LUCERNA HOTEL JUÁREZ

HVS Brokerage & Advisory, as the exclusive advisory representative for ownership, is pleased to present the acquisition opportunity of the Lucerna Hotel: a 136-key, institutional-grade, full-service asset strategically located in Ciudad Juárez’s expanding Industrial Market. Positioned along Paseo del Triunfo Avenue near Rio Grande Mall, this urban hospitality flagship boasts over 500 square meters of versatile meeting space and direct access to premier dining, retail, and entertainment offerings. Its prime location in a high-growth economic corridor reinforces its competitive advantage and appeal to institutional investors.

PROPERTY HIGHLIGHTS

Key Developments

Ciudad Juárez: Positioned as a strategic border industrial hub with direct access to the U.S. market, Ciudad Juárez leverages its mature infrastructure, robust manufacturing clusters (automotive, maquiladora, and electronics), and ongoing investments by global leaders such as Bosch, Honeywell, Continental to attract businesses seeking cost-efficient logistics and skilled labor.

Hospitality Market

Ciudad Juárez presents a growing hotel market, driven by its role as a strategic border industrial hub (automotive, manufacturing) and steady cross-border corporate and medical traveler traffic.
With recovering hotel occupancy 70´s and projects like the San Jerónimo Dry Port boosting mid-term demand, investing now offers access to competitive rates and future appreciation
Long-term, tourism diversification and integration with El Paso (U.S.) unlock opportunities in leisure and events, positioning Juárez as a multifaceted North American destination.

Nearshoring Trends

The rise of nearshoring has solidified Ciudad Juárez as a prime destination for industrial expansion, directly fueling demand in its hotel market.
As U.S. and global firms relocate manufacturing and supply chains to this strategic border city (leveraging lower costs, skilled labor, and proximity to the U.S.), corporate travel has surged, driving occupancy rates in 70´s porcent and creating a stable base of business guests.
Hotels near industrial parks such as Intermex, Panamericano and key corridors are poised to benefit from long-term contracts with multinational companies.
While infrastructure projects like the San Jerónimo Dry Port promise sustained demand. Mid-term, new hotel developments targeting executives, extended-stay suites, mid-scale brands are emerging, and long-term growth.
Will hinge on diversifying into medical tourism, cross-border leisure (linked to El Paso), and niche convention segments.
While competition with El Paso’s more mature hospitality offerings remains a challenge, nearshoring positions Ciudad Juárez as a high-potential market for investors seeking resilient, industry-driven returns in a key North American logistics hub

OPPORTUNITY

The investment opportunity lies in capitalizing on strategic rebranding and targeted CAPEX to reposition the property as a premium choice in Ciudad Juárez’s booming industrial corridor. By modernizing amenities, tech-enabled workspaces, upgraded suite and aligning with corporate demand from nearshoring-driven manufacturers, the property can capture its fair market share, driving higher ADR and occupancy above the current.

Proximity to key industrial parks and cross-border traffic positions it to outperform competitors, while refreshed branding will attract long-term contracts with multinational firms, ensuring stabilized revenue and RevPAR growth as the market matures.