Hotel Branding Pitch Challenge

 1. Type of activity 

• Mandatory assessment: Group presentation (pairs).
• Optional assessment: Portfolio (individual).

2. Active methodology

 

• Task-based learning.
• Flipped classroom.
• Simulation.
• Gamification.
• Portfolio. 

3. Teaching unit 

Hotel branding & customer experience 

4. Learning objectives

 

• To improve formal oral expression with visual support.
• To develop a coherent hotel brand proposal.
• To practice persuasive and descriptive language in professional contexts, integrating visuals to reinforce the message.
• To improve formal written expression. 

5. Activity description 

In pairs, you will design and present a boutique hotel proposal aimed at a professional audience (investors or agencies). On your own and using any AI tools you choose, create a fictional boutique hotel (urban, rural, luxury, eco-friendly, etc.) and prepare an oral pitch of no more than 5 minutes to convince a professional audience of its potential. In class, you must present: 

      1)     The brand name and identity.

2)     The distinctive concept.

3)     Key services.

4)     Target audience and customer experience.

5)     Location and visuals. 

You will vote for your favourite proposal at the end of all the presentations, explaining your reasons orally, which will be shared with the rest of the group. The winning proposal will receive a prize. 

Afterwards, you may write a final reflection for your individual portfolio, including a summary sheet and evaluation of the activity, also explaining how you used AI (what was used, how, and why). 

6. Tasks to complete

 

• Brainstorming: concept, name, values, aesthetics.
• Writing descriptive texts (facilities, services, value proposition).
• Creating visuals and digital supports.
• Public presentation.
• Final evaluation and reflection.
• Pitch challenge: voting and justified selection of the preferred proposal. 

7. Use of AI

 

• Concept creation: ChatGPT or Copilot for generating name lists, style inspiration, brand values.
• Writing: service descriptions with support from Grammarly or DeepL Write.
• Visual generation: Canva or Bing Image Creator for mockups, logos, visual aesthetics.
• Reflection: text review with Grammarly. 

8. Learning resources

 

• Hotel brand websites, Booking, Tripadvisor
• Canva, Bing Image Creator, Unsplash
• ChatGPT, Copilot, Grammarly, DeepL Write
• Extracts and examples from the book English for International Tourism. Upper Intermediate 

9. Assessment tasks

 

• Oral presentation (5 minutes per pair).
• Digital visual support (minimum 1 logo + 2 visuals + 1 textual description).
• Optionally, individual written portfolio evidence (summary sheet with the proposal + reflection and evaluation of 150–200 words). 

10. Assessment criteria

 

• Oral presentation: Oral 1 (6% of final grade) based on these criteria: language use, thematic development, communication resources, fluency, and pronunciation.
• Portfolio (optional): Written evidence (3% of final grade) based on these criteria: task achievement, thematic development, creativity, argumentative ability, and critical thinking. 

11. Remarks

 

• Avoid “cliché” hotels and aim for innovative or niche ideas.
• Visuals should not be overly cluttered but clear and aligned with the brand.
• The tone should be professional yet creative.