Fourth-year student Amy Keulen participated in the Excellence Programme in 2024 and later served as an External Coordinator for two editions. Read what it entails and why it was one of the best decisions of her student life.
In my second year at HMSM, I decided to apply for the Excellence Programme, a unique opportunity for students looking to challenge themselves beyond the regular curriculum. The programme offers the chance to develop a hotel concept from A to Z, supported by a coordination team, weekly industry guest speakers, and two field trips to some of the most renowned hotels in the business.
It turned out to be one of the best decisions of my student life.
The programme helped me grow in more ways than I expected. Not only did I expand my knowledge of hospitality, but I also improved my pitching skills and began building a professional network that continues to benefit me today. What stood out most was the sense of challenge. Unlike regular classes, which are often safe and structured, the Excellence Programme pushed me out of my comfort zone, and that’s where real growth happens.
After completing the programme as a participant, I got the chance to return as External Coordinator for two editions. This role allowed me to take full ownership of organising guest lectures and field trips, staying in touch with professionals from across the hospitality industry. It was the first time I felt entirely responsible for something that truly mattered. And although the pressure was higher, no back-up plan, no resit, the sense of fulfilment when things went well was unmatched.
This experience didn’t just boost my organizational skills; it also gave me confidence. I learned how to pitch effectively, manage expectations, and navigate professional communication. Some of my classmates still avoid pitching in their third year, but thanks to the programme, it now feels like second nature to me.
To anyone doubting whether to take on an extra challenge: just go for it. I always tell myself; I’d rather feel disappointed by something I tried than regret not trying at all. For me, this programme changed the course of my studies. It might do the same for many more students, if we make it possible for them.
It’s also important to mention that extra-curricular programmes like this depend heavily on funding. Without a proper budget, we wouldn’t be able to host inspiring guest speakers or organize a professional final pitch event. Supporting these initiatives is vital for their continuity and the development of future students.
Fourth-year student Amy Keulen participated in the Excellence Programme in 2024 and later served as an External Coordinator for two editions.

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