Iberostar Group Vice President and CEO, Sabina Fluxà, said Thursday at the 2021 Hosteltur Forum that in the field of sustainability, having knowledge support is essential for all types of companies, especially those in the tourism sector. He considered that “it is necessary to address this path towards sustainability for the company to go hand in hand with scientific knowledge.” We must “incorporate the voice of science into business”, because it “gives us measurement and helps us set goals.”
The group takes sustainability very seriously, and that’s “from our point of view The path of no return, with the information we have today, it is impossible not to move“.
“There is no doubt that crises accelerate trends,” he added. Not only the tourism sector, but also all sectors in general, “We have seen for years that society develop. Consumers associate with brands that have a purpose, but not ranting words, you can’t really fool a consumer about it.“Yeah”Also the staff They want to be connected more and more in business ventures that take into account the impact their activity has on the environment and goes beyond this purpose not only economically but also ecologically and socially. ”
To put it into practice, it is necessary to have a “a Long-term visionThis is not something to be done overnight. We too see that there are different stages. First there is an awareness phase, then a commitment phase, then there is a third phase of work, and here is where we have to move with greater force.
Sabina Fluksa with Manuel Molina during his participation in the Hosteltur Forum, which you can watch in full in the following link of the discussion board video on “Sustainability – The Great Global Challenge of Tourism”.
He also stressed that “sustainability is also a matter of a group effort, and it is not necessary for one, two or three people to do this. The more we do, the better, because the more we will contribute to achieving this impact.”
The company has four main sustainability goals for its 2030 Agenda that Fluxà participated in in the debate, and the importance the group attaches to them comes from the inheritance of the mother’s family, with the presence of many scholars in this branch. Through his father’s path, he already had several generations who “conveyed to us the seriousness, the culture of effort and, above all, the culture of quality”. Both are “values that have been affecting the organization for a long time and we have given it this momentum in this generation, which is the beauty of family businesses.”
The report prepared by the company in 2020 already contained a series of long-term commitments that were strengthened in 2021 after the epidemic.
“The wave of change, this movement that we launched a few years ago, was a catalyst for this vision that we have to promote the model of responsible tourism, and scientific accuracy and knowledge were key to that.
For this reason, “The Office of Sustainability is present in all administrative bodies in a way in which each region of the organization participates and fully integrates, not only operations, but also the processes of purchasing, sales and marketing, everyone completely and this is necessary to move from commitments to work with this long-term vision.” .
This “ It’s also something that we do not only in Iberostar in our hotel division, but also in W2M and in this tour operator project. And the airline that we launch, which we are also born with sustainability in our DNA“.
This year 2020 “which was a year of pause. Thinking and moving forward served us. We did not want to stop at all. We have taken bigger steps and steps.”