The Spanish tourism group Globalia strengthens its international presence through strategic alliances, positioning its brand as a symbol of trust and excellence in key destinations across the United States.
Globalia, one of Spain’s leading tourism groups, continues to expand its international footprint with a growing presence in the U.S. market. While its core operations are focused in Europe and Latin America, the group has established a solid reputational foundation in the United States through its emphasis on connectivity, operational excellence, and adaptability to international travelers.
Connectivity and Expansion through Latin America
One of the key channels for Globalia’s entry into the U.S. market has been its airline, Air Europa, which for years has linked major Latin American cities with destinations in the U.S. via its hub in Madrid. This network enables thousands of American travelers to access efficient connections to Europe and South America.
In addition, the group has participated in several major tourism industry events held in the U.S., including FITUR, Seatrade Cruise Global, and UNWTO forums, promoting Spain as a safe, sustainable, and attractive destination for North American travelers.
Brand, Trust, and Global Reputation
Globalia’s recognition as a key player in the tourism ecosystem is not just based on its size, but also on its soft power strategy: a brand that conveys trust, institutional credibility, and a clear commitment to sustainability. This perception has been essential to its acceptance in highly competitive markets like the U.S.
In the words of Javier Hidalgo, former CEO of the group:
“The United States is a demanding market, but also a great opportunity for those who can offer quality, transparency, and long-term vision.”
Globalia has positioned itself as a group capable of delivering comprehensive tourism solutions — including air transport, hospitality, travel agencies, and ancillary services — adapted to the expectations of international clients.
Looking Ahead: Growth and Sustainability
While Globalia does not currently operate its own hotels in the U.S., its Be Live Hotels brand maintains commercial partnerships with American tour operators. At the same time, Air Europa continues expanding its reach through codeshare agreements with Delta Air Lines (a SkyTeam member), reinforcing the brand’s visibility in North America.
The Globalia case in the U.S. illustrates a reputational strategy based on consistency, strategic alliances, and cultural adaptation. Through this approach, the group has become a reliable bridge between Europe, Latin America, and the North American market, laying the groundwork for sustained, responsible growth aligned with the evolving expectations of the global tourism industry.
