W2M

Project purpose

We developed a global sustainability strategy for the company, designed to adapt to all its brands. Our approach focused on integrating with the teams, providing them with the necessary support and knowledge, and facilitating the implementation of this strategy across all areas of the company. The goal: to ensure that sustainability not only becomes part of the business but evolves alongside it.

Why was the project created?

W2M is a vertically integrated travel group with a brand ecosystem covering various areas of the tourism sector. From an airline to a hotel chain, including travel agencies specialized in destinations, its structure spans the entire traveler experience. Among its brands are World2Fly, Azul Marino, Úbico, Icarion, New Blue, among others. Each brand has its own identity and focus but shares a common challenge: to integrate sustainability transversally into its operations. The project arose from the need to develop a global sustainability strategy that could be applied to all its business areas and align with the framework of W2M’s parent company, the Iberostar Group. To achieve this, W2M partnered with ético, bringing us in from the outset as their sustainability department. Our approach was to become part of the team, working hand in hand with every area to ensure sustainability was not just a commitment, but a tangible, cross-cutting reality in every operation.

Project phases

  1. Since the start of our collaboration in 2021, we have supported W2M in integrating sustainability into its business strategy. Over the years, the project phases have evolved in line with the company’s growth and transformation, adapting to its needs at every stage.

  2. The first step was to conduct an initial assessment to thoroughly understand the company and its brands. We analyzed five key pillars: governance, customers, community, talent, and environment. Based on these insights, we designed a comprehensive 360º global strategy, ensuring that sustainability was embedded transversally across all business areas.

  3. One of the most significant achievements of this collaboration was the definition of a sustainability strategy centered on the concept of "Responsible Impact," an approach aimed at generating a positive impact across W2M’s entire value chain.

  4. To ensure that sustainability moved beyond strategy into daily practice, we implemented a comprehensive training program for all teams. Our goal was to equip them with the knowledge necessary to make decisions aligned with sustainable criteria, enabling them to act independently within their respective areas.

  5. As the group expanded and new brands joined, we worked closely with their teams to adapt and implement the strategy within each one. Additionally, we supported W2M in key milestones such as obtaining certifications like EarthCheck, measuring Scope 3 emissions, setting climate targets through SBTi, integrating circularity strategies in their hotels, gathering data for their sustainability report, organizing sustainability-focused events, and supporting meetings with strategic clients.

  6. Our role is to act as a strategic partner on their journey towards a more sustainable business model, consolidating a corporate culture where sustainability is integrated into all business areas.

Achieved benefits

The collaboration between W2M and ético has established sustainability as a strategic pillar within the company, achieving significant progress across all business areas.



One of the key benefits has been the creation of a global sustainability strategy adaptable to all group brands, ensuring coherent and effective integration. Thanks to ético’s ongoing support, the teams have gained autonomy and the ability to make decisions aligned with sustainable principles, strengthening the corporate culture at all levels.



Moreover, the group has achieved major milestones such as the validation of its decarbonization targets by SBTi and active participation in the United Nations Global Compact's sustainable development programs (Climate Ambition Accelerator and Sustainable Suppliers Training Program).



Having ético as their sustainability department allows W2M to benefit from a team with extensive experience in ESG strategies, certifications, impact management, and responsible communication. This partnership provides the company with the knowledge and support needed to implement sustainability efficiently and with a long-term vision.

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