"We don't think of ourselves as hoteliers,” said Juan Vela, vice-president of Velas Resorts, over breakfast at the Grand Velas Riviera Maya. "We think of ourselves as providers of experiences.”

Vela and his brother, Eduardo Vela Ruiz, were property developers who never planned to be in the hotel business. The first Velas resort – the Velas Vallarta, opened in 1989 – was meant to be condos…

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