Interview with Sandra Haun (General Manager ARA Tours, Costa Rica)

Sandra, ARA Tours now has exactly the same number of employees (75) as before the pandemic. How are your new colleagues being prepared before they are integrated into the sales teams?

As an outdoor destination and thanks to the rapid response of the entire tourism industry in Costa Rica, we were fortunate enough to be able to welcome guests again very soon after the pandemic began. This meant that we had to hire and train many new employees within a very short period of time. To achieve this, we hired several colleagues on the same date and conducted a two-month training in which the new 'ARAs' went through the processes of all departments. This was a great team effort, and I am proud of how well the new employees have integrated and are now passing on this team spirit to their new colleagues. 

I know that a positive work environment is very important to you. How do you implement this with your team?

I believe that a positive work environment is THE most important factor for most people when choosing an employer, and that a collaborative environment directly impacts their own satisfaction and is therefore also reflected in the quality of our customer service. We work on continuously improving our processes and are open to new ideas. Trust in each individual's abilities and the opportunity for further development play an important role in this. For all of this to work, we need a management team that lives these values, and I am happy and grateful every day for my wonderful colleagues in this mission.

You are the sole Managing Director of ARA Tours, but you often speak of a dual leadership in your office in San José, which, in addition to the ARA Tours brand, also operates the luxury brand Abercrombie & Kent. How does this work, and how do all your tour operator clients benefit from this synergy?

ARA Tours has always had a dual leadership team of Daniel Küng and Roland Ayer, which I experienced as an ideal setup; their teamwork and the complementary talents served as a model for all of us. I've found my ideal sparring partner in Marco Thomas, who not only took over the leadership of the Abercrombie & Kent team in January 2024, but now also heads our product and content department. Marco knows Costa Rica like the back of his hand and works with creativity and passion to bring the essence of the country to life for our guests. And that applies to all our guests, regardless of the brand or segment they're traveling with. 

I am linking here to your latest product newsletter, which is packed with a wealth of valuable information and news. Would you like to highlight some of it? 

We are currently updating all services and prices for the 2025/2026 season on Latinconnect and will therefore regularly provide updates via our ARA Tours newsletter, highlighting changes, renovations, or new projects relevant to our sales partners. Now that the most important basic products are almost complete, we have planned some new ideas and packages that we will present to our partners in upcoming newsletters.

What are the strengths of ARA Tours that you will continue to develop, and where do you see the DMC in 5 years?

Our broad and deep product range is available to our sales partners on Latinconnect with relevant details and competitive prices. We are constantly expanding this range with interesting new accommodations and experiences for all segments and in all regions of the country. Our team is extremely knowledgeable and supports salespeople efficiently and with technology from A to Z along a customer-oriented consulting process. In five years, the sales process will be even more connected and automated, without neglecting personal advice. We will offer even more of our own products – especially in the bike and hike segment – and play a key role in shaping the luxury travel sector in Costa Rica. 

You don't receive the ARA Tours newsletter yet? Write to customerexperience@aratours.com . 

In addition, ARA Tours launched a premium newsletter this year, featuring news and lesser-known accommodations and experiences for the premium and luxury segment. You can also sign up for this newsletter using the email address above.