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Grupo Hotelero Santa Fe, S.A. (HOTEL) Fair Value & Analysis

Consumer Cyclical · MX · Market cap 3.4B MXN

Price4.66 MXN
Fair Value6.19 MXN
Upside+32.8%
Quality80/100
Evidence: Medium Range 4.86 MXN – 7.73 MXN

Fair value as of: Jun 24, 2026

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Analysis

Grupo Hotelero Santa Fe, S.A. (HOTEL) currently trades at 4.66 MXN, while our model-based Fair Value estimate is 6.19 MXN — implying the stock looks roughly 32.8% undervalued today. We read business quality at 80/100 (high quality), in the Consumer Cyclical sector. Bull case: trading below our estimate, it may offer upside if the fundamentals hold. Bear case: a low price can be a value trap when quality is weak or the data is thin (evidence: medium) — always confirm before acting.

About the company

Grupo Hotelero Santa Fe, S.A.B. de C.V. acquires, develops, and operates beach and urban hotels in Mexico. It operates in three segments: Urban Services, Resort Services, and Operator and Holding. The company operates a portfolio of 27 hotels under the Krystal Grand, Krystal Hotels & Resorts, Krystal Beach, and Krystal Urban brands, as well as under licensed brands, such as Hilton, Hilton Resorts, Hilton Garden Inn, and Hampton Inn & Suites. It also operates third-party hotels. Grupo Hotelero Santa Fe, S.A.B. de C.V. was incorporated in 2006 and is based in Mexico City, Mexico.

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Frequently asked questions

Is Grupo Hotelero Santa Fe, S.A. (HOTEL) undervalued?
As of Jun 24, 2026, our model estimates a fair value of 6.19 MXN versus a price of 4.66 MXN — about +33% (undervalued). Model-based estimate, not financial advice.
What is the fair value of HOTEL?
Our 21-model fair value for Grupo Hotelero Santa Fe, S.A. is 6.19 MXN (as of Jun 24, 2026), built from audited fundamentals. The current price is 4.66 MXN.
What is the quality score of HOTEL?
Grupo Hotelero Santa Fe, S.A. has a Quality Score of 80/100, measuring profitability, growth and balance-sheet strength from non-valuation factors.

How we calculate Fair Value

Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data — nothing guessed.

Educational research only · not financial advice · no buy/sell recommendation. Model-based estimates are not certainties; their reliability depends on data quality and assumptions.