In a recent interview with The Moodie Davitt Report, Mathieu Herrero, Director of Concepts & Standards Worldwide at Areas, shared insights into how the company is shaping its corporate identity and fostering a strong internal culture. As a leading player in the travel hospitality sector, Areas has focused on unifying its brand across different markets while ensuring that its teams remain aligned with the company’s vision and values.
Herrero describes his department as “Operational Corporate,” a term that reflects its hands-on approach to supporting business units worldwide. The goal is to drive growth, optimize sales, control costs, and enhance the company’s reputation. This strategy ensures that Areas not only expands in key markets but also maintains operational efficiency while delivering high-quality services. At the heart of this philosophy is what the company calls the ‘Areas Spirit’—a shared culture of belonging, collaboration, excellence, and responsibility that connects employees across different regions.
Following Areas’ acquisition by PAI Partners in 2019, the company embarked on a brand repositioning initiative, though the COVID-19 pandemic forced a temporary slowdown. However, this period of reflection allowed Areas to redefine its mission: to revitalize the travel hospitality experience. This vision is reflected in its approach to partnerships, with a mix of strong franchises, locally adapted brands, and proprietary concepts tailored to different environments, whether in airports, motorways, or train stations.
A key element of this transformation is the company’s emphasis on people. Herrero highlights that Areas operates under the philosophy of “people serving people,” placing employees at the center of its business model. Internal engagement programs, such as the Areas Worldwide Challenge, help align teams across global markets, encouraging excellence in customer service, teamwork, and sustainability efforts. With a clear strategy in place and a unified brand identity, Areas continues to strengthen its position as a leader in the travel catering industry, committed to delivering value to both customers and business partners.