Celebrating 60 Years of Hospitality Excellence

Transcription

1

2 Celebrating 60 Years of Hospitality Excellence

3 American Hotel & Lodging Educational Institute (EI) Non-profit education and training arm of the American Hotel & Lodging Association (AH&LA) World s largest developer of training and education solutions for the hospitality industry and academia Over 100 products in a variety of media (textbook, online, video, print, distance learning) Provide internationally recognized certificates/diplomas reflecting up to date standards of the hospitality industry Over 2,000 universities, colleges, vocational technical schools, and governmental agencies worldwide use EI courses and training

4 Market Segments MARKET SEGMENTS Hospitality Industry Academic Institutions Government and NGOs Corporate Hotels Management Companies Consultants/Trainers Universities Colleges Vocational Schools Tourism Associations USAID Contractors Hotel Associations Workforce Development Staff Training Online Learning Program Development Textbooks Online Courses Life Long Learning Industry Training Workforce Development Training Programs Instructor Training Partner Development

5 EI s International Presence

6 100 + EI Global Partners

7 Academic Leaders using EI content

8 Hospitality Textbooks Introduction to Hospitality Rooms Division Food & Beverage Finance & Accounting Sales & Marketing Human Resources Leadership and Ethics SPA Casino Special Topics

9 EI Academic Curriculums EI Certificates Certificate of completion in 30+ EI courses 5 Course Certificates of Specialization in: Spa Management Rooms Division Management Food and Beverage Management Human Resources Management Accounting and Financial Management Marketing and Sales Management International Hotel Management Club Management 6 Course Hospitality Fundamentals Certificate 8 Course Hospitality Operations Certificate EI Diplomas 12 Course Hospitality Management Diploma 12 Course Food and Beverage Management Diploma 16 Course Dual Diploma

10 Hospitality Online Learning Courseline EI online courses I want to offer my students additional online courses or I want to expand our online course/ distance learning offer to individuals outside the school. Interactive way of taking EI s 30+ hospitality management courses online complete with certificates of completion for each course.

11 Industry Training for Academia TripAdvisor Reputation Management I want my students to learn about Tripadvisor and Reputation management from the source and its impact on the hospitality industry An overview of TripAdvisor Where negative reviews come from Manager and employee roles in the review process Tips on appropriate ways of asking guests for reviews TripAdvisor policies on fraud, threats, and blackmail Case studies, knowledge checks and quizes

12 Industry Training for Academia Guest Service Gold I want my students to learn what it means to and delivery truly memorable guest service and to gain an industry certification before they enter the workplace. Identifies seven key elements of excellent guest service through real life videos, case studies and activities

13 Industry Training for Academia CHIA Certified Hotel Industry Analytics I want to teach my students to do the math and interpret the results and analyze various types of industry data to make strategic inferences. Being offered globally through a joint effort between EI, ICHRIE and STR Global. Hotel Industry Analytical Foundations Hotel Math Fundamentals Property Level Benchmarking (STAR Reports) Hotel Industry Performance, Trends, P&L, Pipeline, and Destination Reports

14 Hospitality Instructor Training and Certification CHE Certified Hospitality Educator I want my staff to be recognized for their high academic achievements, or, I want to provide world class training and education opportunities for my instructors Only professional development recognition Designing a course syllabus Writing complete instructional objectives Distinguishing appropriate learning levels for instructional objectives Identifying general learning outcomes Establishing a positive classroom culture

15 CHE Certification CHE s certified in 2011 and 2012 came from: Switzerland Hotel Institute Montreux Switzerland IHTTI School of Hotel Management Switzerland SHMS Caux & Leysin Switzerland Cesar Ritz Colleges Bahrain Bahrain Institute of Hospitality & Retail China Beijing Fenghua Education Consulting Spain Les Roches Marbella UAE European International College Finland HAAGA-HELIA UAS Hong Kong Hong Kong Polytechnic Peru ISIL USA Johnson & Wales Taiwan North America Education Institute Canada Northern Alberta Institute of Technology Panama The Panama International Hotel School Nepal Silver Mountain School of Hotel Management

16 Training and Certification Programs

17 Supervisor and Manager Training and Certification Rooms Division Executives Certified Rooms Division Executive (CRDE) Food and Beverage Executives Certified Food & Beverage Executive (CFBE) Property Trainers Certified Hospitality Trainer (CHT) Department Trainers Certified Hospitality Department Trainer (CHDT) Sales and Marketing Managers Certified Hospitality Sales Professional (CHSP) Revenue Managers Certified Hospitality Revenue Manager (CHRM) Hotel and Department Supervisors (CHS) Certified Hospitality Supervisor Spa Supervisors Certified Spa Supervisor / with ISPA (CSS)

18 Industry leaders using EI Content

19 Partner Case Study Egyptian Cascading Training Model

20 Egypt Cascade Training Model For Hospitality Workforce Development History Originally funded by USAID in 2002 in partnership with ETF, with $3 million Designed to develop a qualified workforce for the Egyptian hotel and tourism industry Purpose Enhance the international competitiveness of the Egyptian hotel industry by providing a quality, focused training and certification program for hotel owners and/or managers

21 Phase 1: Train and Equip Phase 1 Introduced the cascade training method, which was delivered as a pilot for the training process, and introduced to 3 governorates.

22 Phase 2: Increase outreach Phase 2 Developing 49 regional mobile trainers who were able to reach 12 more governorates

23 Details To deliver the program, the country was divided into four regions, with each region under the supervision of an inspector. Processes included: Foundation of tourism educational and training centers correlated with number of inhabitants in labor-exporting governorates Coordination of efforts with the sectorial tourism committee to change tourism education from supply driven to demand driven Coordination of efforts with faculties and institutes to develop outputs that match labor market needs

24 Training and Development Hospitality professionals trained in Phase 1: 20 Master Trainers (CHT ) 500 Department Trainers (CHDT ) 8000 Line-level Employees 100,000 professionals trained in 10 years!

25 Challenges Challenges for the Model Governmental policies concerning education and training made it difficult for individuals to get the training they needed to prepare for careers in hospitality including: Incompatible education and training structures Misdistribution of tourism and education providers Absence of national skills development system Absence of training awareness on national level Young people avoiding the hospitality sector Labor instability due to high turnover Employment of unqualified employees to cut costs

26 Before EI programs Before the cascade training program began there were: No trainings available for lodging and tourism Eighty five percent of properties were not conducting in-house training A void in the teaching of skills to new employees Limited budgets made it difficult for individual properties to develop and deliver their own programs Need for a high quality, cost effective, public-private partnership to take the lead in making hospitality training a priority

27 The Results Over the past decade, implementation of the cascade training model created a very positive image for the Egyptian hospitality industry. There has been an upgrade in the quality of practical, on-the-job training in hotels. Quality of service has risen there are fewer guest complaints, lower turnover, and higher revenue for properties. The program ensures that employees acquire needed competencies and skills, with a focus on quality. Initial reluctance and wariness about the training model gave way as hotels found that the program delivered highly-qualified people who were able to perform in jobs at top-level properties such as IHG, Four Seasons, and Sheraton. Now there is a waiting list of properties who want to participate. The key to this positive image of the program is working with reputable associations, using solid materials, and getting cooperation throughout the process, which leads to positive results.

28 Success through Partnership and Collaboration The Tourism Training Council partnership model features collaboration between the: Ministry of Tourism ETF the ETF Human Resources Development and Training Section Cornell University AmidEast International Development Ireland Limited (IDI) Local consultants and trainers. Other projects undertaken by the Council: Apprenticeship programs Higher Education Reform Training Centers of Excellence National Skills Standards Project (Hotels Service, F&B, Food Production, Inbound Tourism) Egypt training efforts also focused on upgrading skills through: Implementation of comprehensive training programs Building training capacities of tourism establishments Encouraging private training providers to participate Motivating tourism businesses to invest in education and training

29 Growth and Replication of the Model Since its implementation in Egypt in 2002, EI has introduced the cascade training model in: Armenia Albania Palestine Nigeria Azerbaijan Colombia Serbia Macedonia Bosnia & Herzegovina The Caribbean - through the Organization of the American States

30 Celebrating everyones efforts Photo from left to right: Mr. Joseph A. McInerney, former President of the American Hotel & Lodging Association (AH&LA), Mr. Hisham Zaazou, Tourism Minister of Egypt, Ms. Brenda L. Vazquez, Senior Vice President of Marketing, Educational Institute, and Mr. Ed Kastli, EI Vice President of International Sales, Educational Institute

31 How about Poland? Is there a need? According to a recent article in Bloomberg BusinessWeek: At least 2.5 millions young Poles have left during the past decade (with 300,000 returning) About half a millions Poles left the country last year (record so far since EU introduction). Country has not been able to come up with innovative businesses that create good jobs. The EU has pledged to send a total of 229 billion euros in aid to Poland through 2022 (more than the Marshall Plan for postwar Europe!) The aid so far contributed to developing the infrastructure (highways, business parks, soccer stadiums, airport terminals etc.) but has not contributed to changing mindsets

32 First Steps into Poland Create company/partner offering EI academic and industry programs Build team of specialists to conduct EI training Integrate training and certification into the infrastructure, establishments and mindsets of Polish society

33 First Partner in Poland Education: AHLEI Programs, books, e learning, online courses Practice: Experienced hoteliers/trainers offering training/coaching Know How: Certification & Designation

34 Thank You! Kris Glabinski Director and Founder of SzkoleniaHoteli.pl John Lohr Education and Training Consultant Europe