Minerva Jurado-Perea is the destination director for the Albuquerque Hispano Chamber of Commerce. She’s also a Women Leading Travel & Hospitality member! In this member spotlight, we asked Minerva a series of questions about both her professional role and personal life, including the woman who inspires her, her leadership style, her advice for the next generation of female leaders, and much more.

  1. What’s the best book you’ve read recently?
    The most recent book I’ve read recently was “You’ve Been Chosen” by Cynt Marshall. I first encountered her story during a conference where she was a keynote speaker. I was honored to have had the opportunity to obtain a copy of the limited distribution during the meeting. I highly recommend it to anyone seeking guidance and inspiration on how to thrive through the unexpected during life’s most challenging moments.
  2. What do you love most about the industry?
    One of the most thrilling aspects of the hospitality and tourism industry is its unique ability to keep me wonderfully occupied! The work environment in hospitality offers an exhilarating rush, akin to a rollercoaster ride, propelling me towards progress and success. My interactions with individuals from diverse cultural backgrounds — as well as the opportunity to explore new destinations — further adds passion to my journey. In essence, the industry’s blend of fast-paced energy and cultural discoveries makes it incredibly exciting and humbling at the same time. I have navigated through many diverse experiences and adventures in this industry that are shaping my personal growth and understanding of the world.
  3. What is something the community may be surprised to learn about you?
    Despite appearing reserved, I am very adventurous and a risk-taker. I am a friend who suggests activities like skydiving or has the attitude, “Let’s go check out this new place.” My open-mindedness and spontaneity have always led me to my next thrilling adventure.
  4. What’s the toughest part of being in charge?
    Balancing the needs of others with your own can be challenging as a leader, requiring empathy and self-awareness. Having difficult conversations is uncomfortable but necessary for effective leadership, and it demonstrates transparency and accountability.
  5. What personal skill or attribute do you believe is most responsible for your success?
    A crucial factor in my success is wholeheartedly embracing my identity with passion and humility in my work, and the privileges presented to me. I believe my biggest strength is self-respect, it has shaped my character, and influences how others perceive me. Passion, humility, empathy, and integrity are the keys to success.
  6. What woman inspires you right now and why?
    Mi Mama (my mom), who is battling dementia, inspires me with her values and her self-respect, dignity, gentleness, and strength. Providing care for her and my father during this time is fulfilling. Her resilience and grace in the face of adversity are constant reminders of love and perseverance.
  7. What is one industry trend you’re closely tracking and why?
    Diversity, equity, and inclusion. Utilizing technology tools to personalize experiences and translate languages are providing cultural insights for myself and my team to adapt our strategies in these areas, which has helped make better, more well-rounded tourism experts in our organization.
  8. What is one thing you look for when interviewing a job candidate?
    I assess their fit with the organization’s culture, ensuring they share the same values and spirit, which creates a positive work environment that benefits everyone!
  9. What’s something that you learned about yourself in the past year?
    This year has been full of successes and challenges, closing one chapter and opening a new one. I’ve learned that I’m stronger than I give myself credit for, with the ability to be resilient. I tend to overthink and worry, but I’ve learned to let go, pray, have faith, and be patient.
  10. What is the best piece of advice you’ve ever received?
    The most valuable advice I ever received was from my late aunt, a very classy woman. She advised me to enter a room confidently, keep my head high, and recognize that I am unique without feeling superior or inferior to others. Her Spanish words: “Camina derecha, cabeza en alta, porque no eres ni mejor o peor, simplemente eres tu.”
  11. What values are most important to you as a leader?
    Mutual respect among team members is a core value I uphold as a leader. This, coupled with taking the initiative, is crucial in the hospitality industry. We all understand that being proactive is necessary to ensure our guests/clients have a seamless and positive experience.
  12. What’s the most important thing people should know about you?
    I approach my work with a genuinely caring attitude. I strive to make others feel valued and important, and I am passionate about making a positive difference in people’s lives, no matter how small it may seem. I also appreciate the positive difference they make in mine.
  13. Do you prefer to work in the office, at home, or hybrid? Why?
    Hybrid. The setup provides a sense of balance between work and personal life. It would be a time saver.
  14. Where is your favorite place you’ve traveled to? Why?
    Every place I have traveled to has a unique charm that I adore. However, visiting Mexico City and discovering its many hidden gems reminds me of summer vacations when I would go visit my grandma. The scenic beauty, vibrant culture, music, food, and language, along with the warmth and hospitality of the people, make you feel extra special!
  15. What is the top item on your bucket list?
    My top bucket list item is to see a professional boxing match ringside, followed closely by exploring the Amazon Rainforest.
  16. What do you do to recharge?
    To recharge, I either take a HIIT exercise class, drive and play my favorite music, or find a quiet place to pray, depending on the day.
  17. What is your biggest accomplishment?
    I’ve achieved some milestones, but I know there is still much to learn and accomplish on this journey of growth and self-discovery.
  18. What advice would you give to the next generation of female leaders?
    Support and lift each other up. Trust your instincts and speak out for your beliefs with confidence. Use rejection as motivation to challenge yourself and exceed expectations.
  19. What gets you up in the morning?
    The sound of birds chirping. Each new day is an opportunity to celebrate your blessings and conquer your challenges.
  20. What do you like most about being a member of Women Leading Travel & Hospitality?
    I recently joined, and I’m looking forward to connecting and learning from incredible women leaders, as well as accessing resources, tools, and diverse skills to progress my career.

Interested in connecting with women like Minerva? Apply today to become a Women Leading Travel & Hospitality member!