Luxury Hospitality Experience and Communication
AFAM First-level Academic Diploma (under validation by the Italian Ministry of Education)
This three-year bachelor’s programme explores luxury hospitality management, experience creation, and communication at the intersection of fashion culture and lifestyle strategy.
The programme is designed to reflect the structural shift from product to experience within the global luxury industry, preparing students to develop and communicate personal, high-end experience concepts — with Milan’s design-driven and culturally rich ecosystem as a starting point.
Want to know more?
Course Content
The programme trains a new generation of professionals with the competence to design, interpret, and communicate exclusive guest experiences in areas such as luxury hotels, restaurants, food and wine culture, and wellness. Over three years, creative, cultural, and strategic perspectives are integrated into a pedagogy that views hospitality as a narrative, multisensory, and emotion-driven system.
Year 1 introduces hospitality as a cultural, experiential, and symbolic system. The focus is on how environments and services create emotions, memories, and value.
Year 2 moves from culture to strategy — how experience, brand, operations, and profitability are interconnected, and how value is created along the entire customer journey.
Year 3 adopts a systemic perspective focusing on technological innovation, event design, sustainability, and regenerative hospitality, and concludes with a comprehensive final project.
Focus
- Research-driven and practice-based education that unites theory with applied creation.
- Interdisciplinary methodology moving from concept to experimentation and concrete implementation.
- Teaching through lectures and industry-anchored projects.
- Real collaborations with luxury brands and hotels that generate professional outcomes.
Industry Connections and Mentorship
Thanks to Istituto Marangoni’s well-established network within the international luxury industry, students have the opportunity to work on real projects under the guidance of representatives from world-leading brands and hotels. This creates valuable professional experiences and a genuine global perspective. Previous collaboration partners include: Straff Hotel, Park Hyatt, Four Seasons, Camparino in Galleria, Lungarno Collection, and Orient Express.
Career opportunities: Luxury hotel manager, event and lifestyle manager, brand ambassador, guest experience director, guest relations manager, marketing manager for hotels and residences, lifestyle manager for exclusive properties — or entrepreneur in the luxury hospitality industry.
The first year is also offered as a one-year programme in Milan
The one-year programme is aimed at international students who wish to spend a year at Istituto Marangoni’s campus in Milan alongside students from around the world. You study the first year of the bachelor’s programme and, upon completing the courses, receive a certificate from Istituto Marangoni. You can also choose to continue your studies.
