Hospitality Business Models, drivers and trends

Facilitated by: Dr. Frédéric Delley, Dr. Demian Hodari, Dr. Margarita Cruz

COURSE UNIT DESCRIPTION :

Embark on a Comprehensive Journey into Hotel Management. Discover the pivotal tools employed by esteemed hotel executives to discern and navigate industry trends. Delve into a thorough exploration of the varied operating and ownership structures prevalent in the hospitality sector, with a specialized focus on hotels. The course is meticulously structured through concise lectures, insightful class discussions, and engaging interactive exercises. Elevate your understanding and competence in hotel management!

MAIN LEARNING OBJECTIVES:

• Develop a systematic way to identify and monitor important macroenvironmental trends driving the hospitality industry
• Understand how such forces impact the competitiveness of firms within different hospitality industry sectors
• Determine the appropriateness of different business models used by the various stakeholders in a hospitality (hotel) business

Duration: 2 days

Leveraging distribution and revenue management for profitability optimization for the Hospitality Industry

Facilitated by: Dr. Cindy Heo, Dr. Maggie Chen

COURSE UNIT DESCRIPTION:

An Exploration of Business Potential Enhancement: This course aims to broaden the perspective on the untapped potential of business enterprises. By addressing intricacies and opportunities related to multi-sided platforms and revenue management, it harnesses multi-sided platform theories to refine distribution strategies.

Designed with precision, this curriculum offers hoteliers a diverse set of tools, emphasizing enhanced organizational profitability through established revenue management methodologies. Participation in this course allows hoteliers to access profound insights, equipping them to navigate distinct challenges and pinpoint promising revenue opportunities. Enrollment is a step towards transformative business acumen.

MAIN LEARNING OBJECTIVES:

• Develop the strategy to leverage platforms for reaching, converting, and retaining customers
• Understand the principles of revenue management approach
• Forecast future demand and utilize them for dynamic pricing strategies
• Identify potential revenue opportunities by leveraging the concept of expected monetary value

Duration: 2 days

Experiential Learning Day: Hospitality concept development

Facilitated by: Mr. Dartevelle, Mr. Jean-Luc Fourrier

(This day is available only for individuals enrolled in the full program or in this weekly module)

COURSE UNIT DESCRIPTION :

Restaurant guests have numerous options at hand and aspire to be provided not only with great food and service but also with an all-encompassing experience. Different guest segments have widely different needs which are evolving fast, influenced by [cultural, ethnographic…] trends. To remain competitive, restaurant owners and managers need to react and anticipate these changes by developing an in-depth understanding of trends and segmentation and putting the guest journey and its critical episodes at the heart of concept development. The course covers all aspects of concept development, from market research, consumer segmentation and journey mapping, design-thinking, storyboarding, interior design, and kitchen to the definition of the relevant operational and financial indicators.

MAIN LEARNING OBJECTIVES:

• Be able to identify the key global and local trends and their impact on the restaurant concept
• Be able to lay out a customer journey identify the key episodes (pain points and potential delights) and use the basics of the design thinking approach
• Be able to define the key components to create a restaurant concept document :
  - Market Research
  - Storyboard and posi0oning
  - Interior and kitchen design guidelines
  - Management guidance
  - Business model and financial indicator

Duration: 1 day

Customer Experience and Service Excellence

Facilitated by: Dr. Matthias Fuchs, Mr. Damien Kobel

COURSE UNIT DESCRIPTION :

Managing customer service experiences is strategically handling a customer’s entire service experience linked to a product, service, and company. Each brand and brand experience is unique and must be managed strategically as it aligns with the firm. In this module, participants will first evaluate the fundamentals of managing customer experience and how to adapt how organizations work to pressure from clients, shareholders, employees, suppliers, or the economic environment.

MAIN LEARNING OBJECTIVES:

• Acquire enhanced comprehension of customer experience management through active participation, engagement, and critical thinking.
• Examine different contexts and forms of service experiences including experiential learning contexts.
• Critically develop an understanding of tools to measure service experiences and develop a strategic plan to improve customer experience management.
• Understand and learn to apply fundamental theories of consumer psychology to create positive experiences
• Learn how to use little surprises, space, and time to your advantage in creating positive experiences in hospitality

Duration: 2 days

Managing Individual and Teams

Facilitated by: Dr. Sowon Kim, Dr. Stefano Borzillo

COURSE UNIT DESCRIPTION :

This course is designed to provide aspiring general managers with the knowledge and expertise required to lead and manage complex human relationships with confidence, empathy, and authenticity. Drawing parallels with martial arts practitioners striving for the revered black belt, this course will equip future executives with the essential skills and mindset necessary to achieve mastery in human interaction in a multicultural context.

MAIN LEARNING OBJECTIVES:

• Examine the fundamental components that constitute a meaningful human interaction.
• Analyze the relational skills for fostering reciprocity and building connections in a rapidly changing environment.
• Evaluate the leadership behaviors and strategies required to lead a diverse workforce and interact with multicultural guests in the hospitality industry.

Duration: 2 days

Experiential Learning Day: Developing Business Creativity through Culinary Practices

Facilitated by: Dr. Marc Stierand

(This day is available only for individuals enrolled in the full program or in this weekly module)

CONCEPT DESCRIPTION :

Business creativity is all about creative ideas that are new and useful, appropriate, or valuable in some form and is therefore the single most important input for innovation. In this course, participants will be able to expand their views on business creativity by shifting their focus from ‘thinking’ to experimenting and, hence, ‘doing’ in the context of an aesthetic-creative culinary project. This course will cover relevant theoretical concepts, but the focus of the course is on ‘doing creativity’ to develop the participants' aesthetic toolkit and creative mindset. This course is for people who have the drive to set future creative benchmarks for the businesses that they lead. To enjoy and really benefit from this course, they must be able to let loose from established concepts and engage in an ever-changing process of creative cognition and aesthetic sensing on the road to becoming competent and creative leaders.

MAIN LEARNING OBJECTIVES:

• Learn to discern the difference between creativity and innovation, comprehending their mutual reliance and the facets of creative output.
• Extract key creative strategies from top chefs, understanding how culinary artistry parallels business innovation and the value of mentorship.
• Engage in hands-on experiences that bridge theoretical knowledge with tangible creative applications in dynamic settings.
• Learning through immersive projects to develop an aesthetic perception and fosters proactive creative.

Duration: 1 day

Managing operational and financial performance

Facilitated by: Dr. Cédric Poretti, Dr. Giovanni-Battista Derchi

COURSE UNIT DESCRIPTION:

The "Maximizing Profitability and Effectiveness" unit, offered as part of the Hospitality General Manager Program, is slated for its third week in October 2024. This integral module delves deep into the operational and financial performance management of hotel enterprises. With a primary focus on both analytical and management perspectives, participants are equipped to discern key financial determinants, grasp the implications of strategic decisions on performance, and develop robust plans to enhance hotel company outcomes. Under the expert tutelage of distinguished faculty from EHL Hospitality Business School, attendees are set to embark on an immersive journey, blending theoretical knowledge with practical insights, supplemented by case studies and invaluable field evidence from guest speakers.

MAIN LEARNING OBJECTIVES:

• Identify and analyze the main determinants of a company's financial performance.
• Understand how strategic decisions can affect a company's performance.
• Learn how to build strategic plans to improve performance in hotel companies.
• Understand the role of management control to boost the implementation of the company's strategic goals.

Duration: 2 days

Asset management and real estate investment

Facilitated by: Mr. Heinz Werhle, Mr. Rémy Rein, Dr. Masaki Mori, Dr. René-Ojas Woltering

COURSE UNIT DESCRIPTION :

This dynamic module aims to prepare hotel general managers to effectively collaborate with hotel investors or their representative asset managers. The course starts by exploring the intricate landscape of the hotel investment market, delving into current market dynamics. Participants will then gain insights into the practice of hotel market valuation and come to understand the risk-and-return trade-offs faced by investors in the capital markets. The latter part of the module emphasizes hotel asset management, shedding light on the lifecycle of a hotel real estate asset and the pivotal role of a hotel asset manager. By the end of this course, participants will be adept at articulating operational and real estate-related topics to owners. Completing this module ensures a comprehensive understanding that bolsters collaboration and promotes insightful discussions with owner investors and asset managers.

MAIN LEARNING OBJECTIVES:

• Describe current dynamics of the hotel real estate investment market
• Estimate the market value of the hotel using commonly applied valuation methods (eg: Discounted Cash Flow (DCF).
• Understand risk and return from the investor perspective
• Understand the owner’s objective ( type of owners, holding period, return, ESG /CSR)
• Manage Hotel Owners/Investors requests and expectations.
• Be able to articulate a request to owners. (related to Capex and/or Investment Strategy)
• Bring recommendations to meet owner’s objectives. Develop strategies and roadmaps to meet owner’s objectives.

Duration: 2 days

Experiential Learning Day: The impact of technology on hospitality management

Facilitated by: Mr. Ian Millar

(This day is available only for individuals enrolled in the full program or in this weekly module)

EXPERIMENTAL LEARNING COURSE

Delve into the transformative world of technology and its profound influence on the realm of hospitality management. This course offers a comprehensive exploration of contemporary and emerging tech trends, equipping general managers with the insights needed to navigate the ever-evolving technological landscape. With a focus on making strategic decisions, attendees will learn how to discern the most promising tech investments, ensure optimal ROI, and enhance customer satisfaction, all while fostering a culture of innovation within their establishments.

MAIN LEARNING OBJECTIVES:

• What are the current and future technology trends effecting hospitality
• How to build a modern hospitality technology stack
• Creating a technology and data culture in your business
• Evaluate the benefits of a technology investment

Duration: 1 day

Mastering Change and Sparking Innovation

Facilitated by: Dr. Nicole Hinrichs, Dr. Frederic Delley

COURSE UNIT DESCRIPTION :

In the dynamic landscape of today's business world, staying ahead requires the expertise to embrace change and ignite innovation. Discover a transformative journey in this module, meticulously crafted to empower future leaders with the insights, capabilities, and tactics to proficiently steer and champion change within organizations, all while cultivating an environment that thrives on innovation.

Join us for an enriching two-day course unit where learning knows no bounds. Engage with an interactive blend of teaching techniques that include captivating lectures, immersive mini-case studies, vibrant group discussions, and dynamic hands-on exercises. Unleash your potential and embark on a path to shape the future of business innovation.

MAIN LEARNING OBJECTIVES:

• Navigating Change Dynamics: Gain the skills to pinpoint pivotal change catalysts, envision potential scenarios, and adeptly navigate uncertainty within your organization.
• Essential Innovation Insights: Cultivate an innovation repertoire, appraise drivers that that propel team creativity, and design a productive innovation journey.
• Frameworks for Effective Change Leadership: Acquire the knowledge to proficiently orchestrate organizational transitions and adeptly address the psychological and emotional facets encountered by individuals and teams during transformative phases

Duration: 2 days

Sustainability Management

Facilitated by: Dr. René Woltering, Mr. Vincent Michelet

COURSE UNIT DESCRIPTION:

This course aims to provide participants with a thorough understanding of the ‘why and how’ the hospitality industry can play a major role in the ecological transition and give them the tools to be the drivers of this change. It includes workshops to put sustainability strategies into practice and showcases real-life situations and best practices from highly customer-centric service industries that could be used as benchmarks and applied to the hospitality sector.

MAIN LEARNING OBJECTIVES:

• Understand the different ESG paradigms and standards, their evolution, and their potential trajectory.
• Discuss the implications of sustainability initiatives for hotel real estate and implement changes to reduce carbon emissions in hotel operations.
• Appreciate the ESG standards and tools that are most applicable to the hospitality industry and learn by formulating a sustainability strategy.
• Gain a deep knowledge of best practices from other parallel industries that can be instrumental in the design of such a strategy.

Duration: 2 days

Experiential Learning Day: The Key to Well-Being in the Workplace

Facilitated by: Dr. Stefano Borzillo, Dr. Lohyd Terrier

(This day is available only for individuals enrolled in the full program or in this weekly module)

EXPERIMENTAL LEARNING COURSE

Emotional skills are fundamental to our overall well-being, affecting our personal and professional lives. This course is designed to provide participants with an in-depth understanding of the emotional competencies required to enhance their well-being and that of others in various organizational contexts. Through an experiential learning approach, participants will develop the skills and knowledge needed to master their emotions and improve their well-being at work.

MAIN LEARNING OBJECTIVES:

• Understand the basics of emotional intelligence
• Explore how Emotional Intelligence affects well-being at work
• Learn practical strategies for developing EI and improving well-being

Duration: 1 day