THE JUNE 2020
UC TI
MAGAZINE
Enlightening The Educational Landscape
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MANAGEMENT INSTITUTES OF 2020
Pg No. 48
Innovation In Hospitality Education and Career Opportunities Pg No. 30
How Digital Marketing can help Hotels Combat the COVID-19 Crisis?
Pg No.
A Benchmark For Academic Quality And Excellence In Hospitality www.theeducationmagazine.com
Understanding the Challenging Times The hospitality industry is considered as one of the fastest-growing industries. Over the years, the industry has provided ample job opportunities for new talents. This has helped many hospitality management institutes to attract aspirants from all over the world.
Moreover, the Post COVID hospitality industry is considered to be one of the highly affected industries due to the COVID-19 pandemic. These are some of the challenging times for both the students and the industries. Tackling the challenges with grace, many institutes are now providing their programs online. Acknowledging the efforts of both the students and institutes, our team of The Education Magazine has come up with a new issue, “The 10 Best Hospitality Management Institutes of 2020.” This issue focuses on how institutes are providing studies with innovative programs along with the traditional programs. Moreover, if you are a student, this issue will give you overall insights of the hospitality management institute.
People Behind This Issue
Publisher: Archana Ghule
Art Director: Vinod Alhat
Editor–in–Chief: Vikram Suryawanshi
Marketing Head: Robert Smith
Associate Editor: Shubham Biradar
Research Team: Daisy, Rahul,
Content Contributors: Vidya Joshi Rakesh Mahto Utkarsh Deshpande
Maranda, Rocky, Anil Mantge
From The Editor’s Desk ‘‘ Education in hospitality
Applied Sciences, Galway-Mayo Institute of Technology, Ecole Hôtelière de Lausanne (EHL) and Breda University of Applied Sciences.
‘‘
To provide you with wholesome knowledge about the hospitality institutes and industries, our team of talent writers have written interesting articles that you will find under the section, “Hospitality Education and Career Opportunities” and “The digital fight against COVID19.”
will make you understand the importance of gratitude towards each other.
On the cover of the magazine, we have Glion Institute of Higher Education—a private Swiss institution that offers Hospitality Business Bachelor's and Master's degrees with specializations in Luxury management, Event or Finance to students from over 90 different countries.Alongside, we have also featured St. Thomas Aquinas College, Tio - University of
Sales & Marketing Project Head: Abhishek Patil Sales Co-ordinators: Peter Gomes Kevin Gonsalves Je Smith
Shubham Biradar Associate Editor
The Education Magazine is published by Pericles Ventures Pvt Ltd. This magazine contains material protected under International and Federal Copyright Laws and Treaties. You may not publish, display, disclose, rent, lease, modify, loan, distribute, or create derivative works based on the magazine contents or any part thereof, whether by yourself or as a consultant, employee, partner or in any other role unless authorised in writing by the creator/publisher of the article/, video, audio or any content contained herein. We, the team of The Education Magazine put all the efforts to keep up with the content accuracy. The publisher assumes no responsibility of any part of the content of any advertisement in this publication, including any errors or omissions therein. All rights reserved by Pericles Ventures Pvt Ltd.
CONTEN
Pg No. 12
Glion Institute of Higher Education
NTS
Pg No. 48
Innovation In Hospitality Education and Career Opportunities Pg No. 30
How Digital Marketing can help Hotels Combat the COVID-19 Crisis?
Pg No. 22
Breda University
Pg No. 44
Tio-University of Applied Sciences
Pg No. 38
St. Thomas Aquinas College
Pg No. 34
GMIT Pg No. 26
EHL Group
Bournemouth University
Breda University of Applied Sciences
Ecole Hôtelière de Lausanne (EHL)
Galway-Mayo Institute of Technology
Glion Institute of Higher Education
Hotel Management School, Maastricht
www.bournemouth.ac.uk
www.ehl.edu
www.buas.nl/en
www.gmit.ie
www.glion.edu
www.hotelschoolmaastricht.nl
Institut Paul Bocuse
St. Thomas Aquinas College
The Culinary Institute of America
Tio - University of Applied Sciences
www.en.institutpaulbocuse.com
www.ciachef.edu
www.stac.edu
www.tio.nl/en
COVER STORY
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A Benchmark For Academic Quality And Excellence In Hospitality
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COVER STORY
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ravel, tourism, event planning, and hospitality are all sectors that are among the most dynamic in the world. Amongst these, the hospitality industry is gaining popularity as it places its customers at the heart of its operations and works to deliver the best experience possible. However, with changing times and changing demands of the new-age travellers, it is difficult to keep up with the trends and stay relevant despite the fierce competition in the industry. As an aspiring student, it becomes important to opt for a university that is up to date with the trends and pivots the path to a successful career. Speaking of secure career growth, it is important to choose the best education institute that will not only help you to advance in your
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career but will also help you to build a stronger foundation. If you are an aspirant who is aiming for a career is hospitability, Switzerland is the right place, to begin with. The term 'Swissness' is commonly used in the hospitality industry, highlighting a huge amount of respect towards the guest. The country has a rich culture in providing excellent hospitality services along with some famous institutes and hotels for both students and tourists.
Glion” in the former Grand Hotel Bellevue in Glion. Later in 1995, Glion raised the academic level of the school by introducing the first Bachelor's Degree in Hospitality, in answer to the industry's ever-growing need for highly qualified managers. Being responsive to industry needs ever since its opening Glion has cultivated academic expertise and industry relationships and set the highest standards for academic quality and hospitality excellence.
Raisingthe Academic Level in Hospitality Education
Glion Institute of Higher Education is a private Swiss institution that offers Hospitality Business Bachelor's or Master's degrees with specializations in Luxury management, Event or Finance to students from over 90 different countries across three campuses in Switzerland and London, UK. Together with Les
Carrying forward the swiss hospitality legacy, around 58 years ago, Walter Hunziker, VicePresident of the Swiss Tourism Federation and hotelier Frédéric Tissot opened the “Institut International de
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Note to the students Glion develops you into professionals for global careers in the world’s premier hospitality and luxury businesses.
Roches and Education Ducasse, Glion is part of Sommet Education, leading hospitality education group worldwide. Since its foundation, Glion has been a by-word for excellence in hospitality business education and has been offering the students access to the expertise of its sister brand École Ducasse, a global leader in culinary arts education, since 2019. Emphasising on Both Practical and Theoretical Education The institute follows a curriculum of the Swiss model of hospitality education, combining practical instruction in kitchen, service and rooms operations with theoretical and general management courses. The first academic semester always focuses on Hospitality Excellence where students deepen their knowledge in the practical
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COVER STORY
The professional focus of a Glion education gives our students the skills they need to thrive in the workplace.
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HISTORY OF GLION 16
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1962
1964
1977
Walter Hunziker, VicePresident of the Swiss Tourism Federation and hotelier Frédéric Tissot opened the “Institut International de Glion” in the former Grand Hotel Bellevue in Glion.
The Alumni Association of Glion(AAG) was founded with 40 original members. Today, the AAG counts more than 14,600 alumni in 144 countries.
Throughout the 1970s, theschool continued to grow rapidly. Along with new facilities to increase capacity came the school’s new name “Centre International de Glion”.
1989
1995
2002
2006
After the School Commission decided to establish a new site to cope with increasing demand for space, construction of the Bulle Campus was completed in 1989.
Glion raised the academic level of the school by introducing the first Bachelor’s Degree in Hospitality, in answer to the industry’s ever-growing need for highly qualified managers
Glion became part of Laureate Education Inc., a US-based network of universities, together with Les Roches International School of Hotel Management.
Glion gained accreditation by the New England Commission of Higher Education (formerly the Commission on Institutions of Higher Education of the New England Association of Schools and Colleges, Inc.).
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COVER STORY modules: Luxury Hospitality Culture, Contemporary Gastronomy, Hotel Operations, Food and Beverage Concepts, Trends and Innovation, and Business Communication where Glion students are supervised by Practical Arts lecturers and Meilleurs Ouvriers de France (Best Craftspeople of France).The institute believes in cultivating not only the practical and theoretical education but also help its students develop the know-how and the soft skills such as team-spirit, open mindness, sense of detail, empathy, and leadership to name a few. Nurturing Professional and Personal Development Students even have the opportunity to transfer between campuses in Switzerland and London, as well as locations in Spain and China at Glion's sister school Les Roches. Moreover, Glion has a widely developed internship program led by its dedicated Career & Internship service which provides expert support personalized to each student's career ambitions. At Glion, each student receives on average 5.8 internship offers. The two semester-long internship experience during their Bachelor's degree and one semester-long
internship experience during their Master's degree enables future graduates to step straight into a responsible position upon graduation and start work immediately at a professional level. The balance of practice and theory nurtures professional and personal development and provides the combination of soft skills that the industry demands. This is referred as the transformative education process. To keep all the students on their feet, every semester, the campuses are buzzing with events and activities among which one can count one-day excursions to neighbouring countries and sport events including ski trips, mountain walks, soccer, rugby, basketball and volleyball competitions with other hospitality schools. Students have access to music rooms for band practice and concerts (Glion and Bulle campuses) or even get to participate and organise a Cultural Fair where they present their countries, cultures and traditions through different stands. Providing Modern Classrooms and Unique Learning Environment Today, Glion ranks among the world's top institutions for
hospitality and leisure management, and in the top 2 globally for employer reputation. Across its different campus locations, Glion Institute of Higher Education provides a unique learning environment to a diverse student body, with modern classrooms and learning facilities, gastronomic restaurants and furnished accommodation available on every campus. All these facilities are operated by students under the supervision of professionals each best in their domain of expertise and provide a real-life experience with real customers. Among the facilities are a signature restaurant, Le Bellevue, awarded 16 Gault et Millau points and offering fine gastronomy with spectacular vistas, as well as the vegetarian trenddriven restaurant “Fresh” offering gourmet cuisine with breath-taking views. In Glion, it is believed that a good manager needs to experiment in practice all the professions of hospitality in the campus in order to get a full understanding on how hospitality organizations work. What makes Glion's practical approach special are the boutique campus environments, with a maximum 1,700 students across three campuses and a staff to
2012
2013
2015
2016
Glion celebrated its 50th anniversary with over 400 alumni who gathered on Glion campus to share memories, stories and the Glion spirit.
Glion opened its latest studylocation in London, on the site of Downshire House at the University of Roehampton.
Glion launched the new Luxury Brand Management specialization in reaction to a growing interest of luxury brands in hospitality graduates.
Leading European investment company Eurazeo acquired Glion and Les Roches under newly formed Sommet Education.
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student ratio of 1 to 5. In order to deliver individualized study approach, studies are provided in small class sizes with an average of 35 students per academic and 15 students per practical class, where students get one-on-one attention from highly qualified faculty members who provide feedback and help to target their skills. Premium Hospitality Education with Exceptional Career Options Tuition fees is one of the main concerns for students but with the employability rate of 90% in the Glion, the tuition fee is considered as an investment in students' future and the institute is committed to supporting motivated students in reaching their potential. As a private institution, Glion provides a limited number of scholarships and financial aid packages for Glion students. Each scholarship and financial aid package has specific criteria, and eligibility is examined on a case-by-case basis for those students who have submitted a complete application. Students may also be eligible for loans offered in their home country.
2018 Glion launched new Masterof Science degrees in luxury, entrepreneurship and finance.
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Glion offers more than just hospitality education and management courses aiming to develop language skills, cultural knowledge, creativity, and life skills.
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Additional aid such as scholarship and internship always motivate the student to do well. The combination of practical, academic and real-world learning thanks to Glion internship program enables Glion students to take on a responsible position and launch their careers upon graduation. At Glion, students receive on average 4 job offers on their first-time employment and almost all (98%) of the job seeking students already have one or more employment offers on their graduation day. The majority (51%) of alumni find work in Hospitality, Tourism and F&B, while the rest find work in other sectors, such as FMCG, luxury goods and services, marketing, events, banking and finance thanks to the client relations experience accessed through premium hospitality education. COVID 19: Preparing the Students for The Challenges Today, COVID-19 is one of the main challenges that every industry is dealing with. For the hospitality industry, Glion believes it is crucial for the leaders of the future to understand how to face such crisis situations. The institute has taken the opportunity to prepare the students for the challenges that lie ahead and has also introduced a series of exceptional limited live and online series “Leading Hospitality Through Turbulent Times” that includes panel discussions, individual guest speakers, webinars and Q&A sessions led by the faculty and renowned industry experts. In an
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everchanging world now dictated by new post-COVID19 codes led by digitalization, sustainability and innovation, it is looking to give the students the best start to be successful in their future careers. During the time of crisis, along with the cutting-edge learning facilities, Glion students have been granted private access to join small group sessions coached by experts in Revenue Management, Hotel Valuation and Spa Management. The complimentary additional twoweek courses in “Hotel Market Analysis and Valuation”, “Hotel Revenue Management”, “Excellence in Spa Operations” and “Maximizing Spa Profitability: Financial Planning for Spa and Wellness Centers” are all designed to meet specific industry needs and will allow students to obtain 4 professional certificates in addition to their academic degree. These certificates will be a great asset when looking for a job or advancing student future career.
Breda University of Applied Sciences
Spearheading the Higher Education in Hospitality Management
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E
stablished in 1966, Breda University of Applied Sciences in the Netherlands is one of the best hospitality management institutes around the world. It is a medium-sized, government-funded higher education institute with more than 7000 Dutch and international students from around 100 countries. BUAS is internationally accredited by the UN World Tourism Organization, the World Leisure Organization, and the International Facility Management Association. Furthermore, it has an ECA Certificate for Quality in Programme Internationalization. BUAS is committed to forging ties with related fields of study and the international professional field. Likewise, the university partners with the frontrunners in the education industry and works with them on innovations and research and emphasizes on discovering new opportunities, new solutions, and new worlds together. Versatile Hospitality Management Programs In the beginning, BUAS provided higher education in Tourism and Leisure. Presently, it is the largest and leading institute in the world in the fields of Tourism and Leisure. Over the years, it has grown into an international knowledge and education institute. BUAS is all about knowledge development and research. It offers professional as well as academic bachelor's and master's programs in several domains. Some of the domains and the programs are as follows. Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ
Ÿ Ÿ
Hotel: Bachelor of Hotel Management Facility: Bachelor of International Facility Management Built Environment: Bachelor of Built Environment Games: Bachelor of Creative Media and Game Technology and Master of Game Technology Leisure and Events: Bachelor of Leisure Event & Management and six other courses. Logistics: Bachelor of Logistic Management, Logistic Engineering and Master of Leadership in Supply Chain Management. Media: Bachelor of Creative Business and Master of Media Innovation and Executive Media Innovation Tourism: Bachelor of Tourism Management and three other courses
BUAS is committed to sustainable development goals and this commitment is reflected in its degree programs, research, and the brand new state-of-the-art campus. Since its inception, BUAS has transformed and evolved within its fields of interest and anticipated changes in society at large, creating new
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domains out of existing degree programs in a natural manner to ensure curriculum relevance. Committing to its goal, BUAS plans to introduce a new professional master in Strategic Event Management, in September 2020, followed by a new professional master in Supply Chain Management in September 2021. Industry-Relevant Learning At BUAS, the students are provided industry-relevant learning throughout their course of study. In lectures, project groups, and work placements, students get ample of time for exploring the industry in detail and for interaction, guidance, and feedback. The lecturers at the University often have an international background and participate in international networks. In addition to teaching, the lecturers and study coaches at BUAS are also active in the professional field, consequently, benefiting the students with the latest trends and insights of the industry. A Flurry of Opportunities for the Students The University gives high emphasis on international experience. Thus, the students are encouraged to go abroad during their studies for a work placement or an exchange program. BUAS has a network of 128 highly reputed educational institutes abroad that offer
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350 exchange places for its students. Furthermore, the university has strong collaborations with companies around the globe. Together with the companies, BUAS provides students with challenging and relevant work placements and graduation assignments. At BUAS, no student is an average graduate. Each student is unique in his own way. For example, a year and a half after graduation, 97% of the hotel graduates from BUAS get a job. Out of those, 92% get employed at the bachelor's level. The students of BUAS are recruited in prestigious companies such as Accor, Marriott, Odyssey, and Sircle after their graduation. Furthermore, more than 15% of BUAS graduates live and work abroad and those talented students have the opportunity to join Hilton Class, which offers them a career with Hilton Worldwide after graduation. Green and Internationally Oriented Campus Environment BUAS encourages development in its small scale and internationally oriented campus environment. The campus consists of three buildings including a former convent. The buildings are situated in a green, park-like environment, at the edge of the city Centre of Breda. The degree programs in Hotel, Facility, and Tourism Management are accommodated in a monumental
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convent, along with the Sibelicious Restaurant, Taste Lab, Grand café, and the Chapel for hosting all kinds of events. Furthermore, there is a library, several study landscapes, and sport and recreation facilities for students and staff on campus. The sport and recreation facilities include a Playground, Music Room, and a Radio Station. Apart from this, all the domains have their own project spaces, labs, and workshop areas where students can work on assignments and projects. There is also space for enterprising graduates and starters. Moreover, there is an Innovation Square that offers the necessary facilities for creativity and innovation.
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training company of both degree programs which focuses on Hospitality Experiences Design. Furthermore, BUAS has adopted the teaching model of the learning community. At BUAS, students and lecturers from different backgrounds, cultures, and areas of expertise work together on real-life problems taken from the international professional field. Apart from this, the university offers several bachelor's scholarships for incoming non-EEA degree seeking bachelor's students. Changes due to the COVID-19 Pandemic Like every educational institute across
Breda University of Applied Sciences is committed to forging long-lasting relationships with its graduates. Obtaining your degree does not mean that your BUAS time is over, at least as far as we are concerned. Salient and Unique Assets Diversity in a small scale and the crosscultural setting is one of the most important assets of the university. This diversity facilitates thinking outside the own cultural frameworks and across borders and it is reflected in the respective domains. The domains have their own identity, but all are related to each other giving rise to all sorts of connections and crossovers including in the field of hospitality. Moreover, the hospitality management programs of BUAS have made it a mission to integrate the ingredients such as service orientation and experiences (hotel management) with accuracy, efficiency, and planning (facility management). This unique combination comes together beautifully in Sibelicious, the student
the globe, BUAS is also providing online education due to the outbreak of the pandemic. Presently, part of the education is being offered online, but the practical sessions such as training in kitchen and restaurants will remain bound to the campus environment within the possibilities the corona measures offer. Moreover, BUAS is characterized by personal education and it emphasizes on having personal contact with its community to exchange knowledge between its domain expertise. Thus, it has chosen to center all courses on one campus location. The university has gained great experiences in the field of online open days and webinars and plans to embrace the positive lessons learned from studying and working online for the future.
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Enhancing the Learning and Career Opportunities
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ounded 125 years ago, Ecole hôtelière de Lausanne (EHL) is the world's first hospitality management school. The Lausanne-based school grew into an international education group and today, EHL Group is an ambassador for traditional Swiss hospitality with over 30,000 alumni worldwide from over 120 nationalities. The Group, which operates two campuses in Switzerland and an international campus in Singapore, encompasses a portfolio of specialized business units that deliver hospitality management education and innovation worldwide. As the world's first Hospitality Management School, EHL has been leading the way and helping shape the future of hospitality since day one. 125 years later, pushing the envelope is still at the core of the strategy. All degrees are delivered by EHL, which is recognized as a Swiss University of Applied Science and which has an American (NECHE) accreditation. The school is privileged to have the world's strongest alumni network. Stimulating Innovation and Entrepreneurship EHL Group focuses on bringing innovative learning solutions to thousands more across the world, stimulating innovation and entrepreneurship through partnerships, the EHL Network of Certified Schools and their Innovation Village, as well as rethinking the fundamentals of world-class education in a changing technological and cultural landscape. This unique role is recognized by its regular ranking as the world's best hospitality and leisure management university (QS World University Rankings by subject). Owing to its strong alumni network, the school maintains privileged connections with the industry and this creates a substantial advantage to the young graduates entering the job market. The unique proximity to the hospitality industry allows providing students with extensive out-of-class learning experiences such as off-campus visits, collaborations with different companies on real-life business issues, and many topic-specific conferences they get preferential access to. Offering a Balanced Curriculum The campuses at EHL are developed to serve the student's learning objectives. The three campuses at Lausanne, Passugg, and Singapore offer a very different environment but are based on the same core principles of openness, excellence, and technology. Currently undergoing extensions and
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renovations, the future Lausanne campus is set to become an example for campus life and exceptional learning conditions around the world. The many additions to the existing infrastructures include sports facilities, a new restaurant with a capacity for 450 people, and twice as many dorm rooms. The school has a multi-campus structure that also allows students to discover different cultures and experience the student life and hospitality industry both in Europe and Asia.
Ÿ
Master in Global Hospitality Business: In the Master of Science HES-SO in Global Hospitality Business program, students study strategic management and collaborate with international hospitality businesses in three important hospitality markets (Europe, USA, and Hong Kong) to sharpen the leadership skills for a global career. The program is ideal for young hospitality professionals and graduates.
Bachelor in Hospitality Management: The Bachelor of Science in International Hospitality Management offers a balanced curriculum that combines industry immersion with management theory and applied business projects, for well-rounded professionals and leaders. The degree offers two pathways, academic and professional, offering you a choice of two different learning experiences and more or fewer internships. Both pathways include real-world business consultancy projects in the final semester on the Lausanne campus and deliver the same recognized hospitality business degree.
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MBA in Hospitality (part-time): Designed to accommodate busy hospitality professionals, our MBA in hospitality is delivered 80% online. A flexible online classroom allows you to earn a recognized MBA without leaving your job, as you apply new strategies and tools in the workplace.
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Culinary & Restaurant Management Certificate: Designed for young professionals with a post-secondary degree, this five month fast-paced and intense program of 25 masterclasses is dedicated to strengthening your culinary know-how, and developing managerial skills for the Food & Beverage industry.
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Swiss Professional Degree: EHL Swiss School of Tourism and Hospitality offers an attractive English language hospitality management program that has achieved Swiss federal accreditation.
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coached by two experts from the faculty in order to ensure a highly professional written report, research, and actionable recommendations. These projects get the senior students closer to the industry and often offer some careers opportunities.
Offering Exceptional Career Opportunities
Accelerating Towards Digital Future
The alumni boast an employment rate of over 96% within 6 months of graduating. As they leave EHL with a unique skillset, as client experience experts, they are in high demand outside of the hospitality industry as well. The alumni hold management positions in many different
In order to promote social diversity and talents in all programs, EHL is committed to providing a scholarship and financial aid program for deserving foreign students, and Swiss students who do not benefit from federal grants. Given the unprecedented difficulties faced
Learning from experience involves being open to new situations and perspectives, integrating these ideas, and being able to experiment in real-world situations industries such as finance, travel, luxury, or consulting. EHL also has a sizeable portion of successful entrepreneurs. Concretely, it organizes a career fair on the Lausanne campus, twice a year, which is a unique opportunity for the students to meet and network with over 200 key representatives who come to recruit from many different sectors such as hotels, F&B industries, airlines, consulting and banking companies, luxury brands, media, etc. And last but not least, the final year Bachelor students can participate in consulting projects called Students Business Projects (SBP). These enable senior students to team up over a 9 week period and dedicate themselves full-time to tackle business challenges currently faced by partner companies. Students are
globally as a result of the Covid-19 pandemic, EHL Group has also created a solidarity fund of CHF 1mio to ensure that talented students whose financial capabilities have been directly impacted by the Covid-19 crisis can continue to pursue their studies at EHL. It is part of EHL Group's DNA to continuously update and improve its academic offer. The three campuses benefit from this approach and in addition, in the wake of the Covid-19 pandemic, EHL has become? the world's best-equipped hospitality school for a digital future. This will further accelerate the Group's digital growth strategy and new offers are currently being developed, in line with the new world that is emerging from this crisis.
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The digital ďŹ ght against COVID-19
How Digital Marketing Can
Help Hotels Combat The
COVID-19 Crisis?
T
he COVID-19 outbreak has turned out to be one of the most rigorous disease outbreaks in the recent past. Almost all industry sectors are facing the severe impacts of the pandemic. The hospitality industry, in particular, is facing significant losses due to the pandemic. According to a report by the BBC, the hotel bookings in the United States have collapsed by a whopping 84%. However, despite the social distancing norms, people around the world have continued to stay connected online through social media, video conferencing, and email.
opportunity for the hotels to capitalize. Hotels can continue creating valuable and entertaining content across channels to stay connected with guests. They should emphasize brand awareness, with tasteful messaging that drives traffic to valuable content. Furthermore, the hotels should also focus on advance purchases for future stay dates with a flexible cancellation policy. In this article, we will go through five digital marketing strategies that will help hotels combat the crisis.
Presently, people are searching for an escape and for quality content to lessen their stress and enhance the quality of time at home, which has posed a great
With fewer travel brands investing in marketing, there is a huge opportunity for more visibility within organic search, thus SEO can be an effective asset for hotels in this
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1.
Search Engine Optimization (SEO)
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pandemic. Hotels can consider creating a FAQ page to increase visibility in Google Quick Answers. On the FAQ page, the questions and answers should center on the top questions regarding the hotel during the pandemic, such as measures taken on the property in line with the CDC, hotel reopening dates if the hotel has been closed, and other top concerns.
3.
Social Media
entertainment while they are at home. The following are some ideas for social media content. ¡
Creating Destination-themed Coloring Pages: Hotels can share a coloring page of a destination that people can print for their children to color. They can also post these pages in a blog post and share them on social media and email.
¡
Sharing first-person-perspective Photos of the Destination: Hotels can share first-personperspective photos of the destination and ask past guests to comment on their favorite activity on that destination. Asking Past Guests to Share Photos from their Stay: Hotels can ask past guests to share photos of their stay and trips by using a dedicated hashtag so that people can share travel memories with the hotel.
Search Engine Marketing (SEM) or Metasearch
Metasearch is also an important part of the search ecosystem. The global CPC rates on hotel Metasearch platforms are currently averaging lower than $1 for the first time in years, enabling hotel brands to participate in Metasearch platforms at lower rates and still create
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Recent statistics show that an average millennial spends more than five hours per day on social media. Furthermore, since people around the world were asked to stay home, the time spent on social media has increased significantly. Thus, this is a perfect time for hotels to stay connected and provide past guests with valuable content and
day, or temporarily closed for the time being. Apart from this, hotels should continue the ongoing SEO maintenance to ensure that the website is properly crawled and indexed to maintain rankings and visibility.
Presently, CPCs are low due to the lack of competition. So, instead of sensitive messaging, bold promotions, offers, and strong call-to-actions, hotels should keep their SEM ad copy focused on general brand awareness, driving traffic to content that adds value for people during this crisis situation.
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valuable data while driving traffic and engagement to the hotel website.
Particularly if the hotel has been closed, the content should be centered on the hotel's reopening. Furthermore, hoteliers should also update all local listings to ensure they reflect current hours or closures, update special hours by
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The digital fight against COVID-19
· Sharing Recipes from the Restaurant's Chef: Many people are preferring to eat home-cooked food due to the crisis, this has created a great opportunity for the hotels to share recipes from the hotel restaurant's chef. Hotels can also get creative and share a complimentary recipe or wine recommendation that is suitable for a particular dish. ·
Sharing at-home Spa Treatments from the onsite Spa: Hotels can serve the customers better by helping them with at-home spa tips from their onsite spa.
·
Sharing at-home workout or Activity Classes: If the hotels offer group activities or fitness
classes, they can share workout or instructional videos to attract the guests and help them stay active at home. ·
Creating a Kid-friendly Scavenger Hunt: If hotels have large family segments, they can create printable cards featuring the iconic landmarks in their destination which could be printed, cut out, and hidden by the parents to create a scavenger hunt. They can also post the printable cards in a scavenger hunt blog post and share on social media and email.
4.
Customer Relationship Management (CRM)
Managing good relations with customers is very important for hotels in this crisis situation. Hotels can create an email
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list of leisure travellers, business travellers, and group travellers who have cancelled reservations, so that when the COVID-19 situation begins to improve, they can send an email prompting these guests to rebook with added value, perks, or a complimentary welcome amenity. Apart from this, the hotels should also stay connected with their loyalty members during this time. They can consider partnering with a relevant cause or a charity and send an email to loyalty members prompting them to donate in exchange for hotel perks and rewards that can be used towards the future stay. Presently, supporting charities around the world has become very important.
5.
Creative Design
Many brands and companies are getting creative with their branding and logos to reflect the present situation and help rally people stay home for the greater good. Hotels too, can find innovative ways to redesign their brandings and logos to encourage people for social distancing and find hope in these stressful times. To conclude, though the pandemic has dampened the growth of the hospitality industry, it is bound to speed up again as soon as the crisis is over. Thus, these digital marketing strategies will surely useful for hotels to survive through this crisis and prepare for a much bright future.
Creating work ready professionals for The Hospitality& Tourism Industry
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he Tourism industry is the largest indigenous employer in Ireland with a workforce of 260,000 pre COVID-19. The Irish “Céad Mile Fáilte' is synonymous all over the world so it is of no surprise that we find Ireland's leading Hotel School located in the Irish capital of Arts and Tourism and this year's European Capital of Culture – Galway. Nestled on the west coast of Ireland Galway is the only city on the Wild Atlantic Way, the now famous Irish coastal drive stretching from Donegal to Cork. The Tourism industry is vibrant all along this route and it is well served and supported by Galway Mayo Institute of Technology and the wellestablished Galway International Hotel School. Tourism spans across sectors such as restaurants, hotels, and the food related businesses. Students who want to build a career in this global industry will hugely benefit from an accredited award from any of the leading international Hotel Schools however few higher education Institutes will have a school entirely dedicated to this fascinating industry. Welcome to Galway Mayo Institute of Technology and the Galway International Hotel School, home to Ireland's leading International school supporting the Tourism industry and the first higher education provider in Ireland to award a degree in Hotel
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Management in 1977. The school has come a long since these days and is a valued and strategic partner for tourism industry bodies in Ireland and beyond. A Rich and vibrant history in higher education Since its inception in 1972, GMIT has been tasked with serving the West of Ireland's educational needs. Today, it is one of the leading educational institutes in Ireland that offer firstclass education, an English-speaking environment, and rich European and Irish cultural experiences. It has also been awarded as the Sunday Times Institute of Technology of the year on three occasions—2004, 2007, and 2015 respectively. GMIT comprises of five campuses in the West of Ireland. The headquarters
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are located on the main Galway Campus (home to the Schools of Business, Engineering, Hotel, Science & Computing). Also in the city you will find the Galway School of Design and Creative Arts, which is home to courses in Film & Documentary, Contemporary Arts and Design. This campus is also home to RTE, the national state broadcaster, Galway Film Centre and the UNESCO City of Film office , this designation was bestowed on Galway in 2014. The second department in this school can be found 80km west of the city at GMIT Letterfrack (home to the National Centre for Excellence in Furniture Design and Manufacturing). The third campus , east of Galway city is GMIT Mountbellew and this team offers a small number of courses in Agriculture Science, Agriculture Engineering and Business. Finally, the final campus is located in the picturesque country town of Castlebar, Co Mayo. Only 70km from Galway city GMIT Mayo is located on the grounds of Mayo University Hospital and is home to courses in Nursing, Social Care, Early Childhood Education, Outdoor Education, and many other disciplines.
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GMIT's Galway International Hotel School has expanded over the last fifty years and has matured into a truly international school. Many of the staff, both faculty and the support team have worked across Europe in the tourism industry and bring a wealth of experience and knowledge to the school. The curriculum is very internationally focused as a result of global engaged with many leading industry partners and alumni. This ensures the school graduates are work-ready or able to start their own enterprise after completion of their course. The students voice is an important part of the school ethos and their input is sought throughout the academic year. Each class has one or two student representatives and these nominees sit on programme boards with faculty and managers and inform the school team on all aspects of their learning. When the school engages in programme reviews and curriculum development the student input is a vital part of that process. When the school develops new marketing material or promotes courses or opportunities to other learners it is very common to hear from students at these events as they take pride in being part of a special school and organisation. As a result the relationships between the faculty and students and managers is very professional, open and constructive. Faculty instigate an open-door policy often meetings students to provide extra support outside of class if a student falls behind or struggles with a project or assessment. This type of interaction is very common across GMIT where faculty will go above and beyond for students who are committed to their studies and work hard. However, if you fail to show up for class or skip assessments you might expect a different style of engagement when you next meet your lecturer in the classroom. Imbibing latest trends in Courses All courses developed in the Galway International Hotel School are student-centered, and industry-focused providing students with the essential skills they need to begin a career in the Tourism industry. Furthermore, courses host guest lectures and masterclasses are typically offered by leading industry personnel. As part of the course, the faculty schedule visits to industry partners for students, and specific courses include a mandatory European education tour. Also, all courses have a mandatory work placement component as part of the course, thereby ensuring that all students spend time working with industry practitioners and learning form the best. This style of engagement, accredited work placement, industry visits or masterclasses ensures students are learning from approved industry partners. It also provides the school with an opportunity to ensure students are learning the latest industry trends and clearly demonstrates how agile and nimble good tourism leaders need to be in this ever-changing world.
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Student-Centric Campus Environment Students' growth, both academically and socially, while being members of the campus community is a significant part of the university's success. The campus environment across all five campuses varies due to the geographical location, but one trait they all have in common is the 'student-centered' focus. To create a student-friendly environment, students and staff are on first name terms. Managers across schools and functions are available and accessible to students. GMIT has an outstanding team working across Student Services and Academic Affairs who provide many supports to students if and when needed. The main campus hosts a small medical unit, a counselling service, a chaplaincy to support spiritual needs and a team of administers who can guide students in the right direction. In addition, this team is home to the Institute's vibrant Careers and Employment Service which provides many different support tools for students when seeking employment and graduate opportunities. At the Galway International Hotel School students also have access to facilities such as training restaurants and specialized kitchens, lecture theatres, demonstration theatre, food, beverage, and food science labs. In addition to the usual dining choices on campus, students are permitted and encouraged to use the Galway International Hotel School's training restaurants. These facilities offer genuinely accessible dining options for students from Monday to Friday. With such a vast range of student services, supports, and activities, Galway International Hotel School is a great school to learn and thrive for students. For many students, sport is an integral part of life, and the Institute supports this in many ways. The Students Union, located on all campuses runs many different societies including sporting clubs for Soccer, GAA (Irish football, hurling and camogie), Archery, Rugby, Basketball, Cricket, Water-sports and Cheerleading but to name some.
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Financial Aid Today's skyrocketing cost of higher education is not affordable for many families. GMIT understands this and offers support to students in a number of ways. In addition, students who come from within the EU are eligible to pay only the student contribution fee. However if students are from outside of the EU, the Institute offers very competitive fees and some scholarship opportunities. For more information on international fees and scholarship opportunities please check out the website at www.gmit.ie/international/non-euscholarships The world is your oyster – accredited work placement and more Ensuring any industry has a vibrant talented work force is the responsibility of governments worldwide. Tourism is undoubtedly a truly global industry and at GMIT ensuring students are ready for all aspects of work placement is a key focus for staff in the LINKS Office at the Galway International Hotel School. This small team work with all students to help them prepare for work placement and find exciting graduate opportunities as they reach the end of their course. GMIT opened the LINKS Office in 2008 and the team work with over 500 students annually. All degree programmes have thirty-week placements, some in Ireland but many overseas. Due to a global alumni network and a dedicated LINKS Office team these placements are located across all five continents ensuring students truly can learn from the best. In addition to the above the LINKS Office team also organise and hosts the annual Tourism Careers Fair in early spring. This is one of the many collaborative highlights in the school academic year as more than 80 employers from around the world attend this event to meet students and discuss their career opportunities or work placement needs. Many students have organized career options long before the
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final examinations start and this provides a huge sense of achievement as they are nearing the end of their course. New plans for students and industry Cáit Noone, the Head of School and Vice President of International Engagement, is very optimistic about the future of the tourism industry and believes that it can adapt when required to do so. She joined the GMIT in November 2007, having worked overseas for sixteen years. She is joined on the School Management Team by two every experienced industry practitioners – Jacinta Dalton, Head of Culinary Arts and the Service Industries and Diarmuid ÓConghaile, Head of Heritage and Tourism, Languages, Communications and Humanities. Cáit believes that this current global pandemic COVID-19 has presented opportunities for higher education to embrace innovation and think differently. Delivering courses with social distancing is presenting new challenges but moving all learning online is simple not an option as courses across GMIT have practical components, a feature enjoyed by many students and a truly unique practise in Irish Institutes of Technology. “Faculty are currently working on developing a hybrid model of delivery from September which will allow us to deliver some classes on campus and the remainder online. This means students can still continue with their preferred course of study once they are allowed to travel”. Moreover, schools like the Galway International Hotel School are full of bright, talented, creative minds, and that is just the students! Noone is keen to investigate how students might be part of the COVID-19 industry solution. Faulty in our school often work with industry partners on business related challenges, we will be looking to struggling businesses to continue working with us and we will be keen to hear from students as to their proposed solutions. In addition, the school team are keen to work with industry
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partners to encourage them to use this downtime to continue their professional development. With some of the courses moving online for September this could be the right time for upgrading qualifications or learning a new skill. She further states, “Technology has allowed us to change how we do our business. Now, let us use technology to do what we need to restart or change our business model. As experienced educators and industry partners, our brains are often tired because we know the roadblocks ahead, leaners in the classroom are often not inhibited by such blocks and find ways around problems that we may have not considered.” The Future is Bright In today's ever-changing world, strategic planning is a keystone for higher education organisations and GMIT is no different. In April 2019 Ireland's Minister for Higher Education, Ms. Mary Mitchell O'Connor, officially launched the new strategic plan that will take GMIT to 2024. The new strategic plan represents the next stage of GMIT's growth as it transitions to a Technological University (TU) together with its CUA partners, Letterkenny Institute of Technology (LYIT), and Institute of Technology Sligo (ITS). This plan aims to provide a transformative university experience for students, empowering graduates to fully contribute to the social, economic, and cultural enrichment of society. This new plan has significantly informed and influenced the new strategic plan recently developed by the Galway International Hotel School strategic committee. Noone is not giving away too much as to how this plan will evolve but it is clear with the arrival of Dr Orla Flynn President at Galway Mayo Institute of Technology and a clearly defined roadmap for GMIT to work towards becoming Ireland's next Technological University the Galway International Hotel School will feature in this new entity as it continues to serve the region, island and global tourism industry.
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St. Thomas Aqu College The Pinnacle of Hospitality Education
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he hospitality management industry is growing at a fast rate, with work openings ranging from country clubs and hotels to event planning and restaurant management. Various colleges and universities are now offering an academic program in hospitality and helping students develop an entrepreneurial spirit, versatility, and strategic thinking. Such colleges unlock the potential of both the sector and the nation's talent pool. St. Thomas Aquinas College (STAC) is one of the leading colleges that has been catering to the needs of students since its inception in 1952 within the framework of its Judeo-Christian values, striving for an atmosphere of mutual understanding, concern, and cooperation. Located just 15 miles north of New York City, STAC's campus offers students quick access to cultural, internship, and career opportunities in one of the world's most exciting cities. It's one of the key reasons why students are attracted to STAC. Great Campus Amenities STAC is a four-year liberal arts college featuring a 60-acre campus that provides a safe, welcoming place for students to study at the undergraduate and graduate levels. The college offers several facilities to ensure that students are enjoying their life at STAC. Following are some of the facilities available on campus: Ÿ Borelli Hall: Is a green-designed, LEED-certified Silver building that features new classrooms with interactive board technologies. Ÿ Costello Hall: Holds the science laboratories, technology theaters, and Azarian-McCullough Art Gallery. Ÿ Spellman Hall: Houses a multi-room technology corridor, with a state-of-the-art communication studio where students produce their own news show, and technology & language labs. Ÿ Lougheed Library: Provides a variety of online research opportunities for students. Ÿ The Bloomberg Professional Laboratory: Provides students with the same platform for news, data, analytics, and research used by the world's leading banks, corporations, government agencies, and public policy makers, law firms, libraries, energy companies, and media outlets. Ÿ Aquinas Hall: Houses athletic facilities and a fitness center. Ÿ Maguire Hall: Is home to classrooms, art studios, and the Sullivan Theater.
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Along with this, the college has a campus ministry office, a health office, and residence life, career development, and counseling services. All these facilities play a crucial role in the enhancement of students' professional and personal life. Offering Hospitality Management Courses Along With Experienced Faculty The courses offered by STAC are developed in line with industry standards, trends, and employer expectations. These courses aim to provide students with the skills, knowledge, and confidence to enter the world of hospitality upon graduation. This includes Introduction to Hospitality, Management and Operations in Hospitality, Leadership and Management in Hospitality, Service Technology and Innovation in Hospitality, Hospitality Law, Ethics and Risk, Hospitality Finance and Revenue Management, Hospitality Internship and Event Planning and Management. With STAC's hospitality management program, students will stand out from the crowd and become productive members of any team. The program falls under the School of Business that boasts a range of highly qualified and experienced faculty. Angela McDonnell, the Hospitality Management Director and Professor, has over 20 years experience both in the industry and in teaching. She has worked internationally in Hong Kong, Maldives, Mauritius, and in Europe in the UK, Ireland, France, and Germany. Her experience and passion for the industry are evident in both her enthusiasm for teaching and her commitment to curriculum development.
and the School of Education. It also offers students the opportunity to take part in college athletics at Division II, varsity, club, or intramural level. Moreover, the college provides a Master of Business Administration (MBA) program with concentrations in finance, hospitality management, management, marketing, sport management, and general MBA. Along with this, STAC provides a Master of Science in Education (MSEd), with concentrations in autism, literacy, and special education, and postgraduate certificate programs in autism, literacy, and special education. It also has a Master of Science in Teaching (MST) program available for individuals without a background in teaching education who are seeking a career change. Matching Pace With New Trends At STAC, Hospitality Management students get exposure to new trends, predominantly in teaching and assessment. The college has developed all teaching materials with both new trends and future developments. The main objective of the assessment is to give students access to the industry through business connections and networking. Assessment methods are research-oriented, and students are offered several industrybased evaluations that include a case study of operations using Enterprise Rent-a-Car and a Management consultative report in partnership with the Hilton Hotel group. Prof. Angela is actively involved in the industry and strives to maintain contact with the industry, working collaboratively with them. The key goal of the program is to create graduates who are prepared and motivated to enter the industry of hospitality.
A Multitude of Courses Financial Aid Apart from the hospitality management program, STAC offers over 100 majors, minors, and specializations in the School of Arts and Sciences, the School of Business,
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STAC's goal is to help students and their families understand the financial aid process and make a college education affordable.
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Therefore, the college has elected to participate in the New York State Enhanced Tuition Award Program. Because of this, over 85% of its students receive scholarships and grants as part of their financial aid package. Students must submit the Free Application for Federal Student Aid (FAFSA) each year so that they can continue education. Also, STAC grants academic and merit scholarships from $5,000 up to 70 percent scholarships. It provides need-based aid from the college as well as athletic grants and all federal and New York State aid programs. As a result, the college has become one of the lowest private college tuition rates in New York State, and scholarships make it even more affordable. It is also a member of the Yellow Ribbon program for veterans enabling a qualified veteran to study with a full-tuition scholarship.
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Chesapeake Bay and Marina to present various opportunities. Also, Prof. Angela has formed a Hospitality Community of Practice (HCOP) which acts as a recruitment mechanism to secure internships. Upon graduation, Prof. Angela envisions students securing full-time employment in a supervisory capacity in the industry. In some cases, students who have been highly successful in their internships are accepted into Corporate Management programs. Overcoming Global Challenges Today, the Coronavirus pandemic has changed business in every way possible. The education sector is no exception. At STAC, approximately 2000 students who would generally be in a conventional
Note to the students We strive to promote student learning, empowerment, and accountability through activities, programs, and events. Furthermore, STAC's staffs are available year-round to help students get all the information they need about qualifying for, applying for, and receiving financial aid. Numerous Internship Opportunities For students to develop crucial knowledge and skills essential for career development, STAC offers courses that include a mandatory internship, a type of internship which is decided upon with the student. Internship opportunities are both local and statewide, and other internships include a wide range of Food and Beverage operations. In addition to this, through its extensively active alumni, the college has formed a partnership with Hyatt Regency
classroom environment on campus had all moved to online instruction. The college mobilized all efforts to have as seamless a transition as possible for its students. Its faculty quickly embraced online learning to ensure that for the rest of the spring semester, students could still study. Administratively, since the onboarding of the College's new president, Kenneth Daly, he and his staff have been working tirelessly, planning for the safe reopening of the College on September 8th, when oncampus learning will resume. The College is in continuous touch to ensure their students and partners are being served in the best way possible.
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Offering personal, excellent and entrepreneurial education
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n today's dynamic world, industries are getting more customer-oriented, including the hospitality industry. It is important to have good management with all qualified staff to provide a better quality of service. Hence, the role of universities that are offering excellent hospitality and tourism programs is becoming more crucial. Numerous students are aspiring to take advantage of the situation and get established in the industry. It is important for them to inculcate all the necessary management skills and apply them to the real world. If you are a student looking for a career in the hospitality industry, Tio University of Applied Sciences for Hospitality, Business, and Tourism is the perfect place to begin your journey. Tio University of Applied Sciences is a private institution located in the Netherlands, offering award-winning bachelor programmes in the fields of tourism, hospitality, event management, and business. Students are offered three vocational programmes and six bachelor programmes, of which four are offered fully in English. The Bachelor of Hotel & Event Management combines the best of two industries i.e. the world of top-class hotels and five-star restaurants with that of major events and conventions.
“Learning by doing” Throughout the programme, you will gain all the necessary management skills while specializing in hospitality and event management through a challenging curriculum. Besides this programme, you can also opt for Tio's International Tourism Management, International Business Management, and Commerce, Entrepreneurship and Organisations bachelor programmes. Tio University of Applied Sciences follows a small-scale and personal education model, to enable personal attention to each student. On average a class comprises of just 11 students. This ensures that you get adequate personal attention allowing you to reach your full potential. Tio believes in learning by doing; you will be constantly challenged to apply everything you have learned in class. It is guaranteed that you will improve your entrepreneurial skills. Alongside this, you will also learn how to be a top-manager while gaining many international experiences. All the lecturers teaching at Tio have extensive experience in their respective fields and help the students to excel during the projects. A student is guaranteed to have interesting
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internships as Tio has an international network and excellent contacts within the industry. Encouraging students The bonding within the industry helps Tio to provide students with a personal, hands-on approach and many opportunities to excel. All the programmes have been proclaimed as the best programmes of the Netherlands in their respective ďŹ elds. Tio doesn't believe in numbers as no student is a number here. All lecturers know their students by name. This helps in motivating the students and creates a study environment in which students feel safe and welcomed. Tio believes in an open-door policy that fosters transparency and encourages students to ask any questions that might help you in the present as well as in the future. In light of this, every student gets assigned a study coach to keep track of the study progress. Besides this, the campuses are equipped with great IT facilities, working areas and several practice classrooms such as restaurants, the professional cooking studio and the hotel reception room. As a private
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institution of applied sciences, Tio responds quickly to the demands of the industry and to student's wishes. It believes in anything that is being suggested today can be implemented tomorrow, ensuring the programmes are always fully aligned to the most recent developments in the industry. Hands-on experience for all the Students To thoroughly prepare you for a professional career, Tio oers the opportunity to go on an internship thrice. Students will encounter several growth opportunities at the university. On top of that, students wishing to excel can opt for the minor management development internship, during which the student gets acquainted with the role of manager and develops all the necessary skills. You can also choose from a variety of internships at top-class companies and organizations both in the Netherlands as well as abroad. All thanks to Tio's wide national and international network within the industry. The hands-on experiences during the studies at Tio help the students and also employers during the deployment. Many of its alumni choose an entrepreneurial career and start their
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own business after graduating. The alumni network helps these former students in kick-starting their careers. Affordable programs along with financial aid Today, a quality education costs a lot of money but being a private institute, a bachelor's degree at Tio is more affordable than one might think. EU students can use the Erasmus loan system to finance their international internships and non-EU students can use the available scholarships, with the help of which you can practically finance the programs. EU students can be eligible for
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Recently, two new Dutch study programmes have been launched: Business Economics and Law. Also, the English programme International Business Management will be offered at the campuses in Rotterdam and Eindhoven, allowing its newest international students to get acquainted with the “business heart of the Netherlands” and the “city of innovation”. Defeating the pandemic Many industries are being affected by the current pandemic situation and everyone is handling the situation in their own
At Tio, you are surrounded by motivated students and lecturers with extensive practical experience in their respective fields. student finance provided they work a minimum of 56 hours a month based on an official employment contract, or if the student has lived in the Netherlands for 5 consecutive years or more. For non-EU students, Tio offers scholarships of 25% or 50% of the tuition fee, based on previous study results and a motivational letter. These measures ensure Tio can welcome as many international students as possible, allowing for an international atmosphere at the campuses. Developing future programs The programs offered today cannot be offered tomorrow as there is constant change in the industry. This would result in a static course that would disinterest students. Tio is constantly working on further developing a new portfolio of study programmes along with improving the curricula that are currently standing.
ways. Once this pandemic is over, there will be an inevitable influence on the hospitality and tourism industry, but as this industry has proved its resilience multiple times in the past, it is likely that the upcoming challenges will be tackled. To a great extent thanks to the newest hospitality and tourism professionals making their way in the field. Tio has the ability to respond quickly to any external development. In light of the current pandemic situation, all students were offered online lessons from the very first moment of the partial lockdown in the Netherlands. Also, it provided all students with the flexibility to select their own study path by offering the option to postpone internships and to get online classes in summer instead. When it comes to international admissions, Tio is working hard to welcome as many international students to the Netherlands as possible.
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Hospitality Education & Career Opportunities
Innovation In
Hospitality Education And Career Opportunities
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he travel and tourism industry and hospitality education are transforming. Each year, over 1 billion tourists travel to another country and the number keeps growing. The industry by 2026 will support 1 in every 9 jobs i.e., 370 million jobs. The sharing economy, technology, and innovation are reshaping and personalizing the consumer experience. For example, Airbnb is valued at $30 billion—that's as much as the world's largest hotel chain, Marriott International. The last two decades have seen an
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increased sense of self-awareness and reflection regarding the current state and the future evolution of hospitality. Virtual and augmented reality have been driving innovation across sectors, creating new layers and multi-sensory experiences in gaming, dining, hotels, retail, and entertainment. These have created a new need for the internship/industry experience, preparation for industry employment, leadership, hospitality management and organization, and ethics. Hence, the most important factor in developing a curriculum that ensures graduates' success in their career is the hospitality program's ability to deal with changes. Education – The Cornerstone Hospitality education began as vocational – artisanal and practical in nature based on standard practice. Later, hospitality education evolved increasingly into management science based on research and empirical evidence. But in an economic environment, which depends less and less on norms and standards or on processes and traditional economies, it is unlikely that either approach will be sufficient to address the needs
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of today's post-industrial environment. It is reasonable to believe that hospitality education must now enter the third phase—while not completely abandoning practice-based vocational science—must at the very least embrace a substantial new aspect based on arts approaches and design. Vocational knowledge is based on transmitted know-how generally of a less intellectual and more practical nature-based on mastery of existing techniques as judged by other masters. Tomorrow's hospitality leader needs not only to learn to act according to develop the competencies to think critically, measure satisfaction and performance, and apply a set of tools to achieve standards, she/he needs to be able to create a complex new environment and
experience and then shortly thereafter tear it all down and build it over again to achieve a new surprise. To reiterate, while this more artistic approach will not simply replace the practice-based training and management science education as a new model, it will be an element that will complement both. It is impossible to create new experiences without knowing traditions and techniques, and management of business processes, people, and performance, especially in the new era of sophisticated distribution and advanced technology, will continue to be relevant and necessary. Experience Is Career Ladder Management roles can be found in all sectors of the hospitality industry. Because companies in the
hospitality industry operate multiple units, a manager with multi-unit responsibility for a restaurant, pub, hotel, club, or catering outlet, is viewed as absolutely crucial. Where there are large numbers of small units, for example, the restaurant and contract catering sectors, there is also a requirement for large numbers of multiunit or area managers. To operate the large size and complexity, specialist managers, such as HR, marketing, or finance, are commonly hired at the head office level rather than working within the units themselves. The career opportunities available in these categories of management roles vary considerably across the industry. One of the greatest factors is its size and complexity. Generally, unit management in smaller units in restaurants, hotels, contract catering outlets, or pubs tends to be hands-on and focused on
operations. Larger operations, for example, hotels, the general manager is increasingly required to focus on longer-term strategy, product, and market development, and it is his or her deputy who focuses on the day-to-day operation. Toward a New Paradigm Preparing students capable of meeting the challenge of innovation involves higher education establishments. Institutes now create sustainable educational programs that provide students with the necessary skills for the business world of today and tomorrow. Young students need a natural transition from being qualified to being competent. To empower them, industry-inspired schools that have evolved and adjusted to higher education standards are more
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Hospitality Education & Career Opportunities prominent in some countries than in others. Equally noteworthy is the fact that some countries are absent from the top listings, whilst the economic importance of their hotel sector would certainly justify the presence of a strong hospitality education system. Many schools have redesigned their practices or recontextualized them putting the focus on managerial experiences. The fact that students participate in operational activities is sometimes seen as undesirable in view of university standards and regulations, whilst a lack of preparation for practical work will generally jeopardize industry relations and graduates' options for career entrance. The development of the educational system and institutions is one of the driving forces behind this movement that prioritizes theoretical over practical education. Practical facilities are expensive, and budget restraints have caused schools to eliminate the corresponding educational experiences or to outsource these, e.g. in cooperation with a commercial business. These measures have affected the competitiveness of “academicized� curricula as prospective students value the existence of practical facilities in their study choices. Scope and Future Will Not Disappear But Take Different Form The insertion of hospitality programs in an academic environment has contributed to the maturity of the discipline, in the sense that schools and universities have become sources of knowledge, whereas initially discipline knowledge would be generated elsewhere: in business environments, governmental studies, think tanks, etc. But this maturity has also turned the vocational roots of these programs into a constraint. Institutes have tied curriculum development too close to the needs of the industry and have prevented the subject from expanding into a consideration of the wider issues which are raised by and underlie hospitality. Economically, the travel and tourism industry alone has contributed a whopping $8.9 trillion to the global economy in 2018 and generated 319 million jobs. In fact, this industry has a growth rate more than the world GDP put together. This dictates volumes about the substantial contribution the travel and tourism industry has been making, continually, to the global economy. Career opportunities such as accommodation manager, chef, and hotel managers attract a wider range of students seeking organizational and time management skills. These hospitality management jobs are rewarding as well as challenging. The career progression in this industry is also fast, thanks to the abundance of opportunities available.
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