For the fourth and final episode in our series highlighting field trip experiences, we invited Wei Ma, Bachelor student in London, to tell us all about an immersive visit to Marrakech for students taking our Luxury Brand Strategy specialization.

As an avid explorer, I’m always eager to learn about different cultures and global traditions. Doing my Bachelor’s degree with Glion has also confirmed that my passion lies in the field of hospitality.

This field trip to Marrakech was an opportunity for the Luxury Brand Strategy specialization group to apply what we’ve learned in class within a real-world context, while also building the professional networks that can be hugely beneficial to our future careers.

During the trip, we had the privilege of visiting three truly world-class hotels: the Mandarin Oriental, Four Seasons Resort, and Savoy Le Grand Hotel Marrakech. Each visit included comprehensive tours, where our hosts did more than just showcase the facilities; they provided deep insights into the operational strategies, branding efforts, and the unique characteristics of their properties.

We engaged in insightful discussions with the General Manager and the Area Head of Sales and Marketing at the Four Seasons, as well as the Sales and Marketing Manager at the Mandarin Oriental. These senior professionals shared their personal experiences, laid out strategies for overcoming challenges, and gave us insights into the intricacies of hospitality management. Their advice was particularly valuable for aspiring professionals like myself and my classmates, as it included guidance on career development and industry best practices.

Throughout these and other networking opportunities, we had the time to discuss career aspirations, seek mentorship, and gain a deeper understanding of the industry. Building relationships in this way is crucial for our career progression, providing us with a network of contacts that can support and guide us as we make our way in the professional world.

Cultural pursuits

In addition to experiencing luxury hotels, we immersed ourselves in the local culture by embarking on a safari tour of the Agafay Desert. This excursion enriched our understanding of Moroccan culture, as we learned about traditional cuisines, local living conditions, and cultural practices.

Combining prestigious hotel visits and cultural exploration gave us a truly holistic learning experience, deepening our appreciation for the “sense of place” and how it influences luxury branding and hospitality.

Other classroom concepts we were able to bring to life during our hotel visits included “brand heritage” and “experiential value”. We observed firsthand how hotels create a unique atmosphere that reflects their location’s culture and history, enhancing the overall guest experience.

Additionally, we learned about the importance of a brand’s history and legacy in building a strong, recognizable identity that resonates with guests. Furthermore, we experienced how luxury hotels focus on creating memorable experiences that go beyond mere accommodation, engaging guests emotionally and creating lasting impressions.

Bringing learning to life

These observations reinforced our understanding and appreciation of the academic material we’ve been working through in class, making what we’ve already learned more relevant and impactful. This experiential learning approach is a great way to bridge the gap between theory and practice, enriching our overall educational journey.

The Marrakech field trip, and the Luxury Brand Strategy specialization more generally, have helped me to finish my Bachelor studies on a high. Now, as a graduating student, I’m excited to apply what I’ve learned about luxury brand strategy within the professional world.

• Click here to read our first field trip report, by Master’s in Hospitality, Entrepreneurship and Innovation student Chikita Giovany Tanati
• Click here to read our second report, by Master’s in Real Estate, Finance and Hotel Development student Isaure Yeodet
• Click here to read our third report, by Bachelor student Niccolò Nesi and his classmates taking the specialization in International Hotel Development & Finance