With 25 years in luxury hospitality (including Regional Director at Six Senses), I've seen the same pattern: receptionists sell the spa like a commodity, not a transformation. I was recognized as Top 5 Spa Director (Wellness & Spa Awards, 2025) for operational innovation. Now in independent consulting, I work with hotel GMs, property owners, and developers across the Iberian Peninsula

Javier is council member of the Wellness, Lifestyle and Spa panel.