Drift, San Jose
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Hotel.
Drift began as a neglected apartment building in one of Mexico's
most expensive resort towns. The property was reimagined & repositioned into one of the first Airbnb hotels, creating a localized boutique concept that addressed a significant rate-gap in the market while introducing a new standard for community-driven hospitality in Mexico.
overview
from an overlooked asset
to an award-winning
destination.
Drift was designed as a gathering place for both travellers & locals alike, featuring:
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8 guest rooms with a simple, modern aesthetic.
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Outdoor kitchen, pool, fire pit, & rooftop space for communal connection.
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A mezcal bar & event programming that highlighted local talent, connection & culture.
The result was an intimate boutique hotel that delivered not just accommodation, but an immersive cultural & epicurean experience.
scope
scope of work.
A holistic approach through an ownership, developer & operator lens to ensured Drift became both financially resilient & culturally embedded, setting a new benchmark for boutique hospitality.
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Repositioning strategy — transforming an overlooked property into a viable boutique asset.
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Labour model innovation — working with the Mexican government to educate & empower the local community.
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Programming & activation — curating events like the Thursday Night Locals series, celebrating regional chefs, purveyors, & sustainable food systems.
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Expansion strategy — increasing the operational footprint with a neighbouring land assembly & subsequent sale. an overlooked property int
results
performance
& recognition.
Drift quickly gained international recognition:
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Endorsed by Airbnb CEO Brian Chesky as “a new standard for boutique hotels” & "setting the standard for needed, localized hospitality."
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Earned Design Hotels accreditation & inclusion in Condé Nast Traveler’s list of Top 10 Local Bars in Mexico.
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Named among Mexico’s Top 7 Boutique Hotels.
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Featured in 75+ international publications, including Travel + Leisure, The New York Times, Condé Nast, GQ, Esquire, & Elle.
CASE STUDY
culturally integrated
hospitality.
Boutique hotels rooted in place.
Drift, San Jose demonstrated how overlooked assets can be repositioning into award-winning destinations that connect culture, community, & commerce.
the challenge
San Jose del Cabo’s luxury-dominated resort market left a rate-gap for travellers seeking authentic, design-forward, & community-oriented accommodation. At the same time, opportunities to engage & empower the local workforce were underutilized, leaving cultural integration as an afterthought in most hospitality projects.
case study
the solution.
Drift introduced a localized, youthful boutique concept that combined affordable design with community connection. By taking an overlooked asset & converting it into a unique hospitality forward, yet lean operating model resembling an AirBnB experience, Drift became the first Airbnb hotel of its era.
By collaborating with the Mexican government, Drift pioneered a labour model that trained & empowered local talent to mitigate a boom-bust tourism impact, while event programming like Thursday Night Locals created a platform for regional food systems & culture to provide a unique point of difference for locals & guests alike.
the impact.
The project repositioned a run-down asset into an internationally recognized destination. With strong operational performance, global media coverage, & industry accolades, Drift proved that boutique hospitality—when rooted in community & culture—can deliver sustainable tourism, resilient economies, & enduring investor value at any scale.
