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Executive Education

Hospitality Luxury Brand Management

The course builds on science- and evidence-based insights, rich and plentiful practical examples, and inspiring guest speakers from the luxury brands and luxury hotels. You will learn how to articulate a luxury strategy and improve the luxuriousness of your establishment. Moreover, you will have the ability to connect with inspiring teachers, speakers and build a global network of peers to support your next steps.

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Content overview

program journey

admissions

FAQ

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Hospitality Luxury Brand Management

The luxury market is specific and requires a carefully defined marketing strategy to succeed. In this course, you will develop your know-how and skills for this market in three steps. First, you will discover the rules and characteristics that define luxury brands and how they differentiate from premium or fashion brands. Second, you will learn how to make strategic choices in terms of luxury branding and communication in various industries, with a strong focus on hospitality. Finally, you will explore how to appreciate and respond to current challenges faced by luxury brands. Throughout the course, special emphasis will be placed on the hospitality sector.

Course information

Why take this course?

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

Innovative Luxury Branding

Develop and implement innovative, strategic solutions for luxury brands and businesses

Crafting Excellence

Design marketing and communication strategies for luxury brands.

Elevating Hospitality

Apply luxury brand management concepts to the luxury hospitality business.

highlights

Unlocking Real Luxury Business

Insightful exposure to real luxury business practices.

Opportunities to network with peers and industry experts.

Diverse learning formats: group projects, workshops, and discussions.

All course materials are accessible online.

Program Journey

Course Content

Introduction

Learn about the definition of luxury brands and the evolution of the luxury market. During this interactive session, you will discover what makes a brand luxury and how the business model of luxury brands differs from premium and fashion brands business models. Additionally, you will define the key dimensions of luxury hospitality.

Trends

Based on academic research findings and real case studies, you will learn about the latest trends and developments in luxury hospitality. Among others, we will discuss the implication for luxury brands of the following concepts and trends: quiet luxury, liquid luxury, brand authenticity, and transformation economy.

Brand Equity

Using practical examples from various industries, you will learn about the strategies used by luxury brands to create extraordinary added value and grow their equity. Each facet of luxury brand business models will be detailed and explained with concrete examples.

Communication

Luxury brands do not communicate their offerings as mass-market brands do. You will learn the specificities, as well as the dos and the don’ts of luxury brands communication strategy.

Brand Desirability

Achieving a high brand desirability is both a necessity and a challenge for luxury brands. Through different business cases, you will learn how to build and sustain a high desirability in the long term to develop lasting consumer-brand relationships.

Certificate of Achievement

To obtain the Certificate of Completion, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.

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

Faculty

Our faculty

What sets a luxury brand apart from the rest? Dive deep into the nuances of the luxury market with Matthias Fuchs, who explores the psychology behind luxury branding and how it influences consumer behavior.

Matthias Fuchs

Discover the key principles that make luxury brand management unique as Florent Girardin shares three essential tips to maintain brand consistency, create exclusivity, and build lasting desirability in the luxury market.

Florent Girardin

Download the brochure

Fill in the form to receive our Hospitality Luxury Brand Management brochure.

Hospitality Luxury Brand Management Brochure

COURSES

Related courses

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Strategic Marketing & Branding

Learn to make informed strategic choices to effectively manage situations of performance crises, decline, and distress with the hospitality industry.

In English

CHF 2,200

5 weeks / 8 hours a week

Hotel Management: Performance Measurement & Control

This course will equip you with the latest techniques in competitive benchmarking and industry performance monitoring, enabling you to predict and analyze your hospitality business's performance effectively.

In English

CHF 2,200

5 weeks / 8 hours a week

Admissions

Admission Criteria

Bachelor's degree and 2 years of relevant professional experience or more than 5 years of professional experience in a management position

Advanced English level (C1 equivalent), for non-native speakers

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.

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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 earn the certificate, participants must achieve a score of at least 4.0 in their final presentation (on a scale of 1 to 6). Upon completion, participants will receive a Certificate of Completion.

EHL Hospitality Business School

Route de Berne 301
1000 Lausanne 25
Switzerland