Digital Transformation for Hotels and Restaurants

The “AI, Automation and Transformation in Hospitality” module focuses on the growing impact of artificial intelligence (AI) and automation in the hospitality sector.
Students will be led to understand how AI and automation are being used to improve operational efficiency, customer experience and strategic decision-making.
They will also examine the ethical and social implications of using AI in the hospitality industry.
This module will equip students with the knowledge and skills to effectively analyze emerging technologies, anticipate transformation and exploit the competitive advantages offered by AI and automation in the hospitality context.

The ‘Technology, Trends & Emerging Innovations’ module highlights the latest trends and emerging innovations in the hospitality industry.
Participants will have the opportunity to discover, discuss and analyze current developments in the sector, as well as new ideas and emerging innovations, including technological advances that are shaping the hospitality industry.
With a better understanding of these emerging trends, participants will be able to anticipate and respond more effectively to changing customer needs.
The aim is to provide unique, personalized experiences that stand out from the competition. Competence/module objectives On successful completion of this module, students will be able to

• Analyze emerging trends in the hospitality industry to anticipate changing customer needs.
• Evaluate technological innovations in the hotel and restaurant sector to ensure they are optimally integrated into customer experiences.
• Design unique, personalized experiences in the hospitality industry that stand out from the competition thanks to an in-depth understanding of emerging trends and innovations.

Project Management is a module that provides the skills needed to effectively plan, organize, execute and monitor projects.
This module explores the different methodologies and tools used in project management, as well as the communication, leadership and problem-solving skills needed to successfully complete a project.
Students will learn about the different phases of a project, from drawing up specifications to evaluating results, and discover best practices for managing resources, deadlines and risks.  Competence / module objectives On successful completion of this module, students will be able to

• Apply project management methodologies using appropriate tools to effectively plan, organize and execute projects.
• Assess and analyze project needs, identifying resource requirements and potential risks, in order to develop appropriate management strategies.
• Develop leadership, communication and problem-solving skills to ensure successful project management, leading teams effectively and making informed decisions to achieve set objectives.

This module deals with the art of strategy; that is, how to analyze a strategic situation, how to identify and choose a superior competitive position, and how to create the organizational context to implement the chosen strategy.
The key strategic decisions addressed in this module concern the seizure of external opportunities, the choice of competitive strategies, the creation of competitive advantages and the allocation of critical resources over long periods.
The module adopts a general management perspective, looking at the company as a whole and examining how each function is integrated into an overall competitive strategy.
It focuses on the analysis, decisions and actions that influence the performance of hotel businesses.  Competence / module objectives On successful completion of this module, students will be able to

• Critically analyze strategic situations to identify optimal competitive positions and develop effective strategies adapted to specific organizational contexts.
• Assess external opportunities and threats to develop innovative competitive strategies, while optimizing the allocation of critical resources over the long term.
• Synthesize the company’s various functions into a global competitive strategy, integrating general management perspectives to optimize the performance of hotel businesses.

This advanced revenue management module offers a comprehensive approach to managing revenues from hosting and other points of sale. Participants will gain an in-depth understanding of customer demand, and how to analyze this demand to adjust pricing and availability according to factors such as seasonality and competition.
They will discover different IT applications dedicated to revenue management, such as revenue management systems, distribution platforms and intelligence and analysis software. These tools will enable participants to make informed pricing and distribution decisions, optimizing the performance of their hotel establishment. Competence / module objectives On successful completion of this module, students will be able to

• Analyze customer demand to identify the factors that determine a hotel’s pricing and availability;
• Preparing and planning the digital transition for professional total revenue management;
• Make strategic pricing and distribution decisions based on an appropriate set of performance indicators and market data

The “Guest Experience through Technology” module focuses on the central role of customers as users and their experience when innovating services, involving all stakeholders to optimize processes and operational structure through the use of technology.
It explores the fields of Service Scape, Service Excellence, Operational Management, Systems Analysis and Quality to address current challenges in the hospitality industry, integrating innovative technological solutions.
Today’s customers, accustomed to traveling the world and discovering different cultural environments, are looking for authentic experiences that reflect the place where they are, thanks in part to the intelligent use of technology.
This evolution challenges hotel and restaurant professionals to understand and anticipate consumer behavior in order to innovate and rethink the customer experience through advanced technological solutions.
By adopting an innovative approach to designing services and experiences, businesses can stand out from their competitors and gain a competitive edge through technology.  Competence / module objectives On successful completion of this module, students will be able to

• Evaluate and apply service experience concepts, supported by technological tools, and develop service creation strategies to effectively meet customer expectations.
• Apply emerging technologies to enhance the customer experience in the hotel and restaurant sectors, integrating innovative solutions such as artificial intelligence and support applications.
• Implement a quality strategy and optimize process efficiency and effectiveness, using technology to achieve a consistently high level of service.

This module focuses on the growing impact of digitization in the hospitality industry and addresses the key concepts of digital transformation and change management.
Students will learn about the importance of change readiness assessments, stakeholder engagement, communication strategies and creating a culture of change.
They will also explore the latest technological trends such as artificial intelligence, data analysis, virtual and augmented reality, and the ‘Internet of things’.
In addition, they will be introduced to the challenges and opportunities of digitizing hotel services, such as customer data management, personalized experiences and adapting to changing consumer behaviors.
Finally, this module will cover change management techniques to help hotel businesses effectively navigate the transition to a digital culture, with a focus on communication, training and employee engagement.  Competence / module objectives On successful completion of this module, students will be able to

• Apply change management strategies to ensure the success of digital transformation in the hospitality industry.
• Analyze the impact of emerging technologies on hotel services and identify implementation opportunities.
• Evaluate the effectiveness of communication and training methods in fostering employee engagement during the transition to a digital culture.

This module aims to provide students with the essential financial management skills needed to make informed decisions in a business context.
It focuses on understanding and analyzing financial statements, such as the balance sheet, income statement and cash flow statement, to assess a company’s financial performance.
Students will learn how to interpret this financial information, establish appropriate budgets and effectively manage the company’s cash flow.
Using this financial knowledge, they will be able to make informed decisions on issues such as investments, working capital management, and assessing financial risks and opportunities.
This module will help students develop a solid understanding of the financial fundamentals needed to make strategic decisions in a business context.  Competence / module objectives On successful completion of this module, students will be able to

• Analyze financial statements and assess a company’s financial performance, taking into account key indicators such as liquidity, profitability and solvency.
• Develop and implement effective budgeting strategies to optimize financial resources and ensure the company’s overall financial stability.
• Evaluate investment opportunities based on financial data and make informed decisions to maximize returns and mitigate financial risks for the company.

The “CSR (Business Ethics and Social Responsibility)” module explores the principles and practices of business ethics and corporate social responsibility.
It examines the importance of corporate social responsibility (CSR) in today’s economic and social context.
Students will have the opportunity to understand the fundamental principles of business ethics, such as transparency, integrity and sustainability.
In addition, they will explore the different aspects of CSR and its impacts on stakeholders, the environment, communities and society in general.
The module also provides tools and methods for measuring and evaluating CSR practices, as well as case studies of real companies and their CSR initiatives. Competence / module objectives On successful completion of this module, students will be able to

• Understand the fundamental principles of business ethics and how they apply to everyday business practices.
• Explore and apply the different dimensions of corporate social responsibility (CSR) and its impact on stakeholders, the environment and communities.
• Use tools and methods to assess companies’ CSR practices and identify potential areas for improvement.

The Digital Marketing & Social Media Strategies module is designed to provide learners with the knowledge and skills to develop and execute effective digital marketing strategies, with a particular focus on social media.
Students will learn to identify the objectives, target audiences and appropriate platforms for each digital marketing campaign.
They will also acquire practical skills to create and manage social media accounts, develop engaging content, implement online advertising strategies, and analyze data to optimize campaign performance.
This module will also provide an in-depth understanding of best practice in digital marketing and social media management, as well as current tools and techniques used in the industry.
Learners will be able to apply this knowledge and skills to achieve successful digital marketing results. Competence / module objectives On successful completion of this module, students will be able to

• Analyze emerging trends in the hospitality industry
• develop digital marketing strategies by effectively identifying objectives, target audiences and appropriate platforms.
• Master the skills needed to create, manage and develop social media accounts relevant to their marketing campaigns.
• Analyze data and use available tools to optimize the performance of their digital marketing and social media management campaigns.

The Final Business Project is an interdisciplinary, independent individual study that constitutes the complete stage of the postgraduate program in the context of the hospitality industry and the specialization targeted by the program.
The work takes the form of a business project with a real case or a feasibility study of a fictitious business project.
The overall aim of this module is to enable students to identify, articulate and evidence learning and development in the hospitality industry workplace and in the context of their program specialization undertaken.
These include application, assimilation, attitude, problem identification and response.
Throughout the module, students will work towards acquiring essential business knowledge and transferable skills, which will enable them to provide relevant recommendations in relation to their business project and potential key issues facing organizations within their specific sectors.
This process-oriented module will enable students to illustrate their ability to analyze complex data from a variety of primary and secondary sources to produce a sound business case and recommendations for management on what needs to be undertaken to produce successful and achievable objectives.
The module draws on skills from several modules which are assessed in the same way with this important individual piece of work.
It is expected to include a full and detailed account and analysis of the processes and procedures implemented. This culminating module enables you to demonstrate your ability to apply analytical, strategic and creative skills to develop innovative solutions to complex problems.

By completing this project, you will demonstrate your ability to :

• Undertake a significant amount of independent research and present a thoughtful analysis of the findings, including their application in customer-centric delivery.
• Identify, analyze and critically evaluate a hospital organization’s functional capabilities and specific specialization to answer key business questions.
• Critically evaluate the business management response in constructing an appropriate analytical proposal for a business project on a problem based on the service sector incorporating the theme of specialization.

This module is the pinnacle of your learning path, consolidating your preparation to make a significant difference in your professional career.