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Master's in Hospitality & Lived Experience

Earned

Master's Degree

Duration

One (1) Year

Course fee

9 870€

This innovative program positions hospitality at the intersection of service design, sensory experience, cultural storytelling, and human-centered innovation. Moving beyond traditional hotel management, the curriculum explores how spaces, services, and interactions create meaningful “lived experiences” that connect guests to place, culture, and community. The program aligns with EQF Level 7 descriptors and emphasizes experiential design, sustainability, digital transformation, and the anthropological dimensions of hospitality.

This curriculum positions graduates at the forefront of the experience economy, equipping them to design hospitality experiences that are meaningful, memorable, culturally resonant, and sustainably grounded.

Program Learning Outcomes

Upon successful completion, graduates will be able to:

  • Experience Design and Service Innovation
  • Apply human-centered design methodologies, service design tools, and experiential frameworks to conceptualize, prototype, and evaluate hospitality experiences that create emotional resonance and memorable guest journeys.
  • Strategic Hospitality Management
  • Master fundamentals of hospitality business management, including finance, revenue management, operations, human resources, marketing, and quality standards applicable to luxury, boutique, and experiential hospitality segments.
  • Spatial and Sensory Design
  • Demonstrate mastery of interior design principles, spatial storytelling, biophilic design, and sensory design (lighting, acoustics, materials, scent) to create immersive hospitality environments in hotels, restaurants, bars, and experiential venues.
  • Sustainability and Circular Thinking
  • Integrate sustainability criteria, circular economy principles, and regenerative design into hospitality projects, assessing environmental impact and developing socially responsible, ethically grounded service models.
  • Brand Identity and Narrative Development
  • Translate brand values, cultural heritage, and local identity into cohesive visual, verbal, and spatial narratives that differentiate hospitality offerings and forge emotional connections with target audiences.
  • Digital Transformation and Technology
  • Leverage digital tools, data analytics, and emerging technologies (AI, IoT, augmented reality) to enhance guest experiences, optimize operations, and drive innovation in hospitality service delivery.
  • Anthropological and Cultural Understanding
  • Analyze hospitality from anthropological, psychological, and sociological perspectives, understanding how cultural differences, social rituals, and human behavior shape guest expectations and lived experiences.
  • Research and Professional Communication
  • Conduct design-oriented research, synthesize qualitative and quantitative data, and communicate effectively through professional presentations, written reports, and visual storytelling for diverse stakeholder audiences.

Key Learning Areas

  • Foundations of Hospitality and Lived Experience
  • Core modules establishing interdisciplinary foundations:
  • Anthropology and Psychology of Hospitality
  • Exploration of hospitality as a human phenomenon—rituals of welcome, guest-host relationships, cultural dimensions of service, psychological factors shaping guest experience, and the ethics of hospitality.
  • Service Design and Experience Innovation
  • Introduction to service design methodologies (user journey mapping, personas, touchpoint analysis, prototyping), design thinking frameworks, and innovation strategies for creating differentiated hospitality experiences.
  • Hospitality Business, Operations and Technology Financial Instruments and Markets
  • Managerial and technological competencies:
  • Strategic Hospitality Management and Finance
  • Business models for hospitality ventures, financial planning, revenue management, budgeting, KPIs, quality standards, and operational excellence in luxury, boutique, and experiential hospitality segments.
  • Digital Transformation and Guest Experience Technology
  • Digital tools for experience enhancement—customer relationship management (CRM), personalization algorithms, mobile apps, IoT in hospitality spaces, AI-driven service, and data analytics for guest insights.
  • Spatial, Sensory and Experiential Design
  • Design competencies for creating immersive environments:
  • Hospitality Interior Design and Spatial Storytelling
  • Principles of interior design for hotels, restaurants, and bars; spatial flow, ergonomics, scenography, brand identity integration, and designing spaces that tell stories and evoke emotions.
  • Sensory Design and Atmosphere Creation
  • Multi-sensory experience design—lighting design, acoustics, materials and textures, scent and olfactory branding, tactile experiences, and creating cohesive atmospheric environments that enhance guest immersion.
  • Sustainability, Ethics and Professional Practice
  • Responsible and future-oriented hospitality:
  • Sustainable Hospitality and Circular Economy
  • Environmental impact assessment, regenerative design principles, circular economy in hospitality operations, sustainable materials, zero-waste strategies, and integrating ESG criteria into hospitality business models.
  • Professional Ethics, Leadership and Career Development (included across modules)
  • Ethical considerations in hospitality (labor practices, cultural sensitivity, community impact), personal leadership development, and career pathways in experiential hospitality.
  • Brand, Culture and Narrative Development
  • Strategic and cultural dimensions of hospitality:
  • Brand Design and Hospitality Strategy
  • Developing brand identities for hospitality ventures; visual and verbal identity systems, brand positioning, differentiation strategies, and aligning brand values with experiential delivery.
  • Cultural Heritage, Place-Making and Local Identity
  • Integrating local crafts, cultural heritage, and place-based narratives into hospitality experiences; capitalizing on cultural assets, community engagement, and designing experiences that connect guests to local identity and history.
  • Capstone Project / Master's Thesis
  • An applied design project or research thesis addressing a real-world hospitality and lived experience challenge. Students develop a comprehensive hospitality concept, prototype an experience, or conduct research on an emerging topic in experiential hospitality, demonstrating integration of design, business, and cultural competencies.

Career and Professional Development Areas

Graduates are prepared for creative, strategic, and leadership roles across hospitality, design, and experience industries:

  • Career Paths
  • Experience Designer / Hospitality Design Consultant: Designing end-to-end guest experiences, service journeys, and spatial concepts for hotels, restaurants, resorts, and experiential venues.
  • Brand Strategist for Hospitality: Developing brand identities, positioning strategies, and narrative frameworks for hospitality ventures, boutique hotels, restaurant groups, and lifestyle brands.
  • Interior Designer (Hotels, Bars, Restaurants): Creating spatial designs, atmospheres, and interior concepts for hospitality spaces, integrating functional, aesthetic, and experiential considerations.
  • Guest Experience Manager / Director of Experience: Leading experience design initiatives, managing guest journey optimization, and implementing service innovation strategies for hospitality organizations.
  • Hotel Transformation Leader / Innovation Manager: Driving strategic transformation, digital innovation, and sustainable practices in established hotel brands and hospitality groups.
  • Cultural Heritage and Place-Based Experience Developer: Designing experiences that integrate local culture, heritage, and community assets for destination hotels, cultural tourism ventures, and experiential travel companies.
  • Sensory Designer / Atmosphere Consultant: Specializing in multi-sensory experience design—lighting, scent, acoustics, and materiality—for hospitality and retail environments.
  • Sustainability Manager (Hospitality): Leading ESG initiatives, circular economy programs, and regenerative design strategies for hospitality organizations and hotel chains.
  • Entrepreneur / Founder of Hospitality Venture: Launching boutique hotels, experiential restaurants, pop-up concepts, or innovative hospitality services grounded in experience design and cultural storytelling.
  • Professional Skill Development
  • The program develops:
  • Design Thinking and Creative Problem-Solving: Ability to apply human-centered design methodologies, iterate prototypes, and solve complex experience design challenges creatively.
  • Interdisciplinary Integration: Capacity to synthesize insights from anthropology, psychology, design, business, and technology to create holistic hospitality experiences.
  • Cultural and Emotional Intelligence: Skills to understand diverse guest perspectives, design for cultural sensitivity, and create experiences that resonate emotionally across different audiences.
  • Visual and Spatial Communication: Proficiency in visual storytelling, spatial design communication, and presenting design concepts through sketches, renderings, and digital tools.
  • Strategic and Business Acumen: Understanding of hospitality business models, financial management, operational excellence, and strategic positioning in competitive markets.
  • Regulatory and Standards Compliance: Understanding of sustainable finance regulations (SFDR, EU Taxonomy, CSRD), voluntary standards (UN PRI, TCFD, GRI), and impact management frameworks (GIIN, IMP).
  • Sustainability and Ethical Leadership: Commitment to environmentally responsible, socially inclusive, and ethically grounded hospitality practices.

Additional Digital Certifications/Badge

  • Digital Marketing Strategy for Instagram, WhatsApp & Facebook
  • Introduction to Project Management
  • AB-900: Microsoft 365 Copilot and Agent Administration
  • CCS-PC: Professional Communication
  • Entrepreneurship & Small Business

Course Fee: 12,870€

  • Application Fee: 250€ (Due Immediately & Non-Refundable)
  • Installments: To be determine (Fee installments options will be discussed and confirmed following an initial consultation)
  • Total fee: 12,870€

IMPORTANT: The above tuition fees are based on SSM Learning Center, Rome. Please contact our Learning Center in Barcelona as prices vary.

No published installment plan for this program. Please inquire directly.

Tuition Fee Installment: Special payment arrangements are allowed with scheduled payment due dates.

FAQ

Yes we do. If you have been working in your industry in a managerial position for a few years and you wanted to earn a Master’s Degree, all you need to do is submit your Bachelor’s Degree Academic Credentials and your proof of work. ISASS will then review your industry experience and will determine if you have the equivalence of a Master’s Degree. This of course is depended on the decision of the Review Committee.

The total tuition fees of the program include all study materials (except for the books), examination fees, wi-fi access, access to the library, company visits, excursions and Personal Success Profile Analysis and Adventure Day. All fees except the Application Fee are fully refundable in case of rejection of the study visa. Once the enrolment is confirmed, all paid-in fees are not refundable.

NOTE: We offer a Tuition Fee discount OR Special Payment options. Ask us how.

Yes, ISASS will assist in your Student Visa application. You just need to pay a minimal fee for this process. Please note that for the application of Student VISA, the decision of the course rests in the hands of the Spanish Embassy in your country.

The student needs to pay Three Hundred and Ninety Euros (390€) for the processing of Visa papers. Please take note that this is non-refundable.

 
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