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The learning verve
As a recipient of a HIT Scholarship 2006, The Balmoral Hotel's Kim Falconer attended two modules at the Ecole hôtelière de Lausanne (EHL) in Switzerland.
The Room Revenue Management Course, and the Product & Pricing module, were taught by Nicolas Graf, graduate and Professor of Marketing and Strategy the University at EHL.
Here, Kim gives her account of her week-long experience…
A defining attribute of EHL is that it strongly recognises and emphasises both the art and science of the hospitality industry. The classrooms and school provided state-of-the-art facilities in the recently expanded Ecole, which is attended by approximately 1,500 students during the academic year. The intensity, depth and breadth of information requires a platform, in our case classroom-based seminars, from which one can extract, relate, exchange and debate ideas. These seminars were greatly enriched by the international representation of participants, with many delegates from Brazil and China and a few from Korea and UAE. The European contingent featured German, Swiss and English students, but I was the only Scottish participant at the time.
During my week there, I experienced the hospitality industry from an academic perspective, both as a student and as a tourist at the receiving end of the hospitality service for which the Swiss are renowned. Both were tremendous learning experiences. Whether it was a coffee break at EHL or attending champagne reception at the Hotel Angleterre and Residence, (where the first EHL class met in 1893), the service and standards were exemplary.
The classroom-based learning provided insights into the reasons we do certain things, and to think critically about the decisions we are making, in this case from the revenue, pricing and product perspectives. Having been exposed to hospitality from a practical basis in the past, the academic perspective greatly complemented this experience.
Despite the complexity of the analytical tools and information we were presented with, the resounding message I gained from the programme as a whole is that simplicity is often the key. That is not to say that the process is simple, however. Among other attributes it requires great analytical abilities, understanding of one's product and guests, and appropriate training of staff. Indeed, it is far more costly to disappoint a large number of guests on a basic level than to please a few you have managed to impress. In saying that there is no reason why we can't strive to exceed expectations but, in doing so, we must also ensure guests receive the service they naturally expect.
This was very apparent to me in how we were treated at the school, as consumers of hospitality. The receptions, meals, certificate presentations, communication and interactions with staff and colleagues were enthusiastically organised and elegantly delivered, allowing us to optimise our learning time in the classroom, and networking and socialising during breaks.
The courses I participated in provided me with exceptional experience and a great footing for my new role as a Revenue Assistant. Without the course, I would not have had the same strategic and analytical abilities I now enjoy.
Having obtained six credits towards the 20-credit programme, I have been greatly inspired to return to EHL to study for their Proficiency in Hotel Management certificate. I have two more summers in which to complete the remaining courses, and am currently applying for the Master Innholder's scholarship, which, if I am successful, awards 12 further credits in 2007.
Currently, this is the only other UK scholarship, and although anyone can apply directly to the programme, Andrea Gantner, one of the Associates who co-ordinates the summer courses, was keen to discuss with HIT the possibility of arranging preferred rates for future scholars, or even establishing a tailor-made programme whereby EHL consultants would deliver a module here in Scotland.
The experience was a dream come true for me and was invaluable for my career, providing me with a unique academic insight in the niche area of revenue management that not many revenue managers have the chance to experience. I also made some invaluable contacts from all around the world, as their insights and shared experiences are part of what makes this industry so rewarding.
Any student can benefit from their time at the school, as it confirms our role as business people in the hospitality industry.
This article has been edited from its original version. For the complete feature please see Catering in Scotland magazine September/October 2006.
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