This article reports on a pilot graduate apprenticeship in hospitality management, currently delivered at Birmingham College of Food, Tourism and Creative Studies (BCFTCS). The graduate apprenticeship at BCFTCS involves the integration of key skills and level four NVQ units into the established hospitality business management undergraduate degree programme. Key outcomes to emerge from the design, implementation and first year delivery of the graduate apprenticeship are discussed to assess if the integration of key skills and NVQs into an existing programme of study provides added value to the student learning experience. The major benefits and challenges which a programme involving a coalescence of key skills, HE award and NVQs offers HE institutions and employers are discussed.