Elevating Hospitality Excellence: Driving Sustainable Growth in the EEC
In an era where the global tourism landscape is reshaped by VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) and the rapid integration of AI, traditional service standards are no longer enough to maintain a competitive edge. To address these challenges, the “Service Excellence and Innovation for Sustainable Growth in Hospitality Business” short course has been developed as a strategic catalyst for the hospitality sector within Thailand’s Eastern Economic Corridor (EEC).
A Proven Track Record of Success
Building on a powerful foundation, this program demonstrated remarkable impact in 2025, successfully completing 18 batches across 14 leading hotels, from Bangsaen to Na Jomtien. The curriculum specifically targets Heads of Departments (HODs) and emerging leaders, empowering them to transition from traditional managers into visionary Service Designers and Experience Curators.
Strategic Alignment with Sustainable Development Goals (SDGs)
This training initiative is meticulously designed to support the Sustainable Development Goals (SDGs), ensuring that regional business growth harmonizes with social and professional advancement. Central to this mission is SDG 4: Quality Education, which the program addresses by providing intensive, high-quality professional development through a full-day immersive workshop. By utilizing advanced methodologies such as Design Thinking, Agile, and Lean Startup, it equips the local workforce with future-ready skills, transforming personnel into expert Service Designers and Experience Curators.
Program Highlights & Strategic Benefits
For organizations looking to lead the next wave of hospitality innovation, the May – September 2026 intake offers an exclusive opportunity:
• Expert Instruction: Led by Khun Thanita Chinabunchorn, Co-Founder of Level Up Everydays and an expert in Hospitality & Tech strategy facilitated by Assistant Professor Chavana Angkanurakbun and Assistant Professor Natthakan Pruksorranan from Burapha Business School.
• In-House Excellence: Training is conducted directly on-site through exclusive in-house training to ensure maximum relevance to specific business needs, requiring a minimum of 20 participants per batch.
• Government Support: The EECO provides a 50% subsidy, reducing the registration fee.
• Tax Incentives: Participating businesses can benefit from tax deductions of up to 2.5 times the training expenses, as permitted by law.
• Certification: Graduates who pass the post-training assessment receive a formal e-Certificate recognized by the EECO and Burapha University. “Empower your leadership team to move beyond service—equip them to design experiences that define the future of your brand.”
The curriculum directly fosters SDG 8: Decent Work and Economic Growth by enhancing the capabilities of the hospitality sector in Chonburi, Rayong, and Chachoengsao. By strengthening economic resilience, it prepares businesses for major upcoming milestones, such as the arrival of Tomorrowland in December 2026, which is expected to bring a new wave of high-quality international travelers to the EEC. Finally, the program champions SDG 9: Industry, Innovation, and Infrastructure through its emphasis on Data-Driven Service Design. Participants learn to systematically analyze Touch Point Failures and leverage data to create personalized service innovations that enhance profitability while effectively mitigating business risks for long-term sustainability.
Project Period: August – September 2025
Project Leaders: Asst. Prof. Chavana Angkanurakbun and Asst. Prof. Natthakan Pruksorranan
