EHL Campus (Singapore)


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.

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. Fundamentals

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

2. Strategy

Hospitality concept framework 

3. People

Target segments & community building

4. Story making

Brand story canvas

5. Space

Zoning, customer flow, interior design

6. Services

Offering and digitalization

7. Identity & Communication

Visual identity, creative content, communication channels

Key Facts



3 days full time on campus:
14 - 16 November 2022
(Online introduction and final assessment at the end of the day on November 7 and November 28)



EHL Campus (Singapore)
3 Lady Hill Road, Singapore 258672



SGD 2,400
Special launch price for Singaporeans and Singapore residents: SGD 1,950


Credential Delivered

EHL Certificate of Achievement
Credits: 2.5 ECTS / 1.5 US


Course Language



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 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.

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

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

EHL Campus (Singapore) will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed our Admissions team will organize a short phone interview with you.

Foreign students will not need a Student Pass to attend the short course. A short term visit pass will be sufficient for countries eligible for visa on arrival. Students from other countries will need to apply for a visa beforehand. If temporary travel restrictions are in place at the time of the course,  students will be able to postpone their participation to a later date. 

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: SGD 2’400

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.

Special Launch Price for Singaporeans and Singapore residents: SGD 1,950.

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.

Download the Student Contract


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


  • days onsite full-time: 14 - 16 November 2022
  • Online final presentation: 28 November 2022 (5.30 – 7.30 pm Singapore time)

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.
Total course hours: 67.5 hours

  • Contact hours: 28.5 hours (24 onsite, 4.5 online)
  • Out-of-class student effort: 39 hours
Participants will be assessed on in-class presentations, class participation, and on an individual assignment.