MEXICO CITY – The launch of Atelier de Hoteles in Mexico is being touted as an “inspiration for the new generations,” resulting in 5,000 rooms within 20 hotels in the country’s most important leisure destinations.

The Mexican hotel chain, which is known for reinterpreting the traditional models of the hospitality industry, has announced an investment of US$700 million in Mexico, which will create 10,000 direct jobs over the next five years.

According to Francisco Gutiérrez, CEO of Atelier de Hoteles, the company will rate its hotels using different parameters “in order to have better communication with contemporary travellers.” The brand classification includes Met (Opera Prima), Estudio (Opera Magna), Atelier (Masterpiece) and Óleo (A Tempo).

Met is the urban and fun brand that’s targeted to new and young executives. Estudio is the urban and beach brand (all inclusive, family friendly) that targets mid-high income executives and families who want comfortable spaces to work and interact in. Atelier is the premium urban and beach brand ideal for high-income guests and their companions in search of ‘barefoot luxury’. And finally, Óleo comprises existing urban and beach hotels that have been reinvented to meet the company’s high standards.

Atelier de Hoteles will open the first Óleo in February 2017 – Óleo Cancún Playa. In July 2017, it will follow up with Estudio Cancún Centro as well as its first Masterpiece property – Atelier Playa Mujeres – in December 2017.

“Atelier de Hoteles is a great investment opportunity, as it will provide higher ROIs than is common in the industry. It will also be the breeding grounds for Mexican contemporary artists and Mexican talent. It will be an inspiration for the new generations,” added Gutiérrez.