Luis Barragán’s Casa Gilardi
Q&A with the woman revolutionizing the narrative of luxury travel & the culture of tourism in México
Evolution in self-worth — México has long moved past all-inclusive resorts where travelers never leave the property. Is the shift due to an evolution in how Mexicans showcase their cultural value? Or is it the awakening of the ethical traveler? Perhaps it’s both. Self-Worth (capital S, capital W) must be considered when talking about the seductive allure of México as a leading destination for tourism.
One perfect example of a woman who knows her (and Mexico’s) worth, is Cristina Lugo. This month, Morenita celebrates its two year anniversary. As I write about the accomplishments of one of my favorite clients (I served as Morenita’s Communications Director and still collaborate as a guest writer), I also reflect on the woman I’ve had the pleasure knowing over the process.
Anniversary Dinner Party
Most of my time spent with Cristina is literally immersed in a Morenita Experience. Whether during a 15-course meal at fine dining restaurant, a business meeting in a boutique hotel, a photo shoot in Chapultepec Park… even a quick bite at a mercado always turns into an impromptu adventure. Cristina is the Experience. There’s never a moment when she’s not immersed in the world she created. Her constant on-ness , being an entrepreneur, the face of the company, her connection to CDMX’s food, art or culture, having her signature “finger on the pulse of Mexican culture” is, to me, an enormous (i.e., daunting) task. But as I’ve gotten to know her, Cristina feeds off it, she revels in it. It’s as if Morenita aligns Cristina to her Creator. You’ve heard Luis Barragan is México’s “emotional architect”? Well, Cristina is México’s “emotional travel expert”.
Photoshoot for Entrepreneur Magazine
I’m fascinated by my friends who are able to create and follow their vision. It’s something I struggle with in my creative journey. When I first met Cristina I instantly fell in love with her philosophy, the way she substantiated the narrative of Mexico’s cultural richness. If others in the travel industry are aware of this, they aren’t capitalizing on the opportunity like her. This recognition of an untapped market drove Cristina to create her own company and follow her own vision.
Designing a personalized luxury travel experience is not easy. She just makes it look that way.
What I find interesting about Cristina’s career is why this, seeing as how she always had pretty cool jobs. Most professionals who build careers at “famous” companies stay there as long as possible. They are seduced by salaries, stability or the prestige of being cool by association. Cristina speaks nothing but praise for mentors like Chef Enrique Olvera, but alas, her nature is not to follow, at least not forever.
Mercado Roma
Through my work with Morenita Experience, I’ve learned that luxury travel isn’t just about reservations and logistics and it certainly isn’t all glamour 24/7, despite the deceiving nature of today’s Instagram culture. I now understand what Cristina goes through to make Morenita a success. The sleepless nights, the loneliness (all too common for creatives), the existential debate on balancing personal life with career success. All of that is true, but she’s the first to remind me: there’s also those beautiful, quiet moments where its all gratitude.
I was interested in connecting with La Lugo to talk about what this journey has meant to her. Cristina thinks in terms of feelings. Hers is an emotional approach to being practical at business. In this story, I ask her to open up about her creative process and her mindset as she enters Year 3.
Q&A with Cristina Lugo
Bella: What experience influenced your understanding of tourism?
Cristina: My childhood. I grew up in a tourist town, my parents were in the hospitality industry, so it’s in my blood. I was supposed to be a lawyer, I studied politics and philosophy. But I was proud of where I was from because PV was cool and people loved to vacation there. I had this innate need to rep Vallarta. I was always reppin’ PV. Now I rep DF. I rep México.
Bella: What is the most important detail when you are designing a trip?
Cristina: The response. I seek the “wow!”. Our business is making memories, we sell feelings, it’s all emotional. I want clients to fall in love with what they see, hear, feel, smell, and taste. I’m aware of the impact it has. It changes the way we Mexicans see ourselves, and the way the world sees Mexico. It creates long-lasting, sincere friendships. It tears down walls.
Bella: What are some of the greatest challenges you’ve faced as a female entrepreneur?
Cristina: I’m sure entrepreneurship is hard for both men and women. Yes, it’s probably more complicated for women. In my experience, this path is lonely, I live inside my head, I have to split myself into 200 different pieces, but for me, it’s the only way. Everything else always felt off, this felt like a true calling since Day 1.
(Continues) I question the notion that women must “have it all”. I’m suspicious of how true that is. I don’t want to slow down. I love myself as a business creator and a marketer. Yes, I’m sure more women than men seek this so-called “balance”, I just don’t know how to, or if I even need to/want to. Who knows? I’m happy, I know that’s enough. I feel like I already won.
(Continues) Are you asking if I still have to deal with toxic masculinity, misogyny? Not really, no. I'm so grateful entrepreneurship removed me from that complicated maze and transferred me to a playing field where I only played with who I wanted to. When I think about being a female business owner, I think more about the benefits, the rewards, the good stuff. My reaction leans more towards the positives, as opposed to “oh man, now that I’m a female entrepreneur I gotta deal with this bullshit” (laughs).
Luis Barragán’s Casa Pedregal
Bella: What contributions do you think Morenita has made to tourism in México?
Cristina: I’m proud that a personal passion and business sense have created a stream of income (however the size) for the city, for our employees and our hospitality partners. I know we’ve somehow hacked culture, Morenita became a movement.
(Continues) We talk about this notion of Mexicans recognizing México. I just needed to look at myself and fall in love with being Mexicana and tell the world how amazing that was. Morenita is an ecosystem where everything is good, respectful, inspired, creative, colorful. That’s a contribution, no?
Bella: How do you give back?
Cristina: By living in a never-ending state of gratitude. By being happy and doing the right thing. In the first year I wanted validation, I wanted everyone to like the company, I wanted people to talk about us. Today, that’s not my motivation. I feel at peace with who I am and what I represent, I’m a physical manifestation of the vision and the values. I think the world could use more people who are excited about life. I feel no need to compete, I hope we all make it.
(Continues) Oh you mean literally? (laughs) We now donate a percentage of our sales to non-profit organizations that support women, indigenous communities and the environment through reforesting. Sorry, I thought you meant, like, metaphorically (laughs).
Bella: What advice would you give someone who is starting their own business?
Cristina: You don’t have to just find something you love, that’s a given, no? I think you need to be brutally honest about whether you’re actually talented at it or not, and make sure it adds value to the market and to the consumer. If you lack certain skills, partner up with others who are strong where you are not.
I sort of ruined my life from age 29 to 32 because I was stubborn and wanted to own a business in an industry I knew nothing about. Not only that, it was a a business model I just wasn’t good at. I bankrupted myself: financially, physically, spiritually. I learned a lot from that dark episode, from losing myself completely - maybe the most important lessons of my life to this day.
Luis Barragán’s Cuadra San Cristobal
Goes back to what we spoke about earlier - “having it all”. Most of us don’t and won’t - but we’ve got to place all bets on where we do shine, on our strengths. I know I can’t have a lot of staff, for example. I don’t shine in my role as mother hen. Morenita will be an 800-person company when I hire a mega-talented CEO who knows how to hire mega-talented directors. But I’m not even sure I want that explosive growth, if I’m honest. Maybe I’ll start another company later on where record-breaking is how I have fun? Here I’m creative, I’m good at marketing, I genuinely enjoy it. I’m a good salesperson, I love going out and getting clients. I know clients love buying because I love selling. The key to my success has truly been focusing on what I’m good at. My advice is don’t just find your passion. Find your talent, then create a passionate business around it.
Bella: What is your vision for the future of Morenita?
Cristina: There’s some fun stuff coming, new markets we’re going after. Naturally we’re expanding to more cities in México and we are already offering international experiences to certain clients. And that’s all I can share for now (laughs). The future looks bright: it’s very colorful, very beautiful, very Mexican. Here’s to year 3, salud!
Happy 2nd birthday, Morenita! And happy Birthing Day, Cristina! - Bella
Bella Luna is a Chicana storyteller writing for design, culture, public relations, marketing & film projects in the United States & México. She served as Morenita’s Communications Director and still collaborates as a guest writer. You can find more of her work here.
Bella Luna IG @theplaylust