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

7. Content, Channels & Activation

Customer acquisition and retention stategies

Key Facts



Online connect session: 21 November 2022
On campus:  1-3 December 2022 (3 days)
Online coaching: 9 December 2022
Final assessment: 12 December 2022




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 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 2023 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


  • Online connect session: 21 November 2022
  • On campus:  1-3 December 2022 (3 days)
  • Online coaching: 9 December 2022
  • Final assessment: 12 December 2022

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.