introduction to hospitality and tourism management

Introduction to Hospitality and

Tourism Management Ginny Kozlowski, Executive Director

Sarah Washburn, Tourism Manager

Visit New Haven

Connecticut Lodging Association

11/3/2016 1 University of New Haven


Visit New Haven REX Development

Visit New Haven’s mission is to promote the Greater

New Haven region as an ideal leisure and business

destination to the regional, national, and international

markets in order to favorably impact the regional

economy.

VNH focuses on attracting leisure travelers,

Motorcoach tours, meetings and conferences, major

sporting events and tournaments and film productions.

Tactics include: Group Sales • Sports • Trade Shows •

Public Relations & Social Media • Long Range

Planning • Advocacy • Marketing

Region consists of 15 towns in Greater New Haven in

partnership with the South Central Regional Council of

Governments.


Connecticut Lodging

Association (CLA) The Connecticut Lodging Association represents all

segments of the lodging industry: hotels, motels, inns,

B&Bs, attractions and service providers. CLA was

founded in 1904 with the history of being the only

industry trade association to represent Connecticut’s

lodging industry.

The CLA mission is to provide a continuing dialogue

between the membership and the legislative, public

policy-making branches of the state, and federal

governments; to insure that the interests of the

membership are fully understood and appreciated by

those bodies and the general public. CLA’s future

success in the ability to advance and protect the

industry depends on the strength and diversity of the

membership.

• National & State Advocacy

• Educational Workshops

• Voice for CT Hospitality

• Monthly newsletters

• Member partnerships

• Allied Buyer’s Guide



Tourism Management

Ginny Kozlowski, Executive Director

Visit New Haven


Hospitality and Tourism Management

• Professional Organizations & Partnerships

• Understanding Advocacy

• Recent Changes in the Industry

• Short Term Online Rental Market

• Data and Industry Research

• Hospitality & Tourism Workforce

• Reputation Management

• Continuing Education and Certifications

• Importance of Internships



Tourism Management


Visit New Haven


Professional Organizations and Partnerships

Connecticut:

• Connecticut Lodging Association

American Hotel & Lodging Association AH&LA represents every segment of the hotel industry

including major chains, independent hotels, management

companies, REIT’s, bed and breakfasts, industry partners

and more. AH&LA is partnered with state associations

across the country to provide local representation and

additional cost-saving benefits to members.

Asian American Hotel Owners Association AAHOA's mission is to advance and protect the business

interests of hotel owners through advocacy, industry

leadership, professional development, member benefits,

and community involvement.

With several associations to choose from it is important to

understand what these hospitality partnerships provide:

advocacy, marketing, sales, etc.



Tourism Management


Visit New Haven


Professional Organizations and Partnerships

Connecticut:


Destination Marketing Organization Partnerships:

Destination Marketing Association Inter. Destination Marketing Association International (DMAI) is

the world’s largest and most reliable resource for official

Destination Marketing Organizations (DMOs), also called

convention and visitors bureaus (CVBs) or tourism boards.

Discover New England A regional partner for New England states focusing on

international promotion of New England tourism.

Motorcoach Associations include American Bus

Association, National Bus Association, New Jersey Bus

Association to name a few.

All have summits or tradeshows to promote and sell

destinations directly to tour operators and the media.



Tourism Management


Visit New Haven


Understanding Advocacy

Connecticut:


Advocacy (or lobbying) is to promote and defend the

(hospitality) industry’s interests on new regulations and

taxation.

Topics of interest can include:

• Occupancy and sales taxes

• Tourism funding

• Energy rates

• Wage, labor and employment laws

• Human trafficking awareness

Why is advocacy important for hotels, restaurants, and

tourism businesses:

• New regulations or taxes can effect budget & prices

• To understand and comply with government policies

and regulations that pertain to the industry

• Writing letters or emails to elected officials on topics

to support the hospitality industry makes a difference.



Tourism Management


Visit New Haven


Connecticut:





Tourism Management


Visit New Haven



Connecticut:


Case study in Connecticut: Tourism Funding

2009 – CT statewide marketing for tourism was cut to $1.

CT was taken off the New England map. Regional tourism

districts were consolidated from 6 to 3.

2012 – Statewide marketing was funded $15 million to

promote new brand “Still Revolutionary”

2016 – Statewide marketing has now been cut to 6.5

million and the 3 remaining regional districts have been

defunded.

Why Connecticut should promote tourism funding:

• 2015 the occupancy tax brought in $116.5 million in

tax revenue

• Report supports 82,700 direct jobs in the

travel/hospitality industry



Tourism Management


Visit New Haven


Recent Changes in the Industry

Connecticut:


Marriott & Starwood Merger The biggest merger in the hotel industry became official

this September. Now, the combined Starwood and

Marriott groups have 30 brands between them, including

the St. Regis, the W, Aloft, and the Ritz-Carlton.

OTA Mergers In 2015, Expedia has won approval from antitrust officials

to acquire rival Orbitz, Expedia, Inc.’s companies operate

more than 100 branded points of sale in more than 60

countries.

META Searches Companies like Trivago and Kayak are another added

layer to booking for the consumer. Direct hotel bookings

are continuously being challenged.



Tourism Management


Visit New Haven


Short Term Online Rental Market

Connecticut:


Offers accommodations in private homes advertised on

short term rental platforms. Companies include:

• AirBnB

• Flipkey, owned by Tripadvisor

• Homeaway & VRBO, owned by Expedia

As short-term online rentals become more popular, some

developers are now purchasing multiple properties with

the sole purpose of renting them out on a short-term basis,

creating a revolving door of guests coming in and out.

Issues include:

• Collection of local occupancy taxes

• Safety of guests and zoning regulations

• Residential living and safety of neighborhoods



Tourism Management


Visit New Haven


Data and Industry Research

Connecticut:


STR and STR Global track supply and demand data

for the hotel industry and provide valuable market share

analysis for international, regional hotel chains and

independent hotels. Offers standard reports and

customized data sets that help you to understand historic

and forecasted market performance and supply and

demand dynamics for the hotel industry. Includes:

• Occupancy rate

• Average Daily Rate- represents the average rental

income per paid occupied room in a given time period.

• RevPAR - hotel's average daily room rate (ADR) by its

occupancy rate.



Tourism Management


Visit New Haven


Reputation Management

Connecticut:


Online reviews are important – • 93% of travelers in a recent Tripadvisor research

study said that their booking decisions are impacted

by online reviews.

• 96% said that reviews are important to the hotels

when hotel managers themselves were asked to

comment.

Online search engines have opportunities available for the

hospitality businesses to upload information, comment and

connect with online reviewers. Some platforms include:

• Tripadvisor Management Center

• Google My Business

• Trivago Hotel Manager



Tourism Management


Visit New Haven


Hospitality & Tourism Workforce

Connecticut:


Fundamental to the U.S. economy, hospitality and tourism:

• includes food services, lodging, recreation as well as travel

and meeting planning

• relies on employees with technical and interpersonal skills

• is an established and growing industry across the nation

According to Association for Career and Technical Education:

• Leisure and hospitality is projected to add between 2.1

million and 3.3 million jobs by 2021

• Hospitality and tourism offers an important entry into the

world of work: 80 percent of restaurant owners report that

their first job in the industry was an entry-level position.

• By 2018, 40% of jobs in this sector will go to workers with at

least some postsecondary education, particularly in the

middle-skills category, requiring education beyond high

school but less than a bachelor’s degree.



Tourism Management


Visit New Haven


Continuing Education and Certifications

Connecticut:


American Hotel & Lodging Educational Institute

(AHLEI) provides hospitality education, training and

professional certification that serves the needs of

hospitality schools and industries worldwide. AHLEI

provides materials for all levels of hospitality personnel

via: online learning, distance learning courses, videos,

seminars, textbooks, and study guides.

Professional certification from the AHLEI:

AHLEI certifies and validates competencies in conjunction

with academia and industry experts for more than 20

positions in the hospitality industry; designations from front-

line to general manager, including the prestigious CHA® -

the Certified Hotel Administrator.



Tourism Management


Visit New Haven


Continuing Education and Certifications

Connecticut:


AHLEI strongly supports and encourages the certification

of hospitality professionals in all facets of the industry,

including:

• hotels

• food & beverage establishments

• spas

• trainers

• hospitality educators

• hotel suppliers



Tourism Management


Visit New Haven


Importance of Internships

Connecticut:


Hospitality internships are the best way to bridge the gap

between going to school and getting the experience to

land a great job.

Local internships can include:

• Regional Business Organizations

• Hotels and Catering Services

• Hospitality Associations

Facts on internships:

• Hospitality summer internships in Connecticut are

common – internships.com

• 7 out of 10 internships result in a full time job offer

• Internships are a great way to learn if this career is the

right fit for you

• Marriott offers internships, apprenticeships, and trainee

opportunities

Thank you Ginny Kozlowski, Executive Director

Sarah Washburn, Tourism Manager

Visit New Haven



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