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
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