Corporate Presentation

April 2021 Grupo Hotelero Santa Fe

Ticker: (BMV) Focus: a leading Mexican hotel company focused on

acquiring, use conversion, operating owned and third-party Monterrey Aeropuerto and development.

Krystal: Proprietary Mexican brand with over 36 years of recognition which is an important competitive advantage

Strong Management Team: abundant hotel experience and proven track record that have worked together for over 20 years Krystal Urban Guadalajara

7,032 +2,800 2 Hotels 16 Cities Rooms Employees

2 Portfolio Snapshot

Portfolio of 29 hotels with 7,032 rooms: 14 owned and 15 under management contracts 25 operating and 4 under construction Ownership Maturity Stage Segment # Keys # Keys # Keys

Brand Category # Keys # Keys

3 Krystal® Brand Architecture

4 City 5 Cities 5 Cities 1 Cities 15 4 Hotel 5 Hotels 5 Hotels 1 Hotel Hotels 1,482 1,709 752 400 Rooms Rooms Rooms Rooms 4,343 Resort and Resort and Resort and Resort Rooms Urban Urban Urban

Grand Tourism 5 Stars 4 Stars 4 Stars

Note: Figures include owned hotels with 50% or more ownership, third-party operated hotels and developments.

4 Our Footprint

5 Properties incorporated since IPO

Krystal Grand Los Cabos Opened 2Q17 Hilton Garden Inn 454 Rooms Monterrey Aepto Krystal Krystal Urban Cancun Ibis Irapuato Owned @ 50% Opened 3Q15 AC by Marriot Hampton Inn Monterrey Opened 4Q14 Opened 2Q17 134 Rooms Distrito Armida Paraíso Tabasco Opened 1Q17 246 Rooms 140 Rooms Co-investment @15% Under Construction Opened 4Q15 Krystal Grand 207 Rooms 168 Rooms Third-party 117 Rooms Third-party Nuevo Vallarta Third-party Third Party Third-party Opened 4Q17 Centric 480 Rooms Campestre Leon Owned @ 50% Opened 3Q18 140 Rooms 3,921 Rooms incorporated Owned @ 50% % 3+3 Strategy: 85% Krystal Urban % Krystal Brand: 58% Breathless Tulum Guadalajara Under Construction Opened 2Q16 % Urban Destinations: 56% 300 Rooms 140 Rooms Third-party Owned % Resort Destinations: 44% % Use Conversion: 7%

Hyatt Place SLS Cancún Aguascalientes Opened 1Q21 Opened 2Q19 45 Rooms 144 Rooms Third-party Third-party Hyatt Regency Krystal Grand Collection Insurgentes Krystal Mexico Suites Mexico Krystal Satelite Mexico City City Zacatecas Maria Bárbara City Airport Under Construction Under 4Q15 Opened 3Q17 Opened 2Q15 Construction 200 Rooms 32 Rooms 215 Rooms 96 Rooms Third-party 250 Rooms Third-Party Owned @ 50% Owned Owned @ 50%

6 Other Hotel Brands we Manage

7 Proven Business Strategy

• Growth: via acquisitions and conversions focusing on: 3x3 Geographic Focus • Mexico City, Monterrey and Guadalajara • Cancun /Riviera Maya, Puerto Vallarta / Riviera Nayarit and Los Cabos

• Operating capacity: leverage our skill set to continue providing extraordinary results • Optimize asset utilization: create additional revenue opportunities within our properties • Krystal Brand: Continue increasing our Mexican brand’s presence, considering 2/3 of our customers are domestic. • Third-party Management: Maximize hotel owner returns, increase our network and expand our margins. Hilton Guadalajara • Shareholder returns: Focused on sustainable growth.

8 Focus on profitability with an efficient cost structure • Krystal Brand: value, scale and profitability. Over 5 Billion pesos invested in Krystal assets in the last 5 years by GHSF and third- party investors.

Resort • High Domestic Penetration: 65% domestic customers Krystal Urban • Reduced seasonality: due to our balanced portfolio 4 European • Diversification: Management of different Plan 5 Hybrid categories, destinations and brands.

All • Multifunctional personnel: allows us to get Inclusive efficiencies. Our EPAR (Employee per Available room) is 0.6 when in Mexico the average is approximately 1. ~40% of our workforce is flexible.

9 Business Model and distribution Channels

HOTEL has developed different products and concepts which maintain our brands within the preference of domestic and international travelers

Commercial Models Examples Diversified Distribution Channels European Plan Urban Hotels

Krystal Grand Hilton Suites Guadalajara Commissionable, 38%

Krystal Urban Ciudad Juárez

Non- Hybrid (European Plan and All Inclusive) Commissionable 62%

Krystal Puerto Krystal Ixtapa Vallarta Resorts Hotels

Krystal Beach Acapulco Commissionable, 75% All Inclusive

Hilton Puerto Krystal Grand Non- Vallarta Los Cabos Commissionable 25% Increasing Strength in Non-commissionable Distribution Channels such as our website benefits profitability

10 Acquisition Turnaround

At HOTEL we focus on turning around poorly managed hotels by • Improving the top line through sales and marketing plans • Ramping up profitability through cost and expense synergies & operational efficiencies • Improving quality standards • Top & bottom-line teams analyzing and implementing our strategy

Turnaround examples: 1. Reflect Krystal Grand 2. Krystal Satelite Maria 3. Ex-Krystal Grand Punta Cancun Barbara (Mexico City) Reforma (Mexico City)

EBITDA Growth EBITDA Growth EBITDA Growth

2013 2018 2015 2018 2013 2016 (Hyatt) (Reflect Krystal Grand)

11 Construction, Development and Use Conversion

At HOTEL when we open a new property we focus on: • Reaching the breakeven point quickly so the property starts generating returns in as less time as posible • Increasing ocupancies to be more profitable, aiming to be above 60% • Stabilizing EBITDA above 30%

Krystal Urban Hilton Puerto Guadalajara Vallarta Reaching Breakeven 3 to 6 months Ocupancy >60% 12 to 18 months EBITDA Margin >30% 12 to 24 months

12 Hyatt Centric León Campestre

• 50% Ownership • 140 5-star rooms • Located in “Puerta Bajio”, a real estate development with mall, offices, condos and hotel. • Investment per Room was ~140 thousand dollars

13 Krystal Grand Suites (Mexico City)

• 50% ownership • Gran Turismo category suites • Investment per room was ~170 thousand dollars considering the product is oversized and includes kitchenet.

14 Krystal Grand Punta Cancún Expansion Altitude Tower

• 100 Gran Turismo category Suites • 34% increase in room inventory • The hotel has a 50% higher ADR than our portfolio • Investment per room was ~115 thousand dollars (does not include pre-exiting property and common area costs)

15 The Hacienda at Hilton Puerto Vallarta

• 192 new suites (Hilton Hacienda) • 100% ownership • 74% increase in room inventory • Investment per room was ~140 thousand dollars

16 SLS Cancun Operating Contract

• 45 Rooms and 130 residences • Located in Puerto Cancún • Golf Club & Yacht Club • Mall • Inaugurated in February 2021

17 Hyatt Regency Insurgentes Mexico City

• Under Construction • 50% Ownership • Building includes: • 250 Grand Tourism suites • 87 condo-hotel rooms • Gourmet experience area • Parking • Investment per room ~US. 160k

Hyatt Regency Insurgentes Mexico City

18 Third-Party Hotels under Construction

• Zacatecas Centro Historico Curio Collection • Third-party management contract • 32 Deluxe Suites • AC by Marriot Distrito Armida (Monterrey) • Third-party management contract • 168 rooms, • Breathless Tulum Resort & Spa • Third-party management contract Zacatecas Centro Historico Curio Collection by Hilton • 300 rooms

Breathless Tulum Resort & Spa AC by Marriot Distrito Armida

19 Financial Position

1Q21 MXN USD • Our leverage is –22.7x Net Debt to EBITDA Debt 5% 95% • Our Debt is 95% denominated in Avg. Cost of Debt 7.3% 3.3% dollars. Revenues 74% 26% Operating Cashflow NA NA

20 Quarterly Results

1Q21 Results: • Revenue decreased 54% to Ps. 268 million • EBITDA was Ps. 4 million • Occupancy of the owned hotels was 33.2%

Krystal Satelite Maria Barbara 2020 Results: • Revenue decreased 52% to Ps. 1,070 million • EBITDA was Ps. 47 million • Occupancy of the owned hotels was 29.5% (39.9 % excluding days that hotels were closed)

Krystal Urban Monterrey

21 Why invest in HOTEL

• We are disciplined in valuation of acquisitions to maximize our shareholder returns • We have more flexibility that FIBRAs, which translates into closing favorable negotiations including acquisitions, associations and third-party management contracts • Diversifies portfolio in terms of destinations and categories. • Our Krystal Brand as a competitive advantage. • Growth will be positively impacted by the incorporation of rooms which are not fully matured, in construction or expansion (40% of our portfolio) • We have met, and in some cases exceeded our IPO and follow-on promises to investors

22 Appendix

Financial Statements Krystal Resort Ixtapa and exhibits

Krystal Urban Ciudad Juarez

23 P&L

Figures in thousands of Mexican pesos First Quarter 3 months ended March 31 Income Statement 2021 2020 Var. % V a r . 2021 2020 Var. % V a r . Room Revenue 133,417 269,020 (135,603) (50.4) 133,417 269,020 (135,603) (50.4) Food and Beverage Revenue 90,882 227,844 (136,963) (60.1) 90,882 227,844 (136,963) (60.1) Other Revenue from Hotels 34,506 70,627 (36,120) (51.1) 34,506 70,627 (36,120) (51.1) Third-Party Hotels' Management Fees 9,037 18,013 (8,976) (49.8) 9,037 18,013 (8,976) (49.8) Total Revenue 267,842 585,504 (317,662) (54.3) 267,842 585,504 (317,662) (54.3) Cost and Operating Expenses 159,423 265,896 (106,472) (40.0) 159,423 265,896 (106,472) (40.0) Sales and Administrative 95,346 153,525 (58,178) (37.9) 95,346 153,525 (58,178) (37.9) Other Expenses 8,801 9,718 (916) (9.4) 8,801 9,718 (916) (9.4) Depreciation 58,572 60,669 (2,097) (3.5) 58,572 60,669 (2,097) (3.5) Total Costs and Expenses 322,143 489,807 (167,664) (34.2) 322,143 489,807 (167,664) (34.2) Total Non Recurring Expenses 10,209 9,479 730 7.7 10,209 9,479 730 7.7 EBITDA 4,271 156,366 (152,095) (97.3) 4,271 156,366 (152,095) (97.3) EBITDA Margin(%) 1.6% 26.7% (25.1 pt) (25.1 pt) 1.6% 26.7% (25.1 pt) (25.1 pt) Operating Income (64,510) 86,218 (150,728) NA (64,510) 86,218 (150,728) NA Operating Income Margin (%) (24.1%) 14.7% (38.8 pt) (38.8 pt) (24.1%) 14.7% (38.8 pt) (38.8 pt) Net Financing Result (120,206) (692,429) 572,223 (82.6) (120,206) (692,429) 572,223 (82.6) Total income taxes - - - NA - - - NA Net Income (184,780) (605,750) 420,970 (69.5) (184,780) (605,750) 420,970 (69.5) Net Income Margin (%) (69.0%) (103.5%) 34.5 pt 34.5 pt (69.0%) (103.5%) 34.5 pt 34.5 pt Income attributable to: Controlling Interest (139,107) (399,125) 260,018 (65.1) (139,107) (399,125) 260,018 (65.1) Non-controlling Interest (45,673) (206,625) 160,952 (77.9) (45,673) (206,625) 160,952 (77.9)

24 Balance Sheet

Figures in thousands of Mexican pesos Balance Sheet Summary Mar-21 Mar-20 Var. Var % Cash and cash equivalents 481,998 258,694 223,304 86.3% Accounts receivables and other current assets 169,053 385,475 (216,423) (56.1%) Creditable taxes 399,083 347,822 51,261 14.7% Total current assets 1,050,134 991,992 58,143 5.9% Restricted cash 99,905 170,225 (70,320) (41.3%) Property, furniture and equipment 7,742,761 8,028,476 (285,715) (3.6%) Non-productive fixed assets (under development) 729,108 625,619 103,490 16.5% Other fixed assets 562,992 553,946 9,045 1.6% Total non-current assets 9,134,766 9,378,265 (243,500) (2.6%) Total Assets 10,184,900 10,370,257 (185,357) (1.8%) Current installments of long-term debt 279,837 308,603 (28,766) (9.3%) Other current liabilities 535,668 586,878 (51,211) (8.7%) Total current liabilities 815,505 895,482 (79,977) (8.9%) Long-term debt 2,693,062 3,184,107 (491,045) (15.4%) Other non-current liabilities 866,629 882,439 (15,810) (1.8%) Total non-current liabilities 3,559,691 4,066,546 (506,855) (12.5%) Total Equity 5,809,704 5,408,229 401,475 7.4% Total Liabilities and Equity 10,184,900 10,370,257 (185,357) (1.8%)

25 Cash Flow

Figures in thousands of Mexican pesos First Quarter 3 months ended March 31 Cash Flow Statement 2021 2020 Var. % V a r . 2021 2020 Var. % V a r . Cash flow from operating activities Net income (184,780) (605,750) 420,970 (69.5) (184,780) (605,750) 420,970 (69.5) Depreciation and amortization 58,572 60,669 (2,097) (3.5) 58,572 60,669 (2,097) (3.5) Income taxes - - - NA - - - NA Unrealized gain (loss) in foreign currency exchange 85,597 696,159 (610,562) (87.7) 85,597 696,159 (610,562) (87.7) Net interest expense 29,016 36,711 (7,695) (21.0) 29,016 36,711 (7,695) (21.0) Other financial costs 2,113 1,223 890 72.7 2,113 1,223 890 72.7 Minority interest 64 (462) 526 NA 64 (462) 526 NA Income from sale of shares - - - 0.0 - - - NA Cash flow before working capital variations (9,418) 188,551 (197,969) NA (9,418) 188,551 (197,969) NA Working Capital 23,401 (28,579) 51,980 NA 23,401 (28,579) 51,980 NA Net operating cash flow 13,983 159,972 (145,988) (91.3) 13,983 159,972 (145,988) (91.3) Non-recurring items (7,558) 15,588 (23,146) NA (7,558) 15,588 (23,146) NA Cash flow net from non-recurring items 6,425 175,560 (169,135) (96.3) 6,425 175,560 (169,135) (96.3) Investment activities (27,061) (29,547) 2,486 (8.4) (27,061) (29,547) 2,486 (8.4) Financing activities (37,855) (98,771) 60,917 (61.7) (37,855) (98,771) 60,917 (61.7) Net (decrease) increase in cash and cash equivalents (58,490) 47,242 (105,732) NA (58,490) 47,242 (105,732) NA Cash and cash equivalents at the beginning of the period 539,133 179,885 359,248 NA 539,133 179,885 359,248 NA Cash and cash equivalents at the end of the period 480,643 227,127 253,516 NA 480,643 227,127 253,516 NA Effects from cash value changes 1,355 31,567 (30,212) NA 1,355 31,567 (30,212) NA Total Cash at the end of the period 481,998 258,694 223,305 86.3 481,998 258,694 223,305 86.3

26 Key Financial Highlights

Figures in thousands of Mexican pesos Denominated in (currency): Debt* Pesos Dollars Total Short Term 23,835 256,002 279,837 Long Term 128,346 2,564,715 2,693,062 Total 152,181 2,820,718 2,972,899 % Total 5.1% 94.9% 100.0% Average rate of financial liabilities 7.28% 3.35% 3.55%

Cash and cash equivalents 430,374 51,624 481,998 Restricted cash 4,689 95,216 99,905 Cash and cash equivalents** 435,063 146,840 581,903 Net Debt (282,882) 2,673,877 2,390,996

Net Debt / LTM EBITDA (as of March 31, 2021) -22.7x *Includes accrued interest and effect of financial instruments related to financial debt. **Includes restricted cash related to bank debt.

27 Currency Hedging

Figures in thousands of Mexican pesos First Quarter 2021 YTD March 31, 2021 Currency Hedging Analysis Denominated Denominated Total in Denominated Denominated Total in in Pesos in USD Pesos in Pesos in USD Pesos

Total Revenue 197,261 70,581 267,842 197,261 70,581 267,842 % of Total Revenue 73.6% 26.4% 100.0% 73.6% 26.4% 100.0% ( - ) Total Costs and Expenses 300,450 21,693 322,143 300,450 21,693 322,143 ( - ) Non-recurring Expenses 10,209 - 10,209 10,209 - 10,209 Operating Income (113,398) 48,888 (64,510) (113,398) 48,888 (64,510) ( + ) Depreciation 58,572 - 58,572 58,572 - 58,572 Operating Cash Flow (54,826) 48,888 (5,938) (54,826) 48,888 (5,938) % of Operating Cash Flow NA NA NA NA NA NA

Interest 2,914 35,030 37,944 2,914 35,030 37,944 Principal 2,833 2,288 5,121 2,833 2,288 5,121 Total Debt Service 5,747 37,318 43,065 5,747 37,318 43,065

Interest Coverage Ratio 1 (18.8x) 1.4x (0.2x) (18.8x) 1.4x (0.2x) Debt Service Coverage Ratio 2 (9.5x) 1.3x (0.1x) (9.5x) 1.3x (0.1x) 1) Operating Cash Flow / Interest; 2) Operating Cash Flow / Total Debt Service

28 Key Operational Metrics

Occupancy Average Daily Rate (ADR)

Revenue per Available Room (RevPAR) Total Rooms

Note: Data includes owned hotels, third party operating contracts and hotels under construction (excluding KPIs)

29 Key Financial Metrics

Revenue Breakdown EBITDAUAFIDA

30 HOTEL Timeline

Grupo Chartwell The Company HOTEL executes a HOTEL announces a joins Nexxus becomes public follow-on for Ps. capital increase of Capital and with an IPO in the 1,832 million, Ps. 500 million with Walton St. Capital Mexican Stock reaching a float of the issuance of 125 for the creation of Exchange for Ps. 46% and million shares for Grupo Hotelero 750 million under improving ADTV current Santa Fe the ticker HOTEL. by 13x shareholders

2010 2014 2016 2020

31 Krystal Urban Guadalajara (use conversion)

32 Contact Information

Maximilian Zimmermann Enrique Martínez Guerrero Investor Relations Director CFO [email protected] [email protected] +52 (55) 5261-0800 Visit our website: www.gsf-hotels.com

Krystal Urban Aeropuerto Ciudad de Mexico Krystal Resort Cancun

33