Estela García Joins Roiback as New Regional Director for Latam

We’re thrilled to announce that Estela García has joined Roiback as our new Regional Director for Latin America. With her on board, we’re strengthening our footprint in the region and deepening our commitment to our clients. 

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Latin America is a strategic market for Roiback. We have two major hubs—Mexico and Colombia—staffed by local teams who bring in-depth knowledge of the unique characteristics and distribution channels across the destinations we operate in.

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Estela will be based in our Cancun office, a location that’s been a key part of Roiback’s network for over a decade. From there, she’ll be leading a team of direct sales channel specialists, working closely with hotels and chains across Mexico and the broader Latin American region.

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Reflecting on her new role at Roiback, a part of the HBX Group, and the challenges ahead, Estela shared her detailed thoughts:  

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"I always thought that my biggest dream was to travel the world, as time went by, I realized that it was not only a dream but that it was an achievable reality, but the most exciting thing about this dream come true was when I discovered the pleasure of help others to travel. It all started when, even though I was a university student, I took my first job as an assistant in a travel agency to send children to study in Canada, from that moment I understood the importance not only of the trip but of the entire planning as a whole, a minimal movement could make Whether the experience was incredible or a total disaster, since those years I assumed an inner commitment to the world of travel and travelers.

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One of the most difficult decisions I made, but in the long run the most satisfying, was to move to the Mexican Caribbean, to be exact Playa del Carmen, I will never forget that heat wave that hit me when I arrived in the middle of summer coming from the city of the eternal spring, this was my first shock, even today I still miss that perfect weather, but I wouldn't change it for any of the professional experiences that this great change in my life has led me to.

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Establishing myself in the Caribbean gave me the opportunity to work in different positions within the world of hospitality, from being a receptionist in luxury hotels to reception manager, in charge of groups and weddings until reaching what was the spearhead in my career and that was my incorporation to Tourico Holidays where I had to move to Orlando, Florida to be prepared directly by the owner and a team of experts who accompanied him in that great project, this led me to the maximum responsible of the sales team for Mexico and the Caribbean and that was how I understood the needs of travel agencies and tour operators, but above all I understood the importance that technology would have in the growth of the tourism industry since that time, fortunately the endless opportunities did not end there, what it gave me to work for a company of that size was that I had the incredible opportunity to move into the world of hotel contracting, managing new teams, but above all, that brought me closer to direct negotiations with highly recognized hoteliers at a local and global level, since then I have generated a network of great colleagues who are experts in tourism, of whom to this day and with many of them I can consider we have a very valuable professional relationship and with some even a great friendship that has led us to do great business together for a win-win.

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After several years of hard work I decided to take a leap and make a change to a company of Turkish origin to be in charge of hotel contracting throughout the Americas, that was undoubtedly a difficult decision but at the same time it was the great leap to later be able to join to Bedsonline as Head of Sales for Latin America, this was undoubtedly a great success because it once again gave me an updated vision of the clients' needs and that is how within the same group the opportunity arose to return again to the world of hotel contracting to Hotelbeds for Mexico and during the last 4 and a half years I have dedicated 100%, together with the hoteliers and my work team, to putting Mexico in the countries with the highest production globally.

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My greatest desire now that I am part of the Roiback team is to be able to continue helping my great hotel allies to increase their business from a different vision, where I can accompany them in their growth as a brand and especially in the technology that today is a fundamental part for the success of their hotels, because I find nothing more satisfying than feeling part of healthy occupations and rates.

As I write all this, I realize that these 20 years have not passed in vain and that I am eagerly waiting for many to be part of this beautiful industry that I love so much called tourism. "

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Welcome onboard Estela!