Grupo Murano, a $1 billion real estate firm based in Mexico, is pioneering a bold strategy to integrate bitcoin into its operations, with CEO Elías Sacal arguing that bitcoin is “demonetizing” the real estate industry. By shifting from traditional asset-heavy models to a bitcoin-centric treasury, the publicly traded company aims to optimize its finances and capitalize on bitcoin’s potential appreciation, offering a model for businesses navigating volatile interest rates and currencies.
In an exclusive interview on the Bitcoin for Corporations show, Sacal, a 30-year veteran of real estate development, outlined Grupo Murano’s vision. The firm, which manages hotels under brands like Hyatt and Mondrian as well as residential and commercial properties in cities like Cancun and Mexico City, plans to convert assets into bitcoin through refinancing and sale-leasebacks. This approach reduces debt and equity on its balance sheet while maintaining operational control. “Instead of buildings waiting for small appreciation, we believe bitcoin will appreciate more,” Sacal said, predicting a potential 300% price increase within five years.
Sacal’s strategy addresses the real estate industry’s reliance on debt financing, which has been disrupted by rising interest rates — jumping from 4% to 9% in some cases. “Real estate needs to be independent of the rate of tomatoes or Walmart inflation,” he noted, emphasizing Bitcoin’s stability for transactions like sourcing materials globally or accepting hotel payments. By eliminating middlemen such as hedge funds and portfolio managers, bitcoin reduces costs from commissions and exchange rates. A $100 payment, Sacal explained, often shrinks to $85 after fees, but bitcoin makes these payments more efficient.
Grupo Murano is also educating stakeholders — employees, investors and guests — about Bitcoin’s benefits. The firm plans to deploy Bitcoin ATMs in its properties and is finalizing a partnership with a major payment platform to enable seamless transactions, particularly for American-oriented hotel guests in Cancun and Mexico City. This aligns with Murano’s ambitious goal to build a $10 billion bitcoin treasury within five years, inspired by Strategy’s $100 billion valuation, acquired mainly through adopting bitcoin. Murano is also looking to accept bitcoin payments throughout its portfolio and will be exploring opportunities to host Bitcoin conferences at its locations.
The company’s focus remains on high-margin development projects, allocating 20-30% of its business to real estate and 70-80% to bitcoin holdings. Sacal dismissed other cryptocurrencies, calling bitcoin “the champion, like Formula One or the NFL.” He sees Latin America, led by pioneers like El Salvador, as a fertile ground for Bitcoin adoption, though political risks remain. Bitcoin could unify regional economies, reducing dependence on tourism or remittances.
For Bitcoin Magazine’s audience, Grupo Murano’s pivot highlights Bitcoin’s potential to transform capital-intensive industries. By prioritizing development over ownership and leveraging Bitcoin’s appreciation, Murano offers a playbook for businesses seeking resilience against economic volatility. As Sacal puts it, “Eventually, real estate globally will be ruled by Bitcoin transactions,” signaling a shift toward a more stable, decentralized future.
Bitcoin for Corporations is an initiative owned by BTC Inc., the parent company of Bitcoin Magazine. BTC Inc. operates various subsidiaries focused on the digital assets industry and has a business relationship with Group Murano.
