Aluna Resort Tulum rebuilds its entire operation on Mews to become a tech-forward boutique leader

Aluna Resort Tulum has chosen Mews, the operating system for hospitality, to power its next chapter as a fully independent, technology-led boutique property.

The 78-room resort, located in Tulum, Mexico, recently concluded its affiliation with Kimpton/IHG and made the deliberate decision to go independent thereby replacing a legacy, on-premise property management system (PMS) with a cloud-native platform built for modern hospitality. With Mews at its core, Aluna has rebuilt its entire technology stack to automate operations, unlock new revenue streams and deliver seamless, personalized guest experiences.

The timing demanded decisive action. As brand systems and distribution channels wound down, the team at Aluna moved quickly to regain control of its operations, guest data and commercial strategy. Rather than simply replacing previous tools, they set a higher ambition: to become the most technologically advanced boutique hotel in Tulum.

After evaluating several solutions, Aluna selected Mews for its open ecosystem, intuitive design and ability to support a highly connected, future-ready operation.

"We had a clear ambition to become the most technological boutique hotel in Tulum," said Gilberto Serrano, General Manager at Aluna Resort Tulum. "From the first demo, it was obvious that Mews could make that vision a reality. The flexibility, the marketplace and the connectivity – especially tools like Atomize and Flexkeeping – felt like gold for us."

The hotel went live on Mews in early April, completing the transition in a matter of weeks. Since then, Aluna has introduced a fully digital guest journey: online check-in, automated upsells and personalized pre-arrival communication allow guests to enhance their stay with upgrades and curated experiences, while staff benefit from automated workflows that reduce manual tasks and free up time for genuine hospitality.

With open APIs and a connected ecosystem, Aluna is already exploring AI-driven guest engagement and personalized digital experiences, positioning the resort at the forefront of evolving traveler expectations.

"Aluna Resort Tulum is a great example of what happens when a hotel embraces independence with the right technology," said Michael Coscetta, President of Mews. "In a matter of weeks, they went through a complex transition running a hotel on Opera to running one of the most integrated boutique hotel operations in the region. That's what Mews is built for."

About Aluna Resort Tulum

Aluna Resort Tulum is a 78-room independent boutique hotel in Tulum, Mexico, featuring two restaurants, a bar and a spa. Following its transition from a branded property, the hotel is redefining the guest experience through a modern, fully connected tech stack, combining nature-inspired design with seamless digital journeys.

Learn more: https://alunatulumhotel.com