Since the opening of its first hostel in Bogotá in 2012, Masaya Experience has been establishing itself in the hospitality sector in Colombia and has contributed to transforming the way travelers experience local culture. With a philosophy that focused on the authentic connection between territories and people, Masaya has managed to consolidate a collection of accommodations that reflect the essence of each place in which they are located, highlighting indigenous values through cultural encounters, daily activities, gastronomic offerings, and travel experiences.
According to the accommodation brand, they have experienced sustained growth in these 12 years and already have 10 properties nationwide, with the opening of multiple locations in key cities such as Santa Marta, Bogotá, Medellín and Cartagena. In 2024, they expanded their offer by incorporating new destinations, a hostel & beach club on Guachaca beach, near Tayrona Park, and a boutique hotel in a colonial house in the historic center of Bogotá, the city where the Masaya experience began as a degree thesis of its French founders who came to Colombia to do a university exchange in Colombia.
Nicolas Poupard, founder of Masaya, specifies that the nationalities that visit them the most include Americans, French, English, Germans and Dutch. “Masaya was born with the purpose of making people fall in love with Colombia as we did when we arrived in the country in 2007. We wanted to offer a 360º experience that would bring together an immersive exploration faithful to the local culture, committed to sustainable tourism as a hallmark of our brand,” says Nicolas Poupard.
Masaya expanded its offering in 2023 with the addition of new establishments in its exclusive segment: Masaya Collection Achiotte in Barichara and Masaya Collection Cayena in the Tayrona Park area, focused on enriching the experience of its travelers in tourist locations in the country. Last year, Masaya also began operating the hotel business of La Brisa Loca, the famous nightclub and party hostel located in the historic center of Santa Marta.
Expansion strategy
Meanwhile, the founder highlights that Masaya has managed to position itself as an attractive proposition for travelers, with an approximate growth of 15% between 2023 and 2024. Currently, the brand receives around 100,000 guests annually. Projections for 2025 point to a growth of 20% to 30%, driven by the opening of new accommodations.
Similarly, changes and new trends in the way of travelling post-pandemic led Masaya to make the decision to segment its offer to respond and adapt its services to the needs of travellers. Currently, they operate in two formats: Masaya Collection, focused on boutique-type accommodations, and Masaya Originals, maintaining a cool, youthful experience with a 100% local focus.
This strategy, they say, has allowed them to expand their market coverage and maintain their relevance in a sector with new competitors. “In Masaya we have been able to interpret very well the lodging and tourism needs of the different types of travelers who visit the destinations in which we have positioned ourselves. We segment our brand for the youth market, with cultural and lifestyle hostels, and for the more exclusive market with boutique hotels and ecolodges, thus offering a more select and personalized experience,” he emphasizes.
Likewise, Masaya has stood out in promoting sustainable tourism in Colombia, obtaining the “Colombian Environmental Seal” in 2021. The brand is committed to empowering local communities, offering authentic experiences and reducing its environmental impact by integrating sustainability into all its processes.
In this way, its founders have specialized in connecting their visitors with the identity and nature of the local community through amenities and elements that integrate the essence of each location, transforming it into an immersive experience. Also, the Masaya team identified that this has allowed its guests to give meaning to their visit through activities that have a local impact and leave a positive mark on the communities.
