# Adriana Echandi

> Adriana Echandi Bachtold is the Group CEO of Morpho Travel Experience, a Latin American travel retail and food & beverage powerhouse with over 2,800 employees across 11 countries. Starting as a cashier-seller at what was then Grupo Britt in 2002, she rose through every rung of the organization to become CEO - overseeing 300+ commercial spaces in 23 airports serving 78 million passengers annually. Named Businesswoman of the Year 2022 by Costa Rica's El Financiero and a Moodie Davitt People of the Year honoree, she leads a company built around 'sense of place' - connecting global travelers with authentic local culture, artisan products, and sustainable practices. A fellow of the Aspen Global Leadership Network, she has built a company where 50% of management are women, equal pay is non-negotiable, and a kiosk in San José has become a $225 million regional retail force.

- **Role:** Group CEO at Morpho Travel Experience (Grupo Arribada)
- **Organizations:** Morpho Travel Experience, Grupo Arribada (formerly Grupo Britt), Café Britt (Vice President of Retail), Aspen Global Leadership Network (AGLN)
- **From:** Costa Rica
- **Nationality:** Costa Rican
- **Education:** Global Executive MBA, INCAE Business School, Bachelor's in Business Administration, Universidad Internacional de las Américas, Fellow, 13th Class - Central America Leadership Initiative, Aspen Global Leadership Network
- **Known for:** Named Businesswoman of the Year 2022 by El Financiero (Costa Rica), Selected as Moodie Davitt Report People of the Year 2022, Fellow of the 13th class, Central America Leadership Initiative - Aspen Global Leadership Network

## Career timeline

- **2002** — Joined Grupo Britt as a cashier-seller ('Britt Shopping Partner') on May 5
- **2002-2008** — Progressed through roles: store supervisor, airport coordinator, trainer, recruiter, buyer
- **2009-2010** — Completed Global Executive MBA at INCAE Business School
- **2010-2016** — Advanced to project and architecture manager, northern region manager, VP of Operations and Innovation
- **2017** — Became CEO of Morpho Travel Retail in May
- **2021** — Became CEO of Morpho Travel Experience; took Group CEO title
- **2022** — Led record-breaking year with sales 20% above pre-pandemic 2019 levels; inaugurated 90 new projects across 11 countries; named Businesswoman of the Year by El Financiero
- **2022** — Named Moodie Davitt People of the Year
- **2023** — Parent company rebranded from Grupo Britt to Grupo Arribada; oversaw continued expansion
- **2024-2026** — Led Morpho's 25th anniversary milestone; expanded Plaza Chile concept at Santiago Airport; continued artisan partnership program (CLA)

## Achievements

- Named Businesswoman of the Year 2022 by El Financiero (Costa Rica)
- Selected as Moodie Davitt Report People of the Year 2022
- Fellow of the 13th class, Central America Leadership Initiative - Aspen Global Leadership Network
- Led Morpho to record sales in 2022, 20% above pre-pandemic levels
- Inaugurated 90 new commercial projects across 11 countries in one year (2022)
- Built management team where 50% are women, achieved organically without quotas
- Established equal pay across all income brackets and roles at Morpho
- Created Comunidad Latinoamericana de Artesanos (CLA) - direct partnerships with 35+ artisans
- Secured two FAB Awards: Airport Food Hall of the Year (Americas) and Airport Sustainability Initiative of the Year (Global)
- Led 2,000 m² commercial zone inauguration at Juan Santamaría International Airport
- Grew Morpho to presence in 23 airports serving 78 million passengers combined
- Managed budget exceeding $100 million as VP of Retail at Café Britt
- Provided bilingual textbooks to 5,200+ children in Costa Rica
- Rose from entry-level cashier to Group CEO at same organization over 20+ years

## Latest updates

- **2026-05** — Morpho Travel Experience celebrates its 25th anniversary milestone with continued regional expansion.
- **2024-12** — Morpho wins AMB Awards at Santiago Airport for the innovative Plaza Chile concept.
- **2024-06** — CLA (Comunidad Latinoamericana de Artesanos) documentary released, highlighting artisan partnerships across Latin America.
- **2024-03** — Morpho donates bilingual textbooks to 900+ children across five educational centers in Costa Rica.
- **2023-02** — Parent holding company rebrands from Grupo Britt, N.V. to Grupo Arribada, N.V.
- **2022-12** — Named Businesswoman of the Year 2022 by El Financiero and Moodie Davitt People of the Year.

## Links

- Website: https://morphotr.com
- LinkedIn: http://www.linkedin.com/in/adriana-echandi-249a4b142
- Twitter/X: https://twitter.com/morphotravel
- YouTube: https://www.youtube.com/channel/UCjIPOGpOp2dofw-Bb56Eikw
- Instagram: https://www.instagram.com/morphotravelexperience/
- Facebook: https://www.facebook.com/morphotravelexperience

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Profile page: https://yespress.io/adriana-echandi
Published by YesPress — https://yespress.io
Last updated: 2026-05-31