What Ojo Caliente Mineral Springs Resort and Spa does

Ojo Caliente Mineral Springs Resort and Spa operates two destination resort and spa properties in Northern New Mexico under the holding entity Ojo Caliente Holdings Inc.: Ojo Caliente Mineral Springs (established 1868, between Santa Fe and Taos) and Ojo Santa Fe Spa Resort (a 77-acre property in La Cienega Valley, formerly Sunrise Springs Resort, acquired and rebranded circa 2016). The company is family-owned, privately held, and employs 101–250 people. Its core product is geothermal mineral hot springs soaking — Ojo Caliente's source delivers over 100,000 gallons daily containing a unique combination of four healing minerals (Iron, Arsenic, Lithia, Soda) in naturally sulfur-free water — supported by 12 communal and private pools at Ojo Caliente and seven pools at Ojo Santa Fe, plus an award-winning spa, farm-to-table dining (Artesian Restaurant, Blue Heron Restaurant), the 1.5-acre Ojo Farm, yoga, and nature trails.

Revenue is generated through six primary streams: lodging (hotel rooms, suites, casitas, vintage trailers, RV/campsites at $289–$609+/night), day soaking passes ($45 weekday / $65 weekend), spa treatments and rituals ($75–$345), food and beverage, gift cards and retail (including signature Ojo Desert Rain products), and private soaking/float sessions. Distribution is direct-to-consumer via two separate booking engines (Agilysys for Ojo Santa Fe, RGuest for Ojo Caliente), a toll-free call center, walk-in day soaking, OpenTable for restaurants, corporate RFP intake for group retreats, and travel-agent/consortia channels. Customer segments span individual wellness travelers, couples/romantic getaways, yoga practitioners, New Mexico regional staycations, and corporate wellness groups, with regional discount tiers (NM 20%, AZ/CO/TX 10%) targeting drive-to catchment.

The company's value proposition rests on irreplicable natural assets (the four-mineral sulfur-free source, 150+ years of operating history) layered with a vertically integrated farm-to-table supply chain, locally-sourced spa product partnerships (Beck & Bulow, Iconik Coffee, tea.o.graphy, RBA Skincare, Satva Botanicals), and consistent third-party validation (Condé Nast Traveler Readers' Choice Awards multiple years 2017–2025; Travel + Leisure #12 World's Best Destination Spa 2024; OpenTable Diners' Choice). No AI/ML, proprietary software platform, app, or external funding is disclosed; operations rely on standard hospitality PMS and POS integrations.

Name

Ojo Caliente Mineral Springs Resort and Spa

Legal name

Ojo Caliente Holdings Inc

Website

https://ojosparesorts.com

Company type

Private

Founded year

1868

Operating status

Operating

Headcount range

101–250 employees

Short description

Ojo Caliente Mineral Springs Resort and Spa is a family-owned hospitality company operating two Northern New Mexico destination resorts — Ojo Caliente (est. 1868) and Ojo Santa Fe — built around geothermal mineral hot springs, award-winning spa services, farm-to-table dining, and on-site lodging serving wellness travelers, couples, and corporate retreat guests.

Ownership category

akta.pro rank

Product category

Wellness Spa Resort / Hot Springs Resort

NAICS

Other Traveler Accommodation (72119), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Thermal Springs, Hot Springs & Thalassotherapy Resorts (THAGAMAE)

akta.pro secondary industries

Destination Spa Resorts (THAGAMAA), Destination Spas & Spa Resorts (HSALAFAC), Luxury Wellness & Spa Resorts (THAGACAG), Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Mineral hot springs
• Wellness spa resort
• Day soaking passes
• Farm-to-table dining
• Wellness retreat packages

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Lodging Accommodations: Overnight stays across multiple property types including hotel rooms, suites, casitas, vintage trailers, cottages, homes, and RV/campsites. Room rates range from approximately $289 to $609+ per night depending on property and season.
2. Day Soaking Passes: Day soaking access to communal pools. Day passes are $45 per person Monday-Thursday and $65 per person Friday-Sunday and holidays. Includes locker, towel, and access to sauna/steam room.
3. Spa Services: Award-winning spa treatments including massages (50-130 minutes, $150-$345), body scrubs, wraps, facials, sound healing, reflexology, and enhancement add-ons. Spa services require advance reservation.
4. Food and Beverage: On-site dining at Artesian Restaurant (Ojo Caliente) and Blue Heron Restaurant (Ojo Santa Fe), plus wine bars, cafes, and takeout options. Farm-fresh, locally sourced cuisine.
5. Gift Cards and Retail: Physical and electronic gift cards usable for lodging, dining, soaking, spa, and in-store gift shop purchases. Also operates online retail shop for bath products, robes, teas, and apparel.
6. Private Soaking Sessions: Private pool sessions (50 minutes, $75 for 2 guests, $25 additional guests) and private soaking tubs (25-50 minutes, $30-$55). Also includes float tank sessions at Ojo Santa Fe (50 minutes, $75).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Ojo Caliente Mineral Springs Resort and Spa operates two wellness resort properties in Northern New Mexico — Ojo Caliente (established 1868) and Ojo Santa Fe — centered on geothermal mineral hot springs rich in four healing minerals (Iron, Arsenic, Lithia, Soda) in naturally sulfur-free water. The company sells overnight lodging accommodations, day soaking passes, spa treatments, farm-to-table dining, yoga classes, and curated wellness packages, supported by an on-site 1.5-acre organic farm.

Product overview

Ojo Caliente Mineral Springs Resort and Spa is a hospitality company operating two distinct resort properties in Northern New Mexico: Ojo Caliente Mineral Springs (established 1868) and Ojo Santa Fe Spa Resort. The company offers a unified wellness destination experience centered on legendary healing mineral hot springs, with four mineral-rich pools (Iron, Soda, Arsenic, and Lithia) that are sulfur-free. Core offerings include communal and private hot springs soaking, award-winning spa treatments using natural botanicals, farm-to-table dining featuring produce from the company's 1.5-acre Ojo Farm, yoga classes, and diverse lodging accommodations ranging from historic hotel rooms and vintage trailers to premium casitas and cliffside suites. The company also offers curated packages like Ojo Bliss and Dos Ojos soaking packages, romance packages, and regional discounts, along with gift cards redeemable across both properties.

Differentiator

Problem solved

Functional benefit

Brands

• Ojo Farm: Organic farm growing produce for resort restaurants; claimed as the US's largest farm owned and operated by a resort
• Artesian Restaurant
• Blue Heron Restaurant
• Ojo Desert Rain Collection
• Ojo Local Botanical Teas

Products and services

• Ojo Caliente Mineral Springs Resort & Spa One of the country's oldest health spas, established in 1868, featuring twelve communal hot springs and private soaking pools with four healing minerals (Iron, Soda, Arsenic, and Lithia) in naturally sulfur-free water. Includes lodging, spa, dining, and yoga facilities for wellness travelers.
• Ojo Santa Fe Spa Resort A 77-acre high-desert resort featuring spring-fed thermal pools, an award-winning spa, farm-fresh dining at Blue Heron Restaurant, and lodging in casitas and garden view rooms, located 20 minutes south of downtown Santa Fe in La Cienega Valley.
• Mineral Hot Springs Soaking Day and overnight access to geothermal mineral hot spring pools rich in iron, arsenic, soda, and lithia, available as communal soaking (day passes from $45) or private pool sessions ($75 for 2 guests) at both Ojo Caliente and Ojo Santa Fe properties.
• Spa Treatments and Therapies High desert-inspired body therapies incorporating time-tested techniques, natural botanicals, and New Mexico-made organic products, including massages (50-130 minutes, $75-$345), scrubs, wraps, facials, sound healing, reflexology, and signature rituals like the Ojo Dreaming Spa Ritual and Ojo Balanced Body Ritual.
• Lodging Accommodations Overnight stays across multiple property types including hotel rooms, suites, casitas, vintage trailers, cottages, homes, and RV/campsites, with rates ranging from approximately $289 to $609+ per night depending on property and season.
• Artesian Restaurant & Wine Bar Farm-fresh dining at Ojo Caliente offering breakfast, lunch, and dinner with New Mexico-inspired cuisine featuring Ojo Farm produce, locally-sourced meats from Beck & Bulow and Gold Canyon, and Iconik Coffee. OpenTable reservations accepted.
• Blue Heron Restaurant Farm-to-table waterside dining at Ojo Santa Fe offering seasonally-inspired, chef-crafted dishes featuring locally-sourced ingredients from Ojo Farm and other local partners.
• Yoga Classes and Workshops All-levels yoga classes including Mindful Morning Yoga, Yoga Flow, Full Moon Circle, and Soak & Stretch packages combining yoga with thermal soaking at Ojo Caliente.
• Gift Cards
• Curated Wellness Packages

Quantifiable outcome

• Over 100,000 gallons of mineral water surface daily
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Beck & BulowminorOthersRenowned Santa Fe butcher that sources ethically pasture-raised meat and poultry locally. Supplies much of the beef and bison featured in Artesian Restaurant menus at Ojo Caliente.
• Iconik Coffee RoastersminorOthersSanta Fe-based coffee roaster that provides fair-trade coffee exclusively for Ojo Spa Resorts. Used in guest rooms and dining establishments.
• tea.o.graphyminorOthersTaos-based tea company providing unique tea blends used in restaurant and guest rooms at Ojo properties.
• Gold CanyonminorOthersSource of grass-fed, hormone-free meats used in restaurant dishes at Ojo Caliente.
• Santa Fe ValetminorChannel Partner/ Reseller/ DistributorPrivate car service provider recommended for guests needing transportation. Contact: 505-424-2171.
• NM Black Car ServiceminorChannel Partner/ Reseller/ DistributorPrivate car service provider recommended for guests needing transportation. Contact: 505-316-1100.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glenwood Hot Springs Resort: A historic Colorado resort featuring the world's largest hot springs pool plus lodging, spa, and athletic club—comparable as a long-established hot springs destination resort combining lodging and day-soaking revenue.
• Canyon Ranch: A multi-decade destination spa and wellness resort operator offering all-inclusive wellness programming, spa treatments, and healthy cuisine—comparable as a top-tier US destination spa brand with similar wellness-first positioning.
• Mii amo (Enchantment Resort): A destination spa within Enchantment Resort in Sedona offering all-inclusive spa journeys, wellness programming, and Southwestern-inspired treatments—directly comparable as a luxury destination spa in the Southwest US.
• Miraval Resorts: A luxury destination spa and wellness resort collection known for all-inclusive wellness experiences, spa treatments, and mindfulness programming—directly comparable as a premium destination spa competitor.
• Castle Hot Springs: A luxury hot springs resort in the Arizona desert offering mineral soaking, spa treatments, farm-to-table dining, and lodging in cabins and villas—directly comparable as a premium hot springs destination resort with similar overnight + day-pass model.
• Cal-a-Vie Health Spa: A small luxury destination spa in Southern California offering overnight spa retreats, fitness, hiking, and farm-to-table cuisine—comparable as a high-end, intimate destination spa targeting affluent wellness travelers.
• The Springs Resort (Pagosa Springs): A large hot springs resort in Pagosa Springs, Colorado featuring 25+ geothermal pools, spa services, and lodging—comparable as a hot springs-focused resort with day-pass and overnight offerings in the Western US.
• Mount Princeton Hot Springs Resort: A historic Colorado hot springs resort offering natural geothermal soaking pools, spa, lodging, and creekside dining—comparable as a heritage hot springs resort with similar lodging-plus-day-soaking business model.
• Dunton Hot Springs: A restored 19th-century ghost town turned luxury hot springs resort in the Colorado Rockies featuring geothermal soaking, spa services, and upscale cabin lodging—directly comparable in heritage positioning and high-end wellness offering.

Broad incumbents

• Six Senses Hotels Resorts Spas: A global luxury hotel and spa operator with wellness as a central pillar across its portfolio—including hot springs properties in Iceland, Portugal, and Bhutan—comparable as a broad incumbent in luxury wellness hospitality at a larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/ojosantaferesort
• Facebookfacebook.com/ojosantaferesort
• Instagraminstagram.com/ojosantaferesort
• LinkedInlinkedin.com/company/ojo-caliente-mineral-springs-resort-and-spa

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ojo Caliente Mineral Springs Resort and Spa