Andrea D’Amico on Leading WeRoad

By , in Italy TravelTech on . Tagged width: ,

Revolutionising Adventure Travel and Building a Global Community

In today’s fast-paced world, the way we travel has evolved dramatically. Gone are the days when travel was solely about ticking off destinations on a map. Modern travellers seek meaningful experiences, connections, and a sense of adventure that transcends traditional tourism.

WeRoad, a rapidly expanding travel company, has tapped into this shift by offering curated adventure trips for small groups focused on fostering new relationships while exploring the world.

In this insightful interview, Sasha Komarevych, Editor of StartupReporter.eu, sits down with Andrea D’Amico, CEO of WeRoad, during the Bolzano Slush’D event. Andrea shares insight from his 25 years of experience in the travel industry, the vision behind WeRoad, and how the company is redefining group travel across Europe. From managing an expanding business to understanding the changing demands of travellers post-COVID, Andrea offers a deep dive into adventure travel, social impact, and leadership.

Andrea D’Amico, CEO of WeRoad at Bolzano Slush'D
Andrea D’Amico, CEO of WeRoad at Bolzano Slush’D

Sasha Komarevych (Editor of StartupReporter.eu): – Could you introduce yourself and tell us about your journey with WeRoad?

Andrea D’Amico (CEO of WeRoad): – Certainly. I’ve been the CEO at WeRoad since April 2022, so for about two and a half years now. Before that, I spent 18 years at Booking.com in various roles across different regions. In the last three years of my tenure, I was the Vice President and Managing Director for the Middle East, Africa, and Russia. When COVID-19 hit, I decided to take a career break. During that time, I met the WeRoad team and immediately fell in love with what they were doing. It felt like a great match with what I was looking for and what they needed regarding support and experience.

Prior to Booking.com, I worked for five years at Venere.com, an Italian company doing similar things in the travel space. I’ve spent around 25 to 26 years in the travel industry, but WeRoad is definitely the coolest project I’ve worked on.

Sasha Komarevych: – Could you give us an overview of what WeRoad does and its journey so far?

Andrea D’Amico: – WeRoad was founded in Italy five years before I joined. Our headquarters are still based in Italy. In late 2019, we expanded to Spain, followed by the UK in mid-2021. In October 2022, we entered France and Germany, and in April this year, we opened up to the rest of Europe.

We specialise in adventure travel for small groups, typically around 10 to 15 people. Most of our customers don’t know each other beforehand; about 70% of bookings are made by individuals. There are also couples or groups of friends, but many come to meet new people and make connections. To help facilitate this, we segment by language—offering Italian, Spanish, English, French, and German trips—and by age, with groups of 25–35 and 25–49-year-olds.

A key part of our model is our community of around 3,000 travel coordinators across Europe. They’re not full-time employees but people with other jobs who love travelling. They apply to be coordinators, we select and train them, and then they lead our trips. They pick the itineraries they’re interested in and, in return for their work, we cover all their travel costs. Their job is to ensure the group vibe is upbeat and resolve any issues that might arise.

Since last year, we’ve also allowed our coordinators to create itineraries through our WeRoadX platform. Previously, only our internal tour operators did this, but now it’s growing fast and accounts for about 30% of our business in Italy. This trend is picking up in Spain and other countries, too.

Sasha Komarevych: – With 25 years of experience in the travel industry, how have you seen the sector change, especially with generational shifts? What have been the key developments?

Andrea D’Amico: – When I started at Venere.com in 1998, the internet era for travel began. Back then, it was about allowing people to organise travel independently—something they’d previously needed a travel agent for. Sites like Venere and later Booking.com allowed people to book hotels digitally, with all the necessary information at their fingertips.

This contributed to a surge in travel because, suddenly, there was no language barrier or difficulty accessing services. Anyone from Japan could book a hotel in Brazil without hassle. The availability of photos, reviews, and 24/7 support from platforms gave people much more confidence when travelling.

But today, travel has evolved further. It’s about more than finding a hotel in Paris. People want more meaningful, immersive experiences. It’s about connecting with the destination, local cultures and the people you travel with. WeRoad taps into this desire for deeper connections and more memorable experiences. It’s not just about the destination but the entire journey and the people you share it with.

Sasha Komarevych: – After the pandemic, cities like Venice, Barcelona, and Amsterdam have faced issues with overtourism. Do you think there’s a shift in what travellers seek now? Are sustainability and less conventional routes becoming more of a focus?

Andrea D’Amico: – Yes, of course. If you’re travelling to the other side of the world, there’s no getting around the need for flights. But when it comes to the impact of travel, it’s not just about the carbon footprint—it’s about the social effects, too. At WeRoad, we encourage people to travel even if their partner or friends can’t join them. It’s about stepping out of your comfort zone, meeting new people, and experiencing the world.

We also work closely with local suppliers and service providers to ensure authentic experiences while supporting local economies. We avoid greenwashing—you won’t find us making claims like “we’ll plant a tree for every trip to Thailand”. Instead, we focus on the tangible social impact we have on both the travellers and the communities they visit.

As for sustainability, we constantly seek ways to minimise our environmental footprint. We encourage travel by train whenever possible and avoid overcrowded tourist areas and peak times. For example, we might ask groups to wake up early to visit a famous landmark before the crowds arrive.

Sasha Komarevych: – You’ve managed a lot of people throughout your career. What does being a good manager mean to you?

Andrea D’Amico: – To me, being a good manager is about providing your team with a clear vision. People need to know why they come to work daily, what the company strives for, and how their role contributes to that goal. It’s also essential to set clear expectations and regularly track their progress towards meeting those goals.

Another key aspect is fostering a strong company culture, where people understand which behaviours are rewarded and which aren’t. As a leader, you need to set an example. Finally, trust is crucial. When you hire someone, you have to assume they’ll do a great job. Give them the freedom to work and remove any obstacles in their way. If they’re not the right fit, be honest with them and help them find something better suited to their strengths.

Sasha Komarevych: – If you could put one phrase on a billboard seen by millions, what would it be?

Andrea D’Amico: – I’d say, “Go beyond.” Go beyond your comfort zone, your daily environment, and the people you know. It’s all about pushing yourself to experience new things.

Sasha Komarevych: – Do you have any books, podcasts, or music recommendations that have inspired you recently?

Andrea D’Amico: – The last book I read was Sapiens by Yuval Noah Harari. It’s an incredible book that traces the history of humanity. What struck me most is that, despite all our progress, we haven’t necessarily become any happier. It’s a reminder that sometimes, the simplest things in life matter.

Sasha Komarevych: – Thank you so much for your time, Andrea. Is there anything else you’d like to add?

Andrea D’Amico: – WeRoad is expanding across Europe, and hopefully, we’ll be outside of Europe soon, too. Keep an eye out for us!

Sasha Komarevych (StartupReporter.eu) and Andrea D’Amico, CEO of WeRoad at Bolzano Slush'D
Sasha Komarevych (StartupReporter.eu) and Andrea D’Amico, CEO of WeRoad at Bolzano Slush’D