Travelers invest their time and hard-earned money into exploring the world, and it is our responsibility to ensure they receive the best possible experience: Jose Arozarena of Amigo Tours

The Silicon Review

“Working alongside Jose and my dedicated colleagues has been immensely motivating. Starting with just three individuals in Madrid and knowing the success of Amigo Tours in Mexico fueled our determination to make a mark and keep growing.”

Amigo Tours is a leading travel company that offers tours and activities in seven different countries across Latin America and Europe. Amigo Tours is headquartered in Mexico City, Spain, and New York.

The Silicon Review reached out to Jose Arozarena, CEO of Amigo Tours, and Anabel Sánchez, CCO of Amigo Tours, for an interview. However, due to prior commitments, Jose was unable to participate, and we got the chance to speak with Anabel. Subsequently, Jose shared his insights with us, allowing us to compile the interview and incorporate his inputs into the story.

Interview Highlights

Mr. Arozarena, how would you describe your professional journey so far? Tell us about a few roadblocks and learning lessons that helped you grow through the years.

I began my journey in the tourism industry at the age of 22, creating the Amigo Hostel. However, my professional path started earlier during my teenage years with my first computer business, followed by a stint as a DJ with a music company, both funded my travels through Europe, New Zealand and Australia and provided invaluable business insights.

Running Amigo Hostel was a demanding job, requiring round-the-clock dedication alongside my partner at the time. Despite the challenges, our hard work paid off, establishing Amigo Hostal as a renowned destination in Latin America and recognition as one of the best hostels across the world. This success fueled my ambition of how I could keep expanding and diving more into the tourism industry, leading to the creation of Amigo Tours.

Our first market expansion was into the Brazilian market, which failed because of the market challenges we came across, however we learned from our misstep and entered new markets making more calculated decisions. Today, Amigo Tours operates in seven countries, a proof to our constant resilience and adaptability over 19 years.

Reflecting on this journey, I have learned essential lessons: perseverance in adversity, courage in pursuing big goals, and the importance of nurturing our team’s well-being and involvement in our collective success.

Q. Ms. Sánchez, could you share the story of how you began your journey with Amigo Tours and the pivotal moments that shaped your role within the company?

Although Amigo Tours originated in Mexico nearly 20 years ago, our CEO, Jose, strategically decided to expand the company’s presence into Spain in 2016, and I have been part of this journey from the very beginning.

Initially, our team in Madrid was small, consisting of just a handful of us. Over time, we have experienced a significant growth, the Madrid office now comprises around 40 employees, totaling approximately 600 people across the company worldwide.

My journey began with operational responsibilities, including ticketing, supplier coordination, and ensuring seamless service delivery. As our operations expanded, so did my role, evolving to encompass management of all Madrid-related products. This involved liaising with partners, updating product offerings, and overseeing necessary adjustments.

Over time, my responsibilities expanded into tasks involving pricing, account management, and overall product management. With the company’s continued growth, I have had the opportunity to lead the commercial and product team, playing a significant role in decision-making processes both locally and at the organizational level.

Though challenging at times, this journey has been incredibly rewarding, filled with valuable learning opportunities and personal growth.

Q. Mr. Arozarena, trust is one of the most important currencies of leadership that requires authenticity and consistency to maintain. What’s your take on this?

In my experience, I have witnessed instances where trust was compromised by individuals, whether within my own circle or beyond. Trust is essential in both business and personal relationships. Personally, I prioritize having the assurance that my team, partners, and clients trust me, just as I trust them. Maintaining this mutual trust requires clear intentions, transparent communication, and a genuine commitment to fostering strong, dependable connections.

Q. Ms. Sánchez, as the Chief Commercial Officer could you elaborate on your key responsibilities and the significant contributions you make to the company’s operations and strategic direction?

As the head of the commercial department, my primary role is to oversee all sales activities and cultivate positive relationships with our partners. Operating as a B2B company, our goal is to establish partnerships with a wide range of companies capable of promoting and selling our tours and activities.

In addition to managing sales performance, I prioritize ensuring customer satisfaction by providing competitive pricing and delivering unique experiences. This involves working closely with our team to ensure they perform at their best, meeting the needs of both our clients and our company.

Collaboration with other departments is essential to achieving our objectives. I work closely with the financial and revenue departments to optimize sales strategies and monitor profitability. While the revenue department focuses on maximizing sales, operations play a critical role in ensuring the smooth and efficient delivery of our services.

Ultimately, my role ensures seamless coordination between departments, each of which contributes to our goals. Effective communication and collaboration are vital to ensuring that we work together cohesively toward our shared objectives.

Q. Mr. Arozarena, as the CEO of the company, what are your major roles and responsibilities?

I have three primary responsibilities. First, it is my duty to oversee the well-being and success of the business. Amigo Tours delivers high-quality tours and services, and maintaining this standard is our primary goal. We are in constant adjustments and improvements of all our services to keep our high standard.

As a second responsibility, I have the commitment of working closely with my team, continuously envisioning opportunities for growth and improvement. This helps foreseeing pain points, new possibilities and reviewing how the actual services are being delivered.

Lastly, I prioritize cultivating a positive and fulfilling work environment for my team, where they can experience both personal and professional development. I firmly believe that a happy and empowered team serves as a foundational pillar for the company’s stability and ongoing progress and growth.

Q. Ms. Sánchez, what strategies do you believe Amigo Tours can employ to become a leader in the tourism sector, and how do you plan to contribute to this vision through your actions and leadership?

In Spain, each destination operates uniquely, with various factors that influences the tourism trends, and our job is to adapt to all of them. Events like football or concerts, and favorable weather, particularly in beach destinations, are significant factor that get more attraction for travelers. However, there’s also a notable increase in cultural tourism, especially in cities like Madrid.

At Amigo Tours, we strive to accommodate all types of travelers by offering activities that cater to all diverse interests. For instance, in Barcelona, a premier European destination, visitors travel to that destination for reasons ranging from beach relaxation to cultural immersion. Collaborating closely with our partners, we tailor our offerings to appeal to a broad audience. This includes crafting tours to iconic landmarks like the Sagrada Familia and nearby cities such as Montserrat. We can provide one-day tours, short or long ones, depending on what our travelers are looking for and how we can maximize their experience.

While we may not specialize in beach destinations, except perhaps in Cancun, we endeavor to capture the attention of travelers visiting these areas for various purposes. Our portfolio includes tours to renowned monuments and day trips to nearby attractions, ensuring that we cater to the preferences of our diverse customers.

Q. Mr. Arozarena, what can you tell us about Amigo Tours? What are its focus areas?

In Amigo Tours, our mission is to provide travelers with the ultimate experience. We firmly believe that the quality of the experience is the most important part in any journey. Travelers invest their time and savings into exploring the world, and it is our responsibility to ensure they receive the best possible experience.

While travelers may opt for budget airlines and shared accommodations, their most significant investment that they will make is in the tour itself. This choice will shape their perception of the destination, how they learn from the landmarks they visit, and the overall enjoyment of their trip. It is our aim to enrich their understanding, create lasting memories, and leave them with a profound appreciation for the places they explore.

Q. Ms. Sánchez, what individuals have served as mentors or sources of inspiration for you, and how have their guidance and influence shaped your journey and professional growth?

My first inspiration was, of course, Jose, our CEO, who introduced me to the tourism industry after my transition from the hospitality industry. Unlike the static nature of hotels, the activity sector offers constant innovation and excitement, where guided tours and activities shape customers’ overall travel experiences.

Working alongside Jose and my dedicated colleagues, who have been with me since the early days and all the new ones that have incorporated throughout this journey, has been immensely motivating. Starting with just three individuals in Madrid and knowing the success of Amigo Tours in Mexico fueled our determination to make a mark in Spain and our other destinations and continue with the growth of the business.

Witnessing the tangible results of our efforts, such as increased customer engagement, expansion of the teams, and improvements in service quality, reinforcing our commitment to excellence. Seeing other operators adopt our ideas and tools further, validated our innovative approach and fueled our drive to continue contributing to the company’s growth.

Q. Mr. Arozarena, could you introduce us to your services? What are their key features?

Amigo Tours operates in five countries: Mexico, USA, Spain, Italy, and the UK. We offer over 240 daily tours worldwide and transport more than 1.5 million passengers annually. Unlike franchises, we create and manage our own tours, tailoring them to meet the diverse needs of our customers.

Our tour options range from short 2–4-hour tours dedicated to specific attractions or places, city-focused tours perfect for a day’s exploration to comprehensive tours that explore every detail of a location or longer tours for embracing more of the destination and its culture. Additionally, we offer specialized tours to iconic attractions such as the Vatican or Sagrada Familia.

Q. One last question to Mr. Arozarena, how do you see Amigo Tours changing in five years, and how do you see yourself creating that change?

We aim to expand into new markets while upholding the exceptional quality of our tours. Furthermore, taking advantage of new technologies, such as artificial intelligence, allows us to continuously improve our services and enhance operational efficiency.

Remaining at the forefront of innovation, we prioritize the adoption of new technologies that seamlessly integrate with our existing workflows, ultimately streamlining the journey for our clients and ensuring a quality experience.

Leadership | Amigo Tours

Jose Arozarena, CEO: With over 18 years in the tourism sector, Jose Arozarena embarked on his journey with a modest hostel in Mexico City, driven by a profound passion for adventure. Through firm dedication, his venture blossomed into a renowned presence across the American continent and beyond.

Under his leadership, the company evolved into Mexico’s premier tour operator, boasting daily operations in iconic destinations throughout the Americas and Europe, facilitating the annual transportation of 1.5 million passengers on over 240 tours. Today, the Amigo Group thrives with a remarkable team of over 700 collaborators, ensuring the realization of its ambitious vision.

Jose’s profound understanding of tourism’s essence, centered on crafting unforgettable experiences, has not only propelled his own ventures but also enabled him to contribute as a valuable board member, guiding companies to attain multimillion-dollar valuations. Recognized by Forbes as a Top 10 Tourism Innovators, Jose remains firm in his commitment to nurturing exceptional teams, realizing ambitious goals, and embracing a culture of continuous learning.

His invaluable insights have been shared at prestigious tourism conferences worldwide, further solidifying his status as a pioneer in the industry.

Anabel Sánchez, CCO: Anabel Sánchez serves as the Chief Commercial Officer of Amigo Tours. Anabel has been with Amigo Tours for 8 years, since the opening of the group’s European offices. She has worked in various departments before moving into more strategic areas. Her previous experience in the hotel sector, mainly, together with her analytical profile and attention to detail, have been fundamental for her development within the company.