Glion’s Applied Business Projects (ABPs) give our students the chance to work closely with some of the world’s finest hospitality organisations. Recently, four of our students were given the task of assisting the Hotel Victoria – a traditional hotel with a great reputation that is hoping for a stronger online presence.
The hotel is keen to adapt to new trends and embrace modern technology. A marketing agency has been hired to help, and in turn they are working with our students to conduct an effective marketing plan. We spoke to the hotel’s owner, Barbara Mittermair, about collaborating with Glion, the hotel’s heritage and our talented students.
Partnering with Glion
Despite the hotel being located in Glion, Hotel Victoria had never previously collaborated with the school. However, after meeting Suzanne Godfrey, Head of Luxury Marketing and Brand Management, the idea of working together began to form. “Suzanne presented the project and put me in touch with Anu Laukkala, who is in charge of the ABPs at Glion,” Barbara said. “When I heard the details concerning the project, I thought ‘why not, it’s a win-win situation.’ It makes perfect sense to work with Glion as we are so close to one another.”
Reaching a new audience
The primary goal of the ABP is for Hotel Victoria to engage with a younger audience. “Our former clients are not returning as they are either too old or have passed away,” Barbara said. “We had a loyal clientele that liked to stay for two-to-three weeks. However, this has all changed and we now have more international conferences than leisure guests. We are hosting high-quality and luxury events with big companies. Therefore, our guests are young people who only stay for a few days.”
The students – Elin Persson, Ambre Cazaux, Alice Levy and Laura Chauffat – met with Barbara at the hotel to discuss the project and give a presentation. It was split into two sections. The first presentation analysed the clients, where they came from and what type of guest they are. The second focused on a strategy for future sales.
“The girls are amazing,” Barbara said. “They are very kind and pleasant. They are ambitious, attentive, responsible and want to do their best. It is obvious they are well-guided by their teachers at Glion.”
A hotel with a rich history
“My husband and I have owned the hotel since 1985,” Barbara said. “Owning a hotel was completely new territory for us.” A Relais & Chateuax hotel since 1975, the four-star hotel will celebrate its 150th anniversary in 2019. “We will be communicating a lot on this topic and hope to do a big event, preferably something connected to the jazz festival,” Barbara said.
Once the ABP is over, Barbara hopes to continue developing the hotel’s marketing strategy. They are in the middle of changing their website, and improving their communication on social media. However, Barbara’s main hope is that the Glion students get a lot of skills and enjoyment from the project. “The result of the project is not that important,” she said. “The main objective isn’t to have a perfect solution, it’s to work closely with Glion and give the students an opportunity to gain real-life experience.”
Glion’s Applied Business Projects are part of our BBA International Hospitality Business programme, and provides our students with the opportunity to gain hands-on skills while working with world-renowned organisations.
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