Sandra Farreró, the innovative Chief Brand Officer at Iberostar Hotels and Resorts explores the travel trends that are shaping the industry, including the surge in multi-generational trips and the growing preference for sustainable and health-focused holidays. Sandra unveils Iberostar’s new brand segmentations —Waves, Selection, and JOIA by Iberostar—and how these categories are designed to meet the diverse needs of their guests, from families at different life stages to lovers of fine dining experiences. Sandra also shares how Iberostar’s research has enabled them to adapt guest experiences and how the Iberostar brand segmentation can help holidaymakers choose the right Iberostar property, whether travelling as a couple, family or as a larger group. Tune in to learn about how Iberostar has led the change in all-inclusive holidays with the Iberostar Albufera in Mallorca being Europe’s first fully all-inclusive hotel and find out more about Iberostar’s plans for 2025 including exciting news about an Aruba opening.