It is difficult at this time to stop to talk to someone, and that the word travel is not one of the first to appear. Being able to travel was the first thing that was prohibited at the beginning of the pandemic, and probably by then not all of us were aware of the value that this had. Traveling means getting out of your comfort zone, getting to know other cultures, savoring other spices, letting yourself be carried away by the waves with a current different from yours, a sky where you can see the stars, trying to understand another language… all this. Traveling is what enriches us as people. Nuba has been organizing exclusive trips for thousands of people for the last 30 years. Now they are back stronger than ever, renewing destinations, focused on new trends and opening borders. Traveling in luxury is her specialty, from Status we interviewed Ana Alonso, General Director of Nuba.
What has the pandemic meant to your company?
The situation experienced during the last year has affected almost all sectors. One of the most damaged has been tourism, as is logical, due to the impossibility of traveling, which has prevented us from continuing with our usual activity.
These have been very disconcerting moments in which we have had to stop and think a lot and create a new transformation project for the company. It has been a huge challenge, but we have taken it as an opportunity to change the brand, team, structure and, above all, make a big change at the digital level, streamlining our systems and leading the sector, without losing our focus on customer service.
How have you adapted to the new circumstances?
Reducing structural costs, on the one hand, being more agile and focusing a lot on these digital transformation changes that we have mentioned previously. In addition, our product team is very focused on publicizing all the constant changes that occur day by day as far as destinations are concerned, due to the pandemic. Lastly, we would like to point out the great leap that we have taken in digital events, using the most cutting-edge technology and thus giving maximum coverage to both our clients from Spanish and international companies.
How has the crisis affected this sector?
The health crisis we are experiencing has been devastating for the entire sector, but we hope that little by little, thanks to vaccines, borders will open up and we will be able to move freely. When that time comes, Nuba will be more prepared than ever.
Which destinations will be the most popular as a result of the pandemic?
The most popular destinations will be those that demonstrate more agility, security and that above all provide a guarantee of health, in addition to offering exclusive services, such as the Dry Islands, the United Arab Emirates, Israel or Costa Rica.
What is luxury for Nuba?
Luxury is knowing how to understand what our client needs and adapting to their needs, without losing the quality and guarantee base that Nuba has.
How has luxury evolved according to your clients in recent years?
Luxury has evolved in recent years towards experiential luxury. Now more importance is given to time, well-being, feeling unique and exclusive… Our customers are not just looking to purchase a product. At Nuba we are experts in creating transformative experiences for our clients that will mark them for the rest of their lives.
What has been the most extravagant experience that a client could have requested of you?
Some clients wanted to know more about climate change, we proposed an expedition to the arctic, where they could understand the effect that the disappearance of the arctic ice is having on the Inuit communities, their culture and their lifestyle.
Have you included a new destination in your portfolio?
Islas Secas is one of our strong bets, an archipelago of 14 virgin islands 20 miles from civilization, which has one of the most diverse and impressive marine ecosystems in the world and is a place that is home to great biodiversity. A place where calm predominates so that the mind and body can rest and renew themselves.
And on the other hand, Saudi Arabia, which at the end of 2019 was a country without tourists. Until now, very few travelers have had the opportunity to get to know this country that NUBA wants to propose starting next autumn-winter. On this trip we will be able to discover a city that had been in complete silence for more than 2,000 years, closed to the public: it is Hegra, also known as the ‘Petra of Saudi Arabia’, the second most important city of the Nabatean people.
With a cultural legacy recognized by Unesco as World Heritage, this unknown country treasures a great wealth of landscapes and monuments. This is attested by its pre-Islamic ruins, such as the rock-cut tombs of Madain Saleh or the adobe ruins of Dir’aiyah.
Are there any trends that you foresee in the near future?
The trend we talk about a lot is that of sustainability, which, although it has always been a constant for us, we believe has now become a more global trend.
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