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Cluster Hospitality Albeda formulates ambition with scenario planning

albeda in Rotterdam is a regional training institute for secondary vocational education (MBO) and education. Albeda has 120 courses and a wide range of short courses, making it one of the most important training institutes in the Rotterdam region. Within Albeda, the Hospitality cluster offers courses for the Travel & Leisure College, the Catering College, the Facility & Safety College and the RTHA College. Both the hospitality sector and education are constantly changing. In order to achieve an ambition for the next ten years, the management team of the Hospitality cluster has chosen to use scenario thinking.

Staying relevant in a changing world

How we eat out, travel and spend other leisure activities is changing rapidly. We go on a virtual reality holiday, choose our favorite music on an interactive hotel wall and as a security guard work more and more with smart technology. This affects the knowledge and skills expected of students of the Hospitality cluster. With a rapidly changing labor market, education will also undergo the necessary changes. In two working sessions, the management team of the Hospitality cluster thought about what the future looks like and based on this, ambitions for the next ten years were determined. In addition, the session provides the building blocks for the policy plan for the next four years, in which concrete efforts are made towards a future-proof cluster.

During the work sessions, Jester offered us structure, which resulted in good results in a short period of time.
Bertho Rombout, Director of Hospitality Albeda cluster

Hospitality in the future

The Hospitality management team went through the scenario planning process in a one-day work session. The central question was for which perspectives and target groups the Hospitality cluster trains and how the cluster provides future-proof education. The trend analysis revealed two core uncertainties: the nature of (social) relationships and the balance between humans and technology. Would relationships become more fluid and ad hoc in the future, or would they become more solid, profound and for the long term? Will technology become dominant over humans or will we take control and can we allow technology to serve people? On the basis of this, four scenarios have been developed that paint a picture of what the hospitality sector and education in MBO could look like in the future. The management team then entered into discussions about the likelihood and challenge of these different futures.

It was incredibly relevant, but also fun to design the scenarios. We were really challenged to step outside the known world and to sketch extreme visions of the future that our cluster could end up in.
Amanda van Woerden, Deputy director cluster Hospitality Albeda

The cluster in 2030

The team has decided that it wants to prepare for a future in which education becomes more personal and at the same time more digital. A future in which the cluster will work even more closely with the business community and in which the student population in the school will be more diverse. A future in which education will focus even more on personal development and the acquisition of skills with the help of technology than on the transfer of knowledge. Based on these choices, the team has sketched a picture of what the cluster should look like in 2030. Some parts remain the same, while others change significantly. From the ideal image, the team then thought about the actions needed to get here. These actions form the building blocks for the policy plan for the coming years.

Scenario planning helps to stretch the thinking framework

The scenario thinking has helped the management team of the Hospitality cluster to step out of the hustle and bustle for a while. By thinking about broad trends and developments, creativity was stimulated. Thinking about different visions of the future led to new ideas that otherwise would not have emerged so quickly. At the same time, it is a challenge to relate these vistas to today's practice. By drawing up a picture of the future, the team was able to reason back from there. In this way, a good understanding of the actions to be taken quickly emerged.

If you are interested in a scenario sprint like the Hospitality cluster has done, please contact Linda Kaput.

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