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Executive Education

Hospitality Concept Strategy

A conceptual course to understand how the hospitality landscape is evolving and learn how to identify and seize opportunities to create winning concepts for existing businesses or new ventures.

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Content overview

program journey

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Hospitality Concept Strategy

Discover the dynamic world of hospitality evolution through our comprehensive course. Delve into specialized knowledge and skills curated to navigate global trends, uncover opportunities for transformation within existing establishments, and ultimately master the intricacies of the Hospitality Concept Blueprint™.

Course information

Why take this course?

This course develops specialized knowledge and skills that enable you to :

Transforming Hospitality

Get exclusive behind-the-scenes access to successful hospitality projects.

Revolutionizing Experiences

Network with other professionals and speakers from around the world.

Unlocking Innovation

Put your learning into practice by creating a holistic hospitality concept.

Professor

Youri Sawerschel - Senior Lecturer

Youri Sawerschel is the Founder and Chief Creative Officer of Creative Supply, a creative consultancy present in Zurich and Paris. 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, storytelling and entrepreneurship and is a lecturer at ESSEC Business School in Paris, at EHL Hospitality Business School and at Geneva School of Business (HEG). Youri graduated from the Ecole des Arts Décoratifs in Geneva and holds a Bachelor from EHL Hospitality Business School.

Program Journey

Course Content

Emerging Hospitality trends

Discover the key emerging trends in the world of hospitality, from Paris to Tokyo.

History and evolution of hospitality concepts

Uncover how globalisation, technology and sustainability are creating new opportunities for hospitality concept development.

The art of framing

Master 'framing', a revolutionary approach to thinking outside the box and creating truly innovative hospitality brands

Storytelling for hospitality

Learn to build timeless narratives and position your concept beyond bricks and mortar.

Customer offering strategy

Imagine the products and services that your customers want and your competitors lack.

Team & culture

Establish the beliefs, shared values and standards that will set your team up for success.

Partner ecosystem

Manage the various stakeholders in the concept development process, and build partnerships to grow your brand.

Certificate of Completion

Is this course right for me?

Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.

Profile Assessment

Program

The Faculty

Over the past decades, the hospitality industry has witnessed the emergence of new consumer expectations and behaviors. Customers now seek personalized and connected experiences, transforming how hotels and restaurants must design their offerings. EHL Graduate School's "Hospitality Concepts Strategy" course addresses this evolution by exploring innovative concepts and equipping professionals to anticipate future trends.

Embark on a journey with a seasoned hospitality expert who will guide you through the intricate process of creating a unique hotel concept. Delve into strategic positioning among competitors and the selection of key collaborators, from architects to mixologists. The Hospitality Concept Blueprint serves as a crucial tool, blending storytelling, customer appeal, spatial design, and cultural identity to authentically resonate with guests. Uncover essential insights and strategies that redefine success in hospitality design and marketing in the first video of a series.

Join Youri Sawerschel in the second episode of our series as we delve into the complexities of creating a new hotel, restaurant, bar, or shared office concept. Learn to avoid the top three mistakes commonly made in hospitality projects, from the temptation to start with interior design to the importance of truly knowing your customers and using unique, on-the-ground insights. Discover essential strategies to ensure your concept resonates authentically with guests and stands out in the competitive market.

Explore the third video of our Hospitality Concepts series as we delve into the pivotal role of storytelling in brands like Big Mama, Soho House, and WeWork. Discover why a compelling narrative is crucial for your business and learn three practical tips to craft your own unforgettable story.

Learn the essentials of hospitality design, spatial planning, and brand positioning from expert Youri Sawerschel. Discover tips and strategies to create captivating spaces and elevate your brand.

Testimonials

Our testimonials

hospitality concept strategy testimonial

Alexandra Gandulf shares her inspiring path from the corporate world at SBB CFF to reconnecting with her true passion—hospitality. Discover how a professional course designed for experienced individuals helped her gain new tools, fresh perspectives, and the confidence to shape future hospitality concepts.

Doriana Johnson, Senior Vice President at a financial institution in London, shares how stepping out of her industry comfort zone led to transformative insights on brand identity, creativity, and strategic thinking. Through immersive, face-to-face learning and rich cross-industry exchange, she discovered new tools to lead more holistically—beyond numbers and operations.Watch how rethinking strategy can reshape not only businesses, but also leadership itself.

Gijs Weekamp, General Manager at Pestana Amsterdam Riverside, shares how stepping away from day-to-day hotel operations gave him the space to reflect, rethink, and reimagine hospitality. Through this program, he discovered the power of storytelling, cross-industry exchange, and creative thinking to strengthen both leadership and guest experience.

Discover the insightful journey of a hotel general manager as she shares expertise on hotel management, strategic marketing, and successful branding strategies through the "Hospitality Concept Strategy" course. Learn how it enriched her understanding of industry-specific concepts and empowered her to enhance guest experiences, build professional networks, and infuse passion and enthusiasm into her hospitality approach.

Experience how Wael Mashini, an architect driven by passion, underwent a transformative journey with the "Hospitality Concept Strategy" course. Witness his story of how the program enriched his approach to hospitality design, inspiring him to reimagine guest experiences, spatial design, and narrative storytelling. Dive into Wael's testimonial and discover how this course propels professionals like him to new heights in the dynamic field of hospitality.

Download the brochure

Fill in the form to receive our Hospitality Concept Strategy brochure.

Hospitality Concept Strategy Brochure

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Admissions

Admission Criteria

At least 2 years of professional experience in F&B or Hospitality

Bachelor's degree or more than 5 years professional experience in a hospitality management position

English proficiency equivalent to C1 for non-natives

Admission Process

The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.

Deadline

Your application must be received at least one week before the start of the course.

Apply online

We will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed our Admissions team will organize a short phone interview with you.

Choose your intake :

April 15, 2026

September 23, 2026

Questions?

For further queries or clarifications about admissions, please contact our team advisors.

Frequently Asked Questions

Visa & Travel Restrictions

A Student Visa is not required for this course. However, participants who are coming from countries outside of the EU/EEA zone may require a Schengen visa to enter Switzerland.

Price details

Price: CHF 2,500

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.

Payment methods

Participants will be able to pay via the payment platform Flywire, which provides various payment methods, no hidden bank fees, and offers favorable exchange rates.

How to earn the certificate

To receive the Certificate of Completion, participants need to successfully complete the program.

EHL Hospitality Business School

Route de Berne 301
1000 Lausanne 25
Switzerland