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Industry & Alumni

Industry & Alumni

Advanced Revenue Management: Strategy, Tools and Culture (in collaboration with HSMAI)

1-2 December 2019 (Sunday, Monday)

Instructors:

Dr Basak Denizci Guillet
Associate Professor
School of Hotel and Tourism Management
The Hong Kong Polytechnic University

Dr Kelly McGuire
Author and Analytics Evangelist, MaxRevenue Consulting
Board Member, HSMAI Americas Revenue Advisory Board

Course Outline:

This module is offered in collaboration with HSMAI, and it comprises of two sections: (1) Strategic revenue optimization for the revenue director and (2) Implementing revenue management procedures to food & beverage, spa and meeting space. The first section begins with developing a business strategy for your hotel in terms of pricing and commerce. The strategy guides the working across sales, revenue and marketing to maximize results. This includes data visualization – how to use tools to show your data in a way that General Managers and Sales & Marketing people can engage with. Developing a revenue culture across the hotel is important as every staff member is a potential revenue driver. The second section of this module is about implementing revenue management procedures to food & beverage, spa, meeting space, and indeed across all operations.

Digital Transformation in Hospitality

4-5 December 2019 (Wednesday, Thursday)

Instructors:

Dr Sangwon Park
Associate Professor
School of Hotel and Tourism Management
The Hong Kong Polytechnic University

Prof Chris Cowls
Visiting Professor
School of Hospitality and Tourism Management
University of Surrey

Course Outline:

The advancement of information technology is fast changing the world around us, enabling the industry to solve traditional problems by the novel use of those digital approaches. Hospitality and tourism managers are required to understand innovative trends of digital transformation in their industries and estimate potential impacts on their operations and marketing strategies. This module will discuss the notion of digital transformation in general and talk about innovative developments of it in the hospitality and tourism fields. In addition to a comprehensive understanding of digital transformation, this module will share successful cases of digital transformation, particularly in the hotel industry and best practices of it. There will be a focus on how the smart application of digital technology can transform a hotel management team’s understanding and control of a critical factor affecting hotel performance – People Management. Additionally, the module will discuss how - with the proliferation of smartphones - all staff can engage with, and benefit from, the digital transformation that is sweeping through the hospitality industry.

Luxury Management in Hospitality

6-7 December 2019 (Friday, Saturday)

Instructor:

Dr Suzanne Godfrey
Independent Brand & Marketing Consultant
Lecturer and Specialist in Luxury & Luxury Hospitality

Course Outline:

The synergy between luxury and hospitality, and the value that can be gained from a fundamental understanding of the concept of luxury, is an asset to managers in the industry today. It is particularly relevant to anyone working, or wanting to work, in the luxury and hospitality industry, where there is a strong service mentality and guest experiences is highly valued. This module explores the concept and characteristics of luxury. It defines the rules of luxury and key components of a luxury strategy as a basis for building a brand’s luxury credentials. It analyzes the motivations for luxury and how the client or guest needs, desires and expectations are changing; how the meaning of luxury is evolving and the impact this is having on the luxury and hospitality industry in relation to managing the brand and staying relevant. It looks at service excellence and service philosophy as an opportunity for differentiation, and how service is applied in the context of luxury and hospitality as a basis for creating guest experiences. The role of marketing in maintaining a brand’s luxury image and selling “the dream” is assessed, with a focus on marketing communications, digital, collaborations, sponsorship and events, and the value of brand extensions.

Creating Smart Hotel Operational Concepts through Design Thinking

9-10 December 2019 (Monday, Tuesday)

Instructors:

Prof Thomas A. Maier
Associate Professor – Hospitality Management
University of San Francisco – School of Management

Dr Harah Chon
Lecturer, MA Design
School of Design Communication
LASALLE College of the Arts

Course Outline:

Design can play a key role in hotel market positioning and quality expectations. Service system innovation and technology driven creation of enhanced personal customer experiences can also improve operating efficiency. Introducing augmented reality to service system re-design to address labour productivity issues are key constructs of smart hotel application. The following design-based innovation topics will be covered to create new Hotel and FB-service system approaches that can differentiate market position and enhance operational efficiency: augmented reality menu design, support services productivity enhancements, integration of technology and service personnel, smart hotel physical spaces.

Innovations in Hospitality Industry

11-12 December 2019 (Wednesday, Thursday)

Instructor:

Mr Richard Hatter
General Manager, Hotel ICON
Adjunct Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

Course Outline:

Apart from being a highly respected teaching facility and among the best places to stay in Hong Kong, the upscale Hotel ICON opened by The Hong Kong Polytechnic University is also a test bed for hospitality innovation. To bring the vision of ICON to life, the innovative leadership and culture has forged a creative path to develop the brand and brand story.

Drawing innovative examples from Hotel ICON as well as other hospitality players, this module will discuss why and how innovative leadership and culture can thoroughly inspire leaders in recognising opportunities and implementing improvements, attracting a wider range of customers, improving operational efficiency and to bring forth a more personalised guest journey which could enhance the overall guest experience and satisfaction.

Participants will gain hands-on practical experience with immediate take-out for hospitality industry application, and have the opportunities to discuss issues related to their own experiences in managing innovations.

Managing Organizational Change and Transformation

13-14 December 2019 (Friday, Saturday)

Instructors:

Prof Brian King
Associate Dean and Professor
School of Hotel and Tourism Management
The Hong Kong Polytechnic University

Ms Cindy Cheng
Founder and Consultant
SoTi Consulting

Course Outline:

The hospitality industry is experiencing substantial disruption and a shift away from the prevailing paradigm. This challenge demands that organizations and their leaders are alert to external environments and take steps to embrace change. This module examines how recent developments in domains such as online communications have created greater market transparency and have placed unprecedented pressure to deliver immediacy. It explores how organizations are handling people issues arising from an increasingly multi-generational workforce. Managing organizational change involves cultural transformation. As is the case in many industries, hospitality and tourism organizations must develop a culture that embraces constant change. To sustain change over time, it is essential for industry leaders to be able to influence the mindsets of employees to bring about the desired behaviors.

This module presents industry leaders with insights into some unfamiliar challenges in the context of organizational change and transformation. Participants will gain valuable insights about change that will broaden understanding and alter perspectives, specific applications, frameworks, and techniques that will help drive mindsets and behavioral change across an organization.