Luxury Spain Congress
We took part in the 7th edition of the Luxury Spain Congress, with Toni Mascaró as a speaker on the panel on AI, data and digital experiences in the luxury sector.
Luxury Spain Congress 2026 – 7th Edition
For the second year running, eMascaró took part as a sponsor of the Luxury Spain Congress, reaffirming our commitment to a sector where excellence isn't proclaimed — it's built.
On June 2nd, the Wellington Hotel & Spa Madrid hosted the 7th edition of the Congress, organised by the Spanish Luxury Association under the concept "Luxury Forward: Heritage, Innovation & Global Influence". A day that brought together more than 40 speakers and over 300 senior executives from the most relevant brands in the international luxury sector.
The "Technology and Luxury: AI, Data and Digital Experiences" panel
Our Founder & CEO, Toni Mascaró, took part in the panel "Technology and Luxury: AI, Data and Digital Experiences", alongside three leading voices in the sector: Isabel Zancajo Selfa, Corporate Communications Director at L'Oréal Luxe Division; Robert Cambra, Head of Beauty & Luxury at Meta; and Mercedes Sola Lasso, CRM & E-commerce Manager at Bvlgari.
A conversation moderated by Coral Cenizo, Director of the Master's in Luxury Business Management at Universidad CEU San Pablo, exploring how artificial intelligence, data and new digital experiences are transforming the way luxury brands connect with the next generations.
No WHY, no WOW
One idea was at the heart of our contribution: in an era where AI democratises creativity, the real differentiator isn't the technology — it's the brand's DNA. Without a clear, well-defined WHY, it's impossible to scale truly WOW projects.
It's a thesis Toni explored in greater depth a few months ago in TecnoHotel: read the full article.
A long-standing commitment to the sector
At eMascaró we've spent years working alongside leading hospitality and lifestyle brands on their digital transformation. The Wellington Hotel & Spa Madrid itself, host of the Congress, is one of our clients. And so are other key names in the sector:
- · BLESS Collection Hotels
- · Don Carlos Marbella
- · Kimpton Los Monteros Marbella and Kimpton Vividora Barcelona
- · Grand Hotel Central Barcelona
- · Cayo Levantado Resort
- · Ohla Boutique Hotels
Brands that understand that luxury isn't proclaimed: it's built through purpose, detail and consistency.
Our thanks to Cristina Martin Blasi and the entire team at the Spanish Luxury Association and Luxury Spain Congress for the impeccable organisation, for trusting us once again, and for continuing to raise the bar for the sector in Spain.
At eMascaró we support gatherings like this one because they speak directly to the digital challenge facing the sector: building WOW projects that match the excellence luxury brands and their guests deserve.
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