Why Take This Course?
You should take this course if you want to:
- Learn how to design and develop a successful hospitality concept - from the strategic and creative level down to the day-to-day operations.
- Discover how existing hotels, restaurants, cafés, bars and private clubs can be turned around with a strong concept.
The course will focus on presenting, illustrating and discussing what hospitality concepts are exactly, how to design and implement them. Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.
In order to apply the concepts covered in class, you develop in groups a hospitality concept, as well as create a brand story.
Each session will develop a specific aspect of designing concepts for hotels and Food & Beverage businesses:
- Fundamentals: history, role and evolution of hotel and F&B concepts
- Strategy: Hospitality concept framework
- People: Target segments & community building
- Story making: brand story canvas
- Space: zoning, customer flow, interior design
- Services: offering and digitalization
- Identity & Communication: visual identity, creative content, communication channels
What Makes This Course Special?
- insightful guest speakers who launched fresh hospitality concepts
- opportunities to network with other participants and guest speakers
- variety of learning formats, including team work, workshops and discussion with industry experts
- course offered by EHL, ranked #1 in 2020 QS World University ranking for Hospitality & Leisure Management Universities
Who Should Attend
This course is particularly designed for you if you are an entrepreneur or if you hold a managing position in a hotel, private club, F&B group or hospitality-related business, with a minimum 5 years’ experience. Typical participants are:
- Hospitality Business Owners & Entrepreneurs
- Hotel Managers
- Marketing & Communication Managers
- Head of Business Units
On completion of this course, participants will be able to:
- Identify the 7 essential components that are part of every hotel or restaurant concept.
- Apply a lifestyle segmentation to launch or reposition hospitality concepts.
- Craft concept stories that go beyond products and services and translate them into an operational experience.
- Leverage graphic design and interior design to bring a hospitality concept to life.
- Develop an editorial guideline to tell the concept story through media content.
- 30 class hours
- 10-15 work hours outside of class to study course material and complete assignments
Minimum Qualification Required To Enroll
- Bachelor's degree or more than 5 years experience in a hospitality management position
- a good understanding of marketing and hospitality management fundamentals based on prior work experience and/or studies