On December 9, Glion celebrated a new class of graduates at the Montreux Music & Convention Centre with a ceremony gathering 284 students donning traditional robes and hats to mark the end of their Glion journey.

The ceremony was presided by Mr Guy Bentley, then-CEO of Glion Worldwide, and featured inspiring speeches by InterContinental Geneva GM Mr Jurgen Baumhoff and SGA President Mr Alexander Ten Hoedt, before Glion’s interim CEO, Mr Philippe Kopcsan, put an end to the ceremony by asking all students to throw their hats in the air.

You can watch the ceremony in full here:

The graduation ceremony was the first to include a cohort from the Glion London campus, where students started studying since the opening in 2013.

We had the chance to sit down with a couple of them, Daniela Neiderer and Claudia Dalla Torre di Sanguinetto, to ask them specifically what their time at Glion consisted in, what activities they took part in, what challenges lay ahead and how their learning and connections will help them progress in their career. It was also a chance to find out first-hand what key elements make studying – and living – in one of the world’s biggest capitals, even more special and rewarding.

Watch their interviews below:

Finally, our London students gathered for another prize ceremony conducted by the Glion London staff where the equally important awards for best business appearance, Glion Spirit and commitment to excellence were handed out. We recorded it live on our Facebook page:

Here’s to the first cohort of Glion London graduates! Good luck in your future careers!

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Glion alumna Marina Franolic is an excellent example of how one person can truly make difference in the global hospitality industry.

After graduating from Glion in 2002, Marina abandoned the idea of a career hospitality and launched her career in real-estate investment and development. Years later, she returned to the hospitality industry, but not to work in the many hotels that had sprung up around Croatia. She chose a riskier path aimed at elevating Croatia’s hospitality sector to a global level.

In 2012, Marina founded the Adria Hotel Forum, a leading Southeast European hotel investment conference held every year in Zagreb, Croatia and visited by regional and international hotel industry experts. Over the past five years,  the AHF has grown and raised the level of tourism and hospitality development in Croatia, thereby creating better opportunities for international hospitality projects and careers.

The fifth edition of the AHF will take place in Zagreb on February 8th and 9th 2017. As the event is fast-approaching, we caught up with Marina to learn what inspired her to create this forum and here’s what she said.

What career steps led you to become the founder of an international hospitality conference?

After graduation, I started out in hospitality, but I quickly discovered that the hospitality industry in Croatia wasn’t really up to the level of my education, meaning that I was looking at things as a business professional, wanting to develop hotel businesses and in Croatia hotels were just getting started, still sorting out the operational level. So I went into investing and real-estate development.

“I got back into the hospitality industry when I started the Adria Hotel Forum about five years ago. Croatia was experiencing significant growth and I decided not to open a hotel, but to open the hospitality sector in Croatia to the global trends.”

In Croatia, the hotel market at the time was very different from the international market.  Here, the hotel investors and operators are the same, whereas in a larger global company, the investors are separate from the operational managers of company. Also, we have very few global chains here. So my question was “Why are global operators not in the region” So I started the forum to find out what is happening, why the global companies are not operating hotels in the region.

Nobody knew me at that time in the local hospitality industry because I was not working in it. But when I started and approached the president of the hoteliers association and other local industry leaders, they supported the initiative because they also wanted to get broader insights and to expand tourism in the region. At the time, hoteliers from Croatia had to travel to learn about the global hospitality industry. So they welcomed a local event that would bring the global industry to Croatia.

How has the AHF impacted professionals and the hospitality and tourism industry in your region?  How has it evolved since you started it?

The first edition of the AHF was a great success, it was really a local forum, with many local hoteliers meeting to discuss challenges, development etc. Currently, we have about 85% of the hoteliers from the region attending, but they only represent 60-70% of total attendees while the others are international.

Our panelists come from all over Europe, and we bring higher level professionals from international hospitality companies.

We are the only conference in this region to attract such large number of global professionals. We collaborate with regional ministers and bring public and private sector representatives with the goal of developing the industry.

What skills or tools should students be developing for careers in the hospitality industry?

In Croatia, as in many developing markets, we are missing highly educated professionals for the hospitality industry. Universities here offer some tourism management programs, but they still focus on traditional learning, and most of it is from books.  So the students are never exposed to the real world of hospitality, hotel operations, international customers, etc. Education that offers a balance of academic theory and hands-on learning and internships is what’s needed.   

“To be successful in the hospitality industry, students need the skills to run a hotel properly and to provide good customer service. They need the cultural and personal skills to communicate, understand customer wishes and desires, and to work with teams.”

Overall, in Croatia, developing hospitality and tourism needs to focus on service training and  professionalism to improve the customer experience.  Also, the number and range of products available is not enough, we are still perceived as selling mostly  sea and beach vacations, and the offer is limited. In food and beverage industry, we also need to raise the level. Also for event management and the MICE sector, we have no capacity to host conferences and large events, we don’t have anything set up for over 1,500 people.

“Hospitality professionals need professional development courses, ongoing training, and global exposure.”

At a global level, technology is developing, but it should not overshadow the human aspect. We are all focused on the tech tools that are developing, but millennials are looking for an authentic, traditional experience.

“We need to go back to the roots of hospitality and provide a connection with the people and culture in an area.”

That is what all the comments on AirBnB are about, how the owners really welcome people or put them in touch with local activities and guides.

That is the future of hospitality, using technology to free up the time and resources to connect with people. Not using more technology to replace interactions

Glion memories and alumni connections

What are your best memories from Glion? What was your experience like?

When I think of Glion, I still vividly remember the beauty and amazing atmosphere there, I remember the sunset from my rooms. It was a privilege to study in such an inspiring environment, and I don’t just mean the campus.  I always recommend Glion to people I meet. Glion gives us great knowledge about team work and how to work with people from many different cultures. It opened me up to global connections. Today, I realize how important that is and I want my children to go to international universities.

In the program, I also cherished the team work and projects, because this is an essential quality. The connections with the teachers were also very enriching, I received a lot of personal attention and assistance. Working with real companies helped me have confidence in my first communications with companies and taught me how to work with real industry partners.

How did Glion help you to get to where you are today?

Glion gave me the right hard skills to be successful right away and that is what we are missing in the professionals here. When I was at the Hotel Savoy in Florence on internship, I was already prepared to run the Hotel Reservations department and I was asked to replace a departing manager. I was able to do the job, I had the right skills and they didn’t need to replace that manager while I was there. There was the benefit for the hotel and for my experience.

Being a Glion alumna and the “Glion Spirit”, what does it mean to you?

Glion connections really stick with you wherever you go, and whatever you do. And the Glion name holds a lot of weight in the industry. When I started the AHF, I wasn’t well known in the local hospitality industry, it helped me a lot because when I presented myself to possible panelists and sponsors, it opened many doors.

“When someone says they are coming from Glion they have a better chance of getting an opportunity because industry professionals know and appreciate Glion.”

Just recently, I was contacted by a professional in Germany, and we realized we are both Glion alumni. It creates a connection and a common ground, even if we are not from the same year. It’s like we already know each other. The Glion Spirit is really strong inside, we have a connection among the alumni, we can talk like we’ve known each other for years.

We thank Marina for her collaboration and for dedicating her time and knowledge to making the tourism and hospitality industry a bigger and better career field for the future generations. 

 To see the program and sign-up to attend: visit the Adria Hotel Forum website.

Glion’s New Venture Creation specialization on the Bachelor Degree in Hospitality

Marina’s story is similar to that of many Glion alumni these days. It shows how a hospitality management degree, and especially one from Glion, can lead to careers outside of the hospitality industry while  keeping the door open for new venture creation in the hospitality industry when the time is right.

Based on the growing number of entrepreneurs among our alumni in the hospitality industry, Glion Institute of Higher Education is launching a new specialization called “New Venture Creation” on the Bachelor Degree (BBA) in Hospitality Management.  The first students will begin the courses in Semesters 6&7 in July 2017 on the Bulle campus. This new specialization will entice those students who seek the freedom and excitement of new venture creation, and who are willing to put in the hard work that is needed to create a new business. More details on the courses will be announced soon.

The post How one Glion alumna is changing the hospitality industry appeared first on Glion Blog | Glion Institute of Higher Education.

Switzerland offers an amazing array of winter activities for people of all ages.  We’ve put together this little guide of the things to do in Switzerland this winter, with many activities that are nearby the Glion or Bulle campus.

Ski and Snow Activities

Les Paccots, 20 minutes from Glion or Bulle

“Les Paccots is a small holiday village in the Alpine foothills of Fribourg, it is an ideal place for snowshoeing enthusiasts. Two signposted circuits of 3 and 4 km are a great way to discover the snow-covered forests and meadows. Various gourmet paths lead from one alpine hut to the next and to mountain inns, where local delicacies are served in taster portions. Depending on your appetite and mood, you can choose between the Little Gourmet, Family and Panorama Paths: everyone is guaranteed to have their fill – not least of the fabulous views.

Everywhere in Switzerland
All winter long

There are so many different winter sports and sports events in this region of Switzerland that it would take a whole website to show them all, wait…there is a whole website that lists them all! Luckily for us, MySwitzerland.com has a nifty event page where you can see every activity and event taking place in the Lake Geneva Region this winter.

Find a winter sports event in the region here.

Rock the Pistes Festival

Portes du Soleil, 30 minutes from Glion
March 13-19

For the 6th edition of this music festival on the ski slopes, get your skis ready and head out to the Portes du Soleil for a unique experience in a stunning setting. The Portes du Soleils is one of the largest ski stations around with paths that go down both sides of the Alps into Switzerland or France. The Rock the Pistes Festival features more than 35 concerts on various stages in the area and after-ski parties, tickets can be purchased at any of the lifts in the station, or reserved on the website.

Carnival 

The traditional celebrations of Carnival take place in the Catholic Cantons of Switzerland. These festivals precede the beginning of the Christian ritual of Lent, a 40-day period before Easter when Christians give up one or more luxuries such as alcohol, sugar or meat. Here are a few other traditional Carnivals in Switzerland:

The Brandons de Payerne

Le Carnaval d’Evolene

The Carnival in Basel (one of the biggest in Switzerland)

Thermal Baths & Spas 

Thermal baths abound in Switzerland where the warm thermal waters flow from mountain sources and are directed into various pools for a relaxing and therapeutic treatment. After ski, or just for fun, these addresses are great places to unwind and enjoy the winter weather. These two are easily accessible from our campuses:

Lavey-les-bains

Les Bains de la Gruyère

Museums 

Switzerland’s Museum of Transportation, Lucern.

The Salt Mines: a History of White Gold.

The Swiss Museum of “Art Brut”, or Raw Art, a collection of works done by people not influenced by classic principles of art and design.

Chocolate and Cheese Tours 

Cailler’s Swiss Chocolate Factory & Museum.

The House of Gruyère. 

Snowshoe & Fondue Nights: What could be more fun than a moonlit snowshoeing expedition through the wintery forest to have a nice warm fondue in a traditional Swiss chalet? These special evenings are organized in various locations throughout the winter. Here are a few good addresses:

La Givrine, Saint-Cergue (45 minutes from Glion).

In the Jura (with train pass included).

And so much more….

There are so many things going on this winter, it’s impossible for us to summarize them all. The MySwitzerland.com website regroups a wide selection of offers and packages for winter activities.

Happy holidays to all and we hope you enjoy this winter in Switzerland!

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The hospitality industry is changing quickly led by new technology and evolving consumer behaviors, and the same is true for practically every other industry. Hotel schools, on the other hand, are often seen as remaining very much the same as they were 50 years ago, an outdated perception that needs to change.

More than a traditional university environment, hospitality management schools – which used to be known as simply “hotel schools” –  are preparing students for the future of all global industries by integrating technology, customer experience and research into the academic programs.

Here’s a look at the three major trends that are shaping the world of hospitality management education and how hotel schools, such as Glion Institute of Higher Education, are evolving as students and faculty members  adopt the latest technology to keep up with industry trends.

Keeping up with the hospitality industry

We’ve heard so often over the past few years that millennials are changing the way the hospitality industry works with their ultra-connectivity, their preference for the sharing economy and alternative lodging, and their quest for unique and personalized experiences. This ubiquitous rise of technology, along with the aging “baby boomer” population in developed countries, has led many of the recent reports on education and employment to conclude that students will need to master a wider range of skill sets for the future job market.

Today, the millenials are integrating the workforce and leaving the university space to the the next generation of students, Generation Z, who require a different approach that takes into account Gen Z’s slightly different attitudes.  Fortunately, most hotel schools are already structured around the industry trends with individualized, specialized programs that use interactive hands-on learning to teach students the necessary combination of hard skills and soft skills for the future of the service industries.

How does a hotel school give students the right skills?

Hotel schools have always trained students to pay attention to detail, to care for customers and provide impeccable service, and our hospitality business programs also meet the industry needs for business specialists.

“According to the BLS, jobs such as market research analyst and marketing specialist jobs, which require these highly specific, tech-analytical skills, will increase 18.6% by 2024.”

At Glion, we’ve been offering specializations for many years now, to allow students to choose a pathway related to their career aspirations and develop specialist skill sets. These specialization courses are industry-based with learning through lecturers, conferences, and faculty mentoring and industry projects.

A good example of this learning process comes from the Contemporary Issues in Marketing class where Glion students were called upon to produce a social media marketing campaign for Fairmont Le Montreux Palace (FLMP). They were briefed on the project objectives and social media channels, and they were given two months to work on a pitch presentation that they presented to the marketing team. Feedback from the Fairmont Le Montreux Palace team and students was resoundingly positive as the project allowed students to exercise their marketing skills on a real project, and gave the FLMP team valuable insight directly from the minds of their target market – millennial consumers and hospitality connoisseurs.

“From the moment we presented the project to the students at Glion Institute of Higher Education, I was amazed with their sense of ownership and initiative,” said Grégory Laguesse, Marketing and Digital Media Manager of Fairmont Le Montreux Palace.

Using technology to help students “make sense” of data and trends

As universities face the challenge of determining when, where and how to integrate technology, it’s important to keep in mind that the graduates of 2020 will be using tools in the workplace that have not been invented yet. To prepare for the future of the industry, hotel schools are teaching students how to make sense of what they do with technology and to use it discerningly and effectively. A few terms for this new skill set are “sense making” and “computational thinking” or the ability to handle a lot of data and to make sense of it all.

Mike MacDonald, Online and Learning Technology Manager at Glion Institute of Higher Education explained how this process is going at Glion.

“Hospitality business courses teach students to think critically, they have to solve complex problems based on research, data and calculations. Additionally, students have to gather information from many sources and that’s where learning technology comes in. Right now, we are focused on finding solutions to teaching that recognize that no single approach to development is versatile enough. No single tool or method will work for all audiences, all the time. For example, following the “Bring your Own Device” example of the hospitality industry, we’ve developed an app for students that works across different devices to give them access to media rich content for their courses whether they are accessing it on a smart phone, or a tablet, laptop or desk top.”

In 2016, Glion Institute of Higher Education won the award for “Best Innovation in an Academic Program” at the Worldwide Hospitality Awards in Paris. This award recognized the innovative approach that Glion has taken to integrating technology into our hospitality management degrees in three ways:  First, by incorporating technology in the classroom using devices and industry specific software to provide an interactive learning environment. Secondly, by going paperless and implementing the use of Feedback Studio on all major assessments. Thirdly, by introducing an online internship platform that pairs learning objectives with professional practice during internships.

Scholarship & Research in the Swiss hotel school model

Poster featured at the IPOE Conference on academic research by GIHE faculty members

Another area where hotel management schools are setting the bar the area of applied research. In the business world, research is used to solve a problem, find hard facts, draw conclusions and make claims. In academia, research is sometimes done for the sole reason of gathering information and publishing.

Somewhere in between, falls the kind of and research that has to meet both sets of standards, and that is the research that is essential to university-level hospitality education.  That’s where the research objectives and themes have been defined for Glion Institute of Higher Education. The institution has recently revised its mission in regards to the participation of faculty members in scholarly and applied research activities, projects and external events for other universities and industry organizations.

Dr. Martin Senior, Director of GIHE Research Centre, wrote a paper which won the designation of “most thought provoking” at the IPoE (International Panel of Experts) 2016 on the theme ‘Excellence – Defined and Measured’ in the sub-theme of Research & Scholarship. He pointed out that:

“Hospitality management education has generally been provided by university departments and hotel management schools, often staffed by former industry professionals. Changes over time have seen these educational departments and schools being absorbed by larger units, such as business schools, and some hotel schools transforming themselves into university-type institutions. With this trend, along with greater industry professionalism, qualification inflation, and increasing regulation, many of these institutions are recognising the need to move away from its strong operational base towards either a balanced approach encompassing operational and academic equivalence, or even academic prominence. This sometimes requires a change in the way the faculty see their role, and sometimes requires a change in the actual faculty composition.”

Glion Hotel School: The past and future of Glion Institute of Higher Education

Glion Institute of Higher Education went by the name of Glion Hotel School for many years, prior to the name change which reflected a transition to university level accreditation and a broader range of programs for hospitality management and sport and event management. Glion has changed a lot since it’s creation as a Swiss hotel management school for international students, but one thing remains the same: Glion stays faithful to its hotel school roots and its dedication to premium, personalized education and hospitality excellence.

To experience our five-star hospitality first-hand, we invite you to visit one of our open days or industry conferences and events. Find an event near you by visiting the Glion Events Calendar. 

The post Can a hotel school really prepare students for the future? appeared first on Glion Blog | Glion Institute of Higher Education.

We are pleased to announce that Glion Institute of Higher Education is partnering with a leading online publisher and events organizer, International Hospitality Media (IHM) and guest feedback and online reputation management specialist GuestRevu to launch a set of awards that will be presented at an awards ceremony held at the 2017 Boutique and Lifestyle Hotel Summit in London on May 22/23. This event is usually attended by more than 250 key senior executives from the hospitality industry.

The awards – called the “BoHos” –  will reward the boutique, lifestyle and hybrid hotels who provide the very best in guest experiences. The winners will be decided by the hotels’ guests, using a combination of aggregated verified guest feedback from review sites and booking engines worldwide, and direct guest feedback via questionnaires. Each will have a 50 per cent weighting in a hotel’s overall score to give a true picture of the guest experience provided.

The awards are open to any UK or international boutique, lifestyle or hybrid hotel. To enter they need to be using a guest feedback and online reputation management solution in order to provide the necessary verified guest reviews. If they don’t currently have a solution, GuestRevu is offering a free 2 month trial, worth up to £300, to hotels who wish to sign up and enter.

The award entry period runs from January 25th to February 28th. Then each hotel’s data will be collected over a two month period, starting from the 1st March. At the end of the two months, each entrant’s guest reviews and direct feedback will be independently evaluated, scored and ranked by Glion students.

Boutique Hotel Guest Experience Award Categories

• Best City Hotel 1 – 20 rooms
• Best Country and Coastal Hotel 1-20 rooms
• Best City Hotel 21 – 50 rooms
• Best Country and Coastal Hotel 21-50 rooms
• Best City Hotel 51 rooms and above
• Best Country and Coastal Hotel 51 rooms and above
• Best City Hotel – overall winner
• Best Country and Coastal Hotel – overall winner
• Best International Hotel – overall winner

Vivien Ivanyi, Partnership Manager of Glion Institute of Higher Education said: “ Glion is delighted to participate in such an initiative as it provides our students with a real-life project in the industry on a very relevant topic, online reputation. Since its foundation in 1962, Glion has been preparing young professionals to join the world’s leading hotels, by constantly adapting its programs to an ever-changing industry and training the next generation of talents relevant new tools. This award is an excellent opportunity for Glion students to demonstrate their level of customer expertise and showcase our unique institution to prominent industry leaders and partners.”

The awards will be presented at a ceremony the evening before the 2017 Boutique and Lifestyle Hotel Summit in London.

For more information and to enter the awards, visit http://www.boutiquehotelsummit.com/awards/

About Boutique and Lifestyle Hotel Summit
Now in its sixth year, the Boutique and Lifestyle Hotel Summit is the leading educational and networking
conference and exhibition of its type in Europe. Attracting owners, operators and service providers from
across the continent and beyond, the Summit features a stellar cast of industry leading speakers and a
comprehensive thought-provoking agenda covering all aspects of the sector. New for 2017 is an increased
focus on the flourishing hybrid hotel and poshtel market.
www.boutiquehotelsummit.com

About GuestRevu
GuestRevu helps you to listen to, learn and earn from your guests by enabling you to leverage the power of
your guest data to build lasting loyalty and drive revenue. GuestRevu’s mission is to give you tools you can
use every day to develop a guest-centric culture in your hotel, optimise your guest experience, the running of
your business and, ultimately, to drive revenue using online surveys and reputation management. With their
headquarters in the UK, GuestRevu is one of only three TripAdvisor Platinum Review Collection Partners
globally. For more information please visit www.guestrevu.com

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If you ask any Glion London student why they chose to study hospitality management in London, the answer is always something about London itself: “London offers such an amazing experience.” or”London has so much to discover and so many things to do.”etc.  The question remains: as students are very busy with academic projects, do they really get to enjoy London like they said they would?

If these stories about their life in London are any indication, the answer is an overwhelming: YES!! Here’s  a peek at what students get up to when they are not studying at Glion London.

West End Theater Productions: Wicked!

“What a great evening! On this day, we had the opportunity – as part of the Glion London Experience Program – to go to the theater to see the famous show Wicked. It was simply fantastic!

The theater was located at the heart of London, just 40 minutes away from campus. With a direct bus connecting the two places, the location could not be better. As soon as we arrived at the theater, we already started to admire the magic of the show. The all-green reception area and decorations were glowing, immediately plunging us into another world: the magical world of Oz.

The complexity of the decor, ranging from a gigantic iron forged dragon head to extravagantly bright and vivid costumes, made us feel surrounded by a green veil of magic. Thanks to Glion London, we were able to spend three hours of pure enjoyment, to the rhythm of iconic songs such as “Popular” or “Wonderful”, incredibly colorful actors and good friends.

This night is surely to become memorable, filled with joy, friendship and Glion Spirit!” – Joachim Jasmin

A little laser tag among friends

The students went to play lasertag in Greenwich at Bunker 51, a “A themed decommissioned Cold War Nuclear Bunker located a stone’s throw from The O2, North Greenwich, is a brand new state of the art laser tag facility… this is like no other laser tag site, Bunker 51 brings laser tag to a whole new level…. Below ground.” – Bunker51

“We loved it and it was a good way to spend time with students from different semesters that they would not always get a chance to talk to otherwise”  – Joachim Jasmin

The Culinary Club visits the Yauatcha

In February, the students went to the super-trendy Yauatcha Restaurant, renowned for it’s contemporary Cantonese dim-sum and French-Asian fusion inspired pastries.

“Yauatcha is a Michelin-starred contemporary dim sum teahouse that opened in London in 2004. The restaurant offers an all-day grazing experience, specialising in modern authentic dim sum, as well as wok-friendly dishes and other small eats. The concept is a modern reinterpretation of the traditional Chinese teahouse featuring an exceptional range of Chinese and Indian teas. Yauatcha is also known for its hand-made petits gateaux, macarons and chocolate, available both a la carte and retail. Designed by Christian Liaigre, the restaurant’s open-plan layout and visible kitchen energises the entire space, engaging both the outside street scene and Yauatcha’s guests.” – The Hakkasana Group

A bake-off competition in the London Hub

Nothing says “welcome home” like the smell of fresh baked goodies and Glion London students sure made themselves at home in the London Hub (on campus) with a baking competition.

The winning baker was Joachim Jasmin (Semester 4 student) with his chocolate and caramel cake! Judged by 2 members of the faculty, the event was organised by the SGA and the money raised with go to the charity Shelter from the Storm!

Learn more about Glion London student life on the Glion London Facebook page, or watch this new video about the Glion London experience on Youtube.

The post Glion Life in London – Entertainment, Games and Culinary Delights appeared first on Glion Blog | Glion Institute of Higher Education.

Text by Charlotte Chehboub, S4 student of the Event, Sport and Entertainment Management Bachelor Degree program

Glion Recruitment Day – A networking opportunity for top hospitality companies and students alike.

This semester, the Glion Recruitment Day happened on Wednesday the 15th of March 2017 on a beautiful sunny day, in The Club; one of the restaurants and venues on Glion Campus. During the event, Glion welcomed 43 representatives from 20 companies from all around the world,  who came to present their organizations and meet and recruit future interns or employees.

Big Names of the Hospitality Industry and Events  Industry

Many top companies from the hospitality and event industries took part of the event such as Ritz Carlton, Shangri La Paris, Alain Ducasse, Placement International or BMF Media, all from Glion’s portfolio.  And the day started early because around 600 students were coming to meet and exchange with these companies.

Many companies were there as long-time partners of the school, while others were new and seeking to build a relationship. In preparation for this visit, most of the students have chosen and researched the companies for which they wish to go on interviews with Human Resources managers. Indeed, companies usually have different positions to offer to students in different department, such as Food & Beverage or Rooms Division for 1st internships, and in administration such as Marketing or Revenue Management for 2^nd internships.

Three Words About Glion

We asked recruiters why their interest focused on Glion students, and 3 words keep coming up: professionalism, passion and excellence.

They find the quality required by the Hospitality and Event industry, for which students are prepared by teachers throughout their studies.

Here are the 10-second videos that share three insights into Gion’s privileged relationship with each of these top hospitality companies.

Special Interest for Hospitality and ESE Students

In this following video, Cole Griswald, the Director of Marketing at BMF Media talks about why his company is particularly interested in Glion students.

“The best qualities that the Glion students bring to the internship program are an understanding of what hospitality is and an interest in that field, they are often very professional, very well-traveled, and they can conduct themselves in a professional manner when we are working with clients and have client meetings.  Just very well rounded students that we know we can put in front of a client and get really good work from.”

A Total Success: Thanks to Students and Staff

Everything was thought of to create the most successful event, organized and managed by ESE 2 students. Croissants, juice and coffee kept everyone’s energy up to get the most out of potential opportunities.

“We had the pleasure to welcome 43 representatives  from 20 companies who had opportunity to interview students for potential internship openings. The feedback from these companies was excellent as they were impressed by the student attitude, the quality of supporting staff and a well-organized event,” said Siwattra Fertil, Head of Company and Career Relations at Glion.

“We believe that students and our partners benefited from this event and we hope to organize such an event on a regular basis. The success of this event was made possible by the support of all staff and ESE2 students who were the part of organizing this event,” she said.

Visit our website to learn more about the careers in hospitality or to see the Bachelor Degree program in Hospitality Management or Event, Sport and Entertainment Management. 

The post What are top hospitality companies looking for? Recruitment Day Insights appeared first on Glion Blog | Glion Institute of Higher Education.

Student Ambassadors talk about the Bachelor Degree in Hospitality Management

Last week, we had the pleasure of hosting a webinar with three students from the Bachelor Degree Hospitality Management (BBA). Our Student Ambassadors – Lucie Dardenne (Semester 2, from Belgium) Nathan Ducarme (Semester 6, from Belgium) and Mathilde Christmann (Semester 6, from France) provided detailed information and answered questions about the program structure, the practical arts courses, the internships and the different locations where they studied (Glion, Bulle and London).

Their insights really brought the program to life and highlighted the key advantages of studying hospitality management.

If you’d like to watch the full webinar, which is about an hour long with the Q&A session, you can see it here: https://ispri.ng/yYk6N.

If you prefer to read about the webinar and see what was discussed, some key slides and some quotes are here below. This is part one, we’ll be publishing the next installment next week.

Why choose a Bachelor Degree Hospitality Management?

We started off the discussion by asking the students why they chose to study hospitality and their responses were astoundingly similar:

“I discovered the hospitality industry when I got my first job working in a restaurant, and I loved it right away. I liked serving the guests and the energy of the industry, I also knew it held many possibilities to grow and travel and I knew it was what I wanted to do in my career.” – Nathan

“My first job, a summer job, was in a restaurant and I have always loved hotels and nice restaurants. I discovered that working in the restaurant was fun and challenging and I decided that I’d like to go further and learn more about this industry, then I heard about Glion and it was a perfect match.” – Lucie

“I also discovered hospitality through my first working experience because I did an internship at the Hotel Le Bristol in Paris at the end of my secondary studies and I loved working there. I enjoyed everything about the atmosphere of this nice hotel, greeting guests, working with teams of dynamic, energetic people. It was my ideal working environment.” – Mathilde

A passion for hospitality and all that it encompasses – customer service, multicultural teams, international perspectives, and a dynamic, exciting work environment – is a uniting factor among Glion students and it’s what drives them to pursue a degree in hospitality management, which is a challenging program that demands dedication, openness and a strong work ethic.

Practical Arts – Hand-on Courses in Hotel Management

The foundation of any hospitality management degree is applied learning in hospitality operations. These hands-on courses take place in the simulated hotel environment on Glion campus.

In practical arts courses, students practice food and beverage service in three different types of restaurants, they learn how the kitchen operates, they learn to run a reception and how the rooms division department operates in a hotel.

Lucie, who is just finishing her practical arts courses shared her insights and some photos from her experience:

“Basically, it’s divided into two parts, F&B and Rooms Division. For F&B you’ll be working in service and kitchen. In the first part, you work in service in the three restaurants of the school…the Bellevue, the fine dining restaurnt called Hotel Des Alpes and the Club where we serve asian food and hamburgers. You learn to work in teams, its really imporant. Wou are assigned a team of 5-7 students that you work with throughout the  semester. You learn a lot of tricks of the trade, the standards that are expeiceted in the real workd, the instructors come from the industry so they know how it works outside. The second part of F&B is done in the kitchen in the Hotel des Alpes and the Club where we worked with chefs, mainly from France, we learned the different sections – hot section and cold section –  and working in our teams we really learned how a kitchen works, how it should be organized, and we enjoyed cooking for our friends in the restaurants. For me the kithcen was the most fun, I really enjoyed it the chefs were really nice and they want to share their passion with you.”

Then we moved to Rooms Division part, in Front Office and Housekeeping. I FO we were in the reception or hte student office we took care of events, e took care of requests from students and guests, the laundry, the booking of classrooms, we really make the whole shcoole work and its where you learn that being at receptionis is not only taking reservations, it making sure the schole school goes well. In housekeeping wecleaned some student rooms and public areas, it sound s abit boring but actually you learn a lot about the standards of the industry and the hygiene and safrety standards. Thats the four areas of AA and it sounds like a lot but it.”

“You don’t see things the same anymore, when you got to a hotel you check the room, you see how eople are working, your view is actually changing from what we did in applied learning.”

Hospitality Internships – Experiencing the real-world Hospitality Industry

After completing the Practical Arts courses, students in the Bachelor Degree Hospitality Management program go on their first internship with the help of the Career and Internship Department at Glion. Nathan Ducarme led this part of the webinar sharing his experience:

“I did my first internship in Hong Kong, I’d never been to Asia before so I decided why not, let’s make a challenge of it and go to Asia. Basically, when we are preparing for internship we have access to a platform where the school promotes positions, and we can also ask other students who have done internships for some advice and which companies or positions re interesting, In my case, I looked on the school portals and sent separate applications to some contacts I collected, I got two interviews and one was successful for the Mandarin Oriental in Hong Kong.”

Nathan got that position in F&B Cross-Training at the Mandarin Oriental Hotel in Bangkok, working in a 2-Michelin starred restaurant. He said:

“The first months were very challenging, I needed to prove my self to my manager and the hours were demanding, I was working 6 days a week. I’ll be honest, it was hard because you’re in a new working environment and there’s a lot of pressure on you, but its a good way to grow as a person as it really challenges you every day… In a Michelin-star restaurant, everything has to be perfect , when you put plates on the table you have to explain everything and know the menu and the dish. some days I was tired and didn’t want to do it anymore, but after six months I feel I really improved as a person, I learned a lot about discipline, about working with different cultures, communicating with teams, respecting your team. It was really a good experience for me.

Stay tuned…

Part 2 of this webinar series is coming soon with the transcribed quotes and highlights about the Management semester, the second internship, the specializations and the London experience.

If you simply can’t wait, watch the rest of the webinar online here: https://ispri.ng/yYk6N (we’re at minute 14.00)or visit our page on the BBA Bachelor Degree in Hospitality Management.

The post Details of the Bachelor Degree in Hospitality Management – Webinar Notes & Video Part 1 appeared first on Glion Blog | Glion Institute of Higher Education.

On May 12, 2017, Glion Institute of Higher Education welcomed five leaders of their respective industries to share their success stories with students. The objective of this student-led event was to provide access to all Glion students to engage with accomplished and experienced leaders.  Speaker events are an integral part of Glion’s teaching model, which combines academic rigor with practical courses and direct exposure with experts in the luxury and service sectors.

First industry networking event organized by Glion students

From left: John Ed Schofield, Lecturer at GIHE; Robert Salmon, former vice-president L’Oréal; and Marcus Siggelow, graduating student at GIHE

Speaker events are an integral part of Glion’s teaching model which combines academic rigor with practical courses and direct exposure with experts in the luxury and service sectors. However, this was the first time that such an event was organized by students as a part of the newly founded Networking Committee whose aim is to promote networking opportunities for students.

“Our Committee was founded upon our realization that there is no leader without a team, and our team wishes to help build tomorrow’s industry leaders by bringing them face to face with the leaders of today.” Said Parham ZaimZadeh Founder and President of Glion’s Networking Committee.

Leaders from several highly respected brands answered the call of the organizing committee and happily shared their experience and valuable insights with the Glion student body, including:

• Bruno Pavlovsky – President of Fashion, Chanel
• Nathalie Franson Pavlovsky – CEO and founder, NPF Consulting Group
• Pascal Bouye – Vice President Supply Chain Asia Pacific, Middle East, North Africa at Mars Incorporated
• Liborio Stellino – Ambassador of Italy, United Arab Emirates
• Robert Salmon – Former Worldwide Vice President, L’Oréal

In a developing society where creativity and innovation play a dominant role in the shaping of an individual’s career, the speakers identified patience as being a key factor in the pathway to success. In essence, the speakers depicted reality as unpredictable and sometimes even undesirable. More specifically, Bruno Pavlovsky placed a strong emphasis on the importance of not only having an operational background, but also being efficient at paying attention to detail in the luxury industries. However, despite soft and hard skills being determining factors in the recruitment process, Liberio Stellino and Pascal Bouye revealed the need for students to select a company which will best satisfy and respond to their needs and desires.

This conference reinforces the school’s positioning in the world of luxury. In fact, Glion was the first hotel management school to offer a specialization in luxury brand management at bachelor level in order to meet a growing demand for luxury professionals. Direct access to leading industry experts, their experience and vision provided students with great insights for them in turn to become leaders of tomorrow – a key element in the success of their personal and professional development.

In this picture, from right: Mr. Giovani Manfredini, Lecturer at GIHE,  Mr. Pascal Bouye, VP Supply AMEA for Mars, Mr. Liborio Stellino, Ambassador of Italy to UAE, and Parham Zaim Zadeh, Glion student and member of the Networking Committee.  

Eight students whom are currently completing their fourth semester created Glion Networking Committee in 2017. Their mission is to “help build tomorrow’s industry leaders by bringing them face to face with leaders of today”. Through their efforts and commitment, the students were able to host Glion’s first Networking Conference. Hence, the students showcased the importance to Glion’s students in putting theoretical knowledge into practice by giving the students the opportunity to directly interact with speakers.  The ‘Glion Spirit’ truly revealed itself when the committee was able to rely on fellow comrades to convince their respective parents to travel from afar to attend the event as a key speaker. Moreover, as the founders will be leaving on internship starting July 2017, the members trust on-campus students to take over the committee and prove themselves to be as invested in the project.

“Organizing a conference of this scale has thought us that individualistic work never works; our world is not founded by an individual, on the contrary, it is based on the evolution of many bright minded people that put there inspirations into a team that subsequently learn to succeed.” Said Patrik Kuhn Co-Founder and Vice-President of the Networking Committee.

Glion’s Luxury Brand Management Specialization unique in Europe

With a turnover of USD 222 billion, the luxury sector has earned a prominent place in the global economy. The dynamic sector is constantly seeking specific profiles to create customer experiences and is increasingly recruiting hospitality graduates for their skills in dealing with a high-end clientele, adapting to different cultural backgrounds, their particular attention to detail and sense of aesthetics.
The bachelor degree with a specialization in Luxury Brand Management is a three-and-a-half-year program including two six-month internships and two semesters of specialization. By opting for the luxury elective, students attend five specialization courses after completing their second internship in the luxury sector.
In addition to management skills and professionalism, the luxury brand management courses transfer specific knowledge in marketing and business to allow graduates to obtain positions of responsibility in this exclusive sector. Another highlight of the program was developed in close collaboration with Domus Academy, a famous design school based in Milan and a key player in the teaching of luxury crafts. Two major aspects of this collaboration set this program apart: building on the expertise of a leading international design school and a two-week workshop in Milan, working in groups on a real-world business case for a reputable luxury brand. During their last exchange, students were branding an 8Js boutique, owned by Sacha Prost, son of Alain Prost and a former Glion student.

“Glion places particular importance on the quality of education and the content of its programs.”

Benoît-Etienne Domenget, CEO of Sommet Education.

“Glion places particular importance on the quality of education and the content of its programs.That is why Glion develops its courses based on the trends and needs of tomorrow’s luxury and hospitality industries, developing academic content in partnership with professionals and recruiters. By combining theory and practice, and maintaining a constant dialogue with major players in the luxury sector, Glion students develop the soft skills and a level of maturity that is very attractive to recruiters,” said Benoît-Etienne Domenget, CEO of Sommet Education.

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Interview with Giuseppe Napoli, General Manager of F&B at The Lowry Hotel in Manchester.

In today’s global economy, where opportunities can come and go very quickly, is an MBA worth it?  It is, according to Giuseppe Napoli, who interviewed at the five-star Lowry Hotel in Manchester, and the Glion MBA in Hospitality on his CV made a difference.

In fact, over the past 2.5 years of his MBA studies, Giuseppe has been contacted by managers of large properties who were impressed that he was earning his MBA at Glion. “Without meeting me, they invited me to interviews; and in the interviews, everyone mentioned Glion,” he said.

“My 17 years of industry experience is vital,” Giuseppe said. “But putting the Glion MBA next to that makes my profile complete.”

“You learn to think differently.”

Giuseppe got the job at The Lowry Hotel (a Hilton property); he joined the team in late November 2016 as General Manager of Food and Beverage. At only 37, Giuseppe already has extensive international experience in hospitality management, with stints in his native Sicily, New York, The Netherlands, and China, where he won the IHG hotel group manager of the year award for mainland China. After IHG, he worked for Starwood, where he ran the F&B operations for major hotels in Bangladesh, Russia, Ethiopia, and Azerbaijan. Most recently, he served as the F&B Director of the Manchester Hilton.

Why the Glion MBA?

Alongside all this experience, Giuseppe wanted to earn his MBA to gain “higher chances of obtaining and holding a high-level management position.” He chose Glion because it is “Swiss, and one of the best universities in the world. But it’s not just the name,” he said. “It’s the skills, the networking, the faculty; being part of it.”

Giuseppe is currently in the final phase of the MBA in International Hospitality and Service Industries Management. “On this journey,” he said, “I’ve interacted with professionals from all over the world. I’ve added marketing and innovation to my profile, along with revenue management. You become a true professional. You learn to think differently.”

“It’s not just the name—it’s the skills, the networking, the faculty; being part of it.”

He said his wife has remarked on the changes she has seen in him. “She has observed me at business dinners, and she says, ‘the way you think and speak now is different—you explain in more detail, and provide figures. . . . You have a new vocabulary.’”

Introducing innovation to a five-star hotel

As The Lowry’s F&B director, Giuseppe manages the River Restaurant and Bar, which enjoys a prestigious two AA Rosette rating; he also oversees conferences and events, room dining, and catering. He collaborates with executive chef Andrew Green to ensure five-star food and service, while introducing innovations to make sure the River Restaurant stays at the top of the Manchester food scene.

“Our VIP guests are kind of friends—we know their preferences.”

The only five-star hotel in Manchester, The Lowry is a model of contemporary elegance, with its glass-fronted façade on the banks of the urban River Irwell and its glamorous, futuristic spa. It’s a UK legend thanks to its celebrity clientele of household-name musicians, actors, and sports stars. Giuseppe said, “Our VIP guests are kind of friends—we know their preferences. It’s a family environment. Some of them call me ‘Italian guy.’” Celebrities enter through the security door, and the hotel meets other special requirements to ensure their privacy.

One recent guest was the Chinese Premier XI, and the publicity surrounding his visit increased The Lowry’s already strong popularity among Chinese investors and students. The hotel hosts Chinese New Year celebrations and offers a charter from China with direct flights, Chinese breakfasts, Chinese-language tours, and shopping trips. “Chinese visitors are the highest spenders,” Giuseppe noted. He learned culturally appropriate communication techniques during two years with IHG in Sanya, China, and knows how to cater to Chinese tastes.

MBA brings new challenges and opportunity

Giuseppe was first attracted to hospitality 17 years ago because “working in this industry brings freedom, creativity and flexibility,” he said. “Every day is different, and guests are counting on you and your professionalism.” He is inspired by the Hilton mission to deliver exceptional experiences to each guest.

One challenge Giuseppe faces is how to keep good people on staff, so they aren’t tempted by offers from other properties. “Working here is not just about the money,” Giuseppe said. “It offers the prestige of a five-star property with a two AA Rosette restaurant.” In the Glion MBA’s Human Resources module, he learned how to motivate and retain team members. “It’s about investing in team members, so they share our company’s vision and feel connected with our brand values,” which Giuseppe described as “team oriented.” Executives help on the floor whenever they are needed. “Before big conferences, we put on the uniform to serve guests. I know I can ask for help and feel supported. We discover the solution together.”

The true worth of MBA: learning to innovate properly

Because Manchester is a dynamic market—a second London—hotels must innovate to stay relevant. However, “innovation can impact a company positively or negatively,” Giuseppe cautioned. “You have to ask, ‘Is there an opening in the market, or are competitors doing enough?’”

In the MBA program, he has learned to thoroughly analyze and evaluate innovations before implementing them. He is currently doing his applied business project (ABP) on how innovation can impact customers and shareholders in the hospitality industries.

For example, one hot trend in technology and service is to use mobile apps for hotel check-in and for operating room controls such as the TV, lights, heat, and A/C. In restaurants and bars, ordering through tablets is the latest thing. “This is impressive at first,” Giuseppe said, “but is it worth the investment? Will it generate a profit? Are people ready for it?” He noted that some Lowry guests think this innovation is cool, such as Millennials and guests who are always on their smartphones. However, many other guests prefer to make a human connection, such as Gen Y customers and those who enjoy talking to staff.

Giuseppe remarked that in addition to age and personality, a customer’s preferences often correlate with gender and nationality. “Who is happy with the innovations? It’s worthwhile to take a step back and find a way to predict outcomes.” To explore these questions, Giuseppe is applying new product research techniques and marketing tools that help “put the right product in the right place.” He is surveying customers and his peers about their thoughts on mobile and tablet apps within hospitality.

Thinking as a consultant

For Giuseppe, a benefit of the Glion MBA is networking and collaborating with professionals who hold key positions all over the world—and gaining access to the extensive network of Glion MBA alumni. Classmates help each other; one of his former colleagues is also in the program and doing her ABP. She sometimes asks his advice on work situations, based on their shared knowledge.

But Giuseppe said that the most important benefit of his studies is the broader perspective he has gained. “I’m thinking more as a consultant,” he said. “Not just managing daily operations, but thinking about how I can help my company take the next step, how I can impact the company in the future.”

Learn more about the Glion MBA in Hospitality Management, in Switzerland or London.

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One of the reason our students choose to study at Glion is undoubtedly the school’s connection with the hospitality world. During their studies, student have plenty of opportunities to meet experts working in the industry and have a taste of the business.

On Friday 18^th of August Glion Semester 4 students, organized by lecturer Reka Mizsei spent a day at the finest hotel in London, The Ritz.

The students were met by Front Office Manager and Glion alumnus Ben Dalton along with the Assistant F&B Manager Kolua in a private room. The pair gave the students an insight on selecting the right team and talked about interviews, CVs and internship experience at the Ritz. They also discussed the importance of the dress code, dining etiquette, meet & greet, exchange of business cards, time management and the best practices to communicate in an international team.

“A total of 17 different languages are spoken within the rooms division team at The Ritz, which is very beneficial for communicating with our international clientele effectively. Having different nationalities among the team also creates an understanding of many different cultural layers and values.” – said Ben. 

The group enjoyed a world-renowned Afternoon Tea served by Semester 3 Glion students from the Swiss campus who are currently on their internship.

After indulging in the colourful selection of sandwiches and cakes, the students were shown around the hotel by Glion London student Maria Mattson (also currently on her internship). During the visit, the team was greeted by the Head of Concierge and ‘Mr Piano Man’ Ian Gomes, who has been at The Ritz for over 21 years!

To find out more about our campuses, programs and more visit www.glion.edu

Photo credit: Glion lecturer Reka Mizsei

The post “A learning experience of a life time” appeared first on Glion Blog | Glion Institute of Higher Education.

Experiences have always been intrinsic to luxury. They are associated with some of luxury’s key characteristics such as heritage and craftsmanship, as well as the human element in customization, personalization and service. In the luxury world, intangible characteristics, such as experiences, are fundamental to creating value and motivating purchase. Today, the experience that always surrounds luxury has become increasingly important as “the client” for luxury — and their expectations — have changed…and so has the meaning of luxury.

“Luxury consumers are increasingly moving from an expressive to an impressive luxury mind-set, seeking out experiences over material goods…”

The Two Sides of Luxury: Experience and Ownership

Experiencing and owning (or “being and having”) have long defined luxury. This interrelationship is not a new concept. Think of the first car owners, and the thrill, novelty and whole experience that came with driving a vehicle, rather than traveling by horse and carriage. Or the experience of haute couture: the personal fittings, the exceptional detail, the fine craftsmanship and the attention that revolved around having a dress or outfit designed, made and fitted…just for you, as well as knowing it was unique, one of a kind. In both cases, the value of a material good was inseparable from the overall experience of owning it.

But despite “experiences” being the buzzword these days — not just in luxury, but in other categories, ushering in the so-called “experience economy” — “having” has and will continue to be important in luxury. “Owning” — and critically being seen to own luxury goods — can be a way to show wealth and social status, as well as fit in socially. This is particularly true in collectivistic societies (e.g., China, Korea and Japan), class-less societies (e.g., Mainland China) where luxury becomes a social currency, and emerging markets where luxury goods may symbolize achievement and success. For these clients, visible ownership or “conspicuous consumption” — rather than experience — remains a key component and reason for luxury.

Growing Demand for Luxury Experiences

But with increasing wealth and a broader spectrum of clients who can afford luxury — even if only from time to time — the desire for experiences has increased. As luxury becomes more accessible, experience has become a differentiator that can make a luxury product or service unique and sought after.

“People still buy luxury products… But they value the experience around them more than the products themselves, since the experience is more shareable.” – Claudia D’Arpizio, Partner at Bain & Company, 2016

This trend for experiences is driven by Baby Boomers (born between 1946 and 1964), who in their later years appreciate experiences over things, but also Millennials, or Generation Y. Despite the latter being immersed in technology as digital natives — or perhaps because of it — Millennials look for human interaction, meaning, authenticity and genuine experiences.

So, what does luxury look like for Millennials? For many, the answer is the opportunity to enjoy social or cultural activities that they can share, participate in social causes or go on unique, tailor-made holidays into rarely visited natural reserves in Africa or Central Asia. In other words, the answer lies in experience.

“People…don’t want generic or transient. They want curated, personal, locally connected.” – Ian Carr, co-CEO, Hirsch Bedner Associates

Dr. Suzanne Godfrey

Head of Luxury Marketing and Brand Management in Hospitality

Glion Experiential Luxury Conference

For more insights on delivering luxury experiences, be sure to follow Glion’s upcoming Experiential Luxury Conference. Held on 10 October 2017 in Bulle, Switzerland, this conference brings together luxury business leaders for a panel discussion on trends and innovations in the industry. The conference will be followed by a Luxury Recruitment Day at Glion.

The post Being vs. Having: Why Experience in Luxury Is Key appeared first on Glion Blog | Glion Institute of Higher Education.

China provides a perfect example of the differences between luxury ownership and experience and why demand for experiences in luxury is growing. In China, experienced luxury purchasers or “veterans” — considered to be those with 10 years’ plus experience with luxury[1] — are distancing themselves from “new” luxury purchasers obsessed with brand recognition and amongst whom the Louis Vuitton bag has become ubiquitous.

The Evolution of Luxury and Experiences in the Chinese Context

With experience and increasing sophistication[2], Mainland Chinese are discovering a new motive for purchasing luxury. It’s no longer just for the status — although this is still important — but also for themselves. There is a shift from buying material things to the experience of having a luxury lifestyle, which is more about pleasing the “self.” This includes unique holiday experiences, visiting spas and wellness centers, and buying art. But it also includes participating in the activities of the mega-rich — owning a private jet or super yacht, vineyards in Bordeaux, playing polo and being part of a very elite group with access to ultra-VIP clubs and enjoying the extravagance, glitz and kudos that come with it. For a glimpse of this, see GQ’s The Bling Dynasty.

Evidence of this shift appeared even before 2012, but it is probably no coincidence that some of the increase in the market for luxury experiences vs. goods in China has coincided with President Xi Jinping’s anti-corruption campaign. This extensive campaign has led to an ongoing crackdown on government and business-related bribes and the buying of expensive “gifts” — a form of business currency and a deeply ingrained way of doing business in China. Under this crackdown, experiences offer an attractive alternative. Experiences are often less conspicuous than “things.”

Delivering Luxury Experiences in China

In China, the desire for the luxury “experience” is also linked to the purchase process: the before, during and after. The Mainland Chinese have been identified as one of the most demanding groups of luxury clients with respect to VIP treatment and access to benefits and perks. They also expect exceptional personal service[3] — possibly a result of the country’s history — that respects their position, newly found status and wealth, and maintains a sense of exclusivity and privilege.

Western luxury brands are also developing a range of brand experiences to engage with and educate new and potential clients. By holding exhibitions and creating maisons or experiential flagship stores, luxury brands invite their clients or guests to immerse themselves in the brand’s history and heritage, craftsmanship, and aesthetic.

For example, Chanel held a Culture Chanel Exhibition in Shanghai in 2010, which later toured other major cities in China. British luxury brand Alfred Dunhill created ones of its “homes” in the Twin Villas, a historic restored building in Shanghai. Of the four homes that currently exist, one is in London and three in Asia. These physical houses capture the spirit and soul of the brand while also acting as a retail store — they may include a tailor, barber, cellar bar or restaurant, smoking room or even a cinema. Alfred Dunhill has also recently opened a concept store — its first — in Singapore. And Johnnie Walker has established four “houses” in China — the brand’s only other flagship house today is in Scotland. These houses are “designed to immerse clients in the history, provenance and pioneering spirit of the Johnnie Walker brand” and “[bring] together luxury whisky innovation with art, design, fine-dining and culture”. As these examples demonstrate, the creation of brand experiences has become essential to reaching luxury clients in China.

Dr. Suzanne Godfrey

Head of Luxury Marketing and Brand Management in Hospitality

Glion Experiential Luxury Conference

Join us to continue the discussion on luxury at Glion’s upcoming Experiential Luxury Conference, where luxury business leaders will share insights on trends and innovations in the industry. The conference takes place on 10 October 2017 in Bulle, Switzerland.

^[1] Atsmon, Y et al. (2012). Luxury without borders: China’s new class of shoppers take on the world. The McKinsey Luxury Consumer Survey. December. 7.

[2] Atsmon, Y. et al. (2011). Tapping China’s Luxury Goods Market. McKinsey Quarterly – Marketing & Sales Practice. April.

[3] Chadha, R. & P. Husband. (2006). The Cult of the Luxury Brand. Nicholas Brealey International.

The post From Ownership to Experience: China and the New Luxury appeared first on Glion Blog | Glion Institute of Higher Education.

Within the total luxury industry, the delivery of luxury experiences is booming — much of which is driven by hospitality. “Luxury experiences,” as defined by Bain & Company, accounted for more than 29% of the total global luxury market and grew 5% faster than the total personal luxury goods segment in 2016. These experiences include luxury hotels, cruises and restaurants, as well as fine wines, spirits and food.

Luxury hospitality brands are well placed to deliver the experiences that today’s luxury clients seem to crave. But it’s not just hospitality brands that are focusing on creating experiences — personal luxury goods brands are also increasingly using experiences to engage clients, create buzz and build loyalty.

Blurring Lines: Luxury Brands Expand into Hospitality Experiences

Bvlgari, Armani and Gucci are all examples of personal luxury goods brands that have no history of hospitality yet have expanded into hotels, cafés, restaurants and spas. And, the luxury group LVMH has created Maisons Cheval Blanc, a collection of maisons described as “exclusive havens of refinement.” These “limited editions” offer “art de recevoir” — the art of hospitality, and claim to be “an entirely new concept of high-luxury hotel.” The LVMH Hotel Management division now manages the group’s increasing portfolio of luxury properties and hotel activities.

Co-branding also provides an opportunity to create luxury hospitality experiences. For example, Graff Diamonds partnered with the Ritz-Carlton, Hong Kong, to create a “one-of-a-kind luxury treasure trunk filled to the brim with sparkling diamonds, precious gems and mouthwatering afternoon treats.” Themed afternoon teas are also held at the Landmark Mandarin Oriental’s MO Bar, Hong Kong, with brands such as Jimmy Choo and Joe Malone.

Each of these brands has recognized the opportunity hospitality provides for creating unique brand experiences. Through hospitality, luxury brands can deliver a more holistic and multi-sensorial experience than the simple purchase of a watch, bag, scarf, some bijouterie or a pair of shoes. It’s through these emotionally engaging experiences that luxury brands can become even more integrated into the lives and lifestyles of their clientele.

VIP Events: Creating Buzz with Exclusive Experiences

Exclusive VIP events offer luxury brands another opportunity to create experiences. The client-oriented hospitality of “invitation-only” luxury events enables brands to build closer relationships with their clientele, which forms a basis for loyalty. These brand-specific activities range from store openings, exhibitions, private viewings and gala evenings to events hosted at eponymous restaurants. Invitations are often highly sought after.

For clientele, receiving an invitation tends to make them feel special and valued. It also creates distance from “the rest of the world” through its exclusiveness, which adds cachet to the brand. Sharing participation at such events via social media and word of mouth helps build aspiration for the brand and sell the brand’s dream. In luxury, dream marketing[1] or “dreamketing” — a term coined by L. Longinotti-Buitoni, as President & CEO, Ferrari, North America[2] -— is important. The experience the brand creates — in fact everything the brand does — needs to reflect this dream.

“Customers purchase luxury products or services to satisfy their individual role-playing dreams, in which they become heroes… You are selling an experience, not a product.”

Longinotti-Buitoni, President & CEO, Ferrari, North America[3]

Appealing to the Five Senses: Curating Luxury Food and Wine Experiences

One way in which multi-sensorial luxury experiences are being brought to life is through the innovative use of food and wine. This natural pairing between luxury brands and hospitality creates opportunities to engage clients through the five senses. For example, the champagne house Dom Pérignon has a close relationship with chef Ferran Adrià and the El Bulli Foundation. In 2011, they jointly hosted a dinner — described as a “champagne last supper” — at Adrià’s renowned restaurant El Bulli in Northern Spain shortly before it closed.

Other examples include the opening of the Hermès store in Washington, which was celebrated by hosting a very exclusive event for its top clients. Besides providing an exceptional dinner menu, the waiters created theater in the presentation of each course (of which there were many) by changing their costumes and serving the course in a staged and synchronized fashion. The whole evening provided a unique and memorable dining experience for its special VIP guests.

Harnessing Hospitality to Create Engaging Luxury Experiences

Each brand — regardless of its core business — recognizes the potential importance of hospitality within the context of luxury. Hotels and restaurants are well positioned to deliver luxury experiences and a “wow!” that goes beyond expectations and has an element of surprise.

Delivering experiences through service quality, excellence and emotional engagement is what luxury hospitality should be about[4]. It may be a large or small thing specific to the individual guest based on the situation: their expectations, culture and background[5]. It may be extreme and a bit over the top in a natural way that is fitting to the brand, its values and cultures. Ultimately, hospitality — in whatever form — provides an excellent opportunity for luxury brands to create memorable experiences and engage their clientele on a regular basis.

Dr. Suzanne Godfrey

Head of Luxury Marketing and Brand Management in Hospitality

Glion Experiential Luxury Conference

Learn more about what’s happening in luxury at Glion’s upcoming Experiential Luxury Conference. Held on 10 October 2017 in Bulle, Switzerland, the conference brings together luxury industry leaders for a roundtable discussion on current and future trends.

[1] Kapferer, J-N. and V. Bastien. (2012). The Luxury Strategy. Kogan Page

[2] Longinotti-Buitoni, G. L. (1999). Selling Dreams. How to Make any Product Irresistible. Simon & Schuster. New York, NY.

[3] Longinotti-Buitoni, G. L. (1999). Selling Dreams. How to Make any Product Irresistible. Simon & Schuster. New York, NY.

[4] Godfrey, S. (2017). Service and the Emotional Connection. http://www.ehl.edu/en/research/hospitality-insights/long-read-key-pillars-luxury-hospitality-service-and-emotional

[5] Godfrey, S. (2017). The Long Read: Redefining Luxury in Hospitality. http://www.ehl.edu/en/research/hospitality-insights/long-read-redefining-luxury-hospitality

The post The Power of Hospitality in Luxury Today appeared first on Glion Blog | Glion Institute of Higher Education.

Delivering experiences is increasingly challenging for luxury brands today. Luxury brands not only face high client expectations, but are also under pressure to create experiences that are unique, personal and emotionally engaging. Such experiences must be genuine and authentic — not gimmicky. They also need to be true to the brand — its values, culture and purpose — as well as delivered consistently and cohesively across all points of contact, both online and off.

Creating Luxury Experiences in a Digital Age

The question of how (and if) digital channels fit into the context of luxury has long been debated, particularly in regard to distribution and e-commerce[1]. Some brands have whole-heartedly embraced the Internet “challenge.” Burberry is one of the oft-quoted examples and was an early proponent of the Internet. But the British fashion house had the advantage of being on the edge of luxury vs. an ultra-luxury brand.

Luxury purchasers, however, are increasingly digital, mobile and social. They are influenced by digital on the purchase journey, whether or not they ultimately buy online[2]. With e-commerce increasing, particularly in certain markets — China and the U.S.[3] — the need for a digitally-enabled luxury shopping experience that respects the characteristics of luxury is also important.

The Power of Online Storytelling

Luxury brands are now more willingly embracing the digital challenge. They are exploring new and innovative ways to create luxury digital experiences that respect the brand’s strategy, sell the dream and create value. Specifically, the digital medium lends itself to storytelling — a key part of luxury communication — bringing the brand’s dream to life with beautifully created and often extravagant films, accessible through YouTube and other online channels.

Examples include “L’Odyssée de Cartier,” the Inside Chanel series and “Once upon a time” by Karl Lagerfeld, Louis Vuitton’s “L’Invitation au Voyage” and more recent films reflecting “The Spirit of Travel”; not to mention Hermès creative and often quirky communication[4], which is not limited to YouTube but extends across other social media. Other examples can be found within luxury hospitality, such as the films for the newly opened Ritz Paris, “Behind the Door” and “Mon Amour”; and Four Season’s campaign to “Experience the Extraordinary” and its “Culinary Discoveries” film, a new campaign for its private jet service.

Sharing through social media has also helped to bring the brand’s dream to a wider audience. Furthermore, digital provides opportunities for personalization and customization, for one-on-one engagement and relevant interaction along the path to purchase[5] — a journey that today includes new phases, such as sharing experiences and influencing others, as well as taking inspiration from new ideas.

 “High-net-worths (HNWs) want cool, fun and they want experiences… We live in the culture of now… We want to create our own individual moments of joy, and be able to share those in-the moment experiences with our peers.”

— Paul Vallois, Managing Partner, Luxury Society

We’ll hear more about the role of digital in luxury and delivering luxury experiences from industry experts during Glion’s upcoming Experiential Luxury Conference, held on 10 October 2017 in Bulle, Switzerland. This conference explores the meaning of experiences in luxury today, and the opportunities and challenges of delivering such luxury experiences in a more challenging global environment. Follow us to continue the discussion on current trends and the future of luxury experiences.

Dr. Suzanne Godfrey

Head of Luxury Marketing and Brand Management in Hospitality

[1] Kapferer, J-N. and V. Bastien. (2012). The Luxury Strategy. Kogan Page

[2] Remy, N., M Catena and B. Durand-Servoingt. (2015). Digital Inside: Get Wired for the Luxury Digital Experience. McKinsey & Company. July.

[3] D’Arpizio, C. et al. (2016). Luxury Goods Worldwide Market Study, Fall-Winter 2016. As Luxury Resets to a New Normal Strategy Becomes Paramount. Bain & Company. 23.

[4] See some examples:

Le temps de l’imaginaire (2014): https://www.youtube.com/watch?v=E8N6xQ2QlaI

La Maison des Carrés (2014): https://www.youtube.com/watch?v=UZ01zIRby8I

Apple Watch Hermès – Free Hands (2016): https://www.youtube.com/watch?v=0vYhbNywbmw

[5] (2016). True-Luxury Global Consumer Insight. BCG – The Boston Consulting Group & Altagamma Fondatione, Milan. 48

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A hotel manager is confident, approachable and adventurous. They aren’t afraid to try new things. Excited to experience new cultures. And they know the importance of teamwork. If you want a career that’s full of challenges, interesting people and exciting developments, hotel management could be just what you’re looking for. Here’s all you wanted to know about hotel management.

What is hotel management?

Managing a hotel comes with a range of responsibilities. You must be able to adapt to new challenges, help different departments and ensure the hotel maintains a standard of excellence. As a hotel manager, you will be responsible for overseeing and having a strong knowledge of finance, planning, service and organization. While you have a team of managers working alongside you, as hotel manager you have to lead rather than follow. You must also make sure your staff are managing their time and departments efficiently, whether that be through improving their monthly profits or simply ensuring a guest’s expectations are exceeded.

You must have strong attention to detail, leadership and teamwork skills. At some hotels, depending on the size and type, you may find yourself dealing with a lot more day-to-day tasks than you would at a more prestigious place. You may also have less contact with guests, but you’ll spend time monitoring the business through regular meetings.

An evolving industry

The world of hospitality continues to expand. It is one of the world’s fastest-growing industries, and will create over 80 million new jobs over the next ten years. The travel and tourism sector will account for one in nine jobs by the year 2026.

A hotel manager needs to know the current industry trends. They are aware that their hotel needs to evolve and change in order to stay current. At our recent Glion Luxury Conference, hospitality leaders told our students about what it takes to keep up-to-date. “To be successful, you have to create emotions,” said Philippe Tardivel. “Whatever you create has to be extraordinary, and you have to go the extra mile.”

Industry experts gave our students valuable info at our Luxury Conference

What do you need?

You need a range of soft and hard skills to be a successful hotel manager. Furthermore, you also need to gain first-hand experience of the industry. Many future managers embark on internships to gain more experience, working at hotels of varying ranges, reputations and locations. This is also a great way to complement your degree.

The skills you need to have include communication, teamwork and organization. However, you also need to understand and appreciate the challenges every department faces. It is important you spend time working or shadowing each part of a hotel, from finance to housekeeping. This ensures that you will have the awareness and experience to assist these departments when you become a manager.

Taking the next step

To find out what hotel management is all about, you could choose one of our programs. Our BBA in International Hospitality Management will provide you with hands-on learning, industry contacts and valuable internships. You could then further your skills with an MSc degree.

The post What is hotel management all about? appeared first on Glion Blog | Glion Institute of Higher Education.

On Wednesday 18 October, students at our Bulle campus were given valuable advice and information on safety. With the rise in car accidents in Switzerland, the increase in sexually transmitted diseases and various difficulties in health insurance abroad, students need to be aware of the threats and how to avoid them. The importance of striking a good work / life balance was also discussed, as well as ways to stay injury-free and improve productivity.

Staying healthy as a student

As a student, it can be easy to fall into bad habits. Whether it be succumbing to stress during exam season or suffering from a poor diet, there are many pitfalls students can face. Glion’s Health and Safety Day identified these issues, while providing vital help and feedback. Following on from the last health day, held in April, October’s event focused on safe driving, safe sex, safe travel and a healthy lifestyle. “We set up this day for a number of reasons,” said our Health Advisor, Ms Gilmore. “The number of car accidents in Switzerland, plus the information from Allianz that the number of STIs are increasing. Insurance cover while students are on internships or travelling is also another concern.”

In a survey, 30 per cent of students cited nutrition as a problem, with another day focusing on this matter scheduled for November. “We will dedicate a day entirely to this topic,” said Ms Gilmore. “A dietician will be present and a nutritionist will hold individual consultations. The Clinique La Prairie will present the role of nutrition in their SPA concept of health and long life.”

Gilmore says students need to keep organised to avoid illness. “Try not to pull too many all-nighters. Always ensure you have a good night’s sleep,” she said. “Physical exercise is also a good way to release some endorphins. Health and happiness are just as important as your academic success.”

Road safety

Glion’s security team delivered a drunk-drinking awareness exercise on campus. Students tested out a kart on a course specially designed to simulate the effects of drink driving. Wearing special glasses, the students were given an interactive experience. Glion’s Security Manager, Vasileios Boufidis, also provided some key tips for stopping anyone drunk from getting behind the wheel, whether it be calling for security or simply ensuring they get home in a taxi. Also present were local police, who ensured students’ foreign driving licenses were valid in Switzerland, guiding them to the process of changing them to Swiss ones if necessary.

Cyber crime awareness

Glion is taking drastic steps to ensure the online safety of our students. With cyber crime becoming more rampant, Vasileios provided some guidance. “Unfortunately hackers have become very creative and very powerful, making people vulnerable to attacks,” he said. “Students should always forego sharing public information on social media, and to reject friend requests from people that they do not know.

“We are working hard to keep students aware of possible dangers. Our messages are clear – do not experiment with illegal substances, speak up and do not overshare.”

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Text by Charlotte Chehboub, S4 student of the Event, Sport and Entertainment Management Bachelor Degree program

Glion Recruitment Day – A networking opportunity for top hospitality companies and students alike.

This semester, the Glion Recruitment Day happened on Wednesday the 15th of March 2017 on a beautiful sunny day, in The Club; one of the restaurants and venues on Glion Campus. During the event, Glion welcomed 43 representatives from 20 companies from all around the world,  who came to present their organizations and meet and recruit future interns or employees.

Big Names of the Hospitality Industry and Events  Industry

Many top companies from the hospitality and event industries took part of the event such as Ritz Carlton, Shangri La Paris, Alain Ducasse, Placement International or BMF Media, all from Glion’s portfolio.  And the day started early because around 600 students were coming to meet and exchange with these companies.

Many companies were there as long-time partners of the school, while others were new and seeking to build a relationship. In preparation for this visit, most of the students have chosen and researched the companies for which they wish to go on interviews with Human Resources managers. Indeed, companies usually have different positions to offer to students in different department, such as Food & Beverage or Rooms Division for 1st internships, and in administration such as Marketing or Revenue Management for 2^nd internships.

Three Words About Glion

We asked recruiters why their interest focused on Glion students, and 3 words keep coming up: professionalism, passion and excellence.

They find the quality required by the Hospitality and Event industry, for which students are prepared by teachers throughout their studies.

Here are the 10-second videos that share three insights into Gion’s privileged relationship with each of these top hospitality companies.

Special Interest for Hospitality and ESE Students

In this following video, Cole Griswald, the Director of Marketing at BMF Media talks about why his company is particularly interested in Glion students.

“The best qualities that the Glion students bring to the internship program are an understanding of what hospitality is and an interest in that field, they are often very professional, very well-traveled, and they can conduct themselves in a professional manner when we are working with clients and have client meetings.  Just very well rounded students that we know we can put in front of a client and get really good work from.”

A Total Success: Thanks to Students and Staff

Everything was thought of to create the most successful event, organized and managed by ESE 2 students. Croissants, juice and coffee kept everyone’s energy up to get the most out of potential opportunities.

“We had the pleasure to welcome 43 representatives  from 20 companies who had opportunity to interview students for potential internship openings. The feedback from these companies was excellent as they were impressed by the student attitude, the quality of supporting staff and a well-organized event,” said Siwattra Fertil, Head of Company and Career Relations at Glion.

“We believe that students and our partners benefited from this event and we hope to organize such an event on a regular basis. The success of this event was made possible by the support of all staff and ESE2 students who were the part of organizing this event,” she said.

Visit our website to learn more about the careers in hospitality or to see the Bachelor Degree program in Hospitality Management or Event, Sport and Entertainment Management. 

The post What are top hospitality companies looking for? Recruitment Day Insights appeared first on Glion Blog | Glion Institute of Higher Education.

A hotel manager is confident, approachable and adventurous. They aren’t afraid to try new things. Excited to experience new cultures. And they know the importance of teamwork. If you want a career that’s full of challenges, interesting people and exciting developments, hotel management could be just what you’re looking for. Here’s all you wanted to know about hotel management.

What is hotel management?

Managing a hotel comes with a range of responsibilities. You must be able to adapt to new challenges, help different departments and ensure the hotel maintains a standard of excellence. As a hotel manager, you will be responsible for overseeing and having a strong knowledge of finance, planning, service and organization. While you have a team of managers working alongside you, as hotel manager you have to lead rather than follow. You must also make sure your staff are managing their time and departments efficiently, whether that be through improving their monthly profits or simply ensuring a guest’s expectations are exceeded.

You must have strong attention to detail, leadership and teamwork skills. At some hotels, depending on the size and type, you may find yourself dealing with a lot more day-to-day tasks than you would at a more prestigious place. You may also have less contact with guests, but you’ll spend time monitoring the business through regular meetings.

An evolving industry

The world of hospitality continues to expand. It is one of the world’s fastest-growing industries, and will create over 80 million new jobs over the next ten years. The travel and tourism sector will account for one in nine jobs by the year 2026.

A hotel manager needs to know the current industry trends. They are aware that their hotel needs to evolve and change in order to stay current. At our recent Glion Luxury Conference, hospitality leaders told our students about what it takes to keep up-to-date. “To be successful, you have to create emotions,” said Philippe Tardivel. “Whatever you create has to be extraordinary, and you have to go the extra mile.”

Industry experts gave our students valuable info at our Luxury Conference

What do you need?

You need a range of soft and hard skills to be a successful hotel manager. Furthermore, you also need to gain first-hand experience of the industry. Many future managers embark on internships to gain more experience, working at hotels of varying ranges, reputations and locations. This is also a great way to complement your degree.

The skills you need to have include communication, teamwork and organization. However, you also need to understand and appreciate the challenges every department faces. It is important you spend time working or shadowing each part of a hotel, from finance to housekeeping. This ensures that you will have the awareness and experience to assist these departments when you become a manager.

Taking the next step

To find out what hotel management is all about, you could choose one of our programs. Our BBA in International Hospitality Management will provide you with hands-on learning, industry contacts and valuable internships. You could then further your skills with an MSc degree.

The post What is hotel management all about? appeared first on Glion Blog | Glion Institute of Higher Education.

Industry visits are a key feature of Glion education. Our connections with hospitality businesses means we often have presentations, conferences and recruitment opportunities from leading hospitality organizations. One such business is Guoman Hotels, who visited our Glion London campus on Tuesday 21st November. Guoman discussed their ever-growing range of hotels, their plans for the future and the internship opportunities they have for our students.

What Guoman offer

Guoman Hotels are an exciting, modern hotel group. They own a range of luxury hotels in London, including The Grosvenor Hotel, The Tower Hotel and The Royal Horseguards Hotel. They also redevelop and renovate their hotels, with The Cumberland Hotel transforming into the Hard Rock Hotel in 2018. The 900-bedroom hotel will be London’s first Hard Rock Hotel, and will join establishments in New York and Berlin.

Our guest speakers came from The Tower Hotel. Dries Gadeyne works as Front House Manager, while Bogdan Gheaus is Director of Food and Beverage. Their presentation focused on their hotel and the internships they could offer to our students. The hotel hosts a range of events, with recent ones including the Virgin London Marathon. Dries says that is just part of everyday life at the hotel. “Sometimes we have three weddings a week, with 550 guests attending each,” he said. “We are always fully booked during the Christmas period, while other hotels have only 20 per cent occupancy.”

Why London is the place to be

Dries believes that London has a lot of opportunities for hospitality students. “London is the hospitality capital of the world. You will find the best hotels here,” he said. “There are so many opportunities in London. There are many hotels opening every month, which means the competition is high. You always have to stay at the top of your game.”

Additionally, Dries also thinks that students gain vital experience in London. “With the right skills, you will develop quickly here,” he said. “We have had a lot of success stories when it comes to students working with us.”

Internship opportunities

Our speakers also spoke about the internships they could offer. They often look for students to fill roles in Front of House, Meetings and Events, and Food and Beverage departments. Dries looks for a number of traits in his interns, like energy, charisma and respect. He also wants them to be sociable. “Remember, it’s a people business,” he said. “We don’t expect you to have all the skills and experience. We will teach you.”

Dries highlighted what an internship with them would be like. “There’s no difference between students and employees. You will get the same training and have the same responsibilities,” he said. “We allow you to come up with suggestions. We don’t need to get permission to implement new ideas as we are unique

“When you do an internship with us, you will be part of our success.”

These private company visits are fantastic opportunities for our students. They learn from professionals and hear about internship opportunities. It was great to see a large group of students ready with questions, having already conducted research on Guoman.

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