A New Era of Luxury in Tulum: Jashita Luxury Villas Joins Relais & Châteaux
We have something extraordinary to share. Our Jashita Hotel boutique hotel on Soliman Bay and our collection of private Jashita Tulum Luxury Villas, has officially become a member of Relais & Châteaux. This is not a certification you apply for. It is not a ranking you purchase. It is a recognition earned through years of uncompromising dedication to authentic, owner-led hospitality, and it now belongs to both properties.
The only Relais & Châteaux villa experience in Tulum, and in the entire Mexican Caribbean.
We did not Apply. They Came to Us.
Over the years, Jashita received several invitations from luxury hotel programs and affiliate networks. None sparked more than mild curiosity, until the day the Relais & Châteaux network development manager reached out. An anonymous inspector arrived and stayed at the property. He experienced everything. The food, the service, the details of every room, the beach at Soliman Bay, the way the team moves. Upon checkout, he revealed himself. The owner, a perfectionist who had braced herself for notes, asked what he thought could be better.
"The inspector had no recommendations. Not one." — THE OWNER
The golden plaque went up shortly after. And with it, Jashita entered a chapter that has been three decades in the making.
What Is Relais & Châteaux, and Why Does It Matter?
Founded in France in 1954, Relais & Châteaux is the world's most prestigious association of independent hotels and restaurants — present in 68 countries with over 580 hand-selected properties. It represents a philosophy, not a brand: that the finest hospitality experiences are those rooted in a place, run by people who love it, and impossible to replicate anywhere else. With a 5% acceptance rate, being selected is an achievement in itself. Properties are evaluated through anonymous inspector visits that assess every dimension of the guest experience — the architecture, the cuisine, the quality of the linen, and most critically, the warmth and authenticity of every human interaction. There are no chains in Relais & Châteaux. No corporate formulas. No properties that feel like anyone else. Only places with a soul.
The Story Behind the Milestone: From a Dirt Road to Relais & Châteaux
In the 1990s, Tulum was not yet a destination. It was a secret — accessible only by unpaved roads, with no supermarkets, no real estate offices, no blueprint for what it would one day become. It was the dream of backpackers and Robinson Crusoe admirers, protected by the second-longest coral reef in the world. The founding family arrived from Italy on a driving adventure across Mexico. Tulum was their last stop before flying home. On a whim, they followed an unmarked road toward the sea. At the end of it stood a half-built house and a hand-painted sign: Se Vende. Within three days, they owned it. The family has a nickname for themselves — Cani da Tartuffo, truffle hunting dogs. Their instinct leads them to what others haven't found yet. And what they found on Soliman Bay was something they would spend the next thirty years protecting
Casa Soliman: Where It All Began
The land became Casa Soliman, a family home where their children learned to swim and spearfish in the bay, where winters, summers, and holidays were spent in the kind of privacy that money alone cannot buy. The family's unspoken priority was always the same: protect the magic of this bay. As Tulum slowly became known, first to artists and architects, then to the wider world, the family decided to share a piece of what they had found. With no hospitality experience, no marketing team, and only a Tripadvisor page, they opened ten rooms. They were booked every single day of the first year.
What This Means for You as a Villa Guest
When you stay at Jashita Tulum Luxury Villas, you have always received more than a beautiful house. You have had access to a private chef, a personal concierge, 24/7 discreet security, daily housekeeping, and an invitation to spend the day at our private beach on Soliman Bay. Now you also have the assurance of Relais & Chateaux — the most rigorous standard in independent luxury hospitality, validated by inspectors who answer to no one except the guest experience itself. You are the first guests in Tulum history to experience what it means to stay in a Relais & Chateaux villa. There is no other property in this region, nor in the entire Mexican Caribbean, that carries this distinction.
A Thank You
This milestone belongs to every member of the Jashita family, our team, and to you.
To the Guests who have trusted us with their time, their celebrations, and life’s most meaningful moments: Thank you. We are deeply honored to be part of your journey.
And this is only the beginning.