The course focuses 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, working in groups you develop a hospitality concept, and create a brand story.
What you will learn
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.
Who is the course for?
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.