High standards in food and accommodation are a vital part of the package in the executive education market, but there are many ways to fry an egg when it comes to providing a service.

"It's a complete requirement, if you want to be highly regarded in executive education, that food and accommodation are first rate," says Ted Beck, associate dean at the University of Wisconsin-Madison School of Business. "[Course] content is critical, but if people dislike the facility or find it in any way lacking, that can be a deterrent."