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Wharton/JSF Travel & Tourism Innovation Program

Program Overview

Becoming the Driver of Transformation in the Travel and Tourism Industry

Travel and tourism today is in a state of constant change driven by fewer barriers to travel, a global appetite to uncover new places to visit, and a desire to be connected. Travel and tourism leaders need a strategic management vision and an innovation mindset to thrive in this global industry. Wharton/JSF Travel & Tourism Innovation Program gives you a strategic view of innovation — where you can apply the latest thinking to create new business models, improve the travel experience, and open new markets.

Read more about the Experience & Impact »

Travel & Tourism Program Highlights & Benefits

  • Provides you with a strategic framework and insight on how to focus on the value innovation process to create long-term value for customers
  • Equips you with a robust innovation toolkit that you can immediately apply to your product development strategy
  • Delivers broader insights that will transform how you design innovation processes
  • Connects you with thought-leading Wharton faculty, innovation leaders, and peers in the travel and tourism industry, offering unprecedented opportunities to broaden your network

Contact Us

To enroll, please contact: Almudena Hernández, +34 871 159 983, admissions@jsftraveltourism.org.

November 26 - 30, 2017€ 14,900

San Francisco, CA

Download the program schedule, including session details.

Tuition for this program in San Francisco includes lodging and meals. Prices are subject to change.

Still considering your options? View programs within Strategy & Innovation, Industry Associations or use our Program Finder.

Experience & Impact

The number of international tourists hit a record 1.2 billion in 2015, according to the UN World Tourism Organization. Increasingly, the transformation of the travel and tourism market is being accelerated by innovations in transportation, internet technologies, new business models, and product customization.

This program, an educational partnership between Wharton Executive Education and JSF Travel & Tourism School in Spain, gives you hands-on experience in applying the latest thinking and best practices in travel and tourism value creation to your organization. Wharton’s world-class faculty, and accomplished innovators from the global travel and tourism industry, give you inside access to what works today and to trends that will shape the industry in the future — from inside innovative firms such as Google to Wharton’s Mack Institute for Innovation Management, which leads one of the largest ongoing research projects on managing emerging technologies and innovation in Silicon Valley.

Wharton faculty will apply their field-based research and the latest strategic insights to analyze new business trends through an innovation lens, strengthening your competitive value proposition.

Session topics include:

  • Innovation Trends in the Travel and Tourism Sector
  • Internal vs. External Innovation
  • Managing for Innovation: The Google Case
  • Innovation Tournaments Workshop
  • Financial Growth Strategies for Innovation
  • New Business Models and Value Creation
  • Innovation Execution: Putting It All into Action

Through highly interactive lectures, a case study, and site visits to Silicon Valley, this unique Wharton program allows you to delve into what it takes to be an innovation leader who can leverage the best ideas both inside and outside your organization.

Overall, you will learn how to:

  • Create an innovation culture that allows you to maximize the talents of your team to find new avenues for growth in your business or agency
  • Bolster your skills across a rich array of marketing and social media platforms that are redefining what it means to be a connected traveler
  • Be a better scenario planner, able to anticipate emerging and fast-moving market disruptors

JSF Travel & Tourism School

JSF Travel & Tourism School’s mission is to attract and nurture talent for the industry. This statement is developed within a framework of social responsibility, ethical motivation, cooperation and commitment while making a positive impact on people, companies and society. JSF Travel & Tourism School is promoted by a select group of leading companies in the travel and tourism industry with connections in different sectors and geographic areas.

Who Should Attend

Wharton/JSF Travel & Tourism Innovation Program is designed for senior leaders who are responsible for driving top-line growth and promoting market innovation — including strategy leaders, managers of new businesses, chief innovation officers, chief technology officers, and product development leaders. Participants may include travel technology company leaders, travel and tourism start-ups, consulting firms, seed capital companies, and governments. Job titles may include President, CEO, COO, CMO, CFO, and Managing Director.

Participants in this program are a diverse group of travel and tourism leaders from varied industries, backgrounds, and geographies who share their biggest challenges with the class. Faculty tailor the program content to address these issues, so participants enjoy a learning experience that truly resonates with them and meets their learning needs.

Participants leave the program with an expanded peer network, an action plan, and an array of tools and frameworks to be better leaders and innovators in their organizations.

Plan Your Stay


Ethan Mollick, PhD   See Faculty Bio

Edward B. and Shirley R. Shils Assistant Professor,  Assistant Professor of Management, The Wharton School

Research Interests: Entrepreneurial strategy, entrepreneurship in innovative industries

Christian Terwiesch, PhD   See Faculty Bio

Andrew M. Heller Professor; Senior Fellow, Leonard Davis Institute for Health Economics; Co-Director, William and Phyllis Mack Institute for Innovation Management; Professor of Operations, Information and Decisions, The Wharton School

Research Interests: Analyzing operational performance, innovation management, R&D management

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