Study experience 
Master in Tourism Innovation

The students supported the management of the 5 star hotel Radisson Collection Hotel Palazzo Nani in designing a strategy to position theur newly opened restaurant and bar.

Students worked to analyse the competitive environment, define a positioning strategy and the product basic features (menu, atmosphere, etc), but also on the profitability of the restaurant and on creating events to launch and exploit the new outlet..

The aim of this live project was to improve the website and the web marketing for Italianway, a leading company in the property management sector.

More in detail, the company knew that the final decision makers on renting an apartment or a house for the vacation are women, as it happens often in the tourism sector, and therefore satisfying women user is strategic for them.They wanted to improve their website content, layout and usability in order to better answer the need of women users.

The students were called to analyse women as website users and decision makers and the user experience provided by the website, and, on this basis, to propose improvements and content to  add.

Olympics at Cortina - A marketing plan for a Winter Olympics museum

Proposed  by the “Olympic Cortina” association this project asked the students to develop a strategic development plan for an immersive museum dedicated to the 1969 Olympic Games in Cortina D’Ampezzo, in the Dolomites.

The museum aim is to celebrate the ’60 Olympics on the occasion of the Milano Cortina 2026 Games.

The students defined which kind of experience had to be offered to different visitors targets, how to involve the residents in the project and designed the marketing and webmarketing strategy.

Addiopizzo Travel - Developing a responsible tourism business

The students were asked to design a business development plan for a responsible tourism otur operator in Sicily – Addio Pizzo Travel. The main feature of this incoming operator is to select its suppliers (hotels, restaurants, bike rentals, etc.) only among business that refuse to pay protection money to the Sicilian mafia or other criminal organisations.

Six groups of students analsysed different target markets and for each assessed the opportunity to enter and devised a specific communication and placement strategy.

Jumbo tours - Innovative fees for the B2B market

Jumbo tours is an incoming tour operator based in Spain and it manages a series of destinations in Europe as a part of Alpitour group, one of the leading tourist companies in Europe. Jumbo tours asked the students to create ideas to introduce completely new kind of fees, fidelity plans and deals in the European B2B market.

The students’ teams analysed the B2B market in 4 different European countries and the deals and fees proposed by some travel agents, clubs and tour operators in each market. On this basis they used their creativity to formulate fees, discounts, promotional offers that nobody ever heard of.  A particularly challenging task, as the tourism sector has already created many solutions, form dynamic pricing to flash deals, from last minute deals to early booking offers

Digital neuromarketing: the new frontier

A pioneering project on the use of neuromarketing tools to analyse the users experience, it demonstrated how effective techniques such as eye-tracking could be in improving websites usability.

The students learned how to use the tools, identify the right testers and run a neuromarketing test. The project was created in cooperation with Promoservice, a very innovative web agency and applied to improve the websites experience of Safari Crew Tanzania and another tour operator and 2 hotels. This project gave birth to a new company - Neurowebdesing - specifically dedicated to conduct neuromarketing analysis of websites

Creating an AI chatbot for e-commerce

This project was realised by a group of students coming form 4 different countries within a cooperation scheme.

A web agency wanting to develop an innovative e-commerce tool for a restaurant, asked the team to develop the basis of a decision tree for a conversation chatbot that would help the customers of the restaurant to order their food. The restaurant was in fact located by the beach and had the possibility to deliver food to the clients direcly under the beach umbrella, and therefore the conversation bot was strategic for them. Despite not having a computer science backgorund the students managed to build the basic tree, and the results of their project were then integrated in a wider project.  

B&B Hotels: 6 local marketing plans

B&B Hotels is a French hospitality brand that counts more than 770 hotels in 17 countires.

B&B asked the students to develop a marketing plan for 6 of their recently opned hotles in 6 different destinations.

The students team had to analyse the competitive environment, identify and explore opportunities, defines pacakges, prices and deals for the business and leisure customers, and get in touch with potential corporate clients.

Industry days

Held mainly during the 4 intensive weeks, the Industry days will give the students a practical experience in managing some specific aspect of tourism, event, hospitality businesses. This learning experience is divided into 2 components: a team classroom activity based on a challenge provided by a tourism organisatiom is followed by on-location immersion at the said organisation where the students' teams will  deliver and discuss a presentation to management that addresses the problem and opportunities outlined in the challenge proposed.

Professional Master classes

Professional Master classes are an essential part of the curriculum as more than 50% of the Master's faculty is composed by professionals. The specific feature of thsi porgramme is that professionals are not only presenting their business and role, but will share with the students  knowldge and skills specific to better understand a topic or act on a problem. Students will learn about revenue management form revenue managers, about sales from sales managers, about social media management by tourism influencers and social media managers, and so on. A unique opporunity to learn directly from the practitioners.

During the whole classes period, and particualrly during the intensive weeks, the Maste's students will have the chance to develop a personal plan for refining their self confidence and leadership capabilities.  This personal development journey will focus on:

• improving self awarness (attitude, body language)
• public speaking skills
• leadership development

The students will be coached by verbal and non verbal communication experts, but also from  coaching from industry leaders and alumni, who will discuss their personal leadership style.

Two times per month top industry leaders in hospitality, events management, green transition, and digital development for the Travel&Tourism industry, many of whom are our Alumni, will share with the students their career experience and provide insights on industry trends, their business strategies or next evolutions.

The focus of the Special guests lecturs will be demand trends, new emerging markets, cutting edge technogies, climate change impacts and mitigation solutions, new business models.