Designing Hotel and Restaurant Concepts

Designing Hotel and Restaurant Concepts

To unlock new areas of growth, hospitality entrepreneurs and managers around the world are launching new concepts that break with conventions. From a Japanese hotel that doubles as a fashion label to a Parisian Café that produces its own music, these concepts are blurring the lines between media, retail, and hospitality. At the same time, technology, consumer behaviors, and deregulation are also forcing hoteliers, restaurateurs, and service providers to review the fundamentals of their value proposition and go beyond their traditional role as a provider of “places to sleep and eat”. This is a time of great opportunity for hospitality and F&B businesses, and this course will help you understand these opportunities and seize them with a confident hand, allowing you to create and implement successful new concepts for existing businesses or new ventures.

• At least 2 years of professional experience in F&B or Hospitality
• Bachelor's degree or more than 5 years professional experience in a hospitality management position
• English proficiency equivalent to C1 for non-natives

• History and Trends: History, role and evolution of hotel and F&B concepts
• Insight Generation: Hospitality concept framework
• Concept Strategy: Target segments & community building
• Identity Design: Brand story canvas
• Space Design: Zoning, customer flow, interior design
• Services Design: Offering and digitalization
• Content, Channels and Activation: Visual identity, creative content, communication channels
• Final Assessment: To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of a 15-min individual quiz and a 30-min hospitality concept group presentation
• Certificate of Achievement

CHF 1,700 | SGD 2,450

Certificate of Achievement 2.5 ECTS / 1.5 US