Audrey Hands & Lucía González: Brindemos Bienestar and the Future of Well-Being in Hospitality

At the 2025 Altos Tahona Society Competition, finalists from around the world presented bold, forward-looking ideas for the hospitality industry. Among them, Mexico’s Audrey Hands and Lucía González captured the attention of both judges and peers with a project built on a simple belief: no one should have to choose between their passion for hospitality and their well-being. Their initiative, Brindemos Bienestar, earned the coaching prize for proposing a more sustainable path forward.

Hospitality is known for its energy, creativity, and sense of community — but also for very real challenges that affect workers every day: burnout, high turnover, pressure, inequality, and even harassment. Audrey and Lucía have both spent years in the industry, and they’ve seen firsthand how these problems can undermine not only individual workers, but also the teams and businesses they help build. Brindemos Bienestar emerged from a desire to address these issues at their root and to imagine what the sector could look like if well-being were treated as a fundamental part of service, not an afterthought.

Their project aims to create a 360° well-being ecosystem powered by data, education, and community action. Rather than offering isolated workshops or one-time interventions, Brindemos Bienestar proposes a continuous support system designed to help venues and teams grow stronger together. The idea is to make well-being measurable, actionable, and sustainable — something business owners can invest in not only because it’s the right thing to do, but because it directly strengthens their teams and reduces turnover-related costs.

For Audrey and Lucía, bienestar—Spanish for well-being—is not a buzzword; it represents a measurable, structural shift. The model begins with diagnosis: anonymous surveys that give staff and even clients a safe place to speak honestly about their experiences. These insights fuel monthly reports with clear, practical steps venues can take to improve safety, communication, and workplace culture. From there, the project moves into equipping teams with protocols and training in conscious hospitality, sustainability, positive culture, and safer work environments. The final layer is empowerment — mentorship, consultancy, and a community directory and forums intended to create long-term networks of support across the industry.

The phrase guiding the project, “To serve well, you must live well,” speaks to its heart. Brindemos Bienestar is about redefining what it means to work in hospitality by recognizing that those who serve others cannot give their best when they are exhausted, unsafe, or unsupported. A healthier industry begins with honest conversations, shared responsibility, and the belief that community is a source of strength.

In a field known for its fast pace and high pressure, Brindemos Bienestar is offering a new path: one where teams thrive, venues grow stronger, and well-being becomes part of hospitality’s foundation. Although Brindemos Bienestar is still in development, its promise is already resonating far beyond the competition. Audrey and Lucía are shaping a vision where raising a glass to well-being is not symbolic — it’s a commitment to a future in which the industry protects, values, and uplifts its people.

Follow the project on Instagram at @brindemos.bienestar.