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
11/3/2016 2 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.
11/3/2016 3 University of New Haven
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
11/3/2016 4 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
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
11/3/2016 5 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
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.
11/3/2016 6 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Professional Organizations and Partnerships
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 7 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Understanding Advocacy
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 8 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Connecticut:
• Connecticut Lodging Association
Understanding Advocacy
11/3/2016 9 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Understanding Advocacy
Connecticut:
• Connecticut Lodging Association
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
11/3/2016 10 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Recent Changes in the Industry
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 11 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Short Term Online Rental Market
Connecticut:
• Connecticut Lodging Association
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
11/3/2016 12 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Data and Industry Research
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 13 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Reputation Management
Connecticut:
• Connecticut Lodging Association
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
11/3/2016 14 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Hospitality & Tourism Workforce
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 15 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Continuing Education and Certifications
Connecticut:
• Connecticut Lodging Association
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.
11/3/2016 16 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Continuing Education and Certifications
Connecticut:
• Connecticut Lodging Association
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
11/3/2016 17 University of New Haven
Introduction to Hospitality and
Tourism Management
Ginny Kozlowski, Executive Director
Visit New Haven
Connecticut Lodging Association
Importance of Internships
Connecticut:
• Connecticut Lodging Association
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
Connecticut Lodging Association
11/3/2016 18 University of New Haven