Certificate in Hospitality and Tourism Management
Please note deadline for registrations is April 7, 2020
The hospitality and tourism industry is critical to the world, national, state, and regional economy. Between 2016 and 2026,the World Travel & Tourism Council predicts that Travel & Tourism will outperform the global economy, growing by an expected 4% on average annually over the next ten years. Florida Atlantic University’s Hospitality and Tourism Management Certificate Program provides participants with the essential skills and knowledge necessary for career development in this exciting field.
- Format: Online
- Dates: April 9 - April 23, 2020; Program completion required by April 30, 2020
- Time: Sessions will be recorded so users may view any time
- Hours: 15 Hours, 1.5 CEUs
- Sessions: 5
- Fee: FREE
- Location: Online
The Law & You as a Hospitality Associate
The legal portion addresses the following:
In this session we discuss issues of employment discrimination; appropriate and inappropriate questions to ask at interviews and in hiring; rights and obligations with regard to guest property left or abandoned in room or common areas; legal issues related to guaranteed reservations of guests; issues related to guest reservations made through Online Travel Agents (OTA's) that might not be forwarded to hotel; full disclosure of all fees both in advertisements and website; actual case studies are used throughout the program and audience participation is encouraged. The issue of hotel taxes and OTA's will also be briefly discussed including the current status of litigation on that issue in Florida and other jurisdictions. And, in general a presentation of how day-to-day supervisors and managers should consider the legal ramifications in all they do without having a law degree in hand.
Competencies for Hospitality Success/Career Preparation
This section provides an overview of the key competency areas deemed appropriate for success in the hospitality and tourism industry. Specific attention will be given to core competencies that lead to success. Covered also will be steps to take for job re-entry or new job preparation during this time of crisis. The session will conclude with a summary of knowledge resources for hospitality management professionals and strategic tips for career success. Professional organizations in the hospitality industry will be highlighted so that attendees may begin to network and refresh or re-start their careers.
Basics of Hospitality Marketing and Revenue Management
The main topics in this section will survey marketing practices and revenue management highlights that are unique to the hospitality industry, primarily hotels, and useful for supervisors to be familiar with. These topics include:
Marketing: In the Hospitality Industry; Understanding the role and importance of Marketing in Hospitality Businesses – hotel focus.
Economics: Micro and Macro; Identify Economic challenges and issues faced by hospitality marketers.
Service: Is the Customer Always Right; Develop a service perspective of hospitality marketing and how to identify service inspired team members; instead of pure guest service covered elsewhere, this is more of a “matching your market segments to the product your portray” and making the experience authentic.
Revenue Management: Pick Your “BAR” Wisely; Identify pricing strategies and apply the elements of pricing to your particular hotel or resort and why supervisors should be prepared to management differently based upon different BARs throughout the year.
E-Commerce: Key Words to Social Media. How the hospitality industry is using the Internet
to maintain a leadership position.
Hospitality Industry Finance Fundamentals
This session aims to introduce participants to fundamentals of financial statements, financial analysis and performance measurement in hospitality organizations. The session begins with a brief introduction to components of the income statement. Participants are introduced to various sources of revenues, types of expenses, and profit levels. Key financial measures such as RevPAR, occupancy rate, ADR, labor cost percentage, and food cost percentage are discussed in detail. In addition, attendees learn the fundamentals of operations forecasting and budgeting. Actual budgets of local hotels are used to reinforce learning among students. Hotel budgets are utilized as they are the most readily available and can translate to any other hospitality business in terms of their format.
The second part of this session offers a holistic perspective of performance analysis by describing the causal relationship between employee retention, customer satisfaction and profitability. In addition, this session incorporates a tool – the Balanced Score Card (BSC) - that considers not only financial, but also non-financial performance measures for today’s hospitality supervisors, managers, and leaders. The BSC helps participants discover how employee satisfaction drives guest satisfaction which, in turn, improves financial performance. The culmination point of this session takes place when students develop a BSC and discuss a key measure that they use in their present position.
Excellence in Service - It's ALL About our Guests
This section is, quite simply, three hours dedicated to everything we do through the eyes of the guest. The participants are removed from all their pre-existing thinking, prejudices, and guest incidents in memory and are refreshed with seeing and thinking through the eyes of the guest.
Data is shared throughout the session on what “makes” for great service versus mediocre service. Further, attendees are shared information on how to improve their own measurement of guest service within their organizations. The process of continually monitoring and improving the provision of guest service is reinforced. The mantra that guest perception is reality is enhanced through post-session readings and resources provided to the attendee.
Instructional Method and Format
Instructors are experienced Hospitality professionals, consultants and researchers
Convenient online, instructor-led program