Zintia Tobar, CEO of LAATS, an integrated Ground Service Provider in Guatemala, has always been a determined, multitasking person with a broad, analytical vision. She was instrumental in helping LAATS establish itself as the leading ground services provider in the region, offering comprehensive solutions for both passenger and cargo operations with a dedicated focus on customer satisfaction, a skilled and knowledgeable management team, innovative service offerings, and advanced equipment.
With over two decades of experience operating from Guatemala’s La Aurora International Airport and extending services to Mundo Maya (Tikal) International Airport, LAATS prioritizes operational safety and quality. It was the first independent provider in Latin America and the Caribbean to surpass IATA’s ISAGO quality and operational standards, a recognition that reflects its ongoing commitment to consistently deliver excellence, safety, and reliability to its customers.
From Ingenue to Industry Leader
Zintia became the CEO of LAATS when she was very young, with no experience, and in an industry that, in theory, wasn’t really for women. Leading LAATS was a challenge because it wasn’t just facing outside limitations; it was also a company in serious financial trouble.
She recalls that few people believed in her, but there was one person who did: Mario Juárez. He saw something in her, even when she still doubted herself. He looked her in the eye and said, “You can work for any multinational, but choose wisely: Do you want to be the lion’s tail or the mouse’s head?” Zintia chose to be the mouse’s head. Fifteen years later, that mouse became a lion.
Over time, Zintia’s vision has evolved. At first, she focused on getting LAATS out of debt and stabilizing it financially. Then, she prioritized the well-being of its people, making sure they had the resources to protect their labor rights. After that came profitability, and presently, her priority is sustainability.
“Today, my vision is for LAATS to keep growing, innovating, and transforming – not just operationally, but also administratively, with solid systems, young talent, and a future-focused strategy. I’m focused on preparing LAATS not only to run well today, but to thrive tomorrow,” she states.
“Since I was a child, I was told to fit in, follow the rules, and conform. But I never did. I always thought differently. Today, I’m still that same girl who questioned everything… now I’m a woman leaving a mark, leading and creating what didn’t exist before.”
Steadfast Leadership Fueled by Relentless Effort
People who know Zintia describe her as an honest, steady woman who learned from a young age that effort and responsibility have no gender. She grew up facing challenges that forced her to mature quickly and made her value every achievement. Her friends and colleagues all know her as an intense dreamer who never settled, always looked for solutions, and stayed strong even when things got tough.
Zintia’s environment taught her to be strong and consistent, to lead by example, and to value every step, even when others doubted. Growing up in a family without privileges or connections, she remembers having to endure days without money for food, not being able to go out with friends, staying up late studying, and working from the very start of university.
“I paid for my degree, my Master’s, and worked endless hours to keep going. That gave me a value I live by every day: constant effort. I’m not someone who stops, even when tired. I demand more from myself than I do from others. I’ve learned to lead without fear, to get up quickly when I fall, and not to depend on recognition to keep going,” she shares.
For Zintia, being a young woman in her industry was a constant challenge. “It wasn’t just that they didn’t believe in me; it was how some reacted to my personality, my intensity, my demands. At first, my lack of experience weighed on me. I started in finance with no experience, making decisions amid chaos. But I focused. I never pretended to know everything, but I aimed to understand everything. And I dived deep,” she reflects.
Zintia overcame this challenge by showing results. Not with speeches, but with concrete actions. She stabilized the company, made it profitable, and today she projects it confidently into the future. Her friends and colleagues recognize that her strengths also include handling conflicts with respect and determination. “Even when I clash with strong personalities, I always seek the greater good and never let adversity stop me,” she muses.
Driving Innovation Through Vision and Empowering Youth
Zintia’s definition of innovation is not technology for technology’s sake, but the courage to not do things the same way. As a young girl, she chose to follow her intuition, even when it seemed out of place. Breaking the mold is her very essence. Since she joined LAATS, she has challenged the status quo, proposed unconventional solutions, envisioned scenarios no one else saw, and although they seemed impossible at first, today they’re part of the organization’s reality.
“I built structures that didn’t exist, dreamed up projects that seemed too big for a company like ours. I never waited to have all the answers – I move forward, observe, correct, and improve. I dive into everything, even when I’m not an expert. It might limit me sometimes, but it never stops me,” Zintia declares.
She adds that it also means rethinking how a family-owned company can operate with high regional standards. That was the reason why they stopped renting and started buying their own facilities, entered and won high-level bids, and constantly looked for ways to make every process more efficient, from uniform delivery to work order tracking.
Zintia bets on young people to foster a culture of creativity and visionary thinking within her team at LAATS. She formed development teams with analysts and project leaders who brought fresh ideas, encouraged them to design internal apps from scratch, rethink processes, and challenge the “we’ve always done it this way” mindset.
“I don’t want LAATS to repeat the same patterns. I want us to keep evolving. To do that, we need an environment where ideas are welcomed, tested, and executed – and where execution is shared, not just an idea in my head,” she observes.
“We’ve shown you don’t need the best infrastructure to be the best. You need the best team, the best culture, and the courage to hold the highest standards, even when no one forces you to.”
Leading with Curiosity, Commitment, and a Vision to Stay Ahead
Zintia admits that LAATS is a different kind of company. “We’re not the biggest, but we’re the most committed. We’ve proven that from a small country with a limited airport, you can build a company of excellence. Competing with giants, we’ve won awards, recognized by renowned airlines. We’re proof that passion, discipline, and constant work can achieve the impossible,” she clarifies.
Under Zintia’s leadership, LAATS not only creates jobs but builds a sense of community and real opportunity, showing that great things can be done from Guatemala through effort and commitment. Her key tool to stay on top of industry trends and keep LAATS competitive and relevant in a fast-changing market is involvement.
“I don’t consider myself an expert, but I dive into everything. I listen, ask questions, and observe. I’m not a desk person; I’m a doer. Information flows when you’re present,” Zintia insists. “I’ve surrounded myself with brilliant teams who question, contribute, and propose. Together we stay updated, but above all, restless. Because you don’t beat competition just by looking ahead, you look beyond. My colleagues admire my energy and constant curiosity, which keeps me alert, learning, and finding ways to apply what’s new so LAATS stays ahead.”
Zintia’s current priorities for LAATS are sustainability, talent development, and innovation. “I want LAATS to keep growing while being a place where people feel safe, motivated, and fulfilled. I want us to remain the best company in Central America – not only in performance but also in values. That means reinvesting in our people, technology, and doing things differently. We’re not here to copy; we’re here to lead,” she declares.
“As CEO, I didn’t just manage a company: I led a vision. One that proved that from a small country with huge challenges, extraordinary things can be achieved.”
Balancing Leadership with What Matters Most
For Zintia, being a mother and wife is one of her greatest sources of pride, and she’s deeply grateful that LAATS has allowed her to play that role without guilt. “My family is my center. Being present for them fills me with happiness, and that translates into total commitment at work,” she explains.
Zintia learned to organize herself and achieve balance. Although her schedule is different now, her results haven’t diminished. Today, she has more clarity, maturity, and vision, all of which she credits to living her motherhood role fully. “Those who know me say that despite the intensity of work, I always look for balance with my family and well-being, organizing myself to be present in all the roles I love, without losing sight of what really matters,” she reflects.
Creating Lasting Impact with Authenticity
In her mission to inspire and empower future generations of entrepreneurs and leaders, Zintia champions the power of authenticity. “My story isn’t perfect, but it’s real. And if I made it, others can too. That’s why I share my experience honestly. Yes, it’s tough. But it’s possible,” she insists.
As an inspiring example of someone who started from the bottom, built everything with hard work and honesty, and opened doors for others to grow and lead with purpose, Zintia also fights to open spaces for young people, women, and those who don’t come from wealthy backgrounds.
“I tell them if they’re tired, it’s because they’re on the right path. Don’t stop just because you feel out of place. You can transform a company to fit you, not the other way around. The impossible is achieved step by step,” she affirms, sharing these gems of wisdom for those aspiring to be purposeful CEOs and create meaningful change:
Don’t wait to be perfect to start. Don’t wait for a title, age, knowledge, or approval. Start where you are, with what you have. The path is made by walking. Be different. Be authentic. Fight, even if no one believes in you. And when you get there, use your position to open the way for others. Because success isn’t just arriving – it’s making sure you don’t arrive alone. People close to me see me as authentic, always encouraging bravery and paving the way for others, reminding us that true success is not arriving alone, but bringing others along.
Conclusion
Zintia Tobar leads LAATS with gratitude, humility, and collective pride, recognizing that success is built by the dedication of every team member, in every role. She acknowledges that, although she’s the one in charge, she doesn’t do it alone.
“From every person loading baggage, repairing a ground support unit, closing a maintenance task, dispatching a part from the warehouse, processing an invoice, assisting a pilot or passenger in LAATS’s FBO VIP lounge, recruiting a agent, conducting an audit, providing training, cleaning an office, performing a security inspection, reviewing a flight plan, assisting a wheelchair passenger, checking in a traveler, securing a net on a cargo pallet, accepting a shipment of dangerous goods, developing an application, or tracking the progress of a project. All of us have made LAATS the leading aviation services company in Central America.”- Zintia Tobar
