Open Letter to the New Generation of Latino/A Leaders

George Herrera, Member Board of Directors, Travel and Leisure Co
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from George Herrera, President & Chief Executive Officer
Herrera-Cristina Group, Ltd., and Member Board of Directors, Travel and Leisure Co.

This article is an original post from LinkedIn.

As we come to the close of 2023, I want to thank all of the outstanding leaders of our Latino/a community, in the private, public, corporate and non-profit sectors. My sincere gratitude for your commitment and dedication to leading the way in empowering our people.

Even though there has been a enormous amount of progress made by our community, there is still many barriers and obstacles to overcome. As you can see today, each of you is inheriting a less than ideal world.

And that’s ok, because in a perverse kind of way, you are going to have to come up with all these new ideas, take many more risks. It will be the best thing that could happen to you as a leader, that this challenge is up to you.

As you enter 2024, continue to think big, and outside the box.

Do not give into this world and let the world set the measure of what is great; let the world set your standards. You will discover the truth of who you are. In the depths of darkness, you will find that you have an inextinguishable light in your heart. In the coldest winter, you will discover that within you there is an invincible spring. When you met those moments, what you do there will not be just defining you, but it will give you liberty and independence.

However, as LATINO/A’s please do not forget those who have come before us.

You see, we as a people, drink deeply from the wells of freedom and liberty that we did not dig, we eat lavishly from the banquet tables prepared by the loving hands of our ancestors who could scarcely imagine our existence, but we owe it to them. To our community!

We are Nuestra Gente… People who live our truth, people who show our authenticity.

So please be yourself, be unique. But never forget your part of the latino/a community. Never forget your part of a Nation. But more importantly, never ever forget that your part of a human family.

Remember, reputation is what someone thinks of you, but character, character is what ultimately defines who you really are.

Mil gracias for being YOU! Wishing you and your family a very happy and healthy 2024. Siempre pa’ lante.

Thank you and may God bless.

About George Herrera:

George Herrera is the founder and President & CEO of the Herrera-Cristina Group, Ltd, a Hispanic-owned, multidisciplinary management firm, specializing in marketing, communications, corporate diversity, public affairs, event planning, and research. Founded in 2003, with offices in New York City and Washington, DC, the Herrera-Cristina Group has an impressive roster consisting of Fortune 500 companies and national organizations as clients.

Mr. Herrera is currently an Independent Director of the Board of Directors of Travel + Leisure Co, where he serves as Chairman of the Governance Committee and is also a member of the Audit Committee. Prior to joining the Travel + Leisure Co board, Mr. Herrera served as a member of the Board of Directors of Wyndham Destinations. From 2008-2018 Mr. Herrera served as a member of the Board of Directors of Wyndham Worldwide. From 2004-2006 Mr. Herrera served on the Board of Directors of Cendant a Fortune 50 company.

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