In today’s socially and professionally conscious world, diversity and inclusion have become fundamental pillars of human and workplace relationships. Promoting the integration of people with disabilities, showcasing their talents, and ensuring their full participation across all areas of life is not only a matter of social justice—it also presents an opportunity to build more empathetic, innovative, and sustainable environments.

Organizations that embed these principles into their corporate strategies don’t just foster a more equitable culture—they also strengthen their reputation, attract and retain top talent, and build more authentic connections with customers.

A powerful example of this philosophy in action is ILUNION Hotels, a leading Spanish hotel chain operating within the social economy, known for its significant and tangible impact.

IE University Publishing, in collaboration with ILUNION Hotels and under the guidance of Professor Cristina Vicedo, has launched its latest multimedia case study: Communication and Sustainability: ILUNION Hotels’ Dilemma. This resource explores how ILUNION Hotels navigates the challenge of communicating its commitment to the inclusion of people with disabilities to a wide range of stakeholders. It analyzes various multichannel communication strategies and how sustainability and corporate social responsibility are woven into the company’s marketing efforts.

The case study invites students to engage with real-world dilemmas around strategic communication, corporate sustainability, and brand management—highlighting ILUNION Hotels’ efforts to prove that prioritizing company values in communication strategies does not come at the expense of profitability. It’s a powerful tool that encourages reflection on the transformational role of business when people—all people—are placed at the heart of its strategy.

“This case study on ILUNION Hotels' is particularly meaningful to me because it illustrates how a company can achieve competitive advantage not in spite of its social mission, but because of it. ILUNION Hotels’ integration of inclusivity and innovation into its core strategy challenges conventional business models and offers a powerful lesson: profitability and purpose are not mutually exclusive. I believe this case will inspire both current and future leaders to rethink what sustainable success truly looks like.”

— Professor Cristina Vicedo, Case Author

Communication and Sustainability: ILUNION Hotels’ Dilemma is now available in the IE University Publishing online catalog. Learn more by watching the trailer below: