It was one day in 1989 that Francisco Luna was in his native city of Puebla – where he also studied public accounting and business administration at the Autonomous University of Puebla (UAP) – when he decided to start over and make a name for himself independent from his family. At that time, Baja California Sur was the youngest state in Mexico and a land of enormous potential, and Luna had a strong intuition that Los Cabos would one day become a major hub for development and opportunity. He decided that’s where he would move to redefine himself – and that he did.
Nearly four decades later, he finds himself as the founder and managing director of Grupo Luna Cabo – a group of companies dedicated to luxury property management of more than 70 properties in Los Cabos, including maintenance, housekeeping, and villa rentals.
Here is our conversation with Francisco Luna:
How was Luna Cabo born, and what motivated you to start this journey?
Luna Cabo was founded in 2002 with the vision of offering homeowners in Los Cabos a comprehensive, reliable, and top-tier property management service at a time when the industry lacked professional structures. My motivation was very clear: I wanted owners to experience having a home here as a privilege and not a concern, ensuring peace of mind, trust, and excellence.
What does a typical day look like for you?
My day usually begins around 5:30 a.m., with a quiet moment and a good cup of coffee, while reviewing messages from clients and my team. I dedicate the next couple of hours to personal activities, such as meditation, horseback riding, or swimming, before starting the workday.
Mornings, and early afternoons, are often filled with meetings with the staff, and with customers, reviewing operational and financial reports, conducting site inspections, and planning upcoming arrivals. In the late afternoons, I’m a person who truly enjoys being home — spending time with my family and my fiancée, and appreciating the calm moments that balance the intensity of my life.
Every day is different, but the goal remains the same: ensuring that every detail across our operations reflects excellence, precision, and genuine care.
What has been the key to consolidating long-term relationships with homeowners?
Transparency and constant communication. We understand that homeowners entrust us with one of their most valuable assets after family: their home. Respecting that trust, being clear with information, and proactively solving issues have been the foundation of relationships that, in many cases, have lasted more than two decades.
What importance does local talent have within the Luna Cabo team?
Local talent is the essence of Luna Cabo. We invest in the people of Los Cabos, because they are the ones who best understand the culture, the hospitality, and the warmth of this destination. We have seen many collaborators grow professionally from their very first steps into becoming area leaders, and that sense of belonging allows us to maintain a unique service standard.
What does offering a personalized service to each guest mean to you?
It means understanding that every guest is unique, and behind each stay there are expectations, dreams, and unrepeatable moments. Personalizing service goes beyond an itinerary: it’s about anticipating needs, taking care of details, and creating memorable experiences that make guests feel at home, but with the luxury and comfort of an international destination like Los Cabos.
What has been your greatest achievement so far with Luna Cabo?
Beyond the growth in number of properties or the recognition of the brand, my greatest achievement has been building a solid, loyal, and committed team that shares Luna Cabo’s vision. Knowing that today more than 150 families depend on this project, and that we have helped professionalize the industry in Los Cabos, is a source of deep pride.
What does it mean to you to still be managing the very first home after 23 years?
It is a symbol of trust and continuity. That first home represents the seed of everything we have built. Managing it after 23 years is the clearest proof that Luna Cabo’s philosophy—based on long-term relationships, quality service, and loyalty—works and endures over time.
Plans for the future of the company?
The next phase for Luna Cabo focuses on innovation, sustainability, and continuous improvement. We are investing significantly in technology to strengthen communication and transparency with our clients while refining our portfolio of luxury services to meet the evolving needs of homeowners and guests.
Leveraging our operational expertise and brand recognition, we plan to explore the creation and management of small luxury boutique hotels and branded villas, expanding our footprint within the hospitality sector.
Additionally, we are developing a new business line — LC Asset Management, which will specialize in advising homeowners and investors on asset performance, rental profitability, and reinvestment strategies within Los Cabos’ high-end real estate segment.
Looking ahead, we would like to eventually offer real estate advisory and brokerage to our clients, always under the same principles of trust, discretion, and excellence that define Luna Cabo.
This article was created in partnership with FIPROTUR Los Cabos under the private trust. For more information, visit https://fiproturloscabos.com.
