Les Roches: New Master’s Degree in Hospitality Strategy and Digital Transformation

Les Roches Global Hospitality Education is unveiling an ambitious action plan to train the hospitality leaders and entrepreneurs of tomorrow. At the heart of this initiative is a desire to evolve the school’s position and refocus its academic programs on the digital economy. This includes the launch of a whole new Master’s degree centred on strategy and digital transformation in the hospitality sector.

The Les Roches brand in the digital era

The hospitality industry is undergoing a digital transformation. Major players have established themselves as intermediaries alongside the traditional hotel business. Furthermore, new disruptive operators are shaking up the market.

These players and their technologies cover all areas of hotel management including client acquisition and retention. The integration of this value chain will continue to accelerate with artificial intelligence, blockchain, food technology and specialist start-ups.

In the digital era, jobs in hospitality are experiencing change on an unprecedented rate. New job opportunities are now available to a new generation of highly qualified, “techno-intelligent” managers with an ability to conceptualise and use digital technologies to reach and satisfy the customer.

This is why, in order to adapt to current trends in hospitality and digital knowledge, over the last year, Les Roches has committed to redefining its educational programs on its three campuses located in Crans-Montana, Marbella and Shanghai.

LAUNCH September 2020: New Master’s degree in Hospitality Strategy and Digital Transformation

Les Roches is launching the world’s first Master’s program entirely dedicated to hospitality strategy and digital transformation. This graduate program is being led by Scott Dahl, a 30-year veteran of the hospitality industry, having held numerous corporate-level positions in Revenue Management in the United States. He is also the founder of Hotel Revenue Resources, a Revenue Management software and service provider. In 2005, Scott was recognized as one of the 25 Outstanding Minds in Hospitality Sales and Marketing by HSMAI (Hotel Sales and Marketing Association International).

Unique of its kind on an international level, the Master’s degree in Hospitality Strategy and Digital Transformation will start in September 2020 and will run for three semesters, one of which will be devoted to an internship or a business project. The two semesters devoted to coursework are broken down into three modules:

• Advanced knowledge of the latest digital technology tactics and trends: Value Creation, Business Analytics, Performance Measurement, Database Management, Artificial Intelligence, and a Decoding bootcamp to immerse the students in the world of coding
• Strategy development: Revenue, Channel and Demand Management, Sustainable Business Strategies, Advanced Digital Marketing, New Business Models, and a business field trip to study the start-up and digital ecosystem in Paris
• Behaviour connected with the digital transformation of organisations: Applied Project Management, Multicultural Leadership, Emotional Intelligence, Talent Management, Team Building, Customer Experience, Service Excellence and Personalisation, Change Management.

This Master’s program is open to all students motivated by the digital world and its impact on the hospitality sector. It prepares students for a career in business strategy or entrepreneurship, focusing on the transformation of business models and new opportunities provided by digitalisation, such as revenue optimisation.

Towards a holistic approach to education

At Les Roches, the teaching benefits fully from digitalisation. Digital technology offers a value proposition to personalise training and make learning more interactive with the instructor and the group.

Thanks to connected technology solutions, students can study anytime and anywhere in accordance with their lifestyles. Students therefore have access to a portfolio of online courses and support services from the moment they join the course until they complete it, and even throughout their career. Indeed, from this month on, alumni will also have access to a new portal. It’s a way of strengthening links within the highly interdependent community which is one of the distinctive elements of Les Roches.

The new Master’s degree in Hospitality Strategy and Digital Transformation is the example par excellence of the institution’s updated positioning. The aim is to adapt the programs and teaching to the new demands of a highly digitalised generation.

For further information on the MASTER in Hospitality Strategy and Digital Transformation, press here.