THE BASICS
Name: Domingo Aznar
Title: Deputy CEO
Company, city: The Excellence Collection; Panamá City, Panamá
As a child, what did you want to be when you grew up? I always envisioned myself as an economist, making high-impact decisions that shape a large economy.
Fun fact about yourself: My “career” started at the age of 12, selling ice cream at a beach kiosk in Mallorca.

If you could go anywhere in the world tomorrow, where would you go and why? I would go glamping on a remote island with my family.

A LITTLE BIT MORE
What two nonessential items would you want if you were on a deserted island?
My phone and a fine bottle of wine because even in solitude, I’d want to enjoy the little pleasures of life.

What person or experience most influenced your choice of career?
Without a doubt, my father: His journey from Mallorca to Miami to work with Royal Caribbean in the 1970s inspired me to look beyond borders. My parents also ran a restaurant in Mallorca that did not succeed, forcing us to lose our home. That experience fueled my determination to pursue a career in economics and ensure I could navigate challenges with resilience. I knew I wanted to lead, to build and create something lasting.

What is your favorite song, and/or who is your favorite musician/band?
I like a lot of different styles. Among my favorites are Mr. Big’s “To Be with You” and Jarabe de Palo’s “La Flaca.”

If you had a time machine, would you travel to the future or back to the past? Why?
To the past to cherish more time with my father before he passed away. Time is our most precious asset, and I would give anything to have more of it with him.

THE BUSINESS
How would you describe your leadership style?
People save for years to experience the trips of a lifetime, and I have the privilege of working for a company that delivers precisely that. This perspective fuels my passion for what I do. I am deeply committed, sometimes excessively so (my boss reminds me to take it easy!). At The Excellence Collection, we lead with a strong sense of family, valuing human connection above all. Our team operates with strong cohesion and shared purpose; trust, dedication and excellence define our culture.

What predictions do you have for the travel industry over the next year?
Geopolitical factors will likely shift travel patterns, with long-haul trips decreasing while domestic and regional international travel gain momentum. Ongoing discussions about trade policies and tariffs may redefine global tourism flows, creating new opportunities for destinations that adapt swiftly. What is your or your team’s proudest professional achievement? We launched Excellence Coral Playa Mujeres in Cancún, a next-generation luxury resort that builds on guests’ favorite experiences while introducing innovative offerings. This property sets a new benchmark in the industry, and I take immense pride in what we’ve achieved as a team.

What project are you currently working on?
Our primary focus is on enhancing productivity and efficiency. As the hospitality landscape evolves rapidly, we cannot rely on traditional methods. We must think outside the box, optimize processes and stay ahead of the competition.

AS A TRAVELER
What’s the greatest lesson you’ve learned about customer service?
A happy guest is the best brand ambassador. Investing in their satisfaction — at any cost — yields the highest return on investment. Word of mouth, fueled by genuine guest delight, is the most powerful marketing tool.

What’s the first vacation you can remember taking?
I was born in Menorca, Spain; and when I was 3, my family moved to Mallorca. Every summer I spent time with my cousins in Menorca while my parents worked in the summer hotel industry. Those summers were a Mediterranean dream: carefree, full of adventure and unforgettable.

What are your travel pet peeves?
People who rush to form a boarding queue at the gate, regardless of their assigned group. And my biggest pet peeve: people playing music or movies on their devices without headphones.

Share your favorite travel experience: On our honeymoon, we explored Cambodia, Laos and Vietnam on the most incredible journey of our lives. It was one of our last big trips before having kids, making it even more special. We hope to return when our children turn 15 so they can experience it through their own eyes.