Gustavo Segura, CEO of Memorable Travel Group and former Minister of Tourism of Costa Rica, visited INCAE last Friday, December 6, to participate with Executive MBA students in a class of the Creating Value with Values course. Gustavo was the protagonist of the "live case" of this destination management company (DMC) focused on luxury tourism in Costa Rica. The case was organized by the Strachan Chair of Philanthropy and Social Investment, under the direction of Professor Andrea Prado.
Memorable Travel Group has positioned itself as a key player in the luxury tourism segment, offering unique and personalized experiences that highlight the natural and cultural richness of Costa Rica. During his visit, Gustavo shared with the students some of the challenges he has faced at the helm of the company, which are fundamental to strengthen its impact on the industry.
The challenges addressed in the case included the development of strategies to invest in the development of skilled labor to meet the demands of the luxury segment, a proposal to differentiate the company's offerings in a highly competitive market, and finally an international growth plan to open operations in another country in the region.
In addition to the challenges of the company, the case study addressed a personal challenge. The students also gave Gustavo recommendations for the development of his career after leaving the Costa Rican Tourism Institute (ICT). An individual decision was analyzed under the framework of the search for purpose where not only the professional dimension was analyzed, but also family aspects, social impact and quality of life.
During the session, students discussed as a group possible solutions to the challenges presented by the guest speaker and presented them in a plenary session facilitated by Professor Prado. Gustavo listened attentively to their proposals and subsequently shared the strategies that he and his team decided to implement to address these challenges, thus providing direct feedback in real time.
In analyzing these challenges, students also explored the importance of connecting individual purpose with business strategy. Gustavo shared how his commitment to sustainable development and positive community impact has motivated him to lead Memorable Travel Group and to constantly seek new ways to innovate within the tourism sector.
The case culminated with a reflection on how business leadership can transcend economic success and become a transformative force for society and the environment.
In the words of Professor Andrea Prado, director of the Strachan Chair:
"Bringing in leaders like Gustavo Segura allows students to learn about innovative, high-impact social and environmental practices that are transforming industries in the region. The case study gives them the opportunity to identify with a leader who faces real challenges and inspires them to exercise responsible leadership, aligned with a clear purpose. We hope this experience motivates them to make a positive impact from whatever role they take on when they leave INCAE."
LIVE CASES
The "live case" methodology promotes a discussion around a challenge faced by a company or organization. The objective is that students can propose solutions to meet the challenge. After listening to the recommendations made by the group, the protagonist of the case reveals what was done, what worked and what did not. This allows to create a dynamic learning space with concrete and real examples, as well as to receive real time feedback on the recommendations given.
The Strachan Chair was founded by entrepreneur, philanthropist and former Chancellor of INCAE, Harry W. Strachan. It is funded by the Strachan Foundation and friends of Bain Capital, with the objective of promoting social investment strategies. Periodically, the Chair organizes live cases with entrepreneurs from the region who are generating social and environmental impact, so that they can share their experiences and learning with the students of INCAE .
