Grupo Murano<\/a>, a $1 billion real estate firm based in Mexico, is pioneering a bold strategy to integrate bitcoin into its operations, with CEO El\u00edas Sacal\u00a0arguing that bitcoin is \u201cdemonetizing\u201d 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\u2019s potential appreciation, offering a model for businesses navigating volatile interest rates and currencies.<\/p>\n In an exclusive interview on the Bitcoin for Corporations show<\/a>, Sacal, a 30-year veteran of real estate development, outlined Grupo Murano\u2019s vision. The firm, which manages hotels under brands like Hyatt and Mondrian as well as residential and commercial properties<\/a> 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. \u201cInstead of buildings waiting for small appreciation, we believe bitcoin will appreciate more,\u201d Sacal said, predicting a potential 300% price increase within five years.<\/p>\n Sacal\u2019s strategy addresses the real estate industry\u2019s reliance on debt financing, which has been disrupted by rising interest rates \u2014 jumping from 4% to 9% in some cases. \u201cReal estate needs to be independent of the rate of tomatoes or Walmart inflation,\u201d he noted, emphasizing Bitcoin\u2019s 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.\u00a0<\/p>\n Grupo Murano is also educating stakeholders \u2014 employees, investors and guests \u2014 about Bitcoin\u2019s 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\u2019s ambitious goal to build a $10 billion bitcoin treasury within five years, inspired by Strategy\u2019s $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.<\/p>\n The company\u2019s 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 \u201cthe champion, like Formula One or the NFL.\u201d 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.<\/p>\n For Bitcoin Magazine\u2019s audience, Grupo Murano\u2019s pivot highlights Bitcoin\u2019s potential to transform capital-intensive industries. By prioritizing development over ownership and leveraging Bitcoin\u2019s appreciation, Murano offers a playbook for businesses seeking resilience against economic volatility. As Sacal puts it, \u201cEventually, real estate globally will be ruled by Bitcoin transactions,\u201d signaling a shift toward a more stable, decentralized future.<\/p>\n![\"Grupo](\"https:\/\/bitcoinmagazine.com\/wp-content\/uploads\/2025\/07\/current-portfolio-1024x625.png\" "\\"Grupo")
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<\/figure>\n<\/figure>\n![\"Grupo](\"https:\/\/bitcoinmagazine.com\/wp-content\/uploads\/2025\/07\/bitcoin-strategy-1024x475.png\" "\\"Grupo")
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