Your team already has the talent. We develop the superpower that makes that talent move the business.
For over a decade, we've been building strategic influence capability in high-performing teams.
Professionals trained
Average satisfaction
Average effectiveness
Business sectors over these 12 years
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Why we exist... At Declamatoria, we build something different
We saw three patterns repeating across nearly every organization. All three are costly. And all three are avoidable.
1
We work on the surface. Not the strategic core.
Training programs usually address what’s visible: how to speak, how to structure, how to present. But when a team can’t get its projects moving forward, the problem is rarely technical. It’s strategic: they don’t know how to build the case the decision-maker needs, or how to connect it to what that person prioritizes.
2
One person gets trained. The team stays the same.
When a department invests in development, the result usually stays with that individual. And a single person improving on their own doesn’t unstick projects, speed up decisions, or break the silos holding the business back. What a department head actually needs is different: for their entire team to gain the ability to influence, coordinate, and execute with real autonomy.
3
We measure satisfaction.
Not real impact.
The training industry has spent decades measuring whether people liked the program. That says very little about whether anything actually changed. We design for measurable impact: decisions that move forward, projects that get approved, teams that operate with more autonomy. We evaluate using metrics agreed on by both parties.
The Origin
Declamatoria’s corporate origin begins with Olga Milián, then HR Director at the Jumeirah Hotel in Mallorca, looking for someone capable of transforming how her sales team communicated. It was Sebastián’s first corporate training engagement. It was also the first piece of evidence confirming the hypothesis: this kind of skill isn’t just about speaking better. It’s about making the team’s knowledge reach where it needs to.
In May 2009, Sebastián Lora stepped onto a wedding stage in front of 600 guests. He had spent years building a technical career: industrial engineering, an MBA specialized in aviation, plans to found an airline. That night he discovered that when communication truly connects, it transforms everything — the speaker and the listener alike.
Years later, Olga Milián, then Human Resources Director at the Jumeirah Hotel in Mallorca, was looking for someone capable of transforming how her sales team communicated. She called Sebastián. It was his first corporate training engagement. It was also the first piece of evidence confirming the hypothesis: this isn’t about speaking better. It’s about making the team’s knowledge reach where it needs to, with the conviction required to move people.
Today, more than a decade later, Declamatoria has trained over 5,000 professionals across more than 15 sectors, with a presence in Spain, Europe, Latin America, Asia, and the United States. What began in that room in Mallorca has become a replicable, measurable, and scalable methodology.
The people behind Declamatoria
To deploy our methodology across every layer of the organization, we rely on leaders who are still active in their industries. They’re not classroom theorists; they’re professionals who live the same challenges you do.
Sebastián Lora
Founder. Director of Programs
Trainer, author, speaker, and YouTuber. TEDx speaker. +560,000 YouTube subscribers and over 29 million views.
Over a decade spent training executives and high-potential teams across Europe, Latin America, and the United States. Creator of the Meliá Hotels International Communication Academy and the Barceló Hotel Group Communication Program. Author of Imparable (Unstoppable) and Haz que te escuchen y triunfa con tus ideas (Make Yourself Heard and Succeed with Your Ideas). TEDx speaker and international keynote speaker: has shared the stage with Tony Robbins, Doug Lipp, and Ismael Cala. Featured in Forbes, TVE, Univision, Cadena SER, and the Huffington Post. His YouTube channel has over 560,000 subscribers and 29 million views. At Declamatoria, he leads program design. Teaches in Spanish and English.
Olga Milián
Talent and Leadership Development
Specialist in cross-cultural leadership. Professor at EADA. Coach with the Center for Creative Leadership. TED speaker 2019.
With more than two decades in the luxury hospitality industry (The Ritz-Carlton, Jumeirah, Dolce International) and eight hotel opening projects across four countries, Olga Milián knows what it takes to build high-performing teams from scratch and under pressure. She is a professor at EADA Business School and a trainer and coach with the Center for Creative Leadership, a globally recognized leadership organization. At Declamatoria, she oversees training processes and trainer development. Teaches in Spanish, English, and Catalan.
Jorge Lago
Operations and Real-World Application
Jorge brings hands-on, in-the-trenches experience: he knows what it takes to manage teams in high-pressure, round-the-clock service environments. His involvement ensures every communication tool lands in the day-to-day operational reality of the business, improving the end customer’s experience from day one.
Jaume Gelabert, PhD
Contributor
PhD and trainer with more than a decade working with international teams. He specializes in the conversations that are hardest to have: difficult negotiations, internal conflicts, and situations where everyday communication falls short. His methodologies combine FBI and CIA negotiation techniques with Marshall Rosenberg’s Nonviolent Communication model. What sets him apart: he stays with participants for weeks and months after each session, until the tools are fully embedded in their day-to-day work. Teaches in Spanish, English, and Catalan.
Our Values
Declamatoria brings together two complementary perspectives that cover the full spectrum of a modern organization’s needs: a demand for results and genuine care for people.
The Wow Effect
Every session should leave a mark and surprise people enough to stay with them. It’s not enough for people to learn: they need to remember it, talk about it, and want more.
Exponential Impact
Developing the superpower in one person transforms their team. Transforming a team changes an organization. That multiplier effect is what we measure.
Useful Honesty
If something isn’t producing the impact we agreed on, we tell you. We don’t build proposals to impress or please. We build them so your team reaches concrete results.
A Host's Spirit
In hospitality, we learned that excellence isn’t in the service itself. It’s in the experience it leaves behind. We design every program with that same obsession: anticipating what the team needs and taking care of every detail.
Nuestra Filosofía
Somos anfitriones del cambio
Declamatoria nace de una premisa disruptiva: los problemas de negocio casi siempre son problemas de comunicación disfrazados. Proyectos que se estancan, silos que no colaboran o talento que se marcha no son fallos técnicos; son fallos relacionales.
Fundada por profesionales con raíces profundas en la industria de la hospitalidad de lujo, hemos traído ese estándar de excelencia, cuidado por el detalle y vocación de servicio al mundo corporativo general.
Creemos que la comunicación, la colaboración y el liderazgo no son soft skills; son las competencias más duras y rentables para tu cuenta de resultados. Nuestra misión es instalar una arquitectura de aprendizaje que permita a las empresas ser más humanas, eficientes y rentables, todo al mismo tiempo.
Qué hacemos
Elevamos el estándar de la conversación corporativa
En Declamatoria nos encargamos de diseñar ecosistemas de crecimiento. Trabajamos con organizaciones que entienden que para cuidar al cliente externo, primero hay que cuidar la conversación interna.
Nuestro enfoque es híbrido y estratégico:
Tecnología para escalar
Usamos herramientas digitales para asegurar que el aprendizaje llegue a todos.
Artesanía para transformar
Intervenimos presencialmente con la calidez de un mentor para cambiar comportamientos profundos.
Obsesión por el impacto
No buscamos aplausos, buscamos conversión. Medimos el retorno de cada intervención en tus indicadores de negocio.
Your team already has the technical skills. If you want to take their impact to the next level, we're here.
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