Application Closing Date : 11th September 2026

Programme Overview:

Artificial intelligence is now a significant factor in how hospitality organisations operate, compete and serve guests.

This intensive AI programme has been exclusively designed for Executive and Senior Leaders working in the Hospitality & Tourism Sector, enabling you to understand, explore, and apply the power of AI within your business - not in a theoretical way, but in the practical realities of daily operations, workforce performance and guest expectations.

Through an immersive two-day learning and personalised mentoring experience, the programme will explore how AI is being applied across the sector, how the competitive landscape is evolving, and what this means for commercial performance over the next decade.

You will also use the Owendale Framework (Automate, Enhance, Experience) to evaluate your organisation through a clear and commercially grounded lens. Using real industry examples, strategic discussion and practical application, the programme will enable you to identify where AI can deliver meaningful impact and help shape a considered and actionable plan for your business.

Programme Outline:

• The State of AI Today - Establish a clear, grounded understanding of where AI is delivering real value across the hospitality & tourism sector right now.

• Hospitality in 2030 - Explore the forces reshaping the sector and how leading brands are already using AI to gain an advantage.

• The Economics of AI & the Senior Leader’s Role - Understand how AI creates value and ROI and the decisions leaders must make to guide adoption responsibly, strategically, and ethically.

• The Owendale Framework (Automate → Enhance → Experience) - A strategic lens for understanding how AI can reshape operations, people and the guest journey.

  • AUTOMATE - Operational Efficiency Through a New Lens. Understand how leading organisations use automation to streamline operations and reduce friction — and what “great” looks like in hospitality.

  • ENHANCE - Elevating Workforce Performance. Examine how AI augments human capability through personalised, contextualised support, with examples from high-performing teams.

  • EXPERIENCE - The AI-Enabled Guest Journey. Explore how AI enhances every moment of the guest journey — from brand discovery to personalised, memorable experiences that build long-term loyalty.

• Applying the Owendale Framework to Your Business - Use the framework to identify the most valuable opportunities across Automate, Enhance and Experience.

• Governance, Risk & Ethical AI - Ensure your approach to AI protects trust, brand reputation and compliance — balancing innovation with responsibility.

• From Insight to Action - Leave with a sharp, CEO-ready 90-day plan to activate meaningful transformation with clarity and momentum.