Event coordination and production
Event planners/producers coordinate every detail of the event, whether it is a meeting, convention, cultural event or social event: from the venue and speakers to arranging for printed materials and audio-visual equipment. They develop the concept for the event, and liaise with suppliers and staff. Event planners/producers may work for non-profit organizations, associations, hotels, corporations, and government. Many are independent business owners and coordinate events for a range of clients.
Examples of job titles:
- Event planner/coordinator/producer/manager
- Wedding planner
- Event Registration Coordinator
- Fairs and Exhibition Manager
- Director of Meetings and Special Events
Event sales and marketing
Event sales managers market, sell and coordinate event space on behalf of a hotel, restaurant, or destination. They handle customer inquiries and are the point-of-contact for all event details. Event sales managers oversee the collective coordination of all event information and resources, and are responsible for account management, sales prospecting and business development. Key activities performed by event sales managers include account management, business development, market research, sales prospecting, public relations, customer relationship management, event planning and coordination, logistics oversight, revenue management, and communications. Event sales managers build and maintain working relationships with internal and external partners, and leverage these relationships to deliver innovative and memorable events.
Examples of job titles:
- Account executive
- Coordinator, Sales and Services
- Event sales coordinator/manager
- Catering sales manager
- Director of operations
Experiential marketing
Experiential or event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays. Experiential marketing specialists organize and ensure the smooth operation of these marketing efforts, from planning to implementation.
Examples of job titles:
- Event marketing coordinator/manager
- Senior event marketing specialist
- Head of Experiential and Event Marketing
- Director, Event Marketing and Sales
Development and fundraising
Special events are a common fundraising device used by non-profit organizations, associations or universities. The limitless variety and flexibility of special events make them ideal for acquiring and retaining donor support. Common types of fundraising events include dinners, auctions, fairs and festivals, lectures, benefit concerts, home and garden tours, tournaments, contests, sporting events, and walkathons.
Examples of job titles:
- Fundraising and events assistant
- Special events and fundraising manager
- Director of Fundraising Events and Partnerships
- Director, Events and Donor Services
Sporting events
Although sporting events vary widely in format, scope and size, their economic impact is undeniable. Annually, sporting events generate approximately $56 billion in revenue in the USA. They offer a wide range of career opportunities for event professionals who possess a combination of sport industry knowledge and event management skills.
Examples of job titles:
- Facilities/operations coordinator
- Sponsorship coordinator
- Guest services manager
- Field sports manager
- Tournament director
Hotel Finance
The hotel finance concentration provides students with in-depth knowledge of financial management and the hotel development process. Hotel finance careers may include responsibilities such as overseeing the financial processes of the hotel, maintaining audits and reports, producing monthly income statements, and coordinating budgets and forecasts. The hospitality sector is mostly associated with the hotel industry, however, many other asset classes fall into this sector, including large scale resorts, spas, timeshares, restaurants and casinos.
Another aspect of this concentration is hotel development and asset management. Many well-known hotel brand names do not own the building in which the hotel operates, but rather contract their management and brand name to the owner for a fee. Owners and real estate investment trusts employ analysts to maximize the returns earned by the property. Hotel investment professionals produce valuations, and make recommendations about the development of new assets or the remodelling of existing assets.
Examples of job titles:
- Investment analyst
- Real estate analyst
- Asset management analyst
- Credit manager
- Asset manager
- Director of facilities
- Assistant director of finance
- Director of finance
Sales and marketing
The brand strategy concentration provides students with in-depth knowledge of the sales and marketing functions of hospitality businesses. Professionals in marketing and branding roles conduct market research, oversee multimedia advertising campaigns, and consult with outside agencies, promotional representatives and corporate executives. Professionals in sales roles develop and foster business through pro-active direct sales, marketing, telemarketing, direct mail, appointment calls and tours of the hotel. They identify new markets, and manage client relationships.
Examples of job titles:
- Marketing associate
- Sales coordinator
- Account manager
- Marketing manager
- Director of sales and marketing
- Business development director
Lodging Operations
The lodging operations concentration provides students with in-depth knowledge of the operational aspects of hospitality businesses. This is an attractive concentration for budding general managers, as the concentration includes aspects of finance, sales and marketing, human resource management and revenue management. Hotel operations roles are available in a wide range of departments: front desk, catering, events, housekeeping and human resources. Professionals in operations oversee the daily activities of their teams, and aim to ensure guest satisfaction.
Examples of job titles:
- Front desk manager
- Housekeeping manager
- Human resource manager
- Event coordinator
- Director of food and beverage
- Director of operations
- Assistant general manager
- General manager
Revenue Management
The revenue management concentration provides students with in-depth knowledge of strategies and processes that optimize and maximize the business’s revenues. On the basis of daily, weekly and monthly reports, revenue managers make predictions of demand, and make pricing decisions. In other words, they may raise prices in times of high demand, and may offer promotions when demand is slow. They analyze the competition and produce performance reviews at the end of each reporting period. Revenue managers also oversee partnerships with distribution channels such as online travel agencies (such as Expedia and Priceline).
Examples of job titles:
- Revenue analyst
- Revenue manager
- Director of rooms
- Director of revenue management
- Area director of revenue optimization
Destination Marketing Organizations (DMOs)
DMO’s are organizations that oversee the development and promotion of destinations. They bring together stakeholders in the destination (lodging operators, restaurants, visitor attractions, retail businesses etc.) to jointly develop a destination branding and marketing strategy. DMO professionals tend to work either in or closely with the public sector. They develop communication strategies, sustainable development plans and PR initiatives. They may represent the destination at trade shows, and host familiarization trips for tour operators, travel agents and journalists. They may also provide support for large and mega events taking place in the destination.
Examples of job titles:
- Market development associate
- Research analyst
- Sales manager / director
- Director of membership services/development
- Director of PR
- Director of destination services
- Director of community relations
(Online) travel agents
Travel agents sell transportation, lodging, and admission to entertainment activities to individuals and groups. They offer advice on destinations, plan trip itineraries, and make travel arrangements for clients. Online travel agents, such as Priceline and Expedia, allow customers to select, compare, package and book travel options themselves, whereas independent travel agents may offer a telephone or face-to-face service. Some travel agents specifically target business travelers (e.g. American Express).
Examples of job titles:
- Travel agent
- Destination associate
- Corporate travel consultant
- Account manager
- Web marketing manager
- Director of industry relations
- Director of data analysis and reporting
Tour operators
Tour operators create vacation packages by combining various services and resources across carriers such as airline tickets, accommodation, rentals and sightseeing tours. Some products are very structured (e.g. organized group tours) whereas others only include chartered air transportation, hotel accommodation and airport transfers. Many tour operators are specialized in certain geographical areas or target markets (e.g. adventure travel). They sell their products directly to the consumer, or via travel agents.
Examples of job titles:
- Client services coordinator
- Expedition specialist
- Sales coordinator
- Digital content manager
- Director of marketing analytics
- Director of supply chain
Airlines and cruise lines
Airlines and cruise lines are key players in the travel sphere, and offer a wealth of career opportunities in their sales offices or headquarters.
Examples of job titles:
- Sales planning analyst
- Account manager
- Social media specialist
- Manager search engine marketing
- Director of strategic initiatives
- Director of operations
Marketing and PR firms
Many destinations work with external marketing and PR firms to develop promotional campaigns to assist in the positioning of their brand. Often these agencies combine dynamic digital strategies with traditional media relations approaches, events and promotions. Some firms will also perform sales functions, and will represent destination on sales missions and at trade shows.
Examples of job titles:
- Sales and marketing associate
- Public relations coordinator
- Coordinator of influencer relations
- Regional sales manager
- Director of business development
- Director of media relations
Visitor attractions
Visitor attractions are possibly the most important element of the tourism system because they draw tourists to a destination. Natural attractions include beaches, forests, woodland, mountains and lakes, and although may not provide any built services or charge admission, still need to be managed and to employ staff to maintain the site. Built attractions include historic properties, museums and galleries, farms, gardens, parks, workplaces, leisure parks, and wildlife attractions.
Examples of job titles:
- Marketing coordinator
- Special events and retail manager
- Customer insights and analytics manager
- Guest experience manager
- Commercial director
- Executive director