The 10 best hospitality management institutes of 2020.

UC TITHE MAGAZINE
Enlightening The Educational LandscapeJUNE 2020
www.theeducationmagazine.com
How Digital Marketing
can help Hotels Combat
the COVID-19 Crisis?
Innovation In Hospitality
Education and Career
Opportunities
Pg No.
Pg No.
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OSPITALITYMANAGEMENT INSTITUTES
OF 2 20 0
Pg No.
A Benchmark For Academic Quality
And Excellence In Hospitality
30
48

People Behind This Issue
Understanding
the Challenging
Times
The hospitality industry is considered as one
of the fastest-growing industries. Over the
years, the industry has provided ample job
opportunities for new talents. This has
helped many hospitality management
institutes to attract aspirants from all over
the world.
Moreover, the Post COVID hospitality industry is
considered to be one of the highly aﬀected
industries due to the COVID-19 pandemic. These
are some of the challenging times for both the
students and the industries. Tackling the
challenges with grace, many institutes are now
providing their programs online.
Acknowledging the eﬀorts of both the students
and institutes, our team of The Education
Magazine has come up with a new issue, “The 10
Best Hospitality Management Institutes of
2020.” This issue focuses on how institutes are
providing studies with innovative programs along
with the traditional programs. Moreover, if you
are a student, this issue will give you overall
insights of the hospitality management institute.
Publisher: Archana Ghule
Editor–in–Chief: Vikram Suryawanshi
Associate Editor: Shubham Biradar
Content Contributors: Vidya Joshi
Rakesh Mahto
Utkarsh Deshpande
Art Director: Vinod Alhat
Marketing Head:
Research Team:
Robert Smith
Daisy, Rahul,
Maranda, Rocky,
Anil Mantge

From The Editor’s Desk
On the cover of the magazine, we have
Glion Institute of Higher Education—a
private Swiss institution that offers
Hospitality Business Bachelor's and Master's
degrees with specializations in Luxury
management, Event or Finance to students
from over 90 different countries.Alongside,
we have also featured St. Thomas
Aquinas College, Tio - University of
Education in hospitality
will make you understand
the importance of gratitude
towards each other.
‘‘
‘‘
Shubham Biradar
Associate Editor
Applied Sciences, Galway-Mayo
Institute of Technology, Ecole
Hôtelière de Lausanne (EHL) and
Breda University of Applied Sciences.
To provide you with wholesome knowledge
about the hospitality institutes and
industries, our team of talent writers have
written interesting articles that you will find
under the section, “Hospitality
Education and Career Opportunities”
and “The digital fight against COVID-
19.”
Sales & Marketing
Project Head: Abhishek Patil
Sales Co-ordinators: Peter Gomes
Kevin Gonsalves
Je Smith
The Education Magazine is published by Pericles Ventures Pvt
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CONTEN
Glion Institute of
Higher Education
Pg No. 12

NTS
How Digital Marketing
can help Hotels Combat
the COVID-19 Crisis?
Innovation In Hospitality
Education and Career
Opportunities
Pg No.
Pg No. 30
48
Breda
University
Pg No. 22

EHL Group
Pg No. 26
GMIT
Pg No. 34
St. Thomas
Aquinas College
Pg No. 38
Tio-University of
Applied Sciences
Pg No. 44

Bournemouth
University
www.bournemouth.ac.uk
Breda University of
Applied Sciences
www.buas.nl/en
Galway-Mayo Institute
of Technology
www.gmit.ie
Ecole Hôtelière de
Lausanne (EHL)
www.ehl.edu
Hotel Management
School, Maastricht
www.hotelschoolmaastricht.nl
Institut Paul
Bocuse
www.en.institutpaulbocuse.com
St. Thomas Aquinas
College
www.stac.edu
The Culinary Institute
of America
www.ciachef.edu
Tio - University of
Applied Sciences
www.tio.nl/en
Glion Institute of
Higher Education
www.glion.edu

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A Benchmark For Academic Quality
And Excellence In Hospitality
THE EDUCATION MAGAZINE 13

T
ravel, tourism, event
planning, and hospitality
are all sectors that are
among the most dynamic in the
world. Amongst these, the
hospitality industry is gaining
popularity as it places its customers
at the heart of its operations and
works to deliver the best experience
possible. However, with changing
times and changing demands of the
new-age travellers, it is difficult to
keep up with the trends and stay
relevant despite the fierce
competition in the industry. As an
aspiring student, it becomes
important to opt for a university
that is up to date with the trends
and pivots the path to a successful
career.
Speaking of secure career growth, it
is important to choose the best
education institute that will not
only help you to advance in your
Glion” in the former Grand Hotel
Bellevue in Glion. Later in 1995,
Glion raised the academic level of
the school by introducing the first
Bachelor's Degree in
Hospitality, in answer to the
industry's ever-growing need for
highly qualified managers. Being
responsive to industry needs ever
since its opening Glion has
cultivated academic expertise and
industry relationships and set the
highest standards for academic
quality and hospitality excellence.
Glion Institute of Higher
Education is a private Swiss
institution that offers Hospitality
Business Bachelor's or Master's
degrees with specializations in
Luxury management, Event or
Finance to students from over 90
different countries across three
campuses in Switzerland and
London, UK. Together with Les
Raisingthe Academic Level in
Hospitality Education
Carrying forward the swiss
hospitality legacy, around 58 years
ago, Walter Hunziker, Vice-
President of the Swiss
Tourism Federation and
hotelier Frédéric Tissot opened
the “Institut International de
career but will also help you to
build a stronger foundation. If you
are an aspirant who is aiming for a
career is hospitability, Switzerland
is the right place, to begin with. The
term 'Swissness' is commonly
used in the hospitality industry,
highlighting a huge amount of
respect towards the guest. The
country has a rich culture in
providing excellent hospitality
services along with some famous
institutes and hotels for both
students and tourists.
14 JUNE 2020
COVERSTORY

Roches and Education Ducasse,
Glion is part of Sommet Education,
leading hospitality education group
worldwide. Since its foundation,
Glion has been a by-word for
excellence in hospitality business
education and has been oﬀering the
students access to the expertise of
its sister brand École Ducasse, a
global leader in culinary arts
education, since 2019.
The institute follows a curriculum
of the Swiss model of hospitality
education, combining practical
instruction in kitchen, service and
rooms operations with theoretical
and general management courses.
The ﬁrst academic semester always
focuses on Hospitality Excellence
where students deepen their
knowledge in the practical
Emphasising on Both Practical
and Theoretical Education
Note to the
students
Glion develops
you into
professionals for
global careers in
the world’s premier
hospitality and
luxury businesses.
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and hotelier Frédéric Tissot
opened the “Institut
International de Glion” in
the former Grand Hotel
Bellevue in Glion.
Walter Hunziker, Vice-
President of the Swiss
Tourism Federation
The Alumni Association of
Glion(AAG) was founded
with 40 original members.
Today, the AAG counts
more than 14,600 alumni
in 144 countries.
Throughout the 1970s,
theschool continued to grow
rapidly. Along with new
facilities to increase capacity
came the school’s new name
“Centre International de
Glion”.
HISTORY
OFGLION
1962 1964 1977
“
The professional focus
of a Glion education
gives our students the
skills they need to thrive
in the workplace.
COVERSTORY
16 JUNE 2020

After the School
Commission decided to
establish a new site to
cope with increasing
demand for space,
construction of the Bulle
Campus was completed in
1989.
the ﬁrst Bachelor’s Degree
in Hospitality, in answer to
the industry’s ever-growing
need for highly qualiﬁed
managers
Glion raised the academic
level of the school by
introducing
with Les Roches
International School of
Hotel Management.
Glion became part of
Laureate Education Inc., a
US-based network of
universities, together
Glion gained accreditation
by the New England
Commission of Higher
Education (formerly the
Commission on Institutions
of Higher Education of the
New England Association of
Schools and Colleges, Inc.).
1989 1995 2002 2006

Students even have the opportunity
to transfer between campuses in
Switzerland and London, as well as
locations in Spain and China at
Glion's sister school Les Roches.
Moreover, Glion has a widely
developed internship program led
by its dedicated Career &
Internship service which provides
expert support personalized to each
student's career ambitions. At
Glion, each student receives on
average 5.8 internship offers.
The two semester-long internship
experience during their Bachelor's
degree and one semester-long
modules: Luxury Hospitality
Culture, Contemporary
Gastronomy, Hotel Operations,
Food and Beverage Concepts,
Trends and Innovation, and
Business Communication where
Glion students are supervised by
Practical Arts lecturers and
Meilleurs Ouvriers de France (Best
Craftspeople of France).The
institute believes in cultivating not
only the practical and theoretical
education but also help its students
develop the know-how and the soft
skills such as team-spirit, open
mindness, sense of detail, empathy,
and leadership to name a few.
Nurturing Professional and
Personal Development
hospitality and leisure
management, and in the top 2
globally for employer reputation.
Across its different campus
locations, Glion Institute of Higher
Education provides a unique
learning environment to a diverse
student body, with modern
classrooms and learning facilities,
gastronomic restaurants and
furnished accommodation available
on every campus. All these facilities
are operated by students under the
supervision of professionals each
best in their domain of expertise
and provide a real-life experience
with real customers. Among the
facilities are a signature restaurant,
Le Bellevue, awarded 16 Gault et
Millau points and offering fine
gastronomy with spectacular vistas,
as well as the vegetarian trend-
driven restaurant “Fresh” offering
gourmet cuisine with breath-taking
views.
In Glion, it is believed that a good
manager needs to experiment in
practice all the professions of
hospitality in the campus in order
to get a full understanding on how
hospitality organizations work.
What makes Glion's practical
approach special are the boutique
campus environments, with a
maximum 1,700 students across
three campuses and a staff to
Today, Glion ranks among the
world's top institutions for
Providing Modern Classrooms
and Unique Learning
Environment
The balance of practice and theory
nurtures professional and personal
development and provides the
combination of soft skills that the
industry demands. This is referred
as the transformative education
process. To keep all the students on
their feet, every semester, the
campuses are buzzing with events
and activities among which one can
count one-day excursions to
neighbouring countries and sport
events including ski trips, mountain
walks, soccer, rugby, basketball and
volleyball competitions with other
hospitality schools. Students have
access to music rooms for band
practice and concerts (Glion and
Bulle campuses) or even get to
participate and organise a Cultural
Fair where they present their
countries, cultures and traditions
through different stands.
internship experience during their
Master's degree enables future
graduates to step straight into a
responsible position upon
graduation and start work
immediately at a professional level.
Glion celebrated its 50th
the Glion spirit.
anniversary with over 400
alumni who gathered on
Glion campus to share
memories, stories and
Leading European
investment company
Eurazeo acquired Glion
and Les Roches under newly
formed Sommet Education.
Glion launched the new
Luxury Brand Management
specialization
graduates.
in reaction to a growing
interest of luxury brands in
hospitality
of Roehampton.
Glion opened its latest
studylocation in London, on
the site of Downshire House
at the University
2012 2013 2015 2016
COVERSTORY
18 JUNE 2020

student ratio of 1 to 5. In order to
deliver individualized study
approach, studies are provided in
small class sizes with an average
of 35 students per academic and
15 students per practical class,
where students get one-on-one
attention from highly qualified
faculty members who provide
feedback and help to target their
skills.
Premium Hospitality
Education with Exceptional
Career Options
Tuition fees is one of the main
concerns for students but with
the employability rate of 90% in
the Glion, the tuition fee is
considered as an investment in
students' future and the institute
is committed to supporting
motivated students in reaching
their potential. As a private
institution, Glion provides a
limited number of scholarships
and financial aid packages for
Glion students. Each scholarship
and financial aid package has
specific criteria, and eligibility is
examined on a case-by-case basis
for those students who have
submitted a complete application.
Students may also be eligible for
loans offered in their home
country.
Glion launched new
Masterof Science degrees in
luxury, entrepreneurship
and finance.
2018
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COVID 19: Preparing the Students for The
Challenges
Additional aid such as scholarship and internship always
motivate the student to do well. The combination of
practical, academic and real-world learning thanks to
Glion internship program enables Glion students to take
on a responsible position and launch their careers upon
graduation. At Glion, students receive on average 4 job
offers on their first-time employment and almost all
(98%) of the job seeking students already have one or
more employment offers on their graduation day. The
majority (51%) of alumni find work in Hospitality,
Tourism and F&B, while the rest find work in other
sectors, such as FMCG, luxury goods and services,
marketing, events, banking and finance thanks to the
client relations experience accessed through premium
hospitality education.
Today, COVID-19 is one of the main challenges that
every industry is dealing with. For the hospitality
industry, Glion believes it is crucial for the leaders of the
future to understand how to face such crisis situations.
The institute has taken the opportunity to prepare the
students for the challenges that lie ahead and has also
introduced a series of exceptional limited live and online
series “Leading Hospitality Through Turbulent
Times” that includes panel discussions, individual
guest speakers, webinars and Q&A sessions led by the
faculty and renowned industry experts. In an
everchanging world now dictated by new post-COVID-
19 codes led by digitalization, sustainability and
innovation, it is looking to give the students the best
start to be successful in their future careers.
During the time of crisis, along with the cutting-edge
learning facilities, Glion students have been granted
private access to join small group sessions coached by
experts in Revenue Management, Hotel Valuation and
Spa Management. The complimentary additional two-
week courses in “Hotel Market Analysis and
Valuation”, “Hotel Revenue Management”,
“Excellence in Spa Operations” and “Maximizing Spa
Profitability: Financial Planning for Spa and Wellness
Centers” are all designed to meet specific industry
needs and will allow students to obtain 4 professional
certificates in addition to their academic degree. These
certificates will be a great asset when looking for a job
or advancing student future career.
“
Glion offers more than just
hospitality education and
management courses aiming
to develop language skills,
cultural knowledge, creativity,
and life skills.
20 JUNE 2020

Breda University
of Applied SciencesSpearheading the Higher Education
in Hospitality Management
22 JUNE 2020

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Ÿ Built Environment: Bachelor of Built Environment
In the beginning, BUAS provided higher education in Tourism
and Leisure. Presently, it is the largest and leading institute in
the world in the fields of Tourism and Leisure. Over the years,
it has grown into an international knowledge and education
institute. BUAS is all about knowledge development and
research. It offers professional as well as academic bachelor's
and master's programs in several domains. Some of the
domains and the programs are as follows.
Ÿ Tourism: Bachelor of Tourism Management and three
other courses
Ÿ Media: Bachelor of Creative Business and Master of Media
Innovation and Executive Media Innovation
E
stablished in 1966, Breda University of Applied
Sciences in the Netherlands is one of the best
hospitality management institutes around the world.
It is a medium-sized, government-funded higher education
institute with more than 7000 Dutch and international
students from around 100 countries. BUAS is internationally
accredited by the UN World Tourism Organization, the World
Leisure Organization, and the International Facility
Management Association. Furthermore, it has an ECA
Certificate for Quality in Programme Internationalization.
BUAS is committed to forging ties with related fields of study
and the international professional field. Likewise, the
university partners with the frontrunners in the education
industry and works with them on innovations and research
and emphasizes on discovering new opportunities, new
solutions, and new worlds together.
Ÿ Leisure and Events: Bachelor of Leisure Event &
Management and six other courses.
Ÿ Hotel: Bachelor of Hotel Management
Ÿ Facility: Bachelor of International Facility Management
Ÿ Games: Bachelor of Creative Media and Game Technology
and Master of Game Technology
Versatile Hospitality Management Programs
Ÿ Logistics: Bachelor of Logistic Management, Logistic
Engineering and Master of Leadership in Supply Chain
Management.
BUAS is committed to sustainable development goals and this
commitment is reflected in its degree programs, research, and
the brand new state-of-the-art campus. Since its inception,
BUAS has transformed and evolved within its fields of interest
and anticipated changes in society at large, creating new

350 exchange places for its students.
Furthermore, the university has strong
collaborations with companies around
the globe. Together with the companies,
BUAS provides students with challenging
and relevant work placements and
graduation assignments.
Green and Internationally Oriented
Campus Environment
BUAS encourages development in its
small scale and internationally oriented
campus environment. The campus
consists of three buildings including a
former convent. The buildings are
situated in a green, park-like
environment, at the edge of the city
Centre of Breda. The degree programs in
Hotel, Facility, and Tourism Management
are accommodated in a monumental
At BUAS, no student is an average
graduate. Each student is unique in his
own way. For example, a year and a half
after graduation, 97% of the hotel
graduates from BUAS get a job. Out of
those, 92% get employed at the bachelor's
level. The students of BUAS are recruited
in prestigious companies such as Accor,
Marriott, Odyssey, and Sircle after their
graduation. Furthermore, more than 15%
of BUAS graduates live and work abroad
and those talented students have the
opportunity to join Hilton Class, which
offers them a career with Hilton
Worldwide after graduation.
domains out of existing degree programs
in a natural manner to ensure curriculum
relevance. Committing to its goal, BUAS
plans to introduce a new professional
master in Strategic Event Management,
in September 2020, followed by a new
professional master in Supply Chain
Management in September 2021.
A Flurry of Opportunities for the
Students
At BUAS, the students are provided
industry-relevant learning throughout
their course of study. In lectures, project
groups, and work placements, students
get ample of time for exploring the
industry in detail and for interaction,
guidance, and feedback. The lecturers at
the University often have an international
background and participate in
international networks. In addition to
teaching, the lecturers and study coaches
at BUAS are also active in the
professional field, consequently,
benefiting the students with the latest
trends and insights of the industry.
The University gives high emphasis on
international experience. Thus, the
students are encouraged to go abroad
during their studies for a work placement
or an exchange program. BUAS has a
network of 128 highly reputed
educational institutes abroad that offer
Industry-Relevant Learning
24 JUNE 2020

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training company of both degree
programs which focuses on Hospitality
Experiences Design. Furthermore, BUAS
has adopted the teaching model of the
learning community. At BUAS, students
and lecturers from different
backgrounds, cultures, and areas of
expertise work together on real-life
problems taken from the international
professional field. Apart from this, the
university offers several bachelor's
scholarships for incoming non-EEA
degree seeking bachelor's students.
Changes due to the COVID-19
Pandemic
Like every educational institute across
the globe, BUAS is also providing online
education due to the outbreak of the
pandemic. Presently, part of the
education is being offered online, but the
practical sessions such as training in
kitchen and restaurants will remain
bound to the campus environment
within the possibilities the corona
measures offer. Moreover, BUAS is
characterized by personal education and
it emphasizes on having personal contact
with its community to exchange
knowledge between its domain expertise.
Thus, it has chosen to center all courses
on one campus location. The university
has gained great experiences in the field
of online open days and webinars and
plans to embrace the positive lessons
learned from studying and working
online for the future.
convent, along with the Sibelicious
Restaurant, Taste Lab, Grand café, and
the Chapel for hosting all kinds of events.
Furthermore, there is a library, several
study landscapes, and sport and
recreation facilities for students and staff
on campus. The sport and recreation
facilities include a Playground, Music
Room, and a Radio Station. Apart from
this, all the domains have their own
project spaces, labs, and workshop areas
where students can work on assignments
and projects. There is also space for
enterprising graduates and starters.
Moreover, there is an Innovation Square
that offers the necessary facilities for
creativity and innovation.
Salient and Unique Assets
Diversity in a small scale and the cross-
cultural setting is one of the most
important assets of the university. This
diversity facilitates thinking outside the
own cultural frameworks and across
borders and it is reflected in the
respective domains. The domains have
their own identity, but all are related to
each other giving rise to all sorts of
connections and crossovers including in
the field of hospitality. Moreover, the
hospitality management programs of
BUAS have made it a mission to integrate
the ingredients such as service
orientation and experiences (hotel
management) with accuracy, efficiency,
and planning (facility management). This
unique combination comes together
beautifully in Sibelicious, the student
Breda University of Applied Sciences is committed
to forging long-lasting relationships with its
graduates. Obtaining your degree does not mean
that your BUAS time is over, at least as far as we
are concerned.

Enhancing the Learning and
Career Opportunities
26 JUNE 2020

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Ecole hôtelière de
F
ounded 125 years ago,
Lausanne (EHL) is the world's first hospitality
management school. The Lausanne-based school grew
into an international education group and today, EHL Group
is an ambassador for traditional Swiss hospitality with over
30,000 alumni worldwide from over 120 nationalities. The
Group, which operates two campuses in Switzerland and an
international campus in Singapore, encompasses a portfolio
of specialized business units that deliver hospitality
management education and innovation worldwide.
As the world's first Hospitality Management School, EHL has
been leading the way and helping shape the future of
hospitality since day one. 125 years later, pushing the
envelope is still at the core of the strategy. All degrees are
delivered by EHL, which is recognized as a Swiss University of
Applied Science and which has an American (NECHE)
accreditation. The school is privileged to have the world's
strongest alumni network.
Stimulating Innovation and Entrepreneurship
EHL Group focuses on bringing innovative learning solutions
to thousands more across the world, stimulating innovation
and entrepreneurship through partnerships, the EHL
Network of Certified Schools and their Innovation Village, as
well as rethinking the fundamentals of world-class education
in a changing technological and cultural landscape. This
unique role is recognized by its regular ranking as the world's
best hospitality and leisure management university (QS
World University Rankings by subject).
Owing to its strong alumni network, the school maintains
privileged connections with the industry and this creates a
substantial advantage to the young graduates entering the job
market. The unique proximity to the hospitality industry
allows providing students with extensive out-of-class learning
experiences such as off-campus visits, collaborations with
different companies on real-life business issues, and many
topic-specific conferences they get preferential access to.
Offering a Balanced Curriculum
The campuses at EHL are developed to serve the student's
learning objectives. The three campuses at Lausanne,
Passugg, and Singapore offer a very different environment but
are based on the same core principles of openness, excellence,
and technology. Currently undergoing extensions and

Ÿ Bachelor in Hospitality
Management: The Bachelor of
Science in International Hospitality
Management offers a balanced
curriculum that combines industry
immersion with management theory
and applied business projects, for
well-rounded professionals and
leaders. The degree offers two
pathways, academic and professional,
offering you a choice of two different
learning experiences and more or
fewer internships. Both pathways
include real-world business
consultancy projects in the final
semester on the Lausanne campus and
deliver the same recognized
hospitality business degree.
renovations, the future Lausanne campus
is set to become an example for campus
life and exceptional learning conditions
around the world. The many additions to
the existing infrastructures include sports
facilities, a new restaurant with a capacity
for 450 people, and twice as many dorm
rooms. The school has a multi-campus
structure that also allows students to
discover different cultures and experience
the student life and hospitality industry
both in Europe and Asia.
Ÿ Master in Global Hospitality
Business: In the Master of Science
HES-SO in Global Hospitality
Business program, students study
strategic management and collaborate
with international hospitality
businesses in three important
hospitality markets (Europe, USA, and
Hong Kong) to sharpen the leadership
skills for a global career. The program
is ideal for young hospitality
professionals and graduates.
Ÿ Culinary & Restaurant
Management Certificate:
Designed for young professionals with
a post-secondary degree, this five
month fast-paced and intense
program of 25 masterclasses is
dedicated to strengthening your
culinary know-how, and developing
managerial skills for the Food &
Beverage industry.
Ÿ MBA in Hospitality (part-time):
Designed to accommodate busy
hospitality professionals, our MBA in
hospitality is delivered 80% online. A
flexible online classroom allows you to
earn a recognized MBA without
leaving your job, as you apply new
strategies and tools in the workplace.
28 JUNE 2020

Learning from experience involves being open
to new situations and perspectives, integrating
these ideas, and being able to experiment in
real-world situations
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It is part of EHL Group's DNA to
continuously update and improve its
academic offer. The three campuses
benefit from this approach and in
addition, in the wake of the Covid-19
pandemic, EHL has become? the world's
best-equipped hospitality school for a
digital future. This will further accelerate
the Group's digital growth strategy and
new offers are currently being developed,
in line with the new world that is
emerging from this crisis.
coached by two experts from the faculty
in order to ensure a highly professional
written report, research, and actionable
recommendations. These projects get the
senior students closer to the industry and
often offer some careers opportunities.
Accelerating Towards Digital
Future
In order to promote social diversity and
talents in all programs, EHL is
committed to providing a scholarship
and financial aid program for deserving
foreign students, and Swiss students who
do not benefit from federal grants. Given
the unprecedented difficulties faced
globally as a result of the Covid-19
pandemic, EHL Group has also created a
solidarity fund of CHF 1mio to ensure
that talented students whose financial
capabilities have been directly impacted
by the Covid-19 crisis can continue to
pursue their studies at EHL.
Ÿ Swiss Professional Degree: EHL
Swiss School of Tourism and
Hospitality offers an attractive
English language hospitality
management program that has
achieved Swiss federal accreditation.
Offering Exceptional Career
Opportunities
The alumni boast an employment rate of
over 96% within 6 months of graduating.
As they leave EHL with a unique skillset,
as client experience experts, they are in
high demand outside of the hospitality
industry as well. The alumni hold
management positions in many different
industries such as finance, travel, luxury,
or consulting. EHL also has a sizeable
portion of successful entrepreneurs.
Concretely, it organizes a career fair on
the Lausanne campus, twice a year,
which is a unique opportunity for the
students to meet and network with over
200 key representatives who come to
recruit from many different sectors such
as hotels, F&B industries, airlines,
consulting and banking companies,
luxury brands, media, etc.
And last but not least, the final year
Bachelor students can participate in
consulting projects called Students
Business Projects (SBP). These enable
senior students to team up over a 9 week
period and dedicate themselves full-time
to tackle business challenges currently
faced by partner companies. Students are

How Digital Marketing Can
The COVID-19 outbreak has turned out to be one
of the most rigorous disease outbreaks in the
recent past. Almost all industry sectors are facing
the severe impacts of the pandemic. The hospitality
industry, in particular, is facing significant losses due to
the pandemic. According to a report by the BBC, the hotel
bookings in the United States have collapsed by a
whopping 84%. However, despite the social distancing
norms, people around the world have continued to stay
connected online through social media, video
conferencing, and email.
Presently, people are searching for an escape and for
quality content to lessen their stress and enhance the
quality of time at home, which has posed a great
With fewer travel brands investing in marketing, there is a
huge opportunity for more visibility within organic search,
thus SEO can be an effective asset for hotels in this
1. Search Engine Optimization (SEO)
opportunity for the hotels to capitalize. Hotels can
continue creating valuable and entertaining content across
channels to stay connected with guests. They should
emphasize brand awareness, with tasteful messaging that
drives traffic to valuable content. Furthermore, the hotels
should also focus on advance purchases for future stay
dates with a flexible cancellation policy. In this article, we
will go through five digital marketing strategies that will
help hotels combat the crisis.
COVID-19 Crisis?
Help Hotels Combat The
The digital ﬁght against COVID-19
30 JUNE 2020

Particularly if the hotel has been closed, the content should
be centered on the hotel's reopening. Furthermore,
hoteliers should also update all local listings to ensure they
reflect current hours or closures, update special hours by
pandemic. Hotels can consider creating a FAQ page to
increase visibility in Google Quick Answers. On the FAQ
page, the questions and answers should center on the top
questions regarding the hotel during the pandemic, such as
measures taken on the property in line with the CDC, hotel
reopening dates if the hotel has been closed, and other top
concerns.
Presently, CPCs are low due to the lack of competition.
So, instead of sensitive messaging, bold promotions,
offers, and strong call-to-actions, hotels should keep their
SEM ad copy focused on general brand awareness, driving
traffic to content that adds value for people during this
crisis situation.
Metasearch is also an important part of the search
ecosystem. The global CPC rates on hotel Metasearch
platforms are currently averaging lower than $1 for the
first time in years, enabling hotel brands to participate in
Metasearch platforms at lower rates and still create
2. Search Engine Marketing (SEM) or
Metasearch
day, or temporarily closed for the time being. Apart from
this, hotels should continue the ongoing SEO maintenance
to ensure that the website is properly crawled and indexed
to maintain rankings and visibility.
· Asking Past Guests to Share Photos from their
Stay: Hotels can ask past guests to share photos
of their stay and trips by using a dedicated
hashtag so that people can share travel memories
with the hotel.
entertainment while they are at home. The
following are some ideas for social media
content.
· Sharing first-person-perspective Photos of the
Destination: Hotels can share first-person-
perspective photos of the destination and ask past
guests to comment on their favorite activity on
that destination.
· Creating Destination-themed Coloring Pages:
Hotels can share a coloring page of a destination
that people can print for their children to color.
They can also post these pages in a blog post and
share them on social media and email.
valuable data while driving traffic and engagement to the
hotel website.
Recent statistics show that an average millennial
spends more than five hours per day on social
media. Furthermore, since people around the
world were asked to stay home, the time spent on
social media has increased significantly. Thus,
this is a perfect time for hotels to stay connected
and provide past guests with valuable content and
3. Social Media
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· Sharing Recipes from the Restaurant's Chef:
Many people are preferring to eat home-cooked food due
to the crisis, this has created a great opportunity for the
hotels to share recipes from the hotel restaurant's chef.
Hotels can also get creative and share a complimentary
recipe or wine recommendation that is suitable for a
particular dish.
· Sharing at-home workout or Activity Classes:
If the hotels offer group activities or fitness
· Sharing at-home Spa Treatments from the on-
site Spa: Hotels can serve the customers better by
helping them with at-home spa tips from their on-
site spa.
· Creating a Kid-friendly Scavenger Hunt: If
hotels have large family segments, they can create
printable cards featuring the iconic landmarks in
their destination which could be printed, cut out,
and hidden by the parents to create a scavenger
hunt. They can also post the printable cards in a
scavenger hunt blog post and share on social
media and email.
classes, they can share workout or instructional
videos to attract the guests and help them stay
active at home.
4. Customer Relationship Management (CRM)
Managing good relations with customers is very important
for hotels in this crisis situation. Hotels can create an email
Presently, supporting charities around the world has
become very important.
list of leisure travellers, business travellers, and group
travellers who have cancelled reservations, so that when
the COVID-19 situation begins to improve, they can send
an email prompting these guests to rebook with added
value, perks, or a complimentary welcome amenity. Apart
from this, the hotels should also stay connected with their
loyalty members during this time. They can consider
partnering with a relevant cause or a charity and send an
email to loyalty members prompting them to donate in
exchange for hotel perks and rewards that can be used
towards the future stay.
Many brands and companies are getting creative with their
branding and logos to reflect the present situation and help
rally people stay home for the greater good. Hotels too,
can find innovative ways to redesign their brandings and
logos to encourage people for social distancing and find
hope in these stressful times.
To conclude, though the pandemic has dampened the
growth of the hospitality industry, it is bound to speed up
again as soon as the crisis is over. Thus, these digital
marketing strategies will surely useful for hotels to survive
through this crisis and prepare for a much bright future.
5. Creative Design
32 JUNE 2020
The digital ﬁght against COVID-19

The Tourism industry is the largest indigenous employer in Ireland
with a workforce of 260,000 pre COVID-19. The Irish “Céad Mile
Fáilte' is synonymous all over the world so it is of no surprise that we
find Ireland's leading Hotel School located in the Irish capital of Arts and
Tourism and this year's European Capital of Culture – Galway.
Nestled on the west coast of Ireland Galway is the only city on the Wild
Atlantic Way, the now famous Irish coastal drive stretching from Donegal to
Cork. The Tourism industry is vibrant all along this route and it is well
served and supported by Galway Mayo Institute of Technology and the well-
established Galway International Hotel School. Tourism spans across
sectors such as restaurants, hotels, and the food related businesses. Students
who want to build a career in this global industry will hugely benefit from an
accredited award from any of the leading international Hotel Schools
however few higher education Institutes will have a school entirely dedicated
to this fascinating industry. Welcome to Galway Mayo Institute of
Technology and the Galway International Hotel School, home to Ireland's
leading International school supporting the Tourism industry and the first
higher education provider in Ireland to award a degree in Hotel
Creating work ready professionals for
The Hospitality& Tourism Industry
GMIT comprises of five campuses in
the West of Ireland. The headquarters
Since its inception in 1972, GMIT has
been tasked with serving the West of
Ireland's educational needs. Today, it
is one of the leading educational
institutes in Ireland that offer first-
class education, an English-speaking
environment, and rich European and
Irish cultural experiences. It has also
been awarded as the Sunday Times
Institute of Technology of the
year on three occasions—2004,
2007, and 2015 respectively.
Management in 1977. The school has
come a long since these days and is a
valued and strategic partner for
tourism industry bodies in Ireland
and beyond.
A Rich and vibrant history in
higher education
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are located on the main Galway Campus (home to
the Schools of Business, Engineering, Hotel,
Science & Computing). Also in the city you will
find the Galway School of Design and Creative
Arts, which is home to courses in Film &
Documentary, Contemporary Arts and Design.
This campus is also home to RTE, the national
state broadcaster, Galway Film Centre and the
UNESCO City of Film office , this designation was
bestowed on Galway in 2014. The second
department in this school can be found 80km west
of the city at GMIT Letterfrack (home to the
National Centre for Excellence in Furniture Design
and Manufacturing). The third campus , east of
Galway city is GMIT Mountbellew and this team
offers a small number of courses in Agriculture
Science, Agriculture Engineering and Business.
Finally, the final campus is located in the
picturesque country town of Castlebar, Co Mayo.
Only 70km from Galway city GMIT Mayo is
located on the grounds of Mayo University
Hospital and is home to courses in Nursing, Social
Care, Early Childhood Education, Outdoor
Education, and many other disciplines.
All courses developed in the Galway International Hotel
School are student-centered, and industry-focused providing
students with the essential skills they need to begin a career in
the Tourism industry. Furthermore, courses host guest
lectures and masterclasses are typically offered by leading
industry personnel. As part of the course, the faculty schedule
visits to industry partners for students, and specific courses
include a mandatory European education tour. Also, all
courses have a mandatory work placement component as part
of the course, thereby ensuring that all students spend time
working with industry practitioners and learning form the
best.
This style of engagement, accredited work placement, industry
visits or masterclasses ensures students are learning from
approved industry partners. It also provides the school with an
opportunity to ensure students are learning the latest industry
trends and clearly demonstrates how agile and nimble good
tourism leaders need to be in this ever-changing world.
GMIT's Galway International Hotel School has expanded over
the last fifty years and has matured into a truly international
school. Many of the staff, both faculty and the support team
have worked across Europe in the tourism industry and bring
a wealth of experience and knowledge to the school. The
curriculum is very internationally focused as a result of global
engaged with many leading industry partners and alumni. This
ensures the school graduates are work-ready or able to start
their own enterprise after completion of their course. The
students voice is an important part of the school ethos and
their input is sought throughout the academic year. Each class
has one or two student representatives and these nominees sit
on programme boards with faculty and managers and inform
the school team on all aspects of their learning. When the
school engages in programme reviews and curriculum
development the student input is a vital part of that process.
When the school develops new marketing material or
promotes courses or opportunities to other learners it is very
common to hear from students at these events as they take
pride in being part of a special school and organisation. As a
result the relationships between the faculty and students and
managers is very professional, open and constructive. Faculty
instigate an open-door policy often meetings students to
provide extra support outside of class if a student falls behind
or struggles with a project or assessment. This type of
interaction is very common across GMIT where faculty will go
above and beyond for students who are committed to their
studies and work hard. However, if you fail to show up for
class or skip assessments you might expect a different style of
engagement when you next meet your lecturer in the
classroom.
Imbibing latest trends in Courses

Student-Centric Campus
Environment
At the Galway International Hotel School
students also have access to facilities such
as training restaurants and specialized
kitchens, lecture theatres, demonstration
theatre, food, beverage, and food science
labs. In addition to the usual dining
choices on campus, students are permitted
and encouraged to use the Galway
International Hotel School's training
restaurants. These facilities offer genuinely
accessible dining options for students from
Monday to Friday. With such a vast range
of student services, supports, and
activities, Galway International Hotel
School is a great school to learn and thrive
for students. For many students, sport is
an integral part of life, and the Institute
supports this in many ways. The Students
Union, located on all campuses runs many
different societies including sporting clubs
for Soccer, GAA (Irish football, hurling and
camogie), Archery, Rugby, Basketball,
Cricket, Water-sports and Cheerleading
but to name some.
Students' growth, both academically and
socially, while being members of the
campus community is a significant part of
the university's success. The campus
environment across all five campuses
varies due to the geographical location, but
one trait they all have in common is the
'student-centered' focus. To create a
student-friendly environment, students
and staff are on first name terms.
Managers across schools and functions are
available and accessible to students. GMIT
has an outstanding team working across
Student Services and Academic Affairs
who provide many supports to students if
and when needed. The main campus hosts
a small medical unit, a counselling service,
a chaplaincy to support spiritual needs and
a team of administers who can guide
students in the right direction. In addition,
this team is home to the Institute's vibrant
Careers and Employment Service which
provides many different support tools for
students when seeking employment and
graduate opportunities.
In addition to the above the LINKS Office
team also organise and hosts the annual
Tourism Careers Fair in early spring. This
is one of the many collaborative highlights
in the school academic year as more than
80 employers from around the world
attend this event to meet students and
discuss their career opportunities or work
placement needs. Many students have
organized career options long before the
Financial Aid
Today's skyrocketing cost of higher
education is not affordable for many
families. GMIT understands this and offers
support to students in a number of ways.
In addition, students who come from
within the EU are eligible to pay only the
student contribution fee. However if
students are from outside of the EU, the
Institute offers very competitive fees and
some scholarship opportunities. For more
information on international fees and
scholarship opportunities please check out
the website at
The world is your oyster – accredited
work placement and more
Ensuring any industry has a vibrant
talented work force is the responsibility of
governments worldwide. Tourism is
undoubtedly a truly global industry and at
GMIT ensuring students are ready for all
aspects of work placement is a key focus
for staff in the LINKS Office at the Galway
International Hotel School. This small
team work with all students to help them
prepare for work placement and find
exciting graduate opportunities as they
reach the end of their course. GMIT
opened the LINKS Office in 2008 and the
team work with over 500 students
annually. All degree programmes have
thirty-week placements, some in Ireland
but many overseas. Due to a global alumni
network and a dedicated LINKS Office
team these placements are located across
all five continents ensuring students truly
can learn from the best.
www.gmit.ie/international/non-eu-
scholarships
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New plans for students and industry
Cáit Noone, Head of Schoolthe and
Vice President of International
Engagement, is very optimistic about
the future of the tourism industry and
believes that it can adapt when required to
do so. She joined the GMIT in November
2007, having worked overseas for sixteen
years. She is joined on the School
Management Team by two every
experienced industry practitioners –
Jacinta Dalton, Head of Culinary Arts and
the Service Industries and Diarmuid
ÓConghaile, Head of Heritage and
Tourism, Languages, Communications
and Humanities. Cáit believes that this
current global pandemic COVID-19 has
presented opportunities for higher
education to embrace innovation and
think differently. Delivering courses with
social distancing is presenting new
challenges but moving all learning online
is simple not an option as courses across
GMIT have practical components, a
feature enjoyed by many students and a
truly unique practise in Irish Institutes of
Technology. “Faculty are currently
working on developing a hybrid model of
delivery from September which will allow
us to deliver some classes on campus and
the remainder online. This means
students can still continue with their
preferred course of study once they are
allowed to travel”.
Moreover, schools like the Galway
International Hotel School are full of
bright, talented, creative minds, and that
is just the students! Noone is keen to
investigate how students might be part of
the COVID-19 industry solution. Faulty in
our school often work with industry
partners on business related challenges,
we will be looking to struggling businesses
to continue working with us and we will be
keen to hear from students as to their
proposed solutions. In addition, the school
team are keen to work with industry
final examinations start and this provides
a huge sense of achievement as they are
nearing the end of their course.
In today's ever-changing world, strategic
planning is a keystone for higher
education organisations and GMIT is no
different. In April 2019 Ireland's Minister
for Higher Education, Ms. Mary Mitchell
O'Connor, officially launched the new
strategic plan that will take GMIT to 2024.
The new strategic plan represents the next
stage of GMIT's growth as it transitions to
a Technological University (TU) together
with its CUA partners, Letterkenny
Institute of Technology (LYIT), and
Institute of Technology Sligo (ITS). This
plan aims to provide a transformative
university experience for students,
empowering graduates to fully contribute
to the social, economic, and cultural
enrichment of society.
The Future is Bright
This new plan has significantly informed
and influenced the new strategic plan
recently developed by the Galway
International Hotel School strategic
committee. Noone is not giving away too
much as to how this plan will evolve but it
is clear with the arrival of Dr Orla Flynn
President at Galway Mayo Institute of
Technology and a clearly defined roadmap
for GMIT to work towards becoming
Ireland's next Technological University
the Galway International Hotel School will
feature in this new entity as it continues to
serve the region, island and global tourism
industry.
partners to encourage them to use this
downtime to continue their professional
development. With some of the courses
moving online for September this could be
the right time for upgrading qualifications
or learning a new skill. She further states,
“Technology has allowed us to change
how we do our business. Now, let us use
technology to do what we need to restart
or change our business model. As
experienced educators and industry
partners, our brains are often tired
because we know the roadblocks ahead,
leaners in the classroom are often not
inhibited by such blocks and find ways
around problems that we may have not
considered.”

St. Thomas Aqu
CollegeThe Pinnacle of
Hospitality Education
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St. Thomas Aquinas College (STAC) is one of the leading
colleges that has been catering to the needs of students since its
inception in 1952 within the framework of its Judeo-Christian
values, striving for an atmosphere of mutual understanding,
concern, and cooperation. Located just 15 miles north of New
York City, STAC's campus offers students quick access to cultural,
internship, and career opportunities in one of the world's most
exciting cities. It's one of the key reasons why students are
attracted to STAC.
The hospitality management industry is growing at a fast
rate, with work openings ranging from country clubs and
hotels to event planning and restaurant management.
Various colleges and universities are now offering an academic
program in hospitality and helping students develop an
entrepreneurial spirit, versatility, and strategic thinking. Such
colleges unlock the potential of both the sector and the nation's
talent pool.
Great Campus Amenities
Ÿ Aquinas Hall: Houses athletic facilities and a fitness center.
Ÿ Lougheed Library: Provides a variety of online research
opportunities for students.
Ÿ The Bloomberg Professional Laboratory: Provides students
with the same platform for news, data, analytics, and research
used by the world's leading banks, corporations, government
agencies, and public policy makers, law firms, libraries, energy
companies, and media outlets.
Ÿ Maguire Hall: Is home to classrooms, art studios, and the
Sullivan Theater.
Ÿ Spellman Hall: Houses a multi-room technology corridor,
with a state-of-the-art communication studio where students
produce their own news show, and technology & language
labs.
STAC is a four-year liberal arts college featuring a 60-acre
campus that provides a safe, welcoming place for students to
study at the undergraduate and graduate levels. The college offers
several facilities to ensure that students are enjoying their life at
STAC. Following are some of the facilities available on campus:
Ÿ Borelli Hall: Is a green-designed, LEED-certified Silver
building that features new classrooms with interactive board
technologies.
Ÿ Costello Hall: Holds the science laboratories, technology
theaters, and Azarian-McCullough Art Gallery.

Along with this, the college has a campus
ministry office, a health office, and residence
life, career development, and counseling
services. All these facilities play a crucial
role in the enhancement of students'
professional and personal life.
Apart from the hospitality management
program, STAC offers over 100 majors,
minors, and specializations in the School of
Arts and Sciences, the School of Business,
Offering Hospitality Management
Courses Along With Experienced Faculty
The courses offered by STAC are developed
in line with industry standards, trends, and
employer expectations. These courses aim to
provide students with the skills, knowledge,
and confidence to enter the world of
hospitality upon graduation. This includes
Introduction to Hospitality, Management
and Operations in Hospitality, Leadership
and Management in Hospitality, Service
Technology and Innovation in Hospitality,
Hospitality Law, Ethics and Risk,
Hospitality Finance and Revenue
Management, Hospitality Internship and
Event Planning and Management.
With STAC's hospitality management
program, students will stand out from the
crowd and become productive members of
any team. The program falls under the
School of Business that boasts a range of
highly qualified and experienced faculty.
Angela McDonnell Hospitality, the
Management Director Professor,and has
over 20 years experience both in the
industry and in teaching. She has worked
internationally in Hong Kong, Maldives,
Mauritius, and in Europe in the UK, Ireland,
France, and Germany. Her experience and
passion for the industry are evident in both
her enthusiasm for teaching and her
commitment to curriculum development.
A Multitude of Courses
and the School of Education. It also offers
students the opportunity to take part in
college athletics at Division II, varsity, club,
or intramural level. Moreover, the college
provides a Master of Business
Administration (MBA) program with
concentrations in finance, hospitality
management, management, marketing, sport
management, and general MBA. Along with
this, STAC provides a Master of Science in
Education (MSEd), with concentrations in
autism, literacy, and special education, and
postgraduate certificate programs in autism,
literacy, and special education. It also has a
Master of Science in Teaching (MST)
program available for individuals without a
background in teaching education who are
seeking a career change.
Matching Pace With New Trends
Prof. Angela is actively involved in the
industry and strives to maintain contact with
the industry, working collaboratively with
them. The key goal of the program is to
create graduates who are prepared and
motivated to enter the industry of
hospitality.
STAC's goal is to help students and their
families understand the financial aid process
and make a college education affordable.
At STAC, Hospitality Management students
get exposure to new trends, predominantly
in teaching and assessment. The college has
developed all teaching materials with both
new trends and future developments. The
main objective of the assessment is to give
students access to the industry through
business connections and networking.
Assessment methods are research-oriented,
and students are offered several industry-
based evaluations that include a case study
of operations using Enterprise Rent-a-Car
and a Management consultative report in
partnership with the Hilton Hotel group.
Financial Aid
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For students to develop crucial knowledge
and skills essential for career development,
STAC offers courses that include a
mandatory internship, a type of internship
which is decided upon with the student.
Internship opportunities are both local and
statewide, and other internships include a
wide range of Food and Beverage
operations. In addition to this, through its
extensively active alumni, the college has
formed a partnership with Hyatt Regency
Furthermore, STAC's staffs are available
year-round to help students get all the
information they need about qualifying for,
applying for, and receiving financial aid.
Therefore, the college has elected to
participate in the New York State Enhanced
Tuition Award Program. Because of this,
over 85% of its students receive
scholarships and grants as part of their
financial aid package. Students must submit
the Free Application for Federal Student
Aid (FAFSA) each year so that they can
continue education. Also, STAC grants
academic and merit scholarships from
$5,000 up to 70 percent scholarships. It
provides need-based aid from the college as
well as athletic grants and all federal and
New York State aid programs. As a result,
the college has become one of the lowest
private college tuition rates in New York
State, and scholarships make it even more
affordable. It is also a member of the
Yellow Ribbon program for veterans
enabling a qualified veteran to study with a
full-tuition scholarship.
Numerous Internship Opportunities
Chesapeake Bay and Marina to present
various opportunities.
Today, the Coronavirus pandemic has
changed business in every way possible.
The education sector is no exception. At
STAC, approximately 2000 students who
would generally be in a conventional
classroom environment on campus had all
moved to online instruction. The college
mobilized all efforts to have as seamless a
transition as possible for its students. Its
faculty quickly embraced online learning to
ensure that for the rest of the spring
semester, students could still study.
Also, Prof. Angela has formed a Hospitality
Community of Practice (HCOP) which acts
as a recruitment mechanism to secure
internships. Upon graduation, Prof. Angela
envisions students securing full-time
employment in a supervisory capacity in the
industry. In some cases, students who have
been highly successful in their internships
are accepted into Corporate Management
programs.
Administratively, since the onboarding of
the College's new president, Kenneth Daly,
he and his staff have been working
tirelessly, planning for the safe reopening of
the College on September 8th, when on-
campus learning will resume. The College
is in continuous touch to ensure their
students and partners are being served in the
best way possible.
Overcoming Global Challenges
Note to the students
We strive to promote student learning,
empowerment, and accountability through
activities, programs, and events.

Offering personal, excellent and
entrepreneurial education
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I
n today's dynamic world, industries are getting more
customer-oriented, including the hospitality industry. It
is important to have good management with all qualified
staff to provide a better quality of service. Hence, the role of
universities that are offering excellent hospitality and tourism
programs is becoming more crucial. Numerous students are
aspiring to take advantage of the situation and get established
in the industry. It is important for them to inculcate all the
necessary management skills and apply them to the real
world. If you are a student looking for a career in the
hospitality industry, Tio University of Applied Sciences
for Hospitality, Business, and Tourism is the perfect
place to begin your journey.
Tio University of Applied Sciences is a private institution
located in the Netherlands, offering award-winning bachelor
programmes in the fields of tourism, hospitality, event
management, and business. Students are offered three
vocational programmes and six bachelor programmes, of
which four are offered fully in English. The Bachelor of Hotel
& Event Management combines the best of two industries i.e.
the world of top-class hotels and five-star restaurants with
that of major events and conventions.
“Learning by doing”
Throughout the programme, you will gain all the necessary
management skills while specializing in hospitality and event
management through a challenging curriculum. Besides this
programme, you can also opt for Tio's International Tourism
Management, International Business Management, and
Commerce, Entrepreneurship and Organisations bachelor
programmes. Tio University of Applied Sciences follows a
small-scale and personal education model, to enable personal
attention to each student. On average a class comprises of just
11 students. This ensures that you get adequate personal
attention allowing you to reach your full potential.
Tio believes in learning by doing; you will be constantly
challenged to apply everything you have learned in class. It is
guaranteed that you will improve your entrepreneurial skills.
Alongside this, you will also learn how to be a top-manager
while gaining many international experiences. All the
lecturers teaching at Tio have extensive experience in their
respective fields and help the students to excel during the
projects. A student is guaranteed to have interesting

internships as Tio has an international
network and excellent contacts within the
industry.
In light of this, every student gets
assigned a study coach to keep track of
the study progress. Besides this, the
campuses are equipped with great IT
facilities, working areas and several
practice classrooms such as restaurants,
the professional cooking studio and the
hotel reception room. As a private
The bonding within the industry helps
Tio to provide students with a personal,
hands-on approach and many
opportunities to excel. All the
programmes have been proclaimed as the
best programmes of the Netherlands in
their respective ﬁelds. Tio doesn't believe
in numbers as no student is a number
here. All lecturers know their students by
name. This helps in motivating the
students and creates a study environment
in which students feel safe and welcomed.
Tio believes in an open-door policy that
fosters transparency and encourages
students to ask any questions that might
help you in the present as well as in the
future.
Encouraging students
Hands-on experience for all the
Students
institution of applied sciences, Tio
responds quickly to the demands of the
industry and to student's wishes. It
believes in anything that is being
suggested today can be implemented
tomorrow, ensuring the programmes are
always fully aligned to the most recent
developments in the industry.
To thoroughly prepare you for a
professional career, Tio oﬀers the
opportunity to go on an internship thrice.
Students will encounter several growth
opportunities at the university. On top of
that, students wishing to excel can opt for
the minor management development
internship, during which the student gets
acquainted with the role of manager and
develops all the necessary skills. You can
also choose from a variety of internships
at top-class companies and organizations
both in the Netherlands as well as
abroad. All thanks to Tio's wide national
and international network within the
industry. The hands-on experiences
during the studies at Tio help the
students and also employers during the
deployment. Many of its alumni choose
an entrepreneurial career and start their
46 JUNE 2020

At Tio, you are surrounded by motivated
students and lecturers with extensive practical
experience in their respective fields.
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To a great extent thanks to the newest
hospitality and tourism professionals
making their way in the field. Tio has the
ability to respond quickly to any external
development. In light of the current
pandemic situation, all students were
offered online lessons from the very first
moment of the partial lockdown in the
Netherlands. Also, it provided all
students with the flexibility to select their
own study path by offering the option to
postpone internships and to get online
classes in summer instead. When it
comes to international admissions, Tio is
working hard to welcome as many
international students to the Netherlands
as possible.
Many industries are being affected by the
current pandemic situation and everyone
is handling the situation in their own
ways. Once this pandemic is over, there
will be an inevitable influence on the
hospitality and tourism industry, but as
this industry has proved its resilience
multiple times in the past, it is likely that
the upcoming challenges will be tackled.
Recently, two new Dutch study
programmes have been launched:
Business Economics and Law. Also, the
English programme International
Business Management will be offered at
the campuses in Rotterdam and
Eindhoven, allowing its newest
international students to get acquainted
with the “business heart of the
Netherlands” and the “city of
innovation”.
Defeating the pandemic
Developing future programs
Affordable programs along with
financial aid
The programs offered today cannot be
offered tomorrow as there is constant
change in the industry. This would result
in a static course that would disinterest
students. Tio is constantly working on
further developing a new portfolio of
study programmes along with improving
the curricula that are currently standing.
Today, a quality education costs a lot of
money but being a private institute, a
bachelor's degree at Tio is more
affordable than one might think. EU
students can use the Erasmus loan
system to finance their international
internships and non-EU students can use
the available scholarships, with the help
of which you can practically finance the
programs. EU students can be eligible for
student finance provided they work a
minimum of 56 hours a month based on
an official employment contract, or if the
student has lived in the Netherlands for 5
consecutive years or more. For non-EU
students, Tio offers scholarships of 25%
or 50% of the tuition fee, based on
previous study results and a motivational
letter. These measures ensure Tio can
welcome as many international students
as possible, allowing for an international
atmosphere at the campuses.
own business after graduating. The
alumni network helps these former
students in kick-starting their careers.
47

Hospitality
Education
Innovation In
And Career Opportunities
T
he travel and tourism industry and hospitality
education are transforming. Each year, over 1
billion tourists travel to another country and
the number keeps growing. The industry by 2026 will
support 1 in every 9 jobs i.e., 370 million jobs. The
sharing economy, technology, and innovation are
reshaping and personalizing the consumer experience.
For example, Airbnb is valued at $30 billion—that's as
much as the world's largest hotel chain, Marriott
International. The last two decades have seen an
increased sense of self-awareness and reflection
regarding the current state and the future evolution of
hospitality. Virtual and augmented reality have been
driving innovation across sectors, creating new layers
and multi-sensory experiences in gaming, dining,
hotels, retail, and entertainment. These have created a
new need for the internship/industry experience,
preparation for industry employment, leadership,
hospitality management and organization, and ethics.
Hence, the most important factor in developing a
curriculum that ensures graduates' success in their
career is the hospitality program's ability to deal with
changes.
Hospitality education began as vocational – artisanal
and practical in nature based on standard practice.
Later, hospitality education evolved increasingly into
management science based on research and empirical
evidence. But in an economic environment, which
depends less and less on norms and standards or on
processes and traditional economies, it is unlikely that
either approach will be sufficient to address the needs
Education – The Cornerstone
Hospitality Education & Career Opportunities
48 JUNE 2020

of today's post-industrial environment. It is
reasonable to believe that hospitality education must
now enter the third phase—while not completely
abandoning practice-based vocational science—must
at the very least embrace a substantial new aspect
based on arts approaches and design.
Vocational knowledge is based on
transmitted know-how generally of a less
intellectual and more practical nature-based
on mastery of existing techniques as judged
by other masters.
Tomorrow's hospitality leader needs not only to learn
to act according to develop the competencies to think
critically, measure satisfaction and performance, and
apply a set of tools to achieve standards, she/he needs
to be able to create a complex new environment and
experience and then shortly thereafter tear it all down
and build it over again to achieve a new surprise. To
reiterate, while this more artistic approach will not
simply replace the practice-based training and
management science education as a new model, it will
be an element that will complement both. It is
impossible to create new experiences without knowing
traditions and techniques, and management of
business processes, people, and performance,
especially in the new era of sophisticated distribution
and advanced technology, will continue to be relevant
and necessary.
Experience Is Career Ladder
Management roles can be found in all sectors of the
hospitality industry. Because companies in the
hospitality industry operate multiple units, a manager
with multi-unit responsibility for a restaurant, pub,
hotel, club, or catering outlet, is viewed as absolutely
crucial. Where there are large numbers of small units,
for example, the restaurant and contract catering
sectors, there is also a requirement for large numbers
of multiunit or area managers. To operate the large
size and complexity, specialist managers, such as HR,
marketing, or finance, are commonly hired at the head
office level rather than working within the units
themselves.
The career opportunities available in these categories
of management roles vary considerably across the
industry. One of the greatest factors is its size and
complexity. Generally, unit management in smaller
units in restaurants, hotels, contract catering outlets,
or pubs tends to be hands-on and focused on
operations. Larger operations, for example, hotels, the
general manager is increasingly required to focus on
longer-term strategy, product, and market
development, and it is his or her deputy who focuses
on the day-to-day operation.
Preparing students capable of meeting the challenge of
innovation involves higher education establishments.
Institutes now create sustainable educational
programs that provide students with the necessary
skills for the business world of today and tomorrow.
Young students need a natural transition from being
qualified to being competent. To empower them,
industry-inspired schools that have evolved and
adjusted to higher education standards are more
Toward a New Paradigm
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prominent in some countries than in others. Equally
noteworthy is the fact that some countries are absent from the
top listings, whilst the economic importance of their hotel
sector would certainly justify the presence of a strong
hospitality education system.
The insertion of hospitality programs in an academic
environment has contributed to the maturity of the discipline,
in the sense that schools and universities have become sources
of knowledge, whereas initially discipline knowledge would be
generated elsewhere: in business environments, governmental
studies, think tanks, etc. But this maturity has also turned the
vocational roots of these programs into a constraint. Institutes
have tied curriculum development too close to the needs of the
industry and have prevented the subject from expanding into a
consideration of the wider issues which are raised by and
underlie hospitality.
Many schools have redesigned their practices or
recontextualized them putting the focus on managerial
experiences. The fact that students participate in operational
activities is sometimes seen as undesirable in view of university
standards and regulations, whilst a lack of preparation for
practical work will generally jeopardize industry relations and
graduates' options for career entrance. The development of the
educational system and institutions is one of the driving forces
behind this movement that prioritizes theoretical over practical
education. Practical facilities are expensive, and budget
restraints have caused schools to eliminate the corresponding
educational experiences or to outsource these, e.g. in
cooperation with a commercial business. These measures have
affected the competitiveness of “academicized” curricula as
prospective students value the existence of practical facilities in
their study choices.
Scope and Future Will Not Disappear But Take
Different Form
Economically, the travel and tourism industry alone has
contributed a whopping $8.9 trillion to the global economy in
2018 and generated 319 million jobs. In fact, this industry has a
growth rate more than the world GDP put together. This
dictates volumes about the substantial contribution the travel
and tourism industry has been making, continually, to the
global economy. Career opportunities such as accommodation
manager, chef, and hotel managers attract a wider range of
students seeking organizational and time management skills.
These hospitality management jobs are rewarding as well as
challenging. The career progression in this industry is also fast,
thanks to the abundance of opportunities available.
50 JUNE 2020
Hospitality Education & Career Opportunities

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The 10 best hospitality management institutes of 2020.

The 10 best hospitality management institutes of 2020.

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