BTN Interviews: Alberto Cunningham, Director General, Vetta, Autograph Collection, Distrito Uno | Focus
Alberto Cunningham, Director General of Vetta
In the heart of Chihuahua’s rapidly evolving Distrito Uno, Vetta – Autograph Collection stands as a striking example of how modern luxury can be deeply rooted in place. Defined by its use of locally sourced basalt stone, towering timber structures, and crystals from regional mines, the hotel is more than a destination—it’s a reflection of the land itself.
This connection runs deeper than design. Millions of years ago, during the Mesozoic Era, much of Chihuahua was submerged beneath the ancient Tethys Sea, leaving behind fossils and marine traces that still shape the region’s identity today. At Vetta, that sense of history, transformation, and natural beauty subtly informs both the architecture and the guest experience.
BTN’s Sid Thaker sat down with Alberto Cunningham, Director General of Vetta, to discuss the vision behind the hotel, its role within Distrito Uno, and how it captures the spirit of Chihuahua through design, gastronomy, and hospitality.
BTN: Vetta has a very distinct identity within the Autograph Collection, particularly in how it incorporates local materials and natural elements, like the Timber, Stone and Crystals —how would you describe the core vision and design philosophy behind creating a contemporary luxury hotel so deeply connected to Chihuahua?
AC: “Vetta’s vision is to demonstrate that contemporary luxury is not at odds with local identity. We wanted each space to be a reflection of Chihuahua: the basalt stone, the regional wood, and the crystals from our mines are not just materials, they are symbols of our land. Furthermore, we considered other aspects that have shaped Chihuahua’s history: the strength of its timber industry, the cattle-ranching tradition that gave the region its character, and the industrial innovation that drives its development today. All of this translates into a hotel that doesn’t strive to be generic, but rather a destination that conveys the richness and diversity of Chihuahua in every detail.”
BTN: The design feels deeply connected to its surroundings while still maintaining a contemporary edge. How did your architect approach balancing local inspiration with modern luxury?
AC: “The balance was achieved by understanding that Chihuahua is not only nature, but also a rich productive and cultural history. Our architect took ancestral materials like stone and wood, but reinterpreted them with clean lines and modern proportions. At the same time, we incorporated references to the timber and livestock traditions that shaped the region, and to the industrial innovation that drives its development today. All of this is complemented by the progressive spirit of the state and its people, who have always known how to transform challenges into opportunities. Thus, Vetta exudes local identity, but offers the sophistication and comfort that contemporary luxury travelers expect.”
BTN: There’s a strong sense of place throughout the hotel. How important was it for you to ensure that guests feel they are specifically in Chihuahua, rather than in a generic luxury property?
AC: “For us, it was essential that every guest, upon entering Vetta, perceives that they are in Chihuahua and not in a hotel that could be anywhere in the world. We wanted the experience to convey the strength of our land: from the basalt stone and local wood to the crystals that reflect our unique geology. We also incorporated the history of the timber industry, the cattle-ranching tradition, and the industrial innovation that have shaped the character of the region. All of this is complemented by the progressive spirit of our people, who have always known how to transform challenges into opportunities. In that sense, Vetta perfectly embodies the Autograph Collection motto: ‘Exactly like nothing else,’ because it is not a generic luxury, but an experience deeply rooted in the identity of Chihuahua.”
BTN: Chihuahua has a fascinating geological history, once covered by the ancient Tethys Sea. Did this idea of transformation and deep time influence the storytelling or atmosphere of the hotel?
AC: “Absolutely. Chihuahua’s geological history reminds us that this land has undergone profound transformations: from being beneath the Tethys Sea to becoming a territory of mountains, forests, and deserts. That notion of evolution and resilience inspired Vetta’s atmosphere. The fossils and marine traces bear witness to a distant past, and we wanted that memory to be reflected in the architecture and the guest’s sensory experience. At the same time, we connected that narrative with the more recent productive history—the timber industry, the cattle-ranching tradition, and industrial innovation—and with the progressive spirit of our people. Vetta is, in essence, a tribute to Chihuahua’s capacity to transform itself and project itself into the future, just like nothing else.”
BTN: Distrito Uno is an emerging and ambitious development—how does Vetta fit into this larger vision?
AC: “Distrito Uno has established itself as the social epicenter of Chihuahua: a vibrant, modern, and dynamic environment where culture, gastronomy, business, and entertainment converge. In this context, Vetta provides the hospitality that gives life and cohesion to the district, offering experiences that reflect the city’s identity while simultaneously projecting it into the future. Vetta is not just a premium hotel; it is a symbol of how Chihuahua is transforming and opening itself to the future, exactly like nothing else.”
BTN: Looking ahead, how do you see Distrito Uno evolving over the next five to ten years?
AC: “Over the next five to ten years, I see Distrito Uno consolidating itself as an urban innovation lab. It will be a space that attracts creative talent, investment, and projects that integrate technology, art, and gastronomy in a single environment. Chihuahua has a progressive spirit that drives this transformation, and Distrito Uno will be the platform where it materializes: a place that not only offers entertainment and business, but also experiences that redefine how we live and share the city. In that future, Vetta will continue to be the host that connects people with this vibrant ecosystem, offering hospitality that reflects our identity and opens the door to new ways of experiencing luxury.”
BTN: For someone visiting Chihuahua for the first time, what are the experiences—cultural, natural, or otherwise—that you think are essential?
AC: “Chihuahua is a destination that surprises with its diversity. For a first-time visitor, I would recommend starting in the Historic Center, where the architecture and museums tell our political and cultural story. Then, experiencing nature is a must: visiting the bison reserve, the Samalayuca Desert, or exploring the Copper Canyon and feeling the immensity of the Sierra Tarahumara is something unique in Mexico. In the cultural sphere, encountering the Mennonite and Rarámuri communities offers an authentic glimpse into our roots. And, of course, the gastronomy: from carne asada and artisanal cheeses to sotol, our emblematic drink. All of this reflects the progressive spirit of Chihuahua and its people, who know how to honor tradition while looking toward the future.”
BTN: Who is the ideal Vetta guest? Are you seeing more business travelers, leisure guests, or a mix of both?
AC: “Everyone is welcome, but I believe Vetta’s ideal guest is someone seeking both authenticity and sophistication. We welcome both business and leisure travelers, but what unites them is the desire for an experience that reflects the identity of Chihuahua. Executives find a modern and vibrant environment here, in the heart of Distrito Uno, offering them every convenience to work and connect. Leisure travelers discover a space that blends design, history, and gastronomy with warm and personalized service. In both cases, Vetta becomes the meeting point between contemporary luxury and a sense of place. We are not a generic hotel.”
BTN: How do you position Vetta within the broader luxury hospitality landscape in northern Mexico?
AC: “In northern Mexico, luxury hospitality has traditionally been linked to business or conventional tourism destinations. Vetta arrives to redefine that narrative: we are a hotel that combines contemporary design with an identity deeply rooted in Chihuahua. Our differentiating value lies in offering experiences that are not generic, but authentic, connected to the geological, productive, and cultural history of the region, and to the progressive spirit of our people. In that sense, Vetta positions itself as a benchmark that elevates hospitality in northern Mexico, showing that luxury can be innovative and, at the same time, a true reflection of its place of origin.”
BTN: Have you noticed any new travel trends influencing how guests experience Chihuahua, and how is the hotel adapting?
AC: “Today’s travelers seek much more than just accommodation: they want immersive, sustainable, and authentic experiences. Autograph collection Hotels, understands this transformation and there for we integrate it into our offering. We are committed to a design that connects with local identity, providing a unique sense of place. We incorporate responsible practices in the use of materials and in daily operations, because sustainability is part of contemporary luxury. Furthermore, we offer cultural and gastronomic experiences that allow guests to discover Chihuahua from within, with warm and personalized service. This is how we respond to new expectations: offering luxury with purpose, hospitality with identity, and experiences that are exactly like nothing else.”
BTN: The food and beverage program feels like a key part of the experience. How did you approach creating menus and concepts that reflect local cuisine and heritage?
AC: “Gastronomy is one of the most powerful pillars for conveying identity, and at Vetta we understood this from the beginning. Our approach was to create a food and beverage program that not only offered contemporary luxury but also celebrated Chihuahua’s culinary heritage. We worked with local producers to incorporate authentic ingredients—such as regional beef, artisanal cheeses, and sotol—and reinterpreted them with modern techniques without losing their essence. We wanted each dish to tell a story and be connected to Chihuahua.”
BTN: The mixology program is particularly distinctive—how do your cocktails tell a story about the region?
AC: “Our mixology was conceived as a liquid narrative of Chihuahua. Each cocktail seeks to tell a story: from sotol, our emblematic spirit that connects us to the land and the desert, to infusions with local herbs and notes of corn or chili that evoke the region’s agricultural and culinary traditions. We also reinterpret flavors from the mountains and cattle ranching, incorporating ingredients that surprise with their authenticity. The idea is that each sip is an experience, and one of our main objectives is to promote sotol, the region’s signature spirit.”
BTN: How important is it for your culinary and bar offerings to feel connected to Chihuahua’s history and landscape?
AC: “Today, gastronomy is one of the most decisive factors for travelers when choosing a destination or hotel. That’s why at Vetta, our culinary and mixology offerings are deeply connected to the history and landscape of Chihuahua. Today’s guests value experiences that go beyond the visual: they want flavors that convey identity and authenticity. Each dish and each cocktail evokes our roots—the cattle-ranching tradition, the agricultural wealth, the Sierra Tarahumara, and the desert with its sotol. For the contemporary traveler, this connection is what transforms a stay into a memorable experience.”
BTN: Looking ahead, are there any upcoming developments or new initiatives at Vetta that you’re excited to share?
AC: “Yes, we are very excited about what’s to come. In the coming months, we will launch new culinary experiences that incorporate even more local ingredients, collaborations with guest chefs, and showcase Chihuahua wines for our guests, continuing to surprise them with authentic offerings. We are also working on cultural initiatives within Distrito Uno, which will allow Vetta to become a meeting point for art, music, and community. In addition, we will enhance our mixology program with limited editions inspired by the seasons and landscapes of Chihuahua. All of this reflects our vision of offering hospitality that is constantly evolving and connects with the contemporary traveler.”
BTN: On a personal note, what has your journey in hospitality taught you, and how has it shaped your approach to leading a project like Vetta?
AC: “My journey in hospitality has taught me that true luxury lies not only in the facilities or the services, but in the ability to create memorable experiences and genuine human connections. I learned that every detail counts: from the warmth of the greeting to the coherence of the narrative that envelops the guest. This vision, along with the opportunity to work alongside extraordinary people from whom I have learned so much, has shaped me as a leader and led me to understand that projects like Vetta require both operational rigor and emotional sensitivity. Leading Vetta means integrating efficient processes with a spirit that inspires local pride and international confidence. Ultimately, my journey has shown me that hospitality is a continuous process of learning, transformation, and adaptation.”
Vetta is not just a hotel—it’s a reflection of Chihuahua’s identity, past and present. Through thoughtful design, curated experiences, and a clear vision, it offers guests something that feels both elevated and deeply rooted.
As Distrito Uno continues to grow, Vetta stands at the center of a new chapter for the city—one that blends innovation with a strong sense of place
