Marc Garcia, CETT Alumni entrepreneur: "true luxury is knowing how to read the customer, anticipate their needs and make them feel unique"

1. We would like you to introduce yourself (your name, where you are from, what you studied, etc.) 

I am Marc Garcia, a former student of CETT. I studied the Degree in Tourism and Hotel Management and later the Master in Communication, a combination that allowed me to understand the hotel sector from both a management and customer relationship point of view. I finished my studies in June 2014, with the clear desire to dedicate my professional career to the hotel industry and excellent service. 

2. What motivated you to choose CETT to train? 

I chose CETT because it has always been recognized as a leading institution in tourism and hospitality, especially for its strong connection with the professional world. I was looking for training that went beyond theory and that allowed me to understand the reality of the sector, the value of detail and the importance of service. CETT transmits a culture that is very much in line with the demands and excellence that the hotel industry demands, especially in the luxury segment. 

3. How was your CETT experience? 

My experience at CETT was very transformative. It allowed me to discover all the areas that make up a hotel and understand that each department has a key role in the customer experience. In addition, CETT instilled in me a way of doing things that is very people-oriented, teamwork and continuous improvement. It was a stage of constant learning that prepared me both professionally and personally.

4. Could you tell us about your work history since you finished your studies at CETT, through your internships until today? 

My career began during internships at different hotels in Barcelona, ​​including the Alimara hotel. I went through different departments, initially in room service, where I learned the importance of rhythm, coordination and direct contact with the customer. Later I was in the front desk and reservations departments, a key stage to understand customer management before, during and after the stay. Then I continued my career in different hotels and departments, from head of administration to commercial director, which allowed me to have a very global vision of the hotel business. This journey, built step by step, finally led me to take over the management of the Andorra Park Hotel, an emblematic 5-star hotel in the Principality of Andorra, where I led a high-level project in the luxury segment. 

5. When you started, did you have a clear idea of ​​where you wanted to go or was your path built on the fly? 

I had a clear idea: I wanted to grow within the hotel sector and reach positions of responsibility. However, the path has been built progressively, learning from each experience and each challenge. Over time, I understood that it is not so much about having a fixed destination, but about knowing how to take advantage of opportunities, learning from each stage and letting your vocation set the course. Little by little, I ended up orienting my career towards luxury, the fact of concentrating my efforts there made professional opportunities arise naturally in this area. 

6. How has your experience in sales and customer service influenced the way you manage hotels? 

My experience in sales and customer service has been fundamental in defining my way of leading. I firmly believe that a hotel should always be managed with the customer in mind, but without forgetting the team. Understanding the needs, expectations and emotions of the customer has allowed me to create more personalized and coherent experiences, especially in the luxury sector, where every detail counts and makes a difference. 

7. What is the difference between leading the commercial area and assuming the overall management of a hotel? 

The commercial area has a very focused view on results, strategy and market positioning. On the other hand, the global management of a hotel requires a comprehensive vision that includes people, operations, finances, customer experience and brand identity. The challenge is to connect all these areas and make them work aligned towards the same goal: to offer an excellent service in a sustainable way. 

8. What prompted you to create your company after years working in hotels? 

After years of managing hotels, I felt the need to take a step further and create my own project that reflected my vision of luxury, service and experience. Thus was born Valley Andorra, a boutique concierge service agency, with the desire to offer a very personalized and high-level service. At the same time, I collaborate as a luxury consultant with different companies and projects, contributing experience and strategic vision.

9. What is Valley Andorra? 

Valley Andorra is a boutique concierge service agency specializing in offering high-level personalized services in the Principality of Andorra. Our goal is to elevate the customer experience at every point of contact, anticipating needs and taking care of every detail with discretion and excellence. In the area of ​​daily services, we provide support in day-to-day management: reservations, lifestyle management, personal assistance and coordination of exclusive services, always adapted to the customer's lifestyle. In real estate, we accompany the customer throughout the search, acquisition or management process of properties, providing an expert vision and a highly personalized service. Finally, through travel service, we design tailor-made travel experiences, taking care of each stage so that the customer can experience the destination with comfort, authenticity and tranquility. At Valley Andorra, we understand luxury as a fluid, human and coherent experience, where service becomes the true differential value. 

10. What differences did you find between working for a large hotel and leading your own project? 

Working in a large hotel gives you structure, clear processes and great security. Leading your own project, on the other hand, implies very direct responsibility for each decision. It also allows you to be more agile, creative and consistent with your values. It is a constant challenge, but also a source of great personal and professional satisfaction. 

11. What do you think is the key to retaining talent in luxury hotels? 

The key is to understand that luxury begins within the team. Retaining talent involves creating healthy work environments, offering real opportunities for growth, recognizing effort and fostering a culture of respect and trust. When people feel valued, this is directly reflected in the service they offer to customers. 

12. What advice would you give to someone who dreams of starting a business in the tourism sector? 

I would tell them to get well-trained, know the sector from the ground up and be patient. Starting a business in tourism requires passion, perseverance and a great capacity for adaptation. It is also important to surround yourself with good professionals and to be clear about what differential value you want to bring to the market. 

13. What skills or attitudes do you think will make a difference in the coming years in the hotel sector? 

I believe that human skills will make a difference: empathy, leadership, listening skills and adaptability. In addition, personalization of service, authenticity and the ability to create unique experiences will be key, especially in the luxury segment, where the client is looking for much more than accommodation. 

14. What has been the most important lesson you have learned in your professional career so far? 

The most important lesson I have learned is that true luxury is knowing how to read the client, anticipate their needs and make them feel unique. This is only possible when there are trained, committed and proud teams. Over the years I have understood that excellence is not improvised: it is built through a culture of detail, consistency in every decision and a sincere vocation for service. When service is authentic and human, luxury is perceived naturally and leaves a lasting impression on the client. 

15. What would you recommend to current CETT students who are just starting out? 

I would recommend that they take advantage of every opportunity that CETT offers them, that they be curious and that they are not afraid to start from the ground up. Each experience adds and builds. The sector is demanding, but also very rewarding for those who live it with passion and a vocation for service.