Guest lecture with professor John Sergi on the topic of ‘Hospitality as Strategy – an entrepreneurial approach’.
The first guest lecture of the current spring term at ESE Florence was with professor John Sergi last Tuesday 9 May on the topic of ‘Hospitality as Strategy – an entrepreneurial approach’.
John Sergi, Hospitality Designer & Strategist, started his lecture with his professional story in the hospitality industry and how life directed him back to his personal dream on various occasions – an inspiring lesson which is tightly linked to ESE’s mission. In fact, when John Sergi read the books ‘School for Gods’ and ‘Technology of the Dreamer‘, written by ESE Founder and President Elio D’Anna, he resonated strongly with his philosophy.
After various deviations, John Sergi finally decided to follow his passions and enrol in the Masters programme at the Cornell Peter and Stephanie Nolan School of Hotel Administration in 1987 where he imagined, and upon graduation, launched a business dedicated to developing hospitality as a strategy. Nowadays he is well known for his work in large public sports and entertainment venues, creating hospitality strategies in the US and abroad through his Hospitality Design Thinking® process.
In his lecture at ESE Florence, John Sergi stated that hospitality is much more than the industry strictly related to the hotel or tourism sector. In fact, hospitality is relevant to all business sectors. “Service is simple – it’s what we do as business owners. Service is how well you do what you advertise. Hospitality, however, is how the customer feels about doing business with you. That’s the fifth star.”
John Sergi demonstrated the importance of emotion in any business activity by showing us the hospitality strategy of two famous companies,Target and IKEA, who both offer restoration services to their clients. Where Target focuses mostly on tactical food & beverage operations and increasing F&B revenue, Ikea’s hospitality strategy looks a lot different: having incorporated their ‘Swedishness’, their entire brand identity in their restaurants, they have been able to improve not only their brand positioning, customer relationship and engagement, but they have also increased customer’s dwell time and as a consequence their core revenue. Sergi: “Hospitality, food and beverage – it’s all emotion. If people feel comfortable, they spend more!”
John Sergi then showed how his Hospitality Design Thinking® process works by taking the audience through two of the many Conceptual F&B Hospitality Plans he has designed himself, starting with the previously called Echo Arena (his project from 2013), currently called the M&S Bank Arena Liverpool, moving on to the Boot House in Central Park, New York – a project that John Sergi is currently working on (launch planned for July 2023). These inspiring projects demonstrated that the collaborative process of Hospitality Design Thinking® is based on a simple premise: “To create emotions you must design with emotions.”
We would like to thank Professor John Sergi again for sharing his inspirational story and valuable views on strategy and design thinking – his lesson was of great inspiration to our aspiring leaders in hospitality, as well as other business sectors.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
For continued stickiness support with CORS use cases after the Chromium update, we are creating additional stickiness cookies for each of these duration-based stickiness features named AWSALBCORS (ALB).
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
This cookie name is associated with Google Universal Analytics - which is a significant update to Google's more commonly used analytics service. This cookie is used to distinguish unique users by assigning a randomly generated number as a client identifier. It is included in each page request in a site and used to calculate visitor, session and campaign data for the sites analytics reports.
This cookie is used by Google Analytics to persist session state.
This is a pattern type cookie set by Google Analytics, where the pattern element on the name contains the unique identity number of the account or website it relates to. It is a variation of the _gat cookie which is used to limit the amount of data recorded by Google on high traffic volume websites.
This cookie is set by Google Analytics. It stores and update a unique value for each page visited and is used to count and track pageviews.
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
This cookie is set by Youtube to keep track of user preferences for Youtube videos embedded in sites;it can also determine whether the website visitor is using the new or old version of the Youtube interface.
This cookie is set by YouTube to track views of embedded videos.