Les Roches Creates a Foundation to Drive Research and Improvement in the Hospitality Industry


Les Roches, a leading institution in hospitality management education, has created the Spark X Foundation, a non-profit organization that will promote innovation, technology, and sustainability to improve both customer and employee experiences. Committed to inclusion, diversity, and a positive and lasting social impact, the foundation will base its mission on digital culture, sustainable development, acquiring new skills, and creating new opportunities.

Spark X Foundation will have two collegiate bodies, the ESG Advisory Board, composed of representatives from tourist destinations, associations, and federations, and the Strategy Advisory Board, made up of renowned professionals in different fields. Their work will enable collaboration and knowledge exchange between the industry, administration, and the educational community, fostering joint projects, business opportunities, and strategic alliances. The Advisory Boards, essential components for achieving the Foundation’s goals and activities, will include Arturo Bernal, Minister of Tourism, Culture, and Sports of the Junta de Andalucía; Francisco de la Torre, Mayor of Málaga; Ángeles Muñoz, Mayor of Marbella; Javier Gonzalez de la Lara y Sarria, President of CEA & CEM and Vice President of the Spanish Confederation of Business Organizations (CEOE); Maribel Rodriguez Gamero, Senior Vice President of the World Travel and Tourism Council (WTTC); Natalia Bayona, Executive Director of UN Tourism (UNWTO); Gonzaga Escauriaza, President of the Royal Spanish Golf Federation; José Luque, President of the Costa del Sol Hotel Entrepreneurs Association (Aehcos); Cristina Martín Blasi, Executive President of Luxury Spain; Francisco José Sardón, President of PREDIF; María Bravo, President of Global Gift Foundation; Mónica Esteban, Founder and President of Juegaterapia; as well as Dimas Gimeno, Executive President of WOW Concept; José Ángel Preciados, CEO of ILUNION Hotels; Nuño de la Rosa, CEO of Air Europa; Joan Roca, Founder of El Celler de Can Roca; Mari Francis Peñarroya, CEO of Holiday World (Grupo Peñarroya); Lisardo Morán Urdiales, Managing Director of Tourism and Sport of Andalucía; Sonia Diez, President of EducAccion; Carlos Mateo, President of the Spanish Startup Association (AES); Ignacio Maluquer, CEO of Starlite; and Pedro Ruiz Aragoneses, CEO of Alma Carraovejas.

Moreover, the Spark X Universe network, composed of customer service organizers, industrial solution providers, academic institutions, public organizations, and associations, will lead solutions suitable for implementation in the industry.

Carlos Díez de la Lastra, CEO of Les Roches and President of Spark X Foundation, asserts: “Hospitality needs to stay ahead to remain the primary economic source it is and to thrive in a constantly changing environment. With Spark X Foundation, we aim to create a meeting point where we can support and nurture new talent with the expertise offered by great industry leaders and the international business sector. Only through the union of all hospitality actors, debate, and interaction with innovation will it be possible to elevate the overall experience of both the customer and the employee to the highest level.”

Spark X Foundation is part of Sommet Education, the prestigious hospitality education ecosystem that includes renown institutions such as Les Roches, Glion Institute of Higher Education, École Ducasse, Invictus Education, and the Indian School of Hospitality.