In this minor you will develop a new brand for the extension of the portfolio of an existing hotel chain. The current portfolio of the hotel chain consists only of one brand and does not enable them to reach their full potential target group and to enter all markets. You will develop a brand pitch (that you will pitch to the management of that hotel chain) and a concept book where you explain the steps you undertook to create the brand. Fundamental is that your new brand taps into the needs of your target group. Understanding and applying general-, consumer- and technological trends play a key role in defining the guests' needs for your brand. Furthermore, by employing the Value Proposition Model & Business Model Canvas you will be able to develop new hospitality concepts in the lodging space that will WOW your guests. Moreover, we discuss topics like branding, innovation, social sustainability, consumer psychology, loyalty, intercultural perspective and pricing & revenue management. Importantly, this minor discusses the above mentioned topics for more traditional and luxury hospitality management. With the global luxury travel market consisting of USD 1.28 trillion in 2022 and an expected compound annual growth rate (CAGR) of 7.7% from 2023 to 2030 (Grand View Research 2023), its share in the travel market is too significant to be ignored. 

LG1: Create a guest-centric (luxury) brand for the lodging industry that creates value for all stakeholders and that is profitable within the next 3 years.

LG2: Build a brand by applying the different topics taught and learned in the minor (social sustainability, technology, innovation, branding, consumer psychology, loyalty, luxury consumption and intercultural perspective), substantiated by primary and secondary research.

LG3: Visualise how theory studied supports a real-life business case by combining different topics taught in the minor (social sustainability, technology, innovation, branding, consumer psychology, loyalty, luxury consumption and intercultural perspective).

LG 4: Student shows agency of group and own learning experience and the ability to go out of the comfort zone and think creatively.

Target group: Business and Law, Hotel and Facility Management, International Business and Communication.

Students must have passed a subject/module relating to strategic management or strategic marketing (of services) management. Students must have an affinity with hospitality (or the world of hospitality) and have an inquisitive, enquiring attitude. A passion for the hotel business is very much desirable. The enquiring attitude acquired in earlier programs will be further developed through a methodological and theoretical approach.

As work is carried out in small project teams, students must have a collegial attitude within an intercultural community and participate actively in a cooperative fashion. Students must also be capable of developing their competences independently, working together with the group members and the supervising tutors.

Hotel Management School Maastricht students with specialization International Hotel Management have priority in the event of overregistration.

Teaching materials to be purchased and special costs:

The offer you can’t refuse; Van Belleghem, S.; Edition 1; 2020; ISBN-13: 978-9401470353; Lannoo Publishers; English; hardcover 254 pages

Additional articles to be printed by the student

Costs tours: ± 100 euro  

Total study load is 400 hours (10 weeks x 40 hours).

Contact times: +/- 15 hours per week

There will be book reviews, workshops, guest lectures, company visit, self study & group work. We also believe in co creation. We therefore will also create expert teams (e.g., social media, hosts etc.) in order to make the minor work.

VLOG, 7 EC, weighing 45 %

Participation, 1 EC, weighing 10 %: participation and peerranking. Requirement: 80% attendance during the course. This is a prerequisite in order to get a grade for participation.

Group Product, 7 EC, weighing 45 %: Presentation + Written Report