Cristina Imaz Boada is the General Manager of Hoxton Hotel in Barcelona, Spain. She has worked in the hospitality industry for decades, managing large resorts and boutique hotels in Dubai and Europe. Boada takes pride in Hoxton’s focus on the guest experience and its collaboration with the community, making it a part of the neighborhood. The hotel’s design, which prioritizes comfort and homeliness, is integral to the guest experience. Boada sees the challenge of keeping her young team happy and motivated while appealing to a new generation of guests. The industry trend she notes is a new openness and inclusivity, where age, gender, race, and nationality are less important, and people can be themselves.