Curriculum Information

This module gives students a wider view of the hospitality sector and the different ways in which value is created for guests, staff, businesses and destinations. It looks beyond the hotel as a single organisation and considers hospitality as a connected ecosystem that includes accommodation, food and beverage, events, wellness, attractions, resorts and place-based experiences. In doing so, it complements Hospitality Strategy by shifting attention from strategic positioning to the lived experience of hospitality: how services are designed, how guests engage with people and places, and how organisations respond to changing expectations. Students will explore themes such as service culture, guest journeys, destination identity, food systems, events, wellness tourism, digital engagement and hospitality entrepreneurship. The module also considers the growing role of generative AI, platforms and data-driven personalisation, while asking students to think carefully about ethics, privacy, accessibility and the continuing importance of human connection. Through challenge-based learning, students will investigate a real hospitality or destination problem and develop an innovation proposal that balances commercial opportunity with workforce realities, community benefit and environmental responsibility.