By Ana María Ramos
El Inmobiliario
SANTO DOMINGO.– He describes himself as: “A cheerful person, eager to live, with many projects in mind, harmonious, fair, and with a bit of character.” He comes from Badalona, a Roman town near Barcelona, Spain, and the main legacy he hopes to leave behind in his time on earth is a job well done, from the heart.
Strong ethical principles were the main guide that led the upbringing of César Latrilla, the CEO of Noval Properties, who arrived in the Dominican Republic in '98 with the Catalonia hotel as deputy director in Bávaro.
The second stop of our interviewee “Entre Block” in the country was Iberostar Hotels where he arrives as general manager in Bávaro-Punta Cana, completing his first stage of 8 years on Creole soil.
His connection to his current company, Noval Properties, began in 2003 when he became involved in small real estate developments in Cocotal and partnered with the firm for construction. "That's how his friendship with the company's president, Fabio La Rosa, began," he recounts.
César Latrilla, CEO of Noval Properties. (EXTERNAL SOURCE).
Latrilla's move into the real estate sector comes after leaving his job at Husa Morocco, where he served as general manager for nine years after leaving the country. The 2008 financial crisis forced the company, with over 100 years of history and 200 hotels, into bankruptcy proceedings.
“I received several offers from international hotel groups and decided to leave the hotel industry after 27 years and join Engel & Völkers as CEO for the largest real estate opening in the Middle East with a Joint Venture with Nakheel, one of the largest construction companies in the Middle East, belonging to a group of Mohammed Bin Rashid Al Maktoum in the city of Dubai,” the executive tells El Inmobiliario.
From a distance he maintained his friendship with La Rosa and, in his third year as CEO of Engel & Völkers Dubai, he met with him, who told him about his vision for expansion and proposed himself to lead it.
He returned to the Dominican Republic in 2017 as CEO of Noval Properties, a period he describes as "the best years of my life for both personal and professional reasons.".
Regarding his work at the development company, he maintains that he leads a company with a great president and that its success belongs to everyone who works there. “I’m just one more piece of the puzzle. I hope that my mission, strategy, and planning will keep us at the top, with the goal of constant improvement. Good work never ends, and I’m a believer in reinvention,” he explains.
Coming from a middle-class family, César Latrilla is the father of Morgane, his 8-year-old daughter born in Dubai, whom he had with his wife Alba.
For the CEO of Noval Properties, completing a real estate development brings the satisfaction of a five-year, seemingly endless project that, he says, encompasses everything from land acquisition and architectural design to sales and construction. "In a way, it's satisfying, but I'm already stressed about the next projects to come. Ultimately, construction is a job that's always starting over.".
Living in Quisqueya La Bella means happiness for the executive, opportunities for economic growth, great enjoyment of nature and its people, an eternal breeze, turquoise waters and thousands of coconut trees.
A sports enthusiast, he practices martial arts, enjoys traveling, culture, and long walks on deserted beaches. He loves everything about his homeland, from its people to its beaches and climate; from his roots, he misses his family, friends, and the food.
The CEO of Noval Properties is concerned about circumstances beyond his control, such as the health and safety of his family and loved ones. He measures his success by having achieved all his professional and personal dreams.
And…what does César Latrilla dream of? I dream of eternal happiness.
Professional profile
He studied hotel and tourism management in Barcelona, earned a diploma in English from Albertus Magnus College, New Haven, USA, a master's degree in Hotel and Business Management from UCLA, Los Angeles, and a diploma in International Real Estate from Harvard Dubai.
