What is this course?
This is a two-day hands on Executive Education course that teaches hospitality professionals how to use AI in their day-to-day work. It covers AI and revenue management, dynamic pricing, demand forecasting, and the practical use of AI tools for everyday business tasks.
You will not just listen to theory. You will work with real data, build a working dashboard, write prompts you can take home and use the next day, and pressure-test AI tools against your own business problems.
The course is run by both the Edinburgh Futures Institute and Nova School of Business and Economics (Lisbon). The University of Edinburgh brings world-leading expertise in AI research. Nova is one of the best hospitality and business schools in the world. Together they combine academic depth with industry practice.
Who is it for?
The course suits revenue managers, general managers, commercial directors, marketing leads, operations managers, and owners who want to understand what AI can and cannot do for a hospitality business. It is built for people who make commercial, marketing, and operational decisions, not for data scientists.
English is the language of instruction. Sessions are designed to be clear and accessible for people who use English as a second language.
What will you learn?
You will leave able to:
- Understand how AI and machine learning actually work, so you can judge vendor claims for yourself.
- Use AI tools such as ChatGPT, Claude, Gemini, and Mistral for revenue management, cost cutting, and productivity, with a set of ready-made prompts you can reuse.
- Spot where AI goes wrong, including hallucination, broken data pipelines, and the kinds of errors that quietly distort dynamic pricing.
- Build and read a simple revenue dashboard.
- Choose between AI vendors using a clear decision-making framework.
- Apply sound revenue management fundamentals alongside new technology.
How is it taught?
The two-day course is built on practical work. You will alternate short talks with exercises you do yourself, first as an individual and then in groups.
Sessions include a guided prompting workshop where you follow along with your own business use case, a dashboard exercise that shows what happens when data breaks, scenario and data-audit exercises, and a panel discussion on where human judgment and AI meet. You are encouraged to bring your own data and a real problem to work on.
You can take part in person in London, Edinburgh or Lisbon. We also offer a bespoke version of the course.
Two ways to join
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Open enrolment
Book an individual place on a scheduled course. You will learn alongside professionals from hotels, destinations, and hospitality businesses across different countries and markets. This is the best option for individuals and small teams.
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Organisational and bespoke
Buy a group of seats, or commission a course built around your organisation. This suits hotel groups, hotel associations, destination management and marketing organisations, and any group that wants to train several people together. We can tailor the content, the data, and the examples to your business, and deliver to your team directly.
If you are not sure which option fits, contact the team at executive@business-school.ed.ac.uk and we will help you decide.
Why the University of Edinburgh and Nova SBE?
The course combines the Edinburgh Futures Institute's world-leading work on AI and the future of tourism with Nova School of Business and Economics, one of the best hospitality and business schools in the world. You learn from academics working at the frontier of AI research and from industry practitioners who run revenue and commercial operations every day.
Frequently asked questions
Yes. It is an AI training course built for hospitality professionals, including hotels, hotel groups, and destination organisations. It focuses on practical use of AI for revenue management, marketing, and operations.
No. The course is designed for commercial, marketing, and operational decision-makers. It explains how AI and machine learning work in plain language, with no coding required.
You will work with widely used AI tools including ChatGPT, Claude, Gemini, and Mistral, and learn how to apply them to real revenue management and productivity tasks.
Both. Revenue management is the spine of the course, covering dynamic pricing and demand forecasting, but it sits within a broader practical grounding in AI for hospitality.
Yes. You can book a group of seats on an open course, or commission a bespoke version tailored to your organisation, data, and examples. This suits hotel groups, associations, and destination organisations.
It is delivered in person in Lisbon with Nova School of Business and Economics, where the hands-on sessions work best.
It is delivered by both the Edinburgh Futures Institute at the University of Edinburgh and Nova School of Business and Economics (Lisbon).