EHL Campus Passugg

Why Take This Course?

You should take this course if you want to:

  • Learn how to design and develop a successful hospitality concept - from the strategic and creative level down to the day-to-day operations.
  • Discover how existing hotels, restaurants, cafés, bars and private clubs can be turned around with a strong concept.

Course Content

The course will focus on presenting, illustrating and discussing what hospitality concepts are exactly, how to design and implement them

Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.

In order to apply the concepts covered in class, you develop in groups a hospitality concept, as well as create a brand story.

Each session will develop a specific aspect of designing concepts for hotels and Food & Beverage businesses:


1. Fundamentals

History, role and evolution of hotel and F&B concepts

2. Strategy

Hospitality concept framework 

3. People

Target segments & community building

4. Story making

Brand story canvas

5. Space

Zoning, customer flow, interior design

6. Services

Offering and digitalization

7. Identity & Communication

Visual identity, creative content, communication channels

Key Facts



New dates to be announced



EHL Campus Passugg



CHF 1’700


Credential Delivered

EHL Certificate of Achievement
Credits: 2.5 ECTS / 1.5 US


Course Language



Mode of Training

Blended: online & full-time, onsite
-Online introduction + pre-work
-3 days onsite full-time
-Online final assessment


Learning Objectives

On completion of this course, participants will be able to:

  • Identify the 7 essential components that are part of every hotel or restaurant concept.
  • Apply a lifestyle segmentation to launch or reposition hospitality concepts.
  • Craft concept stories that go beyond products and services and translate them into an operational experience.
  • Leverage graphic design and interior design to bring a hospitality concept to life.
  • Develop an editorial guideline to tell the concept story through media content.

What Makes This Course Special?


Insightful guest speakers who launched fresh hospitality concepts


Opportunities to network with other participants and guest speakers


Variety of learning formats, including team work, workshops and discussion with industry experts


Course offered by EHL, ranked #1 in 2022 QS World University ranking for Hospitality & Leisure Management Universities


All course material accessible through an online Learning Management System

Course Instructor

Who Should Attend?

This course is particularly designed for you if you are an entrepreneur or if you hold a managing position in a hotel, private club, F&B group or hospitality-related business, with a minimum 5 years’ experience. Typical participants are:

  • Hospitality Business Owners & Entrepreneurs
  • Hotel Managers
  • Marketing & Communication Managers
  • Head of Business Units

Minimum Qualification Required to Enroll

  • Bachelor's degree or more than 5 years experience in a hospitality management position
  • a good understanding of marketing and hospitality management fundamentals based on prior work experience and/or studies

Apply Online

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

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form and get all details about the Designing Hotel and Restaurant Concepts Short Course.

Frequently Asked Questions

Price: CHF 1'700.-

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

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

The course fees, payment schedule and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7 days cooling period.


  • lunch
  • morning and afternoon coffee breaks
  • transportation in the morning and evening from-to the nearest MRT station
  • front office support


New dates to be announced

Day 1:

  • 9AM - 12PM class session
  • 12PM - 1PM lunch break
  • 1PM - 6PM class session

Day 2:

  • 9AM - 12PM class session
  • 12PM - 1PM lunch break
  • 1PM - 6PM class session

Day 3:

  • 9AM - 12PM class session
  • 12PM - 1PM lunch break
  • 1PM - 6PM class session

Usually participants use the end of afternoon to read course material and work in groups.
Total course hours: 67.5 hours

  • Contact hours: 28.5 hours (24 onsite, 4.5 online)
  • Out-of-class student effort: 39 hours
Participants will be assessed on in-class presentations, class participation, and on an individual assignment.