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The Academy serves as the the training department of Conifer. Its dual mottos are "self -improvement through life," and "certifications through life."

By encouraging its members to embark on self-improvement programs throughout their careers, Academy attempts to measure and certify their achievements in and outside of the work-place. It has five main features:

1. Providing a web-based platform for members to document and accumulate their professional and technical qualifications, performances and achievements at work, references, etc.

2. Designing and organizing training courses for the hospitality industry.

3. Designing and organizing a merit based job evaluation system for the hospitality industry.

4. Unification of the standards for measurement of abilities in training and from performances at the work-place.

5. Authentication of the attainment of such abilities.