Carlos Díez de la Lastra: Our students receive an average of five job offers, professional integration is immediate

Anyone can work in tourism. In today’s circumstances of worker shortages, this statement has never been more accurate, but on the other hand, the sector increasingly requires highly skilled professionals to support the quality it strives for. For this reason, the offer of educational programs has never been better and broader, not only within large companies that raise the expertise of their employees in this way but also through specialized school programs that follow trends and send ‘ready people’ to the labor market, with skills competitive anywhere in the world.

Leading among them is the International School of Hotel Management Les Roches based in Switzerland, one of the pioneers in education for hospitality and luxury tourism with a tradition spanning seven decades. As partners of the Croatian Employers’ Association in Hospitality (UPUHH), they participate in this year’s Congress of Hoteliers program, and regarding what makes studying with them unique, Carlos Díez de la Lastra, CEO of Les Roches, explained to Lider on this occasion.

What do you offer your students and who are your programs intended for?

Education in hospitality has experienced significant growth, enhancing the quality of tourism and employment in a sector that previously lacked specialized professionals. At Les Roches, we are pioneers, but the last ten years have marked a paradigm shift. Specialized education in hospitality is gaining the recognition it truly deserves, as evidenced in our classrooms. Enrollments at Les Roches have increased by up to 65 percent.

We offer 16 programs, these programs are intended for young students, recent graduates, or professionals seeking a career change, career advancement, or specific skills. Among these programs are BBA in Global Hospitality Management, Master’s in International Hotel Management, Master’s in Marketing and Management for Luxury Tourism, and a new program, Master’s in Sports Management and Events, which starts in September 2024.

At our university, we regularly hold meetings with hoteliers, executives of luxury brands, and other industry stakeholders to understand their motivations and ensure that our educational programs are always aligned with the market and its needs. This allows us to be a talent hub, capable of attracting top talent and maintaining an almost full employment rate in the hospitality and luxury hotel sectors.

Not only do we educate, but we also prepare our students to enter the labor market quickly and under the best conditions. In addition to the Master’s in Sports Management and Events, we have developed an exclusive portfolio of programs for those already working in the sector, specializing in various key and growing areas: golf, cruises, leadership, and gastronomy. These programs are designed for graduates and individuals without a degree but with work experience. This is part of our mission as an educational institution, to expand the transformational potential of education and lay the foundations for lifelong learning.

The programs include a Master’s in Hospitality Management with six specializations, a Postgraduate Master’s in International Hospitality, a Postgraduate Master’s in Digital Transformation, a Postgraduate Master’s in Entrepreneurship and Food and Beverage Management, a Postgraduate Master’s in Leadership and Talent Management, a Postgraduate Master’s in Marketing Management in Luxury Tourism, a Postgraduate Master’s in Golf Management, and a Postgraduate Master’s in Cruise Management. These programs, which include internships and intensive travel, will be available to students starting in February and September 2024.

Executive education programs for active professionals include Executive MBA in Global Hospitality Management, Executive Master’s in International Hotel Management, and Executive Postgraduate Master’s in International Hotel Management.

Les Roches eAcademy offers Digital Certification programs tailored for professionals who wish to specialize in various areas of business management with the flexibility of online learning. The four areas are Certification for Hospitality Financial Analyst, Certification for Sustainability Specialist, Certification for Digital Marketer, and Certification for Maître D’.

What is the role of formal education and specialization for management in tourism, and what is the difference between the educational programs that tourism companies have internally and yours?

Our wealth as a multicultural educational institution is an added value. We maintain connections with the best companies and multinational corporations in the sector, which is reflected in our employment figures. Our students receive an average of nearly five job offers, professional integration is immediate, and their careers begin with a significant comparative advantage in the speed and scope of their trajectories. Additionally, we have a network of over 16,000 alumni, professionals in leading positions across all areas of tourism business in over 130 countries. This is invaluable.

Our students almost entirely find employment (94%), and additionally, 98% of alumni agree that Les Roches provided them with a quality network of contacts and professional security.

Internal training within companies is usually more specialized and tailored to the culture and business needs of those companies. This is necessary and valuable training. What sets our programs apart from internal training in companies is that they provide comprehensive operational education and a perspective that is in step with the latest trends, accumulating and combining the experience of all professionals and projects within the Les Roches ecosystem.

What are the current trends in education? What knowledge is important today, and how does it differ from what was relevant ten years ago?

Technology is, of course, a key trend, and we tell our students this. We have jumped forward three decades. We live in one of the most significant VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) environments in our modern history. Let’s take a very illustrative example. In 2016, a photo of the robot Connie at the reception of the Hilton McLean hotel in Virginia went viral. It was one of the first intelligent robots in the hotel industry. Seven years have passed, and today chatbots have become a common tool in hotels around the world, but they have also transformed the way communication (business, organizations, and citizens) occurs.

In a hotel, a chatbot can guide guests through the facilities, explain the list of planned activities for the day, or inform about meals, but it can also manage reservations, maintaining a natural conversation and full availability, 24 hours a day, 7 days a week. The latest generation of chatbots, driven by the unstoppable growth of artificial intelligence, will be capable of almost everything.

This is a fact. Digitalization has become an essential requirement in the hotel industry, and those who adapt faster will have a competitive advantage. Entrepreneurs must invest in talents who are trained, intrapreneurial, and capable of unlocking the potential of technological tools. It is not about being an AI expert, but about understanding the sector deeply, the internal structure of the business, understanding the impact and application of the most appropriate processes. Leading from the future. Connie will evolve over the years and will likely be replaced by superior artificial intelligence. Our mission is to direct talent so that it lasts through time.

What about personal contact? Will AI replace staff in hotels?

Digitalization and technological innovation also have a side effect that we carefully monitor at Les Roches. The importance of excellence in customer service becomes even more relevant, as technological unification will make moments of interaction and personal customer service more significant. The quality of service in personal interaction with the client and excellence in hospitality are not easily replicated by technology, and this will make a significant difference, especially in the luxury tourism industry.

Our multicultural campuses have facilities for recreating a multitude of operational and service scenarios characteristic of the best luxury resorts. Additionally, they include innovative spaces designed to test the latest market trends, experiment with their applications in the real world, and co-create cutting-edge solutions. We are supported by institutions such as the United Nations World Tourism Organization (UNWTO) responsible for promoting responsible, sustainable, and accessible tourism, as well as support from leading companies and some of the most fascinating projects.

How does the collaboration between UPUHH and Les Roches contribute to improving the quality of tourism professionals in Croatia?

The collaboration between UPUHH and Les Roches can be crucial in raising the quality of professionals in hospitality and tourism in Croatia. Through our academic programs, which include master’s and postgraduate programs, executive education, and Les Roches eAcademy for online certificates, we provide Croatian students and professionals access to world-class education. By participating in joint projects and providing specialized academic programs that address current and future trends, and aligning with the changing needs of the industry, we can tailor solutions to the country’s requirements. Our goal is to prepare Croatian talents to take on leading positions, providing the high standards sought by leading international operators entering the country. They need executives and experts with a global perspective on the industry, the ability to make decisions in dynamic and uncertain environments, technological expertise, a commitment to exceptional customer experiences, and an understanding of multicultural dynamics. This is why the industry recognizes experts trained at Les Roches.

By fostering this collaboration that facilitates the transfer of global best practices and the latest knowledge to empower individuals in Croatia to stand out in the luxury hospitality and tourism sector. Our goal is to significantly contribute to the development of highly qualified talents that drive growth and excellence in your country’s tourism industry.