1. Executive Master in International Hotel Management

2. 2
 BACKGROUND AND OBJECTIVE
VISITBRUSSELS, the tourism communications agency of the Brussels-Capital Region and the Solvay
Brussels School of Economics and Management (SBS-EM) seek to develop a learning platform in Brussels
for executives of the international hotel industry.
The international hospitality industry needs to embrace the rapid technological change and be
innovative and entrepreneurial in order to remain competitive. A training programme, with a working
name of Executive Master in International Hotel Management, would allow for a shared experience
among the international hotel executives and would provide a challenging learning environment to
further their leadership capacities, strategic planning and management skills reflecting the demands
brought by this rapid change. It would moreover deliver a content combining the expertise from the
experts with both academic credentials and on-the-job experience together with regular intervention by
guest speakers from the hotel business.
More specifically, the programme would focus on the:
• Leadership competencies needed to face the management challenges within the hotel sector.
• Strategic and functional management skill set needed for top-level hotel management.
• Best practices across the hotel industry.
• Opportunity for knowledge-sharing, showcasing experiences and cooperation among
international hotel executives.

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 PEDAGOGICAL APPROACH & METHODOLOGY
 Action-learning Approach
Professionals from the hotel industry will be invited to bring their insight and testimonial during class.
Real-world perspective will complement the academic study throughout the programme.
 Integrated Learning Approach
The teaching is based on a variety of methods including case studies, outdoor activities, business
simulations, business models and discussion groups.
 Participatory Approach
A high level of interaction among participants/peers and faculty is encouraged. Faculty and participants
share experiences, good practices and lessons learned to enhance learning opportunities.
 Pre-reading - Private Study Time
Learning would also take place outside of modules, namely in advance of a module, with e.g. case study
preparation and background reading and research, either individually or within a team/group.
 Personal Development Plan (PDP) - OPTIONAL
Opportunity to create a personal business plan that includes portable competencies for participant to
focus on his/her career vision, values and growth, and make sounder career decisions.
 Optional: Coaching
Participants receive an individual consultation, a one face-to-face coaching session of one hour at the
end of the course on the submittal of the Personal Business Plan. The purpose of this session is to
challenge participant’s thinking and help them clarify their intention with regard to their leadership
development.
 SOLVAY FACULTY
The faculty would comprise of highly qualified experts and professionals including lecturers with full-time
appointments from the Solvay Brussels School and Skema Business School.
The programme would benefit from regular interventions and testimonials from guest speakers drawn
from the ranks of industry’s top achievers.

4. 4
 CONTENTS
The curriculum of the programme will focus on the knowledge essential to the practice of international
hotel management. The programme comprises of 16 days spread in 5 thematic modules.
Classes will be organized in 2 full day sessions (9.00 - 17.30) taught on Fridays and Saturdays.
MODULE 1
Duration: 4 days (2 x 2 days)
Dates: 16-17 January & 6-7 February 2015
• VALUE CREATION IN THE HOTEL INDUSTRY - 2 days
• Investment and Financial Decisions
• Corporate Strategy
• Asset Management
• Introduction Belgian Accounting System
• Legal framework for hotel management
SOLVAY FACULTY
Mathias SCHMIT is professor of Finance at the Solvay Brussels School of Economics and
Management, ULB. He teaches Finance, Banking, Risk Management, EU Financial Regulation and
Case Studies in Microfinance. Mathias holds a PhD in finance and has published numerous scientific
papers on the impact of Basel II on the financial industry. He is also the founder of SAGORA, a
network of senior risk professionals merging extensive asset financing and banking experience.
• REVENUE/YIELD MANAGEMENT - 2 days
• Forecasting & Availability
• Pricing & Distribution
• Overbooking
SKEMA FACULTY
Serge CHAMELIAN is an MBA graduate from ESSEC-Cornell, where he specialised in Revenue
Management before joining Amadeus in 2004. With a rich educational background, quadrilingual,
Serge was initially responsible for complex projects, client key accounts and teams for the RMS
department. He was later generating worldwide strategic business partnerships and was in charge
of commercial development of the Amadeus Revenue Management business unit. His areas of
expertise are Revenue Management, Pricing, and Distribution. He teaches at several international
universities including and numerous executive education programs including the SKEMA Business
School (France) In 2009, Serge established h-hotelier, a Hospitality and Tourism Services company
offering Business Intelligence applications and IT consultancy services in internet distribution,
ecommerce, revenue management, pricing and Travel/Web 2.0.
INDUSTRY SPECIALISTS

5. 5
MODULE 2
Duration: 4 days (2 x 2 days)
Dates: 27-28 February & 13-14 March 2015
• LEADERSHIP CHALLENGES IN THE HOTEL SECTOR - 2 days
• Organisational Behaviour
• Team and Personal Leadership
• Motivation
• Leading remote teams
• HOTEL HUMAN RESSOURCE MANAGEMENT - 2 days
• Recruitment, Talent Retention and Growth
• Operating Policies and Procedures
SOLVAY FACULTY
Susan WEST holds a Masters in Organizational Psychology from Columbia University (United States).
Her passion for business and psychology led her to an international career in human resources
where, over the past 20 years, she worked with some of the Fortune 500’s top global executives.
Susan’s career spans multiple industries in Europe and the United States. She was Senior HR
Business Partner at Citibank, then moved to AlliedSignal as Director of Organization & Leadership
Development. She also held leadership positions at Bristol-Myers Squibb and Merck & Co., Inc. in
Performance Consulting and Corporate Talent Management. In 2006 she established a consulting
practice in Brussels, dedicated to helping leaders and their teams meet today’s business challenges.
Reggy-Charles DEGEN has over 25 years of experience in the Human Resources sector. He began his
career in 1987 at the Allen & Overy international business law firm from where he was seconded for
two years to the Procter & Gamble Group. In 1990, he joined the Xerox group (Belgium-
Luxembourg) as Secretary General, also in charge of Human Resources. In 1995, he became head of
the departments of Human Resources and General Services of SA Mobistar. In 2003 he joined the
BT Group (British Telecom) as Vice President of Human Resources in charge of Europe, Middle East,
Africa and Latin America. In 2008, he joined the British Technology Group Plc Promethean as Chief
Human Capital Officer. Since 2012 he has been a partner in a consulting firm specialized in strategy
and human resource management. Reggy holds a law degree from the University of Louvain
(Belgium) along with a degree in International Trade from Cooremans Institute (Brussels) and
Human Resource Management from the Economische Hogeschool Sint of Aloysius (Brussels).
INDUSTRY SPECIALISTS

6. 6
MODULE 3
Duration: 4 days (2 x 2 days)
Dates: 27-28 March & 24-25 April 2015
• HOTEL MARKETING MIX - 1 day
• Research, Product, Price
• Service Marketing
• Web Marketing
• Creativity & Innovation
• COMMUNICATION & NEW MEDIA - 1 day
• Landscape/Digital Media planning/KPI/Measurement
• Search and Performance Marketing
• Social Marketing Targeting and Measurement Optimization
• E-Channel and E-Commerce
• HOTEL BRANDING AND FRANCHISING - 2 days
• Overview of stakeholders and relationships (Owners, lenders, hotel brands and hotel
companies, franchisors, management companies)
• Branding strategy (brand attributes, brand value, brand equity, brand management)
• Branding and social media management
• Branding and consumer behaviour - value co-creation
• Branding, franchising, and quality management
SOLVAY FACULTY
Jean-Pierre AERTS has more than 20 years of experience in multi-cultural environments - as
manager, consultant, facilitator and trainer - in the areas of communication, branding, marketing,
sales and team development. Active for both product and service companies, Jean-Pierre worked
over the past years for companies such as Belgacom - Beiersdorf - Coca-Cola - Delta Lloyd - Dexia -
EVS - Ethias - Gallaher - ING - Lafarge - Omega Pharma - Procter & Gamble - RJR Nabisco - RTL -
Sodexo - Spa Waters – Skynet Jean-Pierre holds a MBA from the Cornell University (NY State USA),
on top of degrees in Law (ULg Belgium) and in Business Administration (UCL Belgium). He regularly
facilitates workshops gathering managers from all over the world, and trains professionals attending
the following universities: ULB - Solvay Business School - Ho Chi Minh and Hanoi Universities.
Hugues REY is the CEO of Havas Media Brussels, the Belgian branch of the one of the leading global
communications and marketing groups. His began his career in ‘92 as Research Manager for
Media+Square (now WPP Mindshare) and then as Research Director for Initiative Media in ‘98. In
2000, he created Fastbridge - the digital agency of Initiative Media In 2006 & 2007, Hugues was the
Digital Director Europe Middle East Africa for Initiative. In 2008, he has been promoted as Chief
Strategy Officer for Mediabrands. He joined Havas Media in September 2010 where he is now the
CEO’s. Hugues is also active in many professional media associations. I‘Am A Bridge is the Hugues
blog project: www.huguesrey.com. In 2010, Hugues received a “Lifetime Achievement Award”
during the Mixx Award
SKEMA FACULTY
Frederic DIMANCHE, Ph.D., is a marketing professor and founding director of the Centre for
Tourism Management at SKEMA Business School. In 2001, he started the Master of Science in
.

7. 7
Strategic Tourism Management. He spent over 15 years in the USA where he worked in academia as
well as a service marketing consultant. He has published numerous tourism research articles and in
1994 received the National Tour Association (United States) Visiting Scholar Award for services to
the tourism industry. Frederic is a board member of the Travel and Tourism Research Association
Europe and a former associate editor of the Journal of Travel Research. He is also a member of the
International Association of Scientific Experts in Tourism.
INDUSTRY SPECIALISTS
MODULE 4
Duration: 2 days
Dates: 24-25 May 2015
• STRATEGIC MANAGEMENT - 2 days
• Provide participants with an introduction to business strategy
• Develop analytical tools and models, discusses the underlying theories and their frameworks
through a combination of case studies, lecture / discussions and readings.
• Allow participants to develop a view of strategic management that helps them in identifying
and the fundamental determinants of success in their business environments as well as
conditions for and paths for creating and capturing value in today’s competitive
environment.
SOLVAY FACULTY
Paul VERDIN is Professor and Chair in Strategy and Organisation at Solvay Brussels School of
Economics and Management and Professor of Strategy and International Management at
K.U.Leuven (Belgium). He was previously at IESE Business School (Spain), and a “Distinguished
Visiting Professor” at INSEAD (France), where he was on the faculty for over 15 years. He holds an
MA and Ph.D. in Economics (Industrial Organization) from Harvard University and has held short-
term positions with McKinsey & Co, Merrill Lynch Capital Markets, the International Monetary Fund
and the World Bank. His research has been published in leading management journals and books in
the field of strategy and international management.
INDUSTRY SPECIALISTS
MODULE 5
Duration: 2 days
Dates: 12-13 June 2015
• Sustainable Performance - 2 days
• Sustainable development and the triple-bottom line – why does it matter?
• Stakeholders and their influence on hospitality management
• Barriers to performance and solutions
• Sustainable trends within major hospitality companies
• Labels and accreditations
• Beyond compliance and reporting

8. 8
SKEMA FACULTY
Frederic DIMANCHE is permanent professor of marketing at SKEMA Business School. After spending
over 15 years in the USA, where he worked as Professor in the College of Business Administration of
the University of New Orleans and as Research Director of The Olinger Group, a full service
marketing research firm, he joined SKEMA Business School (formerly CERAM Sophia Antipolis) in
2001 to develop the Center for Tourism Management and Master programs in tourism and event
management. Frederic has published numerous research articles and has been an active marketing
consultant, working for private companies and national or regional tourism organizations in France,
the USA, and other countries in the Americas, Europe and Asia. Frédéric is a past President of the
Travel and Tourism Research Association Europe. Frederic holds a Ph.D. from the University of
Oregon (USA).
INDUSTRY SPECIALISTS
 PRACTICAL ORGANISATION
 Language
English including all training material.
 Structure
The programme will comprise of 16 days spread in 5 thematic modules. Classes will be organized in
2 full day sessions taught on Fridays and Saturdays.
 Daily Schedule
Classes will take place from 9.00 to 17.30, with a total of about 130 hours per cycle.
Two breaks will be organized in the morning and afternoon along with a one-hour lunch break at
13.00.
 Venue
Solvay Brussels School has all the necessary facilities to host the training at its premises at 42,
avenue F.D. Roosevelt. The school building R42 centralises all faculty, research centres and
executive education department into one single building.
 Admissions
Admission into the programme will be open to executives with at least 5 years of working
experience wishing to develop skills in preparation for middle or upper hotel management
positions. Admissions are a selective process based on professional achievement and organisational
responsibility.
 Class Size
The programme is intended for a class size of 25 to 30 participants
 Solvay Brussels School Alumni Association
An alumni association strong of 18.000 members worldwide.

9. 9
 TUITION FEE
The tuition fees amount to 8.750€ (excluding VAT). Optional coaching is offered at the fee of 250€ per
session.
Under certain conditions, the participants of Solvay Executive Education programmes are eligible to state
financial aids. For more information:
Financial benefits
Secteur Horeca -50 travailleurs
Secteur Horeca +50 travailleurs