Take A Journey With… Juan Fernández – Founder of AWE
Juan Fernández is the founder of AWE, an exclusive retreats company that offers an immersive journey into the rich cultural heritage and natural beauty of the Cantabrian Mountains.
Before founding AWE, Juan spent most of his life as a high-mountain guide, leading people to some of the most remote and breathtaking places on Earth. He witnessed firsthand how profound contact with nature and the right amount of adventure can transform lives.
He also used to work at Patagonia’s renowned EcoCamp as the Expedition and Guides Manager.
All a bit formal, that. So tell us something about you that not a lot of people know.
Something personal that not many people know is that, despite working in the luxury travel and bespoke adventure market, I am not a consumer of such products for my own travels.
For me, the perfect vacation is as simple as carrying my backpack, sleeping in a tent, cooking for myself, and sharing the experience with my best friend and colleague, Gonzalo Cruz, next to a good bottle of wine I produce myself.
Let’s get down to the nitty-gritty. Why did you start AWE Hoteles? What problem did you seek to solve?
In the high-end hospitality industry, most people travel within well-established luxury hotel chains.
What we offer, however, is almost an artisanal approach to crafting travel experiences.
I have observed that the majority of travellers tend to follow trends, spending a fortune to visit the same destinations that everyone else flocks to. You can pay for a private tour of the Prado Museum, but at the end of the day, anyone with a credit card can do the same.
With AWE, we set out to redefine exclusivity—not through artificial barriers, but by seeking out truly undiscovered and authentic experiences. To us, real exclusivity is found in places that are not trending, but instead where the essence is preserved in its purest form.
We eliminate unnecessary embellishments, allowing for a journey that is stripped down to its raw, transformative essence. That is what we aim to create—a pure journey.
Being in the travel industry, you’ve worked all over the world but decided to focus on sharing the landscapes and traditions of Spain’s Cantabrian Mountains with people. What makes this place so special?
It is a region that lies largely off the beaten path. With a population density of less than five inhabitants per square kilometre, this isolation presents both challenges and incredible opportunities.
We have created a product that is not designed for the masses, but for the few who can truly appreciate a deep connection with nature and who are open to cultural immersion in a destination unlike any other.
I am in love with the solitude that these landscapes offer—places that can rival the remoteness and beauty of the world’s most untouched regions. Here, it does not matter who you are; what matters is how you transcend and adapt to the environment.
It is the gateway to the Picos de Europa National Park, a land of over 70 Denominations of Origin, and where the concept of zero-kilometre food is not a marketing gimmick but a genuine way of life.
The products and people of this land are a true treasure.
What would you say is the biggest motivator behind why you do what you do? And what impact does AWE aim to have?
My greatest motivation is the challenge itself—the pursuit of beauty and the inspiration it fosters.
Having spent most of my life as a guide, leading people to some of the most remote and breathtaking places on Earth, I have witnessed firsthand how profound contact with nature and the right amount of adventure can transform lives. These individuals return home changed, with a newfound drive to improve their surroundings.
For me, it is about changing one heart at a time. Through AWE, we seek to achieve the same impact, while also creating value for our explorers, investors, and partners.
Be honest – what has been your biggest challenge since starting AWE?
Financing. Investors tend to focus on well-established, mainstream destinations.
In Spain, there are three key regions where investment typically flows, and breaking that mould is neither easy nor inexpensive. A strong plan and conviction in what we are building, and the flexibility to adapt, have helped us push forward.
Another significant challenge, which we are still addressing, is convincing people that Spain offers more than just sun and beaches!
If other business owners wanted to translate what you have done with AWE somewhere else in the world, what advice would you give them?
Build a team – a strong and reliable team.
To me, a solid team is crucial, and the first quality I look for when assembling one is good character. Skills can be learned, but being a good person is much harder to teach.
Secondly, I would strongly advise spending time reflecting on the difference between perception and perspective. We must develop projects from the perspective of our clients, rather than simply projecting our own assumptions about their needs.
Finally, choose to do something difficult. It will be costly, but when you succeed, the reward will be far greater.
Tell us about one travel marketing approach that has worked really well for you.
Storytelling. As I mentioned earlier, it is essential for us to communicate from the perspective of our potential clients.
We even launched our own production company due to the lack of local understanding of the vision we wanted to communicate.
If I had to offer advice to anyone in this industry – whether a CEO, founder, or head of marketing – it would be to craft a narrative that makes you desirable. That is your core, your identity.
As I always say, build for the outliers.
Now, think back to 10 years ago, what is one piece of advice you’d give past you?
Don’t hesitate to create.
Throughout my life, I have had many ideas about how to impact this industry but, at times, due to a lack of resources, confidence, or, paradoxically, an excess of it, I failed to bring those ideas to fruition.
The advice I would give my past and future self is to trust the idea and push through the process.
Also, never forget that your competition is with yourself. Today, we are bombarded with media personalities and so-called “gurus,” but I have learned – often the hard way – that they are not you.
Each person has unique circumstances, history, and challenges that others do not. The race is always against yourself.
Fast forward again. What do you think has been the most important strategy, value or approach that has helped you get to where you are today?
Recognising what I do not know, bringing those gaps to light, and seeking out people who are smarter than me in those areas.
This approach has led me to collaborate with former Goldman Sachs executives, entrepreneurs, and individuals I never imagined I would have the opportunity to work with. But always with one ear to the ground – never forgetting that valuable insights and key lessons can come from your entire environment.
I remember an instance when I was discussing a challenge AWE was facing with a photographer, and through that conversation, I gained an invaluable new perspective that I would not have arrived at otherwise.
We know that travel is ever-evolving, but what trends or strategies do you believe will be key in driving positive change in the coming years?
The future of travel will be shaped by a shift in both mindset and behaviour, where travellers will prioritize depth over breadth.
We are already witnessing a move toward fewer trips but with longer durations, which allows for a more immersive and meaningful connection with the destination. This change reflects a growing demand for authentic experiences that go beyond superficial luxury and instead offer a deeper sense of place, culture, and personal transformation.
Another major shift will be toward more immersive trips. More specifically, those creating experiences will increasingly focus on niche markets.
One area with immense potential is high-end travel for female travellers, particularly given the unprecedented transfer of wealth we are about to witness.
By 2030, women in the U.S. alone are projected to inherit approximately $34 trillion. In Western Europe, women currently control about one-third of assets under management, a figure expected to reach 45% by 2030. This demographic shift will shape the luxury travel landscape in significant ways.
And, finally, what role do you think technology will have on the future of travel?
I think there will be a fundamental shift towards the strategic use of advanced technology. Not to replace the essence of travel, but to enhance and streamline the experience.
Artificial intelligence and sophisticated CRM systems will play a crucial role in reducing friction at every stage of the journey. From seamless booking processes to highly personalized itineraries that anticipate and remember a traveller’s preferences across multiple destinations, technology will serve as an enabler of deeper and more effortless experiences.
That is why we are creating Void, a project that will onboard this. This will be my next adventure.
Quick Fire
- Favourite travel destination I’ve visited: Atacama Desert in spring.
- Travel destination still on my bucket list: Kirjistan.
- Destination that I wouldn’t return to: New York – I hate cities!
- Most treasured travel memory: My first ascent to the Mont Vinson in Antarctica.
About The Author...
Tom is here to steer the ship in the right direction, to ensure what we offer is best in class, and to keep clients and the team happy! Naturally, he loves to travel, but Honduras is a favourite destination after having spent a year there teaching after finishing school.
