Sustainable future: Les Roches alumna operating at the intersection of hospitality and environmental principles

Recently appointed Les Roches Ambassador for Latin America Barbara Elliott shares her thoughts on hospitality entrepreneurship, inspiration and the difference a Les Roches education can make.

Born in Salta, Argentina, alumna Barbara Elliott began her journey in hospitality when she was just 16, hanging out in the city’s Howard Johnson Hotel that was owned by her family.

Having studied Hotel Administration and Tourism Management at university in Córdoba, she then went on to help open and then become General Manager of the Howard Johnson Hotel in nearby Villa Carlos Paz. Already passionate about sustainability – the hotel was the first in the country to feature an eco-space for solar charging and the first in the city to have a Green Hotels certification – Barbara also launched a venture in partnership with a local firm that hired e-bikes to hotel guests in the town, a move that hinted at what the future would ultimately hold for her.

From there, Les Roches beckoned – as a postgraduate diploma student, assistant to the school’s then Director Dr. Demen Meier and finally as an MBA graduate. Now running her own hospitality consultancy, Barbara is also helping nurture the next generation of hospitality talent as Les Roches Ambassador for Latin America.

A passionate advocate of the school, she was happy to take time out of her busy schedule to chat to us.

How did your role as Les Roches Ambassador come about and what has it involved so far?

While I was at Les Roches, I became a Student Ambassador. That meant helping manage our social media presence, sharing behind-the-scenes stories about campus life and taking part in student council trips, photoshoots and videos.

After graduating, I felt such gratitude that I wanted to stay connected with the school. I noticed there wasn’t yet an alumni ambassador in Latin America, so I applied and was honored to be selected alongside a fellow Argentinian friend and classmate. Today, I live the Les Roches way in my work and personal life – and it’s something I love to share with others.

My goal has been to bring Les Roches closer to Latin American stakeholders, including hospitality groups, hotel associations and tourism leaders. I’ve also been sharing insights and learnings via LinkedIn and staying available to support potential students or professionals curious about the school.

How did you become a Les Roches student in the first place?

There’s a sentimental and a professional answer to that. The sentimental one: I remember scrolling through Instagram and coming across a blog by a student at Les Roches. There was one iconic picture of graduating students in suits sitting proudly in front of the school. I saved that image and thought: “One day, I’ll be there too.” It took a few years, but I made it.

On the professional side, I had a mentor – visionary hotelier and unique hospitality concepts creator Massimo Ianni – who helped guide me in my career. At the time, I was already a hotel general manager, which had been my dream for so long. But I began to wonder what was next. That’s when Massimo suggested I study abroad and refine my skills. It brought me back to that photo, that dream… and I began researching Les Roches.

What made you decide to go on to study for an MBA at Les Roches?

I went to campus for my final postgraduate diploma exams and, once I’d experienced life at Les Roches, I knew I wasn’t ready to leave. I began searching for an internship immediately, even though I had a return flight scheduled for the following week!

After many interviews, I finally received the call I had been waiting for: Dr. Demen Meier, the Director of Les Roches at the time, offered me a position as her assistant. I cried from the emotion.

That semester changed my life. I worked closely with her, attending board meetings, planning events and trips. It was a masterclass in leadership. She retired that semester, so it was incredibly meaningful for me to witness her legacy up close. As a young female leader myself, her example left a lasting mark on how I aspire to lead: with integrity, vision and professionalism.

That close contact with the school’s leadership and community made me want to live the Les Roches experience fully, so I applied for the MBA program.

What were your first impressions when you arrived at the school?

I began my PGD online during the pandemic, but my first in-person experience was not Switzerland but the study trip in Dubai. Going from lockdown to touring the most iconic hotels in Dubai was surreal – a dream come true. And meeting my classmates and professors in person after months online felt like reconnecting with an old family.

When we finally arrived in Switzerland, I was a little overwhelmed at first. I couldn’t believe the school wasn’t just one building. It had different restaurants, a gym, several types of accommodation. The views, the landscapes, the library (one of my favorite spots), Spark Innovation … it was truly mind blowing.

What were your favorite elements of the programs?

Definitely the study trips. With the PGD, we went to Dubai, while with the MBA, we had trips to Chicago and Switzerland. These experiences gave me a global perspective on hospitality and all of it happened just after COVID, so it felt like we were pioneers exploring the post-pandemic industry.

Also, the real-life case studies: we worked with companies such as CitizenM Hotels and Swiss Railways (SBB), solving real problems with real stakeholders.

Last but not least, the professors. They were all truly mentors, but I was especially inspired by Mr. Krenzer, who brought his real-life consulting experience into the classroom and constantly challenged us to think critically and creatively.

What are your overall highlights from your time at Les Roches?

I found a place where I truly felt I belonged. Hospitality wasn’t just something we studied, it was a lifestyle. Les Roches really is a way of life. Everyone had their own path or project, but we all shared the same spirit.

And there was always someone to support you, from professors who helped us think like consultants and the career services team preparing us for interviews to fellow students from more than 100 countries. Learning from so many cultures and ways of thinking was just as valuable as what we learned in class.

What did you learn at Les Roches that has stayed with you ever since?

Les Roches didn’t just give me knowledge, it gave me the space to become the person I wanted to be. Every class, conversation and project shaped the way I see the world and my role in it. Today, I continue to dream big and work with purpose, knowing that my journey started here.

One of our professors said: “The most valuable thing you’ll take from Les Roches is learning who you are.” That was so true. I became more curious, resilient and confident. The daily challenges, the fast pace, the cultural exchange… it all helped me grow not just as a consultant, but as a leader. I can honestly say it was a transformational experience personally, emotionally and professionally.

How did your overall Les Roches experience help you in your career?

Les Roches opened my mind to a world of possibilities. I realized hospitality professionals are valued far beyond hotels, especially during my experiences working at the FIFA World Cup and for the Swiss railway company SBB.

Since I pursued the Entrepreneurship specialization as part of my MBA, I took courses specifically designed to develop and test business ideas. These were essential when I decided to launch my own consultancy. Initiatives such as Spark also played a key role and I saw peers who had innovative ideas supported by it, which was deeply inspiring for any aspiring entrepreneur.

Ultimately, Les Roches gave me the tools, the mindset and the confidence to launch my own consultancy in the hospitality industry.

Can you tell us a bit more about BE Hospitality? What do you specialize in?

Be Hospitality is a purpose-driven consulting firm that works at the intersection of sustainability, accessibility and innovation in the hospitality industry. We specialize in helping hotels and tourism projects improve their operations and create a positive environmental and social impact.

Our services range from diagnostics and strategy design to hands-on implementation, training and certification support. Every project is tailor-made – we listen deeply, co-create with our clients and adapt to their unique context and goals. Many of them are eager to embrace sustainability but feel overwhelmed or unsure where to begin, while others are already on that path but need expert support to move forward. We guide them through the entire process: from initial diagnosis and tailored strategies to staff training, implementation and long-term follow-up.

We also connect them with innovative solutions and global partners that align with their vision. A great example is our collaboration with S&J, a sustainable Swiss solution we introduced in Latin America thanks to a Les Roches connection. It empowers guests to personalize their room cleaning preferences digitally, which improves guest experience, reduces operational waste and supports more conscious tourism.

Ultimately, our aim is to transform hospitality into a force for good – one that’s not only more efficient and resilient, but also more inclusive, conscious and aligned with the future of travel.

What advice do you have for students considering applying to Les Roches?

Go for it! Les Roches offers something for every stage of life, whether you’re a seasoned professional looking for a master’s degree, exploring a specialization or simply seeking a transformative international experience.

And it’s not just about academics. Les Roches will challenge you to think differently, step out of your comfort zone and grow in ways you didn’t imagine. If you’re ready to work hard, embrace diversity and push your own boundaries, then this is the place for you. You won’t get just a degree either. You’ll leave with lifelong connections, a global mindset, unforgettable memories and a renewed sense of purpose. It’s an investment that will stay with you forever.

What advice do you have for current Les Roches students considering a more entrepreneurial career path?

In hospitality, there’s so much more than traditional hotel roles and you can definitely carve out your own niche. If you’re considering consulting, know that it’s incredibly rewarding, but also challenging. You’ll need resilience, creativity and a deep sense of purpose.

What Les Roches gave me besides knowledge was the confidence to build something from scratch. It trained me to approach problems strategically, think globally and work across cultures. That mindset is essential in consulting.

And while consulting can be full of variety, freedom and impact, it also requires discipline, patience and continuous learning. If that excites you, you’re on the right track.

And remember, it’s not about having all the answers. It’s about asking the right questions, listening deeply and building solutions that empower others to thrive. It all starts with understanding who your clients are and what they need. Some are looking to grow, others to transform and many to reconnect with their core purpose. Your job is to help them get there.