DECEMBER 2022

A star to keep dreaming

The end of the year is an opportune time to assess what we have experienced and dream of what is yet to come

This dual perspective helps us to put things in place, recognize major milestones, and set priorities. Allow me to share with you some thoughts on what 2022 has been like for Iberostar Group and a few brushstrokes of thinking about 2023. 

In the last 12 months we have experienced the recovery and consolidation of tourism. It now seems incredible that we were suffering the impact of a new wave of Covid with its consequent restrictions in January. Spring marked a turning point and a change of trend that exceeded our expectations and showed the resilience of the sector. What seems to me most relevant in this ability to face difficulty is not the how much, expressed in tourist or revenue figures, but the how: we have been able to regain the pulse of our activity without giving up our commitment to quality and sustainability while advancing steadily in our 2030 Agenda: we are pioneers in the circular economy, the responsible consumption of seafood and in coastal health. 

 

water next to the ocean

We are demonstrating that sustainability is not at odds with profitability. And we are reinforcing our vision and purpose of leading a responsible tourism model to leave a positive legacy for people and the environment. As a family business, our values are the basis of our understanding of tourism and they have been more present than ever: we have worked with a sense of responsibility and a long-term vision in our decisions. We have resorted to great creativity to adapt to change through innovation. We have sought transparency more than ever, and we have given the best of ourselves with passion and from the healthy realism of humbleness that allows us to know and recognize our limits. 

Among the major milestones for 2022, the signing of the strategic commercial alliance with IHG, one of the world’s largest hotel chains, with more than 6,000 hotels, over 1 million rooms, and 350,000 employees in 100 countries, stands out. This alliance prepares us to meet the challenges of the future: it opens the door to a new dimension of growth and allows us to inspire an even greater community to continue to drive the tourism model we believe in. And we do so while maintaining ownership of the company and full management autonomy. 

We enter 2023 with confidence. We will continue to invest in new destinations and in our hotels but, above all, we will continue to take care of our teams, who are the company's main asset. We will continue cultivating the diversity that enriches us so much and promotes inclusion. We will multiply our training hours by four and we will strive every day to leave no one behind because we are a company of people and for people and we cannot understand ourselves without them.  

In 2023 we will also celebrate the 40th anniversary of the Iberostar brand. That star – born four decades ago – continues to shine brighter than ever. It encourages us to work with enthusiasm and offers us a sure path to growth and international projection. But, above all, that star speaks to us of dreams fulfilled and allows us to continue dreaming. Merry Christmas to all and especially to the Iberostar Family!  

 

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