Sol Meliá: Sebastian Escarrer, Spanish business leader inspiring most confidence
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Sol Meliá: Sebastian Escarrer, Spanish business leader inspiring most confidence
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2009-05-07
•The Vice Chairmen of Sol Meliá is followed in the ranking by the Chairman of the BBVA, Francisco González, and by Juan Roig (Mercadona).
Given the growing lack of confidence in political leaders, the Spanish public are placing greater trust in their business leaders according to the “Business Confidence Index” carried out for the third consecutive year by the Marketing and Communication consultants at Future Brand after a survey of almost 3,000 university graduates and qualified professionals throughout the country.
The companies that generate the greatest levels of trust are El Corte Inglés, NH Hotels and Sol Meliá, followed by Grupo SOS and La Caixa. None of the companies in the Ibex 35 Spanish stock market index appear in the top positions in the ranking.
Amongst the interesting conclusions of the survey are the facts that greater brand awareness does not necessarily imply greater consumer trust, and that there is no direct relationship between the money a company spends on advertising and the degree of confidence it inspires.
The apparent conclusion is that trust is fundamentally the result of aspects such as the emotional relationship (personal identification) created between a company and the public, the communication a company carries out, certain aspects of the attractiveness of a company as an employer such as talent management and the enhancement of leadership, and a capacity to react to the current crisis and implement new policies that will strengthen the company once the crisis is over.
Together with his brother, Gabriel, Vice Chairman and CEO, Sebastián Escarrer, Vice Chairman of Sol Meliá has been responsible for the significant development of the hotel company over the years since his appointment and the company IPO in the middle of the 90s. Innovation – it became the first Spanish hotel company to create an R&D department – the repositioning of its brands to better compete in international markets but with a more pronounced emphasis on its Spanish roots, and an intense process of consolidation of the family business from the financial and human perspective, have been the traits of the career of this young Spanish executive, already named “one of the 100 top business leaders of the 21st century” by the Davos World Economic Forum together with Alexandro Benetton (Benetton), Jerry Yanes (Yahoo) or Ana Patricia Botín (Banesto), amongst others.
His interest in training and his ethical approach to economics and business have also led to his selection as Chairman of the Executive Board of Wharton University for Asia, the Middle East, Africa and Europe, a role which he combines with other responsibilities in the corporate governance of Sol Meliá and intensive participation in Spanish and international forums and institutions, such as the Spanish travel industry lobby group Exceltur, of which he has been Chairmen since 2008.
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