LRG Consulting offers proprietary consulting services to the international hospitality, tourism and event management industries.
LRG Consulting specialises in hospitality consulting services such as marketing advisory services (e.g. market research, marketing strategy, strategic communications), human resources, project development advisory and asset management.
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Collaboration with Industry
Please find below student-led and faculty-led projects focused on collaboration with industry
Surveying attitudes and values of generation Y. This is a longitudinal study carrying on from lasts years’ research on generation Y, where students looked at generation Ys attitudes and values in Switzerland and Germany. Kempinski would like students to study a similar concept in China, Middle East and mid Asia. This project is for two groups of students, one looking at china, the other looking at the Middle East and Mid Asia.
- In 2011, the MBA students were asked by the General Manager of the Connaught, a historical five-star hotel located in Mayfair, to look into the role of Butler, a service that the hotel is providing to its customers. First, students analyzed the function of Butler at the Connaught; a research that included the shadowing of Butlers during different shifts. Students also researched the Butler’s services in competing hotels, in London and around the world. The preliminary results of the research were presented to the Human Resource Manager of the Connaught during her visit on the campus in November 2011. A couple of months later, the final outcomes were presented by the students to the hotel’s Executive Team in London. The presentation was followed by a discussion on potential improvements of the Butler’s role at the Connaught. The feedback of the General Manager and her team on the students’ work were extremely complimentary.
- In 2011, Mr Delafosse, the General Manager of the Hotel de Crillon, a historical five star hotel located on the Place de la Concorde in Paris, asked Les Roches MBA students to research suitable Key Performance Indicators (KPIs) for the hotel’s strategy. Students first established an exhaustive list of KPIs and proposed to the General Manager a shorter list of appropriate indicators for the hotel’s Cockpit strategy. Then, students estimated these indicators for the hotel’s various departments as well as for the direct competition. For the final delivery of the project, a group of students travelled to Paris and presented the outcomes of their research to the Executive Team of the Hotel de Crillon. Following the presentation, departments’ heads had the opportunity to discuss with students regarding the nature of the proposed KPIs and the performance of their department. Mr Delafosse and the entire Executive Team deeply appreciated the students’ thorough research and in-depth analysis.
- Ski Resort Development Strategy: a Study of Thyon 2000, Switzerland
In April 2010, Les Roches was contacted by the companies Imalp Thyon SA and Télé-Thyon to develop a feasibility study for further improving the attractiveness of the Thyon 2000 ski resort in Valais, Switzerland.
With the support of the faculty, MBA students engaged in this task during the autumn semester 2010. Creative solutions were proposed to enhance the existing infrastructures as well as well as the range of activities offers to guests. Moreover, Food & Beverage operations were analyzed in order to improve their effectiveness. Finally, the current marketing strategy was evaluated and recommendations were made to improve it in relation with the solutions highlighted within the project.
- Hotel Development in Mayens de Chamoson, Switzerland: a Feasibility Study
The Municipality of Chamoson, Switzerland, approached Les Roches in order to reflect upon the development of a zone located at an altitude of 1280 meters called “Mayens-de-Chamoson” a few kilometers distant from the Ovronnaz ski resort. Currently, the zone mainly consists of chalets and has experienced an exponential growth in the number of these chalets built for the past 5 years.
At the center of the zone is a 4’000m2 land area mostly no built upon, for which the municipality has recently defined a zoning plan and where they would like a hotel to be opened and a center for the whole zone of chalets to be defined. The purpose of the project was to propose realistic scenarios for such a hotel development. The project was supervised by faculty and given to undergraduate students in their last semester of study as their final assessment.
- Collaboration with the Mandarin Oriental, Bangkok
The Mandarin Oriental hotel in Bangkok (MOBKK) is supporting research through a visit from its training manager to the Bluche campus in September. This visit will include presentations on the case study on the new O-Zone employee centre in the hotel, in addition to student support to complete the case study during the week. Students will do presentations and will be judged according to their analytical and critical evaluation of case study issues linked to employee work-life balance, future needs of workers and the employee/employer relationship.
In terms of employee work-life balance, this case reveals that luxury hotel employees in the OZone centre at the Mandarin Oriental Bangkok provides a unique means to unite employees’ workand non-work-related activities. Employees can express themselves artistically through photo competitions, play games (such as computer games) and socialize in a relaxed atmosphere. The OZone, located on the 2nd level of the River Wing overlooking the Chao Phraya river, is niched between guest floors.
The next generation of hotel employees will have a different profile. The management at the Mandarin Oriental Bangkok endeavours to attract and retain the best talent by providing exceptional employee benefits. One example is illustrated in the O-Zone’s offering of activities related to younger generations, such as quizes that can be answered with smartphones by employees for prizes. Drs. Robert Lewis and Ewa Mottier participated in a Swiss quiz during their stay at the hotel, whilst undertaking the study, and distributed prizes to employees who had the correct answers.
The employer/employee relationship in luxury hotels, such as at the Mandarin Oriental Bangkok, is undergoing a transformation never seen before. Employers are eager to increase benefits for employees not only to increase productivity, but also to make them happier at work. Employees’ expectations are increasingly linked to lifestyle, such as having flexible hours or opportunities to socialise. With the increase of luxury hotel openings forecasted in the future, and the tremendous growth of international travel and tourism (for business and private needs), competition will force key leaders in luxury hotels to attract and nurture their best employees. The O-Zone initiative at the Mandarin Oriental Bangkok has already raised its employee offering to a higher level.
- Sion Air Show 2011
The purpose of the study is to analyze the visitor’s perception as well as the effectiveness of Breitling’s sponsorship of the Sion Air Show 2011.
The study will measure the following variables:
• Level of awareness of the sponsorship among visitors
• Opinion building / reinforcement of the image of Breitling
• Emotions associated with the Breitling brand
• Level of fit between the sponsor and the event
• Level of influence of the sponsorship on product knowledge
• Likelihood of purchase
The data to be collected for the study consists of two types.
First, the intention and reasons behind Breitling’s decision to sponsor the event will have to be identified during an interview with representatives of the company
Second, data regarding the six variables mentioned above will be gathered from visitors during the time of the event by using delivery and collection questionnaires. Ideally, the data collection would take place solely in the VIP area of the event in order to reduce the size of the population targeted. However, the relevancy of this choice relies on Breitling’s strategy regarding its sponsorship and target groups and therefore could still be altered if requested.
- Collaboration with Fribourg Tourism Bureau
LRG Research Centre continues to collaborate with the Fribourg Tourism Bureau. In agreement with Dr Thomas Steiner, the Director of Fribourg Tourism, the LRG Research Centre had agreed to develop a number of research projects related to the topics of wine tourism, sustainability indicators, sustainable tourism, among other subjects.
- Collaboration with Federal Department of Economic Affairs
- Sustainable business futures for adventure tourism actors in UK’s environmentally protected areas:
The Case of Pembrokeshire Coastal and Brecon National Parks, Dr Ian Jenkins, Dr Ruth Rios-Morales,Ralph Cevera, STAR
The purpose of this research was to investigate business sustainability in two UK national parks, using adventure tourism businesses as indicators of sustainable measures taken. This research is part of a proposed 3 staged research project, which expects to compare its findings with the Swiss and USA national park networks. The current research targets the Brecon Beacon National Park and the Pembrokeshire Coast National Park in Wales, UK . The research was designed to investigate whether the theoretical understanding of sustainability was actually being initiated by businesses.
To be presented and published in proceedings at Euromed 2012
From Cradle-to-Cradle: Food Sourcing and Attitudes of Restaurants to Sustainable Developments. The Cases of the Caribbean, USA, Switzerland and Wales
Dr Ian Jenkins, Professor Robert Bristow, Ralph Cervera, STAR (Swiss Tourism Applied Research), LRG-University of Applied Sciences, Switzerland & Westfield State University, Massachusetts, USA
This research investigates how restaurants are addressing sustainability. Restaurants are at the forefront of tourism and an integral part of tourism systems and businesses; therefore it was considered that food outlets would have specific opinions and views on sustainable development. However, it is clear that sustainability and its definitions are not always cohesively understood or for that matter delivered by businesses in the tourism industry. This study has an international focus, sampling restaurants in the USA, Caribbean, Switzerland and UK. It has been divided into a number of project stages and is a co-operation between two universities. The initiative for this study came from previous research using the Global Sustainability Tourism Criteria (GSTC 2009) for evaluating how tourism businesses were applying sustainable measures. The GSTC criteria have been used by this study to evaluate the attitudes of restaurants to sustainable development.
To be presented and published at EuroChrie 2012. Also to be published as book Chapter Cambridge Scholars Publishing www.c-s-p.org. The book is entitled: ‘Innovative Business Practices: Prevailing a Turbulent Era’ expected publication 2012
An interdisciplinary research project that investigates the institutional environment features in the location of foreign direct investment has taken place in LRG research centre in collaboration with the Federal Department of Economic Affairs. This research project aims to evaluate Swiss foreign direct investment located abroad. Switzerland is home to some of the most important global investors and one of Europe’s largest global investors. Swiss foreign direct investment is an interesting case to examine since it has been nurtured in a well-established institutional environment.
Rios-Morales R., Gamberger D., Schweizer M. and Brennan L. (Forthcoming-2013).
“Institutional Environment Features and Swiss Foreign Direct Investment”, Global Business and Economics Review, Inderscience Publishers.