In conversation with Sammy Laurent, Chief People Officer

Parques Reunidos has been named winner of the IAAPA Brass Ring Award for Best Reward, Recognition and Retention Program, recognizing our WOW Service Program as one of the most impactful initiatives in the global attractions industry.

Rather than celebrating the award itself, the story behind WOW is about how recognition, when done right, becomes part of everyday work, shaping behavior, strengthening pride and ultimately elevating the guest experience.

We spoke with Sammy Laurent, Chief People Officer at Parques Reunidos, about what makes WOW different and why it works.

Sammy, what does winning a Brass Ring Award represent for Parques Reunidos?
It’s a recognition of how our parks operate day to day. WOW isn’t a concept designed in isolation; it reflects what happens on the ground when people feel trusted to do the right thing and are recognized when they do. Being acknowledged by IAAPA tells us that this very practical, human approach resonates beyond our organization.

WOW was launched across many countries at once. What was the thinking behind that?
Our challenge was scale without losing authenticity. We operate in different cultures, languages and brands, but the essence of great service is universal. “WOW” works because it’s simple and emotional. Everyone understands it instantly. The program gives teams a shared language while leaving room for local identity.

Recognition is often talked about but not always felt. How did you avoid that?
By keeping it immediate and visible. Recognition loses impact when it’s delayed or overly formal. WOW Cards are given in the moment by guests or managers, and that creates a strong emotional link between effort and appreciation. It feels real because it is real.

What role do leaders play in making WOW successful?
A critical one. Leaders set the tone by noticing behaviors and taking the time to acknowledge them. WOW works best when recognition becomes a habit, not an exception. It’s not about big speeches; it’s about consistency and presence.

Has the program changed the way teams behave?
Yes, because it reinforces what matters. When positive behaviors are recognized publicly, they’re repeated. Over time, that shapes culture organically. We see colleagues taking more ownership, helping each other more naturally and feeling proud of the experience they create for guests.

There’s also a business impact behind the program. How do you see that link?
In our industry, the guest experience is delivered person to person. When teams feel valued, that energy is felt by visitors. Since the launch of WOW, we’ve seen improvements in guest feedback and satisfaction, which confirms what we strongly believe: engagement and performance go hand in hand.

What does this award say about Parques Reunidos as a company?
That we believe culture is built through actions, not slogans. WOW reflects the kind of environment we want to create, one where people feel proud of their work, connected to a purpose and confident to go the extra mile.

And finally — who does this award belong to?
To our teams. To the colleagues who create WOW moments every day, and to the leaders who take the time to recognize them. This award is simply a reflection of that collective effort.