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Designing Hotel and Restaurant Concepts Short Course

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EHL Campus Lausanne

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.
Harness the power of branding and storytelling to grow your hospitality business
Get a roadmap about hospitality concept development before starting a property refurbishment or acquisition project
Exchange, network and learn from like-minded hospitality professionals with diverse backgrounds and experiences

Course Content

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:

1. History & Trends

History, role and evolution of hotel and F&B concepts and brand

2. Insight Generation

Contextual analysis, target segment(s), business model(s)

3. Concept Strategy

Positioning, Framing and storytelling

4. Identity Design

Visual, verbal and sensorial identity

5. Space Design

Zoning, customer flow, interior design

6. Services Design

In-person and digitalised interactions mapping

Content, Channels & Activation

Customer acquisition and retention stategies

Key Facts

Duration/Dates

Online connect session : 11 November 2022
On campus : 23-25 November 2022 (3 days)
Online coaching: 29 November 2022
Final assessment : 5 December 2022

Location

EHL Campus Lausanne
Route de Berne 301
1000 Lausanne 25
Switzerland

Cost

CHF 1,700

Credential Delivered

EHL Certificate of Achievement
Credits: 2.5 ECTS / 1.5 US

Course Language

English

Mode of Training

Face-to-face/Online/Blended: Blended
Online introduction + pre-work
3 days onsite full-time
Online final assessment

Learning Objectives

On completion of this course, participants will be able to:

Identify the key challenges and opportunities of hospitality concept development in a fast-moving world.
Identify the 7 essential components that are part of every hotel or restaurant concept and understand their interconnectivity.
Develop a positioning strategy that goes beyond products and services and translate it into an operational experience.
Apply notions of graphic and interior design to bring a hospitality concept to life.
Develop a high-level event and communication plan to support the opening/operations of a property.

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 2022 QS World University ranking for Hospitality & Leisure Management Universities

All course material accessible through an online Learning Management System

Course Instructor

Youri Sawerschel

Branding Expert and Founder of Creative Supply

Youri Sawerschel is a Branding Expert and Founder of Creative Supply, a branding company based in Zurich, Switzerland.

Solicited for his creative thinking skills, Youri has been involved with projects focused on creating, launching and managing brands in Europe, China and the Middle-East.

He has worked with brands as diverse as Kempinski Hotels, UBS, EPFL and Mondelez.

Youri is also the author of dozens of articles on the topics of brand strategy and entrepreneurship and is a visiting lecturer at the Ecole hôtelière de Lausanne, ESSEC in Paris, France and Geneva School of Business (HEG), Switzerland.

Who Should Attend?

This course is particularly designed for you if you are an entrepreneur or if you are a professional in a hotel, private club, F&B group or hospitality-related business. Typical participants are:

Managers in an F&B or hospitality business
Current or aspiring business owners & entrepreneurs
Marketing & Communications Managers

Participants should have a good understanding of marketing and hospitality management fundamentals based on prior work experience and/or studies.

Minimum Qualification Required to Enroll

At least 2 years of professional experience in F&B or Hospitality.
Bachelor degree (alternatively, more than 5 years professional experience in a hospitality management position)
English proficiency equivalent to C1 for non-natives

Apply Online

We will review your submitted application to ensure qualifications are met before confirming enrollment. If needed, our Admissions team will organize a short phone interview with you.

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form and get all details about the Designing Hotel and Restaurant Concepts Short Course.

Frequently Asked Questions

Price

Price: CHF 1,700.-

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

Participants will be able to pay via the payment platform Flywire which provides no hidden bank fees and offers favorable exchange rates.

The course fees, payment schedule and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7 days cooling period.

Services Included

lunch
morning and afternoon coffee breaks
transportation in the morning and evening from-to the nearest MRT station
front office support

Dates

Online connect session: 11 November 2022
On campus: 23-25 November 2022 (3 days)
Online coaching: 29 November 2022
Final assessment: 5 December 2022

Daily Schedule

Day 1:

9AM - 12PM class session
12PM - 1PM lunch break
1PM - 6PM class session

Day 2:

9AM - 12PM class session
12PM - 1PM lunch break
1PM - 6PM class session

Day 3:

9AM - 12PM class session
12PM - 1PM lunch break
1PM - 6PM class session

Usually participants use the end of afternoon to read course material and work in groups.

Course Effort

Total course hours: 67.5 hours

Contact hours: 28.5 hours (24 onsite, 4.5 online)
Out-of-class student effort: 39 hours

Assessments

Participants will be assessed on in-class presentations, class participation, and on an individual assignment.

EHL Hospitality Business School

Route de Cojonnex 18
1000 Lausanne 25
Switzerland