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    Ana Fernández

    Founder/CEO | WeAre, Transformation Lab
    Ana Fernández

    Biography

    Senior Advisor and independent Consultant in Sustainability, Reputation and Risk/Crisis Management. Founder & CEO of WeAre, Transformation Lab. I help companies, boards and foundations align purpose, governance and innovation to drive responsible transformation and resilience. With 30+ years in strategy, communication and sustainability across aviation, tourism or culture among others, I support leaders in integrating ESG, managing non-financial risk and strengthening stakeholder trust through ethical, transparent and purpose-driven cultures.

    Sessions

    12:45h
    Round Table | The Horeca Hub

    Sustainability: Operate Better, Consume Less, Create More Value

    Ana Fernández
    Ana Fernández WeAre, Transformation Lab Founder/CEO Speaker
    Ana Herrero
    Ana Herrero Forética Director of Sustainable Transformation Speaker
    Gerard Bofill Vaqué
    Gerard Bofill Vaqué Can Buch Manager Speaker
    Jose Guillermo Díaz Montañés
    Jose Guillermo Díaz Montañés Artiem Fresh People Hotels CEO Speaker
    Roberto Torregrosa
    Roberto Torregrosa AEDH y ACPT President of the Catalan Association of Tourism Professionals Moderador

    2026-03-24 12:45 2026-03-24 13:30 Europe/Madrid Sustainability: Operate Better, Consume Less, Create More Value

    Sustainability has ceased to be just a narrative and has become an operational imperative in the hotel industry. Energy, water, waste, products, talent, and the guest experience converge in high-impact, highly complex establishments. This roundtable addresses sustainability from a comprehensive and realistic perspective: how to design sustainable models from the outset, how to transform existing operations, and how to balance efficiency, profitability, and responsibility. A key conversation to understand which decisions truly matter, how to avoid greenwashing, and how to turn sustainability into a solid, measurable competitive advantage for the hotel business.

     

     Talk Stage 1 - The Horeca Hub
    Tue 24 12:45h - 13:30h Talk Stage 1 - The Horeca Hub Free access
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