategic direction.
Brand Concept
The organizing idea that gives the brand world coherence.
Identity & Expression
Visual and verbal systems that make the idea recognizable.
Offers & Concepts
What the business actually puts in front of people.
Guest Experience
How the promise becomes a lived sequence of moments.
Editorial & Media
We decide what deserves attention and create the stories, images and media that allow people to understand and imagine the place before they arrive.
Editorial direction gives the work a point of view; photography, film and recurring formats give it presence over time.
Direction → Creation → Storytelling → Continuity
Editorial Direction
What deserves attention, from which perspective and in what sequence.
Photography & Film
A visual language grounded in territory, people, spaces and atmosphere.
Campaigns & Stories
Purposeful narratives around launches, seasons, experiences and culture.
Media Systems
Recurring structures that turn media into a durable brand asset.
Demand & Conversion
We design the path from discovery to booking and return.
That means creating clearer digital experiences, finding the right ways to generate demand, removing friction from the decision process and learning from how people actually behave.
Discover → Consider → Choose → Return → Learn
Digital Experience
Web, landings, listings and the digital journeys where decisions happen.
Demand Generation
Search, paid, organic, partnerships, retargeting and audience activation.
Conversion
Offers, decision paths, booking, enquiries and CRO.
Guest Relationships
CRM, email, WhatsApp, pre-arrival, post-stay and reactivation.
Measurement & Learning
Analytics, attribution, behavior, testing and feedback into the system.
Signals
What is changing in hospitality — and what might matter next.
Aman — When the Brand Becomes the Product
How meaning can become permission for a hospitality brand to do more.
Four Seasons — Scaling the Intangible
How care can become trust across a growing hospitality system.
Rosewood — Turning Sense of Place into a Business System
How specificity can create discovery, relevance and new forms of guest value.
About / Montēs
Montēs is a practice led by Juan Manuel Pastorino.
Bringing together strategy, creative direction, editorial, photography, film and digital thinking around hospitality.
Projects are shaped with a network of collaborators and specialists according to what the work actually requires.
About Montēs →Una conversación puede ser el comienzo de algo importante.
Podemos revisar juntos dónde estás, qué ideas tenés, qué ya está funcionando y qué podría tener más sentido hacer a partir de ahora.
Tal vez este sea el momento.
Agendar una reunión →