About Me
Guillermo is SVP Strategy and M&A at TUI Musement, the tours & activities division of TUI Group. He brings nearly 20 years of experience across strategy, M&A, and corporate finance, with a strong focus on travel and tourism business models, including bedbanks, tour operators, and cruise lines. Prior to TUI, Guillermo held senior strategy roles at Hotelbeds Group and worked in M&A advisory and corporate strategy at firms such as BBVA, supporting growth and transformation initiatives.


