A Decade at CIIC PR: Amy Sedeño on Growth, Perspective, and Purpose

As we celebrate her monumental 10 years with CIIC PR, Amy Sedeño, VP & Partner, Strategic Development, reflects on how her definition of success has evolved, what continues to inspire her, and why meaningful connection remains at the core of hospitality storytelling.

To dive deeper, we asked Amy a few questions about her journey, perspective, and what continues to shape her approach today.

What did success look like when you started — and how has that definition evolved?

At the beginning, success meant being everywhere and involved in everything, building a reputation for CIIC and laying the foundation for the work and clients we have today. Now, success is more intentional. We’re continuing to grow internationally with clear goals, partnering with clients who align with our vision and ethos, mentoring the next generation of PR professionals and further defining our distinct point of view within the industry.

How do you stay ahead of trends instead of reacting to them?

Surround yourself, and the content you consume, with a range of perspectives across industries, cultures, and backgrounds. It not only broadens your thinking, but brings a truly global lens to the way you approach your work. It allows you to see your clients not just within hospitality, but in the context of a sporting event, a fashion show, or a local community gathering. Draw inspiration from key opinion leaders, stay closely connected to your industry, and read the trades daily; that’s the first thing I do each morning!

What experiences are travelers truly seeking now — and how does that reshape brand storytelling?

It goes beyond authenticity; today’s travelers are seeking meaningful connection. In a world defined by speed and seamless access, hospitality brands must differentiate themselves not only through the latest technologies, but by investing in the human touch. Efficiency may get you there, but it’s emotion that brings you back. More than ever, travelers are craving experiences that resonate on a deeper level, and storytelling must evolve to reflect that shift. The most enduring brands are those that strike a balance between innovation and humanity leaving guests with something lasting: a feeling, a memory, even a scent. Those are the moments that stay with us, and the brands that stand the test of time.

How do you balance growth with maintaining premium client service?

Carolyn taught me early on the importance of investing in talent. As our clients grow, so do our teams and our capabilities alongside them. We prioritize continuous training to adapt to new platforms, while also placing real value on listening to our team. If they’re feeling something, chances are our clients are too, and that insight is invaluable.

If the version of you from 10 years ago could see you now, what would she think? What keeps you inspired after a decade at CIIC PR?

What a great question. I think she would look at this journey, from a young girl in Cuba to working with multinational hospitality brands around the world, and feel both proud and inspired. She would remind me that the sky (quite literally) is the limit, not only for herself, but for the next generation of girls and boys who see themselves in that story. What continues to inspire me is the constant opportunity to learn both from mentors who have guided me and from peers who challenge and push me forward. This is an ever-evolving industry, and that sense of movement keeps you on your toes in the best way, always curious equals always growing.

After a decade at CIIC PR, Amy’s perspective is a testament to how growth, intention, and curiosity continue to shape both her journey and the future of the industry.