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60 seconds with… Creative Group’s Iraida Carrazco

As an Account Director at performance improvement company Creative Group, which specialises in engagement, incentive and recognition solutions, and end-to-end meeting and event management, Iraida Carrazco leads a team of Account Managers and Coordinators and is responsible for operating client programmes. Prior to joining the agency, she spent 17 years in the hotel industry.

Brand promise…
We design programmes and experiences that help people reach their full potential. We call this Thrivability. The art and science of reaching for the stars and nurturing individual greatness. Whether our clients solve their business challenges with a sales meeting or an incentive and recognition programme, we help deliver solutions that make greatness happen.

What’s trending in 2018…
I am seeing more of a trend towards destinations that have not been as common in the past. US groups have done the Caribbean and Mexico a lot and are now more open to destinations like Portugal, Ireland, Greece, Alaska, and Prague, to name a few. River Cruises are also becoming more popular.

Luxury defined in 140 characters…
Luxury is being taken care of and having your needs anticipated. It’s more service than a product. It’s a feeling and those little things that create a wow.

Townhouse or treehouse?
I’m a city girl, so I would go Townhouse. I like to be able to walk and explore a culture. I need to have good food and drinks nearby too. I have always grown up in a city where I could get pretty much anything I want at any time. The country is relaxing but a little too quiet for me!

The bucket list
Top of my list would be Greece and Italy. I have not made it there yet but have always wanted to go. I love the food and culture and know that it would be an amazing vacation. Maybe next year!

Last meal
Funny enough, I would have to say my birthday dinner with my husband and friends. We sat in an outdoor patio and listened to a band over GIANT margaritas.  Sometimes it’s not so much about the location as it is the people you are sharing it with.

Old fave
I love the Dorchester in London. It’s gorgeous, the service is impeccable and the location is perfect for walking around and exploring London.

Proud moment
This is a hard one… I am always proud when I support my team and get them through a problem. My goal is always to help them to succeed. I can rely on my experiences to provide them with support and guidance.

Bragging rights…
I spent 17 years in the hotel industry before making to move to this side. During that time, I was fortunate to plan some very high-level entertainment events and got to meet a lot of celebrities, particularly in the Chicago music scene.

It’s all in the detail…
It’s important to know your client and adjust your communication style and what you present to them based on who they are. In my hotel days we always said to sell benefits not features. It doesn’t help to start throwing everything out there if it’s not what your client wants or needs. It starts with listening.

What inspires you?
I’m a family girl, so I am most inspired by my teenage boys. At the end of the day, everything I do is for them. I want them to know that there is a big world out there and they have a responsibility to leave it a little better than they found it. I want them to travel and appreciate other cultures. We are very blessed to have the life have.

Aperol or agua?
I’m a wine drinker and love trying new wines from other parts of the world. My brother in law is a flight attendant and always brings me a bottle from all the amazing places he travels to.

Final word…
I am very lucky to be part of such an amazing industry!

Iraida will be attending inVOYAGE 2018 at Waldorf Astoria Ras Al Khaimah on 1-4 October, along with senior luxury event buyers from around the world.

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