Following SAT Mexico prestigious recognition as one of the TOP 100 Travel Agencies & Tour Operators of the World by Luxury Lifestyle Awards, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with the company’s CEO, Verena Knopp, for an in-depth discussion on luxury, innovation, and the evolution of the travel industry.

With SAT Mexico now firmly on the global luxury radar, Verena Knopp shares the values, vision, and strategies that have defined the company’s remarkable journey.

Alexander Chetchikov: Verena, congratulations on SAT Mexico’s inclusion in the TOP 100 Travel Agencies & Tour Operators of the World. What does this recognition mean to you and your team?

Verena Knopp: Thank you for this recognition – it means far more to us than just an award. As a family-led company, along with our dedicated staff, we are very proud to be globally recognized as a professional and innovative team committed to excellence in service. Our vision, values, and hard work set us apart in the travel and tourism industry. Our professional achievement is not just good – it is much more than that.

AC: What, in your view, defines true luxury in today’s travel landscape, particularly in a country as diverse as Mexico?

VK: Mexico is a cultural destination with an outstanding human connection, aside the beautiful beaches, luxury accommodations and rich diversity in gastronomy and wellness. The meaning of luxury has changed over the last years, we have to listen more closely to the interests of our clients. Luxury today is not just about premium service—it means full immersion in the culture, experiencing genuine Mexican hospitality, and bringing home a lasting sense of harmony. 

AC: SAT Mexico specializes in customized travel. How do you balance luxury with authenticity in the experiences you deliver?

VK: The balance of luxury and authenticity is always a great challenge, when you get  “off the tourist routes”, you might find secluded beaches with outstanding accommodation but no reliable transportation. Or you find the “eco-conscious” experience, but nobody speaks English – operating in Mexico is not as easy as it looks like once you leave the big tourist spots.

AC: How have traveler expectations evolved over the past decade when it comes to high-end travel in Mexico?

VK: Mexico has developed a very high standard of travel experiences. Travelers are not just looking for luxury – yes, they can stay in any of the state-of-the-art luxury hotel properties. They come to experience an authentic and of course, smooth and stress-free trip with a more intimate focus, they want to disconnect from their routine and recharge with joy.

AC: Sustainability is a growing concern in the luxury sector. How is SAT Mexico adapting its services to meet those expectations?

VK: Luxury travelers care about sustainability and their impact when travelling. With the social and economic challenges that Mexico is facing, sustainability is important but not on the mindset of most of the Mexican population. We are supporting and including responsible projects and choosing our providers with ESG programs. It is part of our company values, not only greenwashing.

AC: From an industry standpoint, what are the biggest challenges facing tour operators in Mexico today?

VK: Our biggest challenge, especially in the last decade, is the increasing safety perceptions, the lack of international tourism promotion of inland gems – except for Los Cabos and the Mexican Caribbean, where over tourism is becoming a problem, the limited infrastructure and cultural loss. Travel warnings as well as Visa requirements do not help to welcome international clients from different parts of the world.

AC: With over 800 events annually and clients from 50+ countries, what has been key to maintaining operational excellence at scale?

VK: We are a medium-sized company that maintains a personal touch in all our services and client relationships. Excellence requires hard work and is built on long-term partnerships with our providers. Our team combines the experience of long-standing employees with the fresh, innovative perspectives of newer, younger members.

AC: Can you tell us about the importance of partnerships in your business model—especially with hotels, airlines, and local providers?

VK: We started the company 35 years ago and have since maintained our image as a “boutique agency”- recognized by hotels and local providers. Our slogan “always a step ahead” is not just a phrase, it reflects our commitment to meticulously vetting every service and carefully selecting partners with whom we build long-term relationships. I think this is one of our competitive edges.

AC: Finally, what advice would you give to emerging travel companies hoping to enter the luxury space in Latin America?

VK: Get to know the product with the support of a dedicated team, build strong partnerships, embrace innovation and creativity. Listen closely to your clients and create meaningful travel experiences –  always grounded in honesty and professionalism. This is what the tourism industry in Latin America needs from emerging travel companies today.

Thank you, Verena, for sharing your insights and for offering a deeper look into SAT Mexico’s remarkable path to global recognition. We look forward to seeing what’s next for you and your team.

To learn more, visit https://www.satmexico.net/.