Introduction
Editor’s Introduction: Welcome to this special edition of The Moodie Davitt Spotlight Series, dedicated to Morpho Travel Experience, the dynamic, highly regarded Costa Rica-based travel retailer with a network of operations that today spans 11 countries across Latin American & Caribbean.
Since opening its first airport store in 2001 Morpho Travel Experience has grown to become a US$160 million turnover company in 2022 – achieving a rapid recovery from the impact of the pandemic – with that figure likely to reach around US$195 million this year.
Morpho is the major contributor to the turnover of parent company Grupo Arribada (rebranded from Grupo Britt in early 2023). The conglomerate brings together enterprises such as Delika Gourmet, an importer and distributor of gourmet foods based in Costa Rica; Café Britt, a gourmet coffee and chocolate manufacturer, marketer, and distributor in over 25 countries; Conceptos Gastronomicos, which manages and operates a range of cafes and restaurants; and Swiss Travel, a destination management company playing a role in Costa Rica’s tourism industry.
Over the past 22 years Morpho has developed a reputation as a creative, partnership-driven destination merchandise travel retailer across airports, resorts and hotels, led by its Rumbo, Casa Tica, Emprende and other brands.
In recent years, it has established itself too as an innovative, high-quality food & beverage concessionaire, with big plans to grow that arm of the business, with an emphasis on fresh, locally produced fare alongside selected franchise brands.
Morpho’s story is about much more than that though, as we discovered on a week-long visit that took in Costa Rica capital San José – where the company is headquartered – as well as touring several of its regional sites, including Bogotá and Santiago de Chile airports.
Our visit featured a wonderful immersion in the company’s – and Costa Rica’s – welcoming culture. We saw first-hand how it nurtures close associations with local manufacturers alongside a focus on high-quality destination products that match the demands of the location and the client base.
In a channel where every retailer talks about Sense of Place, Morpho lives it every day with a level of investment and detail at its stores that is arguably unmatched anywhere else.
Above all, we saw close up a remarkable story of commitment and passion from Morpho’s people for the company, which underlines its status as an important employer, at home and abroad, and the way it grows talent from within.
Many of the senior management team have worked at Morpho for many years, and the fact that 50% of that management team are women says much about the company’s values.
The supportive ethos – which also involves striking purchasing agreements with artisanal talent across every market, thereby aiding families and communities – is also a factor that ensures Morpho’s strong reputation within the regional industry.
In these pages we tell the story of Morpho’s journey so far, key milestones along the way, and we speak to senior management about the ambitions for the future. It is a tale of a travel retailer with a sharp focus on what it does best, a collaborative working culture and partnerships that run across decades, not years. All alongside a strong commitment to giving back.
On a wall in the meeting room at Morpho HQ near San José, the company spells out its core values as passion, integrity, communication, creativity and versatility.
Prompted by our recent immersion in the life of the company, to these we would add the following words that resonate, independent spirit, community-minded culture, education and relationships.
Over 20 years in the making, we sense that this tale is still in its early chapters. And it’s one in which the ‘Pura vida’ spirit is very much alive. The phrase that means ‘pure life’ or ‘simple life’ can be expressed to mean any number of things in Costa Rica, from thanks to hello or goodbye. Above all, it’s about making people feel welcome and at home. And as we found on our visit, it’s an apt expression of the Morpho Travel Experience corporate spirit.
Dermot Davitt, Editor
August 2023