Curriculum
All courses are an open space for sharing ideas, asking questions, and collaborating on course content.
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Level 1
Onboard the ‘AlUla Way’
01
Prerequisite course: Introduction to Saudi Tourism
Understanding and respecting cultural traditions is paramount to providing exceptional service in the tourism and hospitality business. This course delves into the cultural nuances that shape guest interactions, from rituals to customs.
02
Prerequisite course: Destination AlUla
In this course, learners will delve into the profound historical, contemporary, and cultural significance of AlUla within the Kingdom of Saudi Arabia and on a global scale. Through an in-depth exploration of AlUla's cultural heritage, landmarks, and events, they will develop a nuanced understanding of its distinctiveness
03
Guest Service Experience
In the competitive tourism and hospitality industry, guest service experience is the cornerstone of success. This course dives deep into the art of personalized service, learning to anticipate and exceed guest expectations at every touchpoint.
04
AlUla Standards
This course assesses rigorous standard operating procedures (SOPs) supporting consistently delivering high-end hospitality services and products. Learners explore the unique challenges and opportunities of operating within a culturally rich landscape, from visitor management to conservation efforts.
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Level 2
Learn the ‘AlUla Way’
01
Environment, Nature and Society
Sustainability is a fundamental value in tourism and hospitality operations at AlUla. This course recognises the interconnectedness of environmental, natural and societal dynamics, and the impact people impose.
02
Business Ethics
Ethics form the foundation of trust and integrity in the tourism and hospitality industry, guiding decision-making and behaviour at every level of the organization.
03
Luxury 3.0
Learners are immersed in the evolution of luxury hospitality, blending tradition with modernity to create unparalleled guest experiences. Learners will discover the artistry behind luxury from a cultural perspective, weaving local influences seamlessly into service and design.
04
AlUla Visitor Journey
As guests embark on a journey through AlUla's captivating landscapes and cultural heritage, learners will learn how to master the art of curating unforgettable guest experiences. They will delve into the intricacies of the AlUla Visitor Journey, from the anticipation of arrival to the reflection upon departure.
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Level 3
Specialize the ‘AlUla Way’
01
Positive Brand Identity
As consumers increasingly prioritize sustainability and social responsibility, aligning these principles with brand identity is essential for maintaining relevance and competitiveness in the tourism and hospitality industry.
02
AlUla Brand Marketing
In the dynamic business landscape, brand marketing is the cornerstone for establishing astrong identity and attracting guests. The course delves into the intricacies of craftingcompelling brand narratives that resonate with the target audience, leveraging storytelling and visual elements to convey an unique value proposition.
03
Cultural Exchanges
Infuse “The AlUla In today's interconnected world, effective cross-cultural communication is essential forfostering understanding and collaboration in the tourism and hospitality industry.” into every learning level for an interactive experience
04
AlUla Business Culture
AlUla boasts a distinctive culture shaped by centuries of tradition and innovation that is being translated into today’s business. The course provides insights into its business values, norms, and etiquette underpinning business interactions in this unique setting.
05
Operations Management
Although cleanliness, comfort and service are paramount in hospitality, effective operational management strategies are essential for maintaining high standards and guest/employee satisfaction.
06
Front Office
Serving as the face of hospitality establishments, the Front Office is crucial in delivering exceptional guest experiences and maximizing revenue opportunities. Learners will explore managing the front office, from efficient check-in/check-out procedures to personalized guest services and revenue optimization approaches.
07
Hospitality Tech Systems
In an era of rapid technological advancement, harnessing the power of tech systems is essential for optimizing operations and enhancing the guest experience in tourism and hospitality.
08
Hospitality Optimization
The design and layout of hospitality business spaces play a crucial role in shaping the guest experience and maximizing operational efficiency and profitability. The course dives into the principles of space optimization, from ergonomic furniture arrangements to how to optimize bookings and sales systems.
09
Events Operations
Events represent a significant tourism and hospitality industry segment, offering opportunities to host and organize memorable gatherings that drive revenue and brand visibility. The course explores the fundamentals of event planning, organization and management, from venue selection and logistics coordination to budgeting.
10
Meetings, Incentives, Conferences, and Exhibitions (MICE)
This course is tailored for professionals seeking to excel in the fast-paced and dynamic world of MICE event planning, operations, and management. It provides a deep dive into the intricacies of organizing and executing successful MICE events, equipping learners with the knowledge, skills, and strategies needed to deliver exceptional experiences.
11
Designing Immersive Moments
This course is crafted for individuals driven by a passion for creating captivating experiences that resonate with audiences profoundly.
12
Tech Integration in Events
The course dives into the dynamic intersection of technology and event management. This course is designed to empower event professionals and organizers with the skills and knowledge needed to leverage technology effectively in creating unforgettable experiences.
13
Food and Beverage Operations
Food and Beverage Operations is integral to the overall experience in hospitality, offering opportunities to delight and impress guests with exceptional culinary offerings and service. The course explores the intricacies of food and beverage operations management, from menu development and sourcing to kitchen organization and service standards.
14
Food and Beverage Product Knowledge
Learners will expand their knowledge of food and beverage products through biology and chemistry approaches. They will be able to deepen their understanding of food and beverage options offered in the hospitality industry.
15
Allergens and Diets Awareness
This course equips professionals with the knowledge and skills necessary to navigate the complexities of allergens and dietary preferences in tourism and hospitality settings. With a focus on fostering inclusivity, health and safety, the course offers a comprehensive exploration of allergens, dietary restrictions, and special diets.
16
Arabian Delights
Assess the culinary wonders of ALUla with "Arabian Delights." This immersive course offers a rich exploration of the gastronomic heritage nestled within the heart of Arabia. Focused on the culinary aspects of ALUla, renowned for its historical significance and diverse cultural influences, this course invites learners to unravel the secrets of Arabian cuisine.
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Level 4
Master the ‘AlUla Way’
The final learning level is developed in collaboration with hospitality businesses. It offers tailored and brand-specific courses, as well as opportunities to revisit and refine your skills using Smart Learning Tool. This level is designed to help you master the subject thoroughly.