The truth is, I came to the ESG world somewhat by chance. I started as an intern in Damm’s internal communications department, and although there wasn’t a formal CSR department, some specific initiatives were being implemented. At the time, I wasn’t entirely clear on what corporate social responsibility was exactly, but I was struck by how small actions could have a positive impact inside and outside the company.

The funny thing is that, when I studied communications and advertising, my goal was to work in the world of creativity, but with purpose: I wanted to create campaigns for social or environmental causes. So, without knowing it, I was already aligned with what the ESG approach is today.

After my internship, I spent a year away from Damm, and the circumstances just happened to allow me to return, this time with a very exciting challenge: creating the CSR department from scratch. That’s when I truly realized this was my calling. I was hooked by the possibility of building something meaningful, of connecting values with strategy, and of working toward a real and lasting impact.

From the ESG department at HBX Group, we firmly believe that companies play a key role in the transformation toward a more sustainable world. In our case, being at the heart of the travel tech sector’s B2B ecosystem, we have a significant capacity for influence: we connect with thousands of hotels, agencies, technology providers, and destinations globally. This allows us not only to adopt responsible practices internally but also to facilitate change throughout our value chain.

A clear example is our Sustainable Hotels project, through which we highlight those accommodations that have ESG certifications accredited by the GSTC. But we don’t stop there; to complement this initiative, we have created the Sustainability Hub, a knowledge platform designed to help our stakeholders improve their sustainability performance with practical, accessible, and action-oriented resources.

We are also actively working on social impact. We have exceeded 12,000 hours of corporate volunteering, demonstrating our teams’ true commitment to local communities. And we’re developing Think Big, a project that seeks to create sustainable micro-destinations, working with local stakeholders to promote tourism that generates long-term economic, social, and environmental value.

Personally, I believe that companies should not only take action, but also use their voices and networks to amplify change. Sometimes, small gestures or decisions can trigger major transformations. If we get our employees, partners, and customers on board with this journey, the impact multiplies exponentially.

For me, raising awareness of sustainability is almost as important as the actions themselves. I firmly believe that every profound change begins with a ‘fine rain’: small messages, conversations, and examples that gradually resonate with people and transform mindsets.

That’s why, every time I have the opportunity to share what we do—whether in interviews like this one, at international conferences, or in meetings with other companies—I see it as a way to contribute to that change. Not only do we raise awareness of our practices, such as the Sustainable Hotels project or Think Big, but we also learn a lot from other people facing similar challenges.

One experience that particularly impacted me was living with Mayan cooperatives in central Quintana Roo, Mexico, where we collaborated on the development of a sustainable tourism project. Being able to activate a project up close, seeing how little by little they are fighting to recover and value an ancestral culture and unique biodiversity, was incredible. It made me connect deeply with the purpose of what we do at ESG.

Yes, definitely. As a B2B travel tech company, at HBX Group we are at the center of a very broad ecosystem of travel industry players: hotels, agencies, technology providers, and destinations. This puts us in a unique position to connect interests, foster collaborations, and advance common sustainability goals. As a B2B travel tech company, we act as facilitators: we integrate technology, data, and solutions to enable our partners to adopt more responsible practices.

For example, we are developing joint projects with hotels and other key players in the industry to promote more sustainable accommodations, more efficient practices, and greater transparency regarding environmental and social impact. We also provide specialized tools and content that help our partners incorporate ESG criteria into their operations, thus adapting to the growing demand from conscious travelers.

We also firmly believe in the power of partnerships. We are part of global initiatives such as the United Nations Global Compact, Voluntare, focused on corporate volunteering, and sector-specific organizations such as the Global Sustainable Tourism Council (GSTC) and the World Travel & Tourism Council (WTTC). These partnerships allow us to share learnings, identify new practices, and amplify positive impact through collective action.

Because ultimately, all companies, large and small, have the power to influence. We build extensive networks, and this allows us to convey messages, inspire change, and contribute to a collective transformation of the sector.

I believe sustainable tourism is not a fad, but rather a structural transformation that is here to stay. It’s true that for a time it was perceived as a trend, something complementary, but today it is already part of the core strategy of many companies and destinations. And not only for ethical reasons, but also due to a need for long-term resilience and competitiveness.

Tourism, as an industry, directly depends on the health of ecosystems, the cultural richness, and the well-being of local communities. If we don’t take care of this, there simply won’t be any tourism to sustain. Therefore, more and more players in the sector are understanding that sustainability is not an option, but a condition for the future.

At HBX Group, we see this clearly: there is growing demand from travelers, but also greater awareness among our partners. And that’s where our role as an ecosystem connector comes in: supporting, facilitating, sharing knowledge, and generating alliances that accelerate this transition.

So yes, sustainable tourism is the future. But not as something isolated, but rather as a new way of understanding travel: more conscious, more respectful, and more transformative.

Collaborating with Traza on the design of our new offices has been a very positive experience and, above all, very much aligned with our understanding of sustainability as something that must be present in every day-to-day decision.

I would especially highlight the ease, flexibility, and trust with which we worked from the very beginning. Furthermore, the added value of knowing the environmental and social impact you are generating with each piece of furniture you incorporate is something that makes all the difference.

The level of detail, adaptability, and willingness of the Traza team have also been key, especially when it comes to coordinating with various internal departments. Thanks to this collaborative attitude, we achieved a final result that was gratifying for everyone involved.

For us, these types of collaborations are an example of how sustainability can be integrated into everyday decisions, such as the design of a workspace, and how every choice can have a positive impact if made consciously.

I don’t think we can talk about leadership in the furniture sector, as our assets are relatively small offices spread around the world. But I do believe we can—and should—set an example that things can be done differently and consciously.

In the case of our new offices, the collaboration with Traza allowed us to incorporate responsible furniture, and the most valuable thing was being able to understand the environmental and social impact we were generating with each choice. But beyond the furniture itself, the important thing is to tell the story behind it. That’s why, when we opened the offices, we wrote an article on our corporate social media platform explaining the impact of that furniture, and we placed QR codes on specific objects so employees could directly access that information. We also shared it in our sustainability newsletter, aimed at clients, suppliers, and other partners.

Because in the end, it’s all about raising awareness. And although we don’t have large infrastructure, we do have a network of people and contacts whom we can inspire with small gestures that, when communicated well, can have a much greater impact than we imagine.

My relationship with nature is deeply personal. My parents met in a mountaineering group, so from a very young age I grew up between mountains and sea. For me, nature is disconnection, balance… and, I’d almost say, years of life. It’s the place I return to to recharge, where everything makes sense.

I love sports, and although I was a handball player for many years, what truly connects me is sports in nature: climbing, mountaineering, skiing, surfing, or scuba diving. It’s where I feel most free and most connected to myself.

That intimate connection with the environment is also what drives me professionally. Because when you truly value what nature gives you, you understand that protecting it isn’t an option, but a responsibility and a way of life. And from there, the purpose of everything we do at ESG is born.