The American Hotel & Lodging Educational Institute (EI) held an exchange conference with our partners in the Greater China area on May 22, 2013, in the Macau Four Seasons Hotel. Participating GAPs were from Taiwan, Beijing, Shanghai, Tianjin, Guangzhou, Zhu Hai, Shenzhen, Macau, and Hong Kong. The themes of the conference focused on networking establishment, marketing strategies, and ways toward international professional recognition. One major highlight for the attendees was the launch of Guest Service Gold in Mandarin, which came as a great surprise to many. All attendees were given a copy for reference.
School of Continuing and Professional Education, City University of Hong Kong (CityU SCOPE), had three staff attending the conference. The Senior Programme Officer, Mr. Daniel Choi, represented SCOPE in the conference and shared the success of incorporating the EI Lodging Management Programme (LMP) into the Applied Learning (ApL) Programme, with support and recognition from the Education Bureau (EDB), Hong Kong Council for Accreditation of Academic & Vocational Qualifications (HKCAAVQ), and Hong Kong Examinations and Assessment Authority (HKEAA). This is all because EI has been providing working hospitality professionals with education and training for 60 years. It is the global leader in hospitality training and hotel management certifications, its training programs are all recognized by the American Hotel & Lodging Association (AH&LA) and conform to the best practices in the hotel and lodging industry.
In addition, Mr. Choi shared how SCOPE made good use of the given EI hotel management professional learning materials by establishing a resources centre at the SCOPE Admiralty Learning Centre. SCOPE instructors could borrow any of these materials as supplementary in their teaching and the resources centre was also open to the hotels in Hong Kong. Their human resources and training departments could borrow any learning materials as references for their internal trainings as to enhance their hotel operation efficiency and service quality.
During the conference, other partners shared their valuable experience in operating and marketing the EI hotel management courses. Besides getting recognition from their local hotel industry as well as from universities or institutions, some organizations even adopted EI's different series of hotel management courses as continuing studies and for training and development purposes. They shared in the conference that after adopting EI hotel management course materials during the internal training programmes, costs and time were saved in the operational system, many customers' complaints and issues were improved, and the whole efficiency and effectiveness of the business were enhanced. Furthermore, Mainland partners shared that after adopting the English version of EI course materials, students not only understand and master the hotel operation well, but also their English levels progressed much.
Finally, communications between partners from different regions of Greater China were strengthened after the four-hour exchange conference. They were united and enthusiastic about marketing strategies, quality assurance, and brand management of the EI hotel management courses, as to achieve international professional recognition from all over the world.
"The Greater China meeting in Macau proved to be an excellent opportunity for EI to discuss its new structure in Mainland China with current and potential partners from Mainland China, with the presence of Hong Kong, Taiwan and Macau partners who kindly came to share their experience and best practices in promoting and delivering EI programs in their territories," said Ed Kastli, EI's vice president, international sales. "All participants shared opportunities and challenges for EI in Greater China and several expansion strategies were outlined. The EI representatives at the meeting (Robert Steele, Leon Shi, and I) were sincerely touched and honored by the amount of passion and interest EI programs generated during this meeting and conveyed their commitment and support to each partner."
EI stressed that partners need to work hand in hand in order to efficiently cooperate and share resources to reach an overall vision: assisting China in developing an excellent hospitality workforce in the years to come.
Kastli reported that of the potential partners present, EI consequently signed partnership with five additional partners, bringing its total of regional partners to nine, covering 10 provinces.
"EI firmly believes that this restructuring was needed in order to touch a maximum of hotels and hospitality schools as the Chinese travel and tourism market is the largest in Asia," Kastli stated.
About the American Hotel & Lodging Educational Institute
Established in 1953 as a nonprofit educational foundation of the American Hotel & Lodging Association, the Educational Institute’s mission is to continue being the preferred provider to the lodging industry, hospitality schools, and related hospitality industries by developing and providing quality resources to train, educate, and certify hospitality professionals worldwide.
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