Masterclass Model of Attention

Hospitality is and will remain a profession in which people play a crucial role. Even when a guest would stay in a fully automated and robotic hospitality environment, all this would be developed by people.

Professional hospitality is about having a fine sense of hospitality, in order to give customers a unique kind of attention.

Studying the phenomenon of hospitality, we found that there is much more to it than just offering exclusive attention, to successfully bind customers to a company. This study resulted in the development of the Model of Attention. This model is now being used internationally as an implementation model for the businesses and as part of various hospitality and marketing education programmes.

The Model of Attention masterclass is for various forms of education.The master class offers insights that students can immediately put into practice.

Masterclass etiquette

Successfully making contact with customers, guests, passengers, visitors, business relations or colleagues depends on a respectful approach.

Good manners do not stand out, the lack of them does. Rarely will anyone speak to you directly about your behaviour. A nice thought, but if someone doesn’t contact you after that, that’s a less pleasant side effect.

The master class Etiquette can cover various subjects, such as, among others:

• Business etiquette
• Clothing etiquette
• Table etiquette
• Royal etiquette

You are invited for a dinner. What kind of clothing is appropriate? Will you bring something to thank the host and hostess? What are the rules at the table?

It is also possible to make a combination masterclass about the various etiquette forms, during an etiquette lunch or dinner at an atmospheric location. In this way you can apply what you have learned directly in practice.

These masterclasses are very popular, also because of the practical tips, recognisable stories and anecdotes.

Masterclass branding

Branding is seen by many companies as something that belongs to large organisations. Or people think that this only has to do with the development of a company logo and determining the furnishing.

That is why many companies are ‘non-branded’ and as rudderless ships on a large ocean. Because if you don’t know what you really are as a company, any course you set will lead you nowhere.

Branding is the soul and identity of every company. Big and small. If that identity is clear in its full extent, then steps can taken towards the development of a logo.

The outcome of a branding strategy is: the unique promise of a company, in the eyes of its customers, compared to its competitors. Also called the ‘unique proposition’.

All choices made within a company are checked against the described identity and unique proposition. This consistent policy makes a company recognisable in all its forms of expression.

During the masterclass, the subject of branding will be further explored on the basis of recognisable examples and well-known brands. In particular, the concept of ‘Love Brand’ will also be discussed.

How do you turn a unique brand into a Love Brand? How do you bind customers to a company for years?

You may understand that if hospitality is offered from a unique experience, this works very strongly and is recognised by customers.

This masterclass is for various forms of education. Itoffers insights that students can immediately put into practice.

Robert Bosma is a.o. a part-time lecturer at the EuroCollege, Hotel Management School, University of Amsterdam 

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