Kike Sarasola

Kike Sarasola is a pioneering hospitality entrepreneur and founder of Room Mate Hotels, recognised for revolutionising urban accommodation through design-led, cost-efficient innovation. A former three-time Olympic equestrian and four-time Spanish riding champion, he has scaled his distinctive hotel brand to nearly 30 properties across Europe, the Americas, and beyond, competing successfully with global chains through his "cheap and chic" philosophy that strips away the superfluous whilst elevating guest experience. Recently honoured with a Lifetime Achievement Award for his transformative impact on tourism and hospitality, Kike equips audiences with practical strategies for disruptive business models, inclusive leadership, and leveraging technology to create memorable customer experiences in competitive markets.

When Kike Sarasola launched Room Mate Hotels, he stripped urban hospitality back to its essence: a place to sleep, shower, and start the day before exploring a city. That deceptively simple philosophy has since grown into nearly 30 distinctive properties across Europe, the Americas, and beyond, each occupying historic city-centre buildings transformed by celebrated Spanish designers into spaces with individual character and personality. His model challenges the conventions of large international chains by eliminating what he calls "the superfluous", allowing Room Mate to compete on design, location, and guest experience whilst maintaining accessible pricing. Recently honoured with a Lifetime Achievement Award for his transformative impact on tourism and hospitality, Kike has redefined what urban accommodation can be when cost management meets creative vision.

Before disrupting the hotel industry, Kike competed at three Olympic Games as an equestrian, won the Spanish riding championship four times, and became Spain's first bronze medallist in a European Championship. That discipline and competitive drive carried into entrepreneurship, where he has built Room Mate into a brand recognised for its "cheap and chic" approach. The business owns few of its buildings, instead seeking out characterful properties in prime locations and partnering with renowned designers such as Lorenzo del Castillo, Tomás Alía, and Pascual Ortega to create hotels that feel more like stylish bed and breakfasts than corporate chains. Beyond hospitality, Kike co-produced the Goya-nominated film *Rosario Tijeras* and supports the Minicol Foundation, which aids children affected by violence in Colombia. His work has earned him recognition as one of Spain's leading figures in luxury tourism, and he continues to champion inclusive leadership and diversity within his organisation and the wider industry.

In his keynote presentations, Kike shares the strategic thinking behind Room Mate's growth and his approach to competing with global brands through innovation and agility. He explores how artificial intelligence is already transforming hotel operations, how businesses can build diverse and high-performing teams, and why eliminating the unnecessary creates both commercial advantage and better customer experiences. Audiences leave with practical frameworks for disruptive business models, cost-efficient expansion, and the importance of design and personality in building memorable brands. Whether addressing hospitality professionals, entrepreneurs, or corporate leaders, Kike equips organisations with the mindset and tools to challenge industry norms, leverage emerging technology, and create lasting value in competitive markets.