Serving hospitality Swiss style

Thai students studying at the César Ritz University Center in Brig. (From left to right) Gem, Plern, Beer and Tony.

Martin Kisseleff, President of César Ritz Colleges: teaching ladies and gentlemen to serve ladies and gentlemen.

Thailand has long enjoyed its reputation as one of the friendliest and most hospitable tourist destinations on earth. Nonetheless, in an industry as volatile as tourism, it is now more important than ever to stay ahead of the competition and quality training could mean the difference between success and failure.

In an increasingly globalised education market, many people are opting to go abroad to study, citing quality and opportunities for travel as the main reasons. With its snow-peaked mountains, quaint historical towns and central European location, Switzerland sounds ideal and, not surprisingly, both César Ritz campuses there have little trouble attracting students from over fifty countries.

“If you can afford financially and intellectually to spend some years of your youth in an environment different from the one in which you grew up, studying in a tolerant, multi-cultural and professional environment, this has a value beyond a job and a career,” suggests Martin Kisseleff, Swiss President of César Ritz Colleges.

Over his 20-year association with César Ritz, Kisseleff has proudly watched the colleges grow in standing, size and influence. On top of the courses offered at two campuses in Switzerland, César Ritz programmes now run in Suffield, Connecticut in the USA as well as in Sydney, Australia where students can opt to do part of their course if they wish. All degree programmes are accredited and affiliated with prestigious universities such as the University of Massachusetts and Manchester Metropolitan University in the United Kingdom.

Combining over a century of Swiss hotellerie traditions with the American science of management, it is the strong reputation carried by César Ritz Colleges that Kisseleff is most keen to preserve. “Our philosophy is to instil professionalism which doesn't just mean lectures in the classroom but hands-on training to be able to set standards and appreciate the work of others,” explains Kisseleff. “We also encourage entrepreneurship. You have to be realistic enough to know that you have to be profitable in what you do, so we have to prepare students to use common sense when it comes to applying business principles.”

Students who enrol at César Ritz have a variety of options for study, depending on their needs and ambitions. Most will want, at some point in their future careers, to hit the dizzy heights of hotel management but the skills they acquire here will be transferable to many other professions, particularly within the international tourism industry.

Those just starting out in the field of hospitality can study for a Swiss Diploma in Hotel Management at the elegant campus in Le Bouveret, which sits beautifully on the south eastern shore of Lake Geneva overlooking the Alps.

All students live and work within a spacious 19^th century building which itself used to be a hotel, entertaining Europe's rich and adventurous elite in its heyday. Appropriately, it still has the feel of a hotel and students not only learn the principles of managing people but the very basics of how a hotel actually works. This means, in essence, getting your hands dirty. From very early on, students work in the kitchen preparing food and even serving it to their 'guests' who are, in reality, fellow students. But it isn't always so in-house. Occasionally, the students get to practise their skills on real members of the public by providing banquets for business people and others in the local community.

Vice President of César Ritz Colleges and Director at Le Bouveret, Hervé Fournier: setting the standard.

“We replicate in the school what happens in the industry,” explains Hervé Fournier, Vice-President of César Ritz and Director of the Institut Hôtelier at Le Bouveret. “Whether they are working in the kitchens or the dining rooms, we have industry professionals there to guide them. For example, the food service instructor, the Maitre d', is very tough and scolds people in front of others if they get things wrong. But when I meet alumni who are successful, they always count him as their favourite teacher because he has prepared them for what the industry is like. In their first job, particularly, graduates are often faced with people who are going to be testing a lot.”

Fournier is keen to point out, however, that students are nurtured in a comfortable environment in which they can grow as potential managers of the future. “We recognise that the students are often far away from home so we provide the necessary care. Because we are a truly international school, many of the students find themselves in the same boat and there is this bonding between them. We call it the 'Ritz family spirit' and it will be something that stays with them forever.”

Later this year, the students of César Ritz will have the privilege of running the House of Switzerland at the Olympics in Athens. It promises to be a tough and challenging time for everyone involved but all are looking forward to this once-in-a-lifetime opportunity with relish — it won't look too bad on their CV's either.

An important component of the diploma is the work-experience placement that each student must undertake as part of their in-service training. This means working in a local hotel for up to three months at a time and is an integral part of the process according to Fournier. “It's like we throw them in the middle of the lake and they start swimming. There is a lot less caring and support than you get from the school but it’s purposefully that way. They get a contract that protects them and provides a salary — it all very real. But when the students come back in their second year, they are so different, so much more mature and better people for the experience.”

The hands-on approach is also conducive to the development of good management skills in the view of Martin Kisseleff. “I believe that we have to inspire in the students a sense of responsibility, tolerance and a respect of service. If we can do that, the students will be successful,” he suggests. “A professional attitude is a must because how can they set standards as a manager if they don't know the basics? The difference between a good and bad hotel could be based on 10,000 details. You need to understand those details if you are going to set the standards.”

César Ritz student Garagate Wongthes stands outside the campus at Le Bouveret in Switzerland. The college still has the feel of a hotel and is the starting ground for the hotel management of tomorrow.

Garagate Wongthes, 23, from Bangkok, has been studying for his diploma in Le Bouveret for three months, following completion of an Agriculture degree at Kasetsart University. “It's hard work,” he admits, “but I enjoy it because I get to study in English and meet many people from different nationalities. It's also very different studying here from Thailand because you have to be more independent and self-disciplined. I think that's a good thing because it prepares you well for the industry.”

His friend, Nicholas Hew, 21, from Malaysia has been at Le Bouveret for a year and already completed one stint of on-the-job training. “It's changed my attitude completely,” he says. “You have to have a lot of determination but I find interacting with guests from all over the world very interesting.”

Over at the modern campus in the small picturesque town of Brig, students are studying for either a Bachelor’s or Master’s degree in Hotel and Tourism Management. Most students here are in their twenties or early thirties and are expected to approach their studies with a little more maturity than their counterparts at Le Bouveret. There is still a heavy practical element although much of their studying will be fine tuned towards earning a degree which is recognised internationally.

Most impressive are the facilities. State-of-the-art computer technology helps highly qualified educators to deliver their lessons in style. All students have wireless laptops which they can take to lectures and interact with the teacher and each other digitally.

Tony Jantharo, a 25 year-old student from Southern Thailand, recently attained his diploma at Le Bouveret and has now embarked upon an MBA programme in Brig. “It has a good reputation,” he says. “When I first started at Le Bouveret, I couldn't speak English very well but I had friends from Sweden and America who helped me improve quickly.” Extra English language courses are also available to help students attain the levels required depending upon the area of study.

Tony spent some time working in a resort in the mountains near Zurich. “The first month was difficult for me because I had to adjust to a lot of things,” he remembers. “I had to work with German people, so I had to improve my German which I used to get mixed up with English!”

Despite the language difficulties, the experience changed him for the better. “I became more disciplined because in a hotel you have to be punctual and work hard,” he recalls. “I was quite nervous to begin with. I had already learned how to open a wine bottle at the school but the first time I had to open a 150 CHF (4000 Baht) bottle of wine, my hand was shaking! But the guests allowed for that and were very good about it. Eventually, I became more relaxed and more comfortable with working in that environment.”

Two post graduate students, Plern Wongyuen, 30, and Beer Chiravichitchai, 25, have enjoyed their cultural experience at César Ritz so far. “Sometimes it's hard to communicate with the local people because they speak four different languages in Switzerland,” Beer points out. “But we get to learn another European language such as German or French, so that helps. I have also made friends from India, Germany, Russia and Korea.”

“The teachers are sometimes like friends and you never get that in Thailand,” observes Plern. “For example, when the teachers here give you an assignment, you can go to them at any time and ask questions or they'll give you extra help before an exam. They also listen to your opinion and encourage you to speak.”

Encouragingly, most of the Thai students at César Ritz want to come back home and work in Thailand, hoping to contribute positively to the hospitality and tourism industry with the international perspective they have gained.

“My ambition is to have my own hotel or resort in Thailand,” says Plern. “I love Thailand and don't really want to work anywhere else.”

Gam Teachaphatanakul, 20, is studying for her Bachelor’s degree and has aspirations to use her knowledge in order to travel. “I would like to work in Canada,” she says. “I love to meet people from all over the world and it would be good to have experience in another country first.”

But they all get homesick from time to time. Brig and Le Bouveret, with all their resplendent beauty and culture, are a far cry from the bustling metropolis of Bangkok. On weekdays, most shops close at five o'clock and on a Sunday, a traditional family day in Thailand, the towns are quiet. It's also very hard to get hold of Thai food, though the traditional local cuisine of fondu seems to be quite popular.

So what makes a good potential César Ritz student? “Students who have a drive to be involved in a creative, caring way for other people — that's the basic that has to be there,” says Kisseleff. “If you only want to be a manager and earn a big salary then there is something missing.”

Herve Fournier agrees. “We are looking for students who are willing, dynamic and have a desire to be involved with people and customer service,” he explains. “We always tell our students that you need to have within you the pleasure to give pleasure to others.”

As a testament to the reputation of César Ritz, one needs look no further than their college message board. Throughout the year, scores of job advertisements specifically geared towards César Ritz students are posted from highly reputable hotel chains the world over.

Often, the requests will come directly from college alumni who have already reached high profile positions within the industry. They, of all people, are aware of the rigorous standards set by the college which has already helped them on their path to success and a career that brings them much respect and satisfaction.

In the words of Martin Kisseleff: “We are in the business of teaching ladies and gentlemen to serve ladies and gentlemen.”

• For more information log on to : www.ritz.edu or contact agent in Thailand:
  Ms Ravivan Vongsurakrai
  Tel.: 02 644 62 37
  Fax: 02 644 46 73
  E-mail: hocoinfo@loxinfo.co.th