This year's Hotel Business Simulation brought together bachelor's and master's level students from both Estonian and English-language programs at TalTech for four intensive days to practice and develop their management and marketing skills. In addition to local students, Erasmus+ program students also participated, adding an international dimension to the simulation and offering a fresh perspective on marketing Estonia as a destination.
A Long Tradition of Hotel Management Simulation at TalTech
The hotel management simulation has a long history at Tallinn University of Technology. Initially, it took place as a camping park version (in 2010), later evolving into a hotel entrepreneurship-centered game called the Emerald Forest Hotel. Today, the Department of Business Administration’s own Hotel Business Simulation has adopted a renewed and Estonia-focused concept, offering a realistic and practical business environment experience. Until 2023, the simulation was mainly used for marketing education but has recently been developed into an interdisciplinary simulation, involving instructors from various units.
Learning through experience – Applying knowledge in challenging situations
The uniqueness of the game lies in the "learning by doing" principle, where students must apply their theoretical knowledge in real and challenging situations to achieve effective solutions. Throughout the simulation, teams had to develop a hotel concept, create a brand identity, implement targeted marketing communication, handle crisis situations, foster business relationships, negotiate, solve various business challenges, and compete against other hotel teams while maintaining management reports. Success was measured not only by financial results but also by creative marketing techniques.
The Four Thematic Parts of the Simulation: One Day = One Year
Day 1: A tourism fair where participants presented their hotels and introduced their strategies to potential clients and investors by creating websites and using targeted marketing channels.
Day 2: A simulated crisis situation where a power outage affected the entire area. Teams had to respond quickly, solve unexpected problems, ensure smooth customer communication, and maintain safety.
Day 3: Business negotiations, where teams had to convince investors of their business plan's viability and profitability through value propositions, elevator pitches, and face-to-face negotiations with experienced professionals acting as investors.
Day 4: Reflection on experiences, where participants analyzed their learning, shared feedback, and discussed how to apply acquired knowledge in the future. One of the most intriguing learning experiences involved using artificial intelligence. Since AI is a part of real life today, its use was encouraged by instructors. Students who had previously used AI somewhat secretly or reluctantly faced surprising challenges. One student humorously stated during the final day's panel discussion that they would never trust AI again. Nonetheless, students learned what AI can do and what still requires human consideration, verification, or execution.
A Diverse Team of Mentors
The simulation was guided by experienced business management and marketing lecturers and industry experts. The game was led by Early Stage Researcher Eliis Salm, senior lecturer René Arvola, lecturer Marianne Kallaste, senior lecturer Maris Zernand-Vilson, assistant professor Marina Järvis, senior lecturer Paavo Siimann, and lecturer Agnes Makk. As a guest, Professor Desmond Wee from Karlshochschule International University, Germany, participated, bringing a diverse range of business strategic knowledge and an international perspective. Additionally, several former student participants (Marit Maaker, Kätlin Koemets, Krislyn Valtson) and Sven-Erik Volberg, manager of Ammende Villa, provided mentorship. The media team, consisting of Helen Silts (media expert) and assistants Katriin Visamaa and Aveli Int, was responsible for the media function within the simulation.
Paavo Siimann: "It was a great pleasure and honor to be one of the mentors and co-supervisors in this year's Management Game. Over the four intensive days, I supported students in understanding how their business decisions—whether investments in fixed assets, sales and marketing activities, or product development—affect the company’s financial results. It was inspiring to see how theory and practice came together and how teams honed their thinking and decision-making day by day. I also got several ideas on how to further improve the Management Game and the Business Performance Management and Analysis course that precedes it."
Participant and Media Team Experiences
Simon Georg Mahla: "I really enjoyed the simulation because it took me out of the usual classroom environment. It broke the routine and allowed me to use the knowledge I’ve accumulated over the years. The simulation provided great team management experience, and since it involves all aspects—from marketing to financial analysis—you know by the end which part you like and which you don't."
Daria Dubakina: "This semester, I took the Marketing Management course, which was a valuable experience. We learned from real cases and met professionals in the field. At the end of the course, we participated in the Hotel Business Simulation, which developed critical thinking, teamwork, and the courage to step out of our comfort zones—skills that are crucial in life."
The media team played a crucial role by documenting the entire process, capturing tense moments, and creating social media content. Helen, Katriin, and Aveli valued the opportunity to work in a fast-paced environment, showcasing students' creativity and business activities.
Aveli Int: "Last year, I participated in the management game as a player, but this year I got the chance to take on the role of a teaching assistant, which gave me a completely new perspective. I edited daily summary videos and managed social media, which gave me practical experience and skills. The game is not just about completing management reports but also involves interactive side activities to ensure the hotel reaches its target audience. Applying creativity and ingenuity makes the game exciting for both students and mentors."
Conclusion: Bringing Knowledge into Practice and Breaking the Routine!
The business simulation has become an essential part of the learning experience for business administration students and instructors, offering participants the opportunity to develop management skills through practical application and experience in a virtual business environment. As in previous years, Saku Läte supported the event by providing water and coffee throughout the simulation.
The event once again proved that learning is most effective through practical experience and solving challenging situations—participants left the simulation not only with new knowledge but also with stronger confidence and business acumen. The management simulation fittingly aligns with Antoine de Saint-Exupéry's thought from "The Little Prince": "What is essential is invisible to the eye." Much of what was learned during the simulation may not be explicitly stated in the learning outcomes but will be realized by participants only years later.