Celebrating 60 Years of

Hospitality Excellence

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

Tourism AssociationsUSAID ContractorsHotel Associations

Workforce DevelopmentTraining ProgramsInstructor Training

Partner Development

Corporate HotelsManagement Companies

Consultants/Trainers

Workforce DevelopmentStaff Training

Online Learning Program Development

Universities Colleges

Vocational Schools

Textbooks Online Courses

Life Long LearningIndustry Training

MARKET SEGMENTS

Government and NGOsHospitality Industry Academic Institutions

Market Segments

EI’s International Presence

100 + EI Global Partners

https://www.ahlei.org/partners

Academic Leaders using EI content

Hospitality Textbooks

Introduction to HospitalityRooms DivisionFood & BeverageFinance & AccountingSales & MarketingHuman ResourcesLeadership and EthicsSPACasinoSpecial Topics

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

EI Academic Curriculums

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.

Hospitality Online Learning

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

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

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

Industry Training for Academia

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

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

CHE Certification

Training and Certification Programs

• 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)

Supervisor and Manager

Training and Certification

Industry leaders using EI Content

Partner Case Study –Egyptian Cascading Training Model

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

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.

Phase 2: Increase outreach

• Phase 2

– Developing 49 regional mobile trainers who were able to reach 12 more governorates

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

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!

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

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

The Results

“Over the past decade, implementation of the cascade training modelcreated 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 guestcomplaints, 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 wayas hotels found that the program delivered highly-qualified people whowere able to perform in jobs at top-level properties such as IHG, FourSeasons, and Sheraton. Now there is a waiting list of properties whowant to participate. The key to this positive image of the program is

working with reputable associations, using solid materials, and gettingcooperation throughout the process, which leads to positive results.”

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

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

Growth and Replication of the Model

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, EducationalInstitute, and Mr. Ed Kastli, EI Vice President of International Sales, Educational Institute

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

First Steps into Poland

• Create company/partner offering EI academic and industry programs

– www.Szkoleniahoteli.pl

• Build team of specialists to conduct EI training

• Integrate training and certification into the infrastructure, establishments and mindsets of Polish society

Education: AHLEI Programs, books, e learning, online courses

Practice: Experienced hoteliers/trainers offering training/coaching

Know How: Certification & Designation

First Partner in Poland

Thank You!

John Lohr Education and Training Consultant – Europejlohr@ahla.com

Kris Glabinski – Director and Founder of SzkoleniaHoteli.plkris@szkoleniahoteli.pl