Class Business Model Simulation in Tourism and Hospitality

The course unit develops competences to interpret, apply and integrate Sustainability and ESG principles in tourism and hospitality contexts, articulating sustainable operational management, ESG metrics and policies, business strategy, sustainable Revenue Management, responsible marketing, KPI analysis, applied business¿decision simulation, the development of sustainable business models and data¿driven decision¿making. The unit uses active methodologies such as Problem¿Based Learning (PBL), role¿playing, business simulation, debates and workshops, and integrates two practical simulations (hotel and restaurant), enabling continuous linkage between theory, practice and strategy.

Not applicable

Tourism sustainability: Core concepts, SDGs and environmental, social and economic impacts. ESG in tourism and hospitality: Materiality, environmental indicators (energy, water, waste, CO¿e), social and governance metrics, certifications. Sustainable business models: Circularity, responsible innovation, value proposition. Sustainable operations: Efficiency in hotels and restaurants, responsible sourcing and resource management. Sustainable revenue management and marketing: Pricing, elasticity, demand, green marketing and reputation. Simulation 1: Hotel: Strategy, staff, ESG, pricing, marketing, events, KPIs. Simulation 2: Restaurant: Food cost, pricing, turnover, staffing, ESG in food service, operational events. Integrated analysis and business model: Cross¿simulation insights and improved Business Model Canvas.

Teaching methodologies combine short theoretical inputs with active, practice¿oriented learning focused on strategic competence development. After introducing core concepts of sustainability, ESG and operational management, students engage in Problem-Based Learning sessions, debates, case studies and analytical exercises that foster critical thinking and informed decision-making. The course also includes business modelling workshops using digital tools to design and refine sustainable value propositions. The two business simulations - hotel and restaurant - form the practical core of the unit, offering a safe environment to experiment with decisions, analyse KPIs and understand operational, financial and environmental impacts. Structured debriefings consolidate learning, encouraging reflection and integration between theory and practice.

UNWTO. Tourism & Sustainability Reports. WTTC. ESG Framework for Hospitality. STR. Hotel Performance Analytics. Gossling, S. (2022). Tourism and Climate Change. Jones, P., Hillier, D., & Comfort, D. (2021). Sustainable Hospitality. Routledge.