Discover how first-hand industry experience brings luxury management to life at IUM
At the International University of Monaco (IUM), students can explore these principles firsthand. We spoke with Estelle Dinh, Professor of Luxury Business Management, about how visits to Monaco’s leading luxury establishments, including the Fairmont Monte Carlo, the Casino de Monte-Carlo and the Hôtel de Paris, help students discover what happens behind the scenes of the luxury industry.
What do students discover during these visits that they might not fully understand from classroom learning alone?
I think what surprises students most is the extraordinary level of precision required in luxury service.
In class, we discuss personalization, attention to detail, and anticipating guest expectations. But seeing how these principles are applied in reality is very different.
Students discover that even the smallest details matter, from the way employees welcome guests and communicate with them to their body language, tone of voice, and ability to anticipate needs without being intrusive.
They also realize how much coordination, preparation, and teamwork happen behind the scenes to create an experience that feels natural and effortless to the guest.
Luxury is not simply about beautiful surroundings or expensive products. It is about people, emotions, and the ability to make guests feel genuinely recognized and valued.
How do these experiences help students better understand the realities, challenges, and expectations of working in the luxury hospitality industry?
Luxury hospitality can appear very glamorous from the outside, but behind this image is an extremely demanding industry.
Through these visits, students discover the discipline, professionalism, emotional intelligence, and teamwork required to maintain exceptional standards every day.
They also learn directly from professionals about real operational challenges, such as managing demanding international clientele, responding to unexpected situations, and consistently meeting high guest expectations.
One important lesson is that excellence is not about delivering an outstanding experience occasionally. It is about delivering the same level of quality consistently, regardless of the circumstances.
What kind of feedback do you receive from students after these visits? Are there any moments or discoveries that particularly stand out?
The feedback has been extremely positive. Students often tell me these experiences have changed how they perceive luxury hospitality.
During our recent visits, several students mentioned that although they understood the principles of service excellence in theory, they had never imagined the level of precision and attention to detail required in practice, whether in a luxury hotel or a casino.
For me, these moments are particularly rewarding because I can see students connecting what they learned in class with what they experience in real life.
Why do you believe it is important for students to experience the luxury industry firsthand as part of their education at IUM?
I strongly believe that luxury cannot be fully understood through textbooks or classroom discussions alone. Luxury needs to be experienced, observed, and, most importantly, felt.
Monaco offers an exceptional environment for this type of learning. We are surrounded by internationally recognized luxury establishments and highly experienced professionals, which gives our students unique opportunities to connect with the industry.
At IUM, these experiences help bridge the gap between academic knowledge and professional practice. Students not only develop their understanding of luxury service but also their observation skills, professional attitude, and awareness of international clientele expectations.
As a Faculty Member, my objective is not simply to teach students what service excellence means, but to help them understand what it takes to deliver it.
Ultimately, we are not only preparing students to enter the luxury industry. We are preparing them to become the next generation of professionals and leaders who will shape its future.
If you are interested in our Luxury Specialization, check our website.
If you have any questions, contact the Admissions Team at admissions@monaco.edu
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