Forbes Travel has included Carlos Díez de la Lastra, CEO of Les Roches, among the 50 leaders in luxury tourism in Spain due to his pivotal role in professionalizing the sector and training future hospitality and luxury leaders.
This recognition positions him among the most influential figures redefining the premium tourism segment in Spain and strengthens the country’s status as a premier destination for high-level travelers.
Díez de la Lastra has established himself as a key proponent of excellence and internationalization in hospitality education, helping raise industry standards and positioning talent as a strategic pillar of luxury tourism. Marbella serves as the backdrop for a career dedicated to international excellence and sector professionalization, with his leadership recognized as a driving force in elevating Spain’s quality and competitiveness on the global stage.
According to the publication, the Forbes Travel award is framed within a segment that, while representing around 3% of all tourists visiting Spain, accounts for nearly 20% of total tourism expenditure. These luxury travelers spend over 700 euros daily, underscoring the strategic importance of this sector for the Spanish economy, especially in an environment where other segments are slowing due to price volatility.
“The concept of luxury has evolved significantly in recent years. Premium travelers make their decisions based on the quality and uniqueness of the experience, generating a more resilient and stable demand. However, maintaining these standards requires having the best professionals who can uphold the level of excellence this segment demands,” says Carlos Díez de la Lastra.
Translation: El concepto del lujo ha evolucionado mucho en los últimos años. El viajero premium toma sus decisiones en función de la calidad y la singularidad de la experiencia, lo que genera una demanda más resiliente y estable. Sin embargo, mantener esos estándares exige contar con los mejores profesionales que puedan mantener el nivel de excelencia que este segmento requiere.
He continued, stating that as Spain faces the challenge of progressing toward a higher value-added tourism model, the luxury segment represents not only a growth opportunity but also a clear indicator of direction for the industry.
Raising the quality standards of the sector demands an educational response of equal measure. This belief underlies the academic project of Les Roches, founded in Switzerland in 1954 and present in Spain since 1995, which operates campuses in Crans-Montana, Marbella, and Abu Dhabi, along with an affiliated campus near New Delhi. Les Roches has been recognized as the second-best educational institution worldwide in Hospitality and Leisure Management according to QS World University Rankings by Subject 2026. This recognition is backed by a robust accreditation framework, including Swiss Federal Accreditation as a University of Applied Sciences and approval from the New England Commission of Higher Education (NECHE).
The impact of its educational model is reflected in tangible results: a network of over 16,000 alumni in senior roles across the industry globally, a 94% employability rate, and up to five job offers per graduation.
Carlos Díez de la Lastra has led the global management of Les Roches since March 2022 and has nearly three decades of experience linked to higher education and international expansion. His work has been recognized by Sergestur, placing him among the 150 most influential tourism professionals, and he was previously acknowledged by Forbes Travel in 2024 when he was included among the 50 most influential people in the tourism world. Throughout his career, he has focused on enhancing Les Roches’ international profile and establishing its position as a leading institution in the hospitality sector, fostering a leadership model that combines excellence, management proximity, innovation, and a multicultural outlook.
