Stock

Grupo Hotelero Santa Fe, S.A.B. de C.V.

HOTEL.MX

Travel Lodging · Consumer Cyclical

Price

5.25 MXN

-0.05 (-0.94%)

Market Cap

3.74B MXN

Exchange

Mexican Stock Exchange

Winston Score

Winston is curious

Mixed quality — meaningful strengths and weaknesses.

Data as of Sep 17, 2026 · filings through Jun 30, 2026

§How the score breaks down

Quality

Strong

Growth

Weak

Cash Flow

Strong

Stability

Strong

Valuation

Weak

Dividends

Good

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Share count rising — dilution

+17.3% over 4y

The company has issued more shares over this period, which dilutes each existing shareholder’s stake.

Diluted shares outstanding: 609.2M (2021) → 714.4M (2025)

§Winston Score History

The full picture

Grupo Hotelero Santa Fe SAB de CV is a holding company, which engages in the acquisition, development, and management of hotels and beach resorts. Its brands include Krystal Resorts, Krystal Grand, Krystal Beach and Krystal Urban, franchises and licensed brands, such as Hilton, Hilton Resorts, Hilton Garden Inn, and Hampton Inn. The firm operates through the following segments: Urban services, Resort services, and Operator & holding. The company was founded on February 26, 2010 and is headquartered in Mexico.

Score breakdown

Every number that matters to educated investors.

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Quality

Profit per sale

Gross Margin

58.7%

Premium pricing power — 58.7% gross margin

Profit after running costs

Operating Margin

32.8%

Excellent — 32.8% operating margin

Return on the money invested

ROCE

12.1%

Good — 12.1% return on capital

ROIC between 5% and 15%. They earn 5 to 15 cents back per year on every dollar invested.

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Growth

Sales growth

Sales YoY

-1.4%

Shrinking sales (-1.4% YoY)

Profit growth

EPS YoY

N/A

Data not available

How steady the profit is

EPS Consistency

3/8 quarters

Earnings rarely grow — volatile business

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Cash Flow

Profit that turns into cash

Cash Conversion

400%

Turns 400% of profit into real cash

Spare cash per sale

FCF Margin

3.7%

Thin free cash flow (3.7%)

FCF margin between 0% and 10%. Some cash from sales, but not a lot.

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Stability

What it owes vs what it owns

Debt / Equity

0.53

Conservative — low debt load (0.53)

Covers its interest

Interest Cover

5.30x

Adequate interest coverage (5.3x)

Interest coverage between 3 and 8. Profits cover interest several times over.

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Valuation

Price vs profit

P/E Ratio (TTM)

58.6x

Expensive — P/E 58.6

P/E over 35. The market is pricing in heavy, sustained growth.

Cheaper or dearer next year

P/E vs Forward

N/A

not available

Data not available

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Dividends

Dividend

Dividend Yield

31.16%

Healthy income — 31.16% yield

Yield above 6% — often a flag the market is pricing in a cut.

Dividend record

Dividend Growth

N/A

Data not available

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