How to build the perfect hotel concept

Technology, changing consumer behaviour and deregulation are challenging hospitality at its core. What's more, these trends have been accelerated by the COVID-19 crisis, and are forcing hoteliers to review the fundamentals of their value proposition. How can you offer more than "a place to sleep and eat"? How to unlock new areas of growth? And how to promote a coherent and compelling guest experience?

Often, the answer to these questions is putting in place an effective hotel concept that will not only justify a price premium, but also attract talented staff to join an exciting project and give you free publicity.

But what exactly is a hotel concept? How do you create one? And how to implement it?

Drawing on our successful Hotel Concept Handbook - resulting from a collaboration with Ecole hôtelière de Lausanne - we will share with you inspiration and practical advice to (re)invent your hotel. From a Japanese hotel that doubles as a fashion label to a Parisian Café that produces its own music, join us to discover how these concepts blur the lines between hospitality, media and retail.

Whether your objective is to reinvent your hotel from top to bottom or simply to broaden your knowledge, this session will give you ideas and motivation to build or improve your hotel concept.

Session schedule

• 16h30: Introduction
• 16h35: The seven elements of a great hotel concept
• 17h05: Plenary discussion and closing

Who is it for?

• Hotel managers
• Marketing managers
• Entrepreneurs in the hospitality industry

Logistics

This online event will take place on zoom. Please download Zoom Client for Meetings before the event starts. Feel free to contact us for more information.

Speaker: Youri Sawerschel

Youri Sawerschel is a Branding Expert and Founder of Creative Supply, a branding company based in Zurich. Solicited for his creative thinking skills, Youri has been involved with projects focused on creating, launching and managing brands in Europe, China and the Middle-East. He has worked with brands as diverse as Kempinski Hotels, UBS, EPFL and Mondelez. Youri is also the author of dozens of articles on the topics of brand strategy and entrepreneurship and is a lecturer at ESSEC Business School in Paris and Geneva School of Business (HEG)

For more information please contact Youri Sawerschel