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
All course material accessible through an online Learning Management System.
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
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
For more information on the course, please visit our website here.