In this interview, we explore the inspiring journey of Cesar Wurm, Vice President of Commercial for Premium Brands at IHG Hotels & Resorts. Cesar provides insight into his leadership path, the experiences that have shaped his approach, and the values that guide him as he navigates the evolving hospitality landscape. Discover how Cesar’s unique experiences have influenced his leadership style, how he fosters innovation and resilience, and his vision for the future. From personal challenges to professional achievements, join us in learning from Cesar Wurm’s perspective on redefining success in 2025 and beyond.
Introduction and Career Inspiration
Cesar Wurm leads the Premium Commercial Performance team for IHG Hotels & Resorts across the Americas, focusing on maximizing revenue and market share for the company’s premium brands. His career journey is deeply rooted in his passion for people, his curiosity about diverse cultures, and his eagerness to learn from every interaction. Cesar reflects on how hospitality has been the perfect outlet for these passions, allowing him to channel his talents into creating meaningful and positive impacts in the lives of others. He shares that his desire to work in an industry that fosters connections and experiences across cultures inspired him to pursue his career in hospitality. Over time, his journey has evolved, particularly as he navigated personal challenges and growth, which redefined his understanding of success from metrics-driven goals to a more holistic, values-based approach.
Defining Success in 2025
For Cesar, success isn’t just about meeting targets; it’s about reaching goals while staying true to one’s values and helping others succeed along the way. Over the years, his definition of success has shifted from a narrow focus on metrics to a broader, more meaningful perspective. Initially, success was purely about reaching goals, but life experiences and challenges have helped him see success as a more holistic achievement. Now, he emphasizes the importance of the positive impact one makes on others, and how success aligns with personal values and the broader community. This evolving perspective has allowed him to find greater fulfilment in both his professional and personal life.
Vision for the Future
Cesar envisions a future full of opportunities, despite the uncertainties and rapid changes in the world. He believes in embracing these disruptions and focusing on the potential they bring for growth and improvement. Professionally, Cesar is committed to continuous growth in the hospitality industry, both for himself and those around him, and is passionate about sharing his experiences with the next generation of leaders. His personal life journey, which includes overcoming challenges such as the loss of his mother at a young age and battling addiction, has given him a unique perspective on life. With a mindset of gratitude and empathy, he strives to make a positive impact on others and hopes to leave a legacy of creating spaces where open, honest conversations can flourish.
Fostering Innovation
Cesar believes that innovation thrives in environments where team members feel empowered to share ideas and take risks without fear of failure. He emphasizes the importance of listening, moving quickly, and being adaptable to change. One example he shares is how his team pivoted during a challenging market shift by embracing new sales strategies and partnerships. Instead of relying on traditional methods, they adapted to the evolving environment, demonstrating how setbacks can be turned into learning opportunities. For Cesar, fostering a culture of continuous improvement is essential for staying ahead in a competitive industry.
Resilience in Adversity
Resilience is a key component of Cesar’s leadership philosophy. He has faced significant challenges throughout his life, including personal battles with addiction, which have taught him the value of facing adversity head-on. For him, resilience comes from a growth mindset and the willingness to learn from setbacks. He emphasizes the importance of self-awareness, seeking help when needed, and using difficult situations as catalysts for personal and professional development. Cesar’s experiences have reinforced his belief that challenges are opportunities for growth, and he approaches adversity with a positive, forward-thinking attitude.
Empowering Leadership
Cesar empowers his team by establishing a clear vision, aligning on goals, and then allowing his team members the autonomy to take ownership of their responsibilities. He believes that trust is crucial in fostering leadership and that providing individuals with the space to grow encourages both personal and professional development. While he offers guidance and support when necessary, he emphasizes the importance of giving people the freedom to lead, which helps nurture a culture of ownership and empowerment within his team.
Mentorship and Leadership Development
Mentorship has played a significant role in shaping Cesar’s leadership approach. He recalls a pivotal moment early in his career when a leader entrusted him with more responsibility than he felt ready for. This experience taught him the value of taking risks and making mistakes as part of the growth process. Now, as a mentor himself, Cesar strives to provide similar opportunities for others, encouraging them to step outside their comfort zones and embrace challenges as part of their leadership development journey.
Addressing Global Challenges
Cesar identifies two pressing global challenges that he is addressing in both his personal and professional life. Professionally, the growth of the hospitality industry and the increasing accessibility of travel require a focus on providing inclusive and thoughtful hospitality. At IHG, the company’s purpose—True Hospitality for Good—guides their approach to meeting the diverse needs of travellers. Personally, Cesar is passionate about mental health, recognizing the growing challenges people face in maintaining their well-being amidst an overload of information. By sharing his own experiences, he hopes to break the stigma surrounding mental health and encourage a culture of kindness and understanding.
The Impact of Emerging Technologies
Cesar is excited about the potential of AI and believes it will have a transformative impact on the hospitality industry in the coming years. While it is still unclear exactly how AI will reshape the sector, Cesar is confident that those who embrace the technology will be better positioned to thrive. AI has the potential to improve efficiency, enhance customer experiences, and drive innovation. Cesar encourages leaders in the industry to embrace AI and explore its possibilities, as resisting change could mean falling behind in a rapidly evolving market.
Risk-Taking and Decision-Making
Risk-taking is an essential part of Cesar’s leadership and decision-making approach. He trusts his instincts and moves forward when he has enough data and insights to support a decision. For Cesar, balancing risk with innovation is key. He categorizes decisions into those where he can move quickly without regret and those that require more careful consideration. However, he stresses the importance of speed and binary decision-making, ensuring that unnecessary details don’t slow down progress.
Crisis Management
Cesar highlights the importance of remaining calm, clear, and decisive in the face of crises. He shares an experience where his team faced a significant market downturn, and quick, effective action was required to manage the situation. By gathering the right data, involving key stakeholders, and communicating clearly with his team, they were able to navigate the crisis successfully. The key lessons Cesar took from this experience are the importance of preparation, agility, and clear communication when managing challenging situations.
Prioritizing Employee Well-Being
Cesar places a strong emphasis on the well-being and satisfaction of his team. At IHG Hotels & Resorts, various initiatives are in place to foster a positive work culture, including employee wellness programs and flexible work arrangements. Cesar is committed to creating an open and supportive environment where team members feel valued and heard. By encouraging open communication and providing growth opportunities, he fosters a culture of trust, satisfaction, and employee empowerment.
Self-Reflection and Personal Development
Cesar practices regular self-reflection to continuously grow as a leader. His personal journey, including his recovery from addiction, has taught him the importance of self-honesty and creating habits that support both mental and physical well-being. He engages in practices such as reading, journaling, and seeking feedback from mentors to stay grounded and focused on his growth. Cesar believes that being a lifelong learner is essential for effective leadership and continuous improvement.
Significant Achievements in Leadership
For Cesar, the most rewarding achievements in his career are the moments when he has contributed to the growth and success of others. While he is proud of his career path, the true highlights have been the development of his team members and seeing them reach their potential. These moments of collective success, where goals are achieved as a team, are the ones Cesar cherishes most and considers his greatest accomplishments.
In conclusion, Cesar Wurm’s journey as a leader is a testament to resilience, growth, and the power of human connection. Through his experiences in the hospitality industry, as well as his personal challenges, Cesar has redefined success as a holistic balance of professional achievement and positive impact on others. His commitment to innovation, mentorship, and fostering a supportive work culture has allowed him to lead with empathy and purpose. As he continues to evolve, Cesar remains focused on empowering others, embracing emerging technologies, and leaving a legacy of meaningful leadership and lasting change.
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