Career opportunities in the hospitality industry

WHY HOSPITALITY MATTERS

Foreword

Prof. Dr. Nicola ZechHead of Department of Tourism & Hospitality - IUBH International University

Whether it‘s in the hotel industry, in the restaurant industry, on cruise ships or in amusement parks: leadership and organisation are crucial to a company’s success. Hospitality managers have to look at their offerings with the eyes of a customer in line with the market, but they also have to ensure optimal implementation from an organisational and business point of view. To put it succinctly: Specialists are in high demand because excellence is in demand. It is usually not enough today to just be a good host in order to achieve such excellence. The demands on leaders in hospitality management have increased significantly in recent decades. Extensive

business administration and foreign language skills are

just as important as, for example, a forward-looking approach to sustainability concepts.

The high demand for qualified specialists and

executives in the hospitality industry offers excellent prospects in an exciting environment after graduation. Project work, presentations and case studies during the programme provide solid preparation for the everyday demands of management. The hospitality industry – one of the most important economic sectors in the world – offers a wide range of career opportunities in a highly dynamic occupational field. Numerous examples of our alumni show how a hospitality management degree can positively influence a rapid rise on the career ladder.

Our goal as lecturers and professors at the IUBH International University is to pass on theoretical knowledge as well as our own authentic experience in the relevant occupational fields to all students in all hospitality management degree programmes. We really hope we can infect students with the “hospitality virus”!

Double Degree Hospitality Management

STEFFEN FOX

The best of my job: There is no everyday life“

Personal dataName: Steffen Fox

You are a member of the management team at the 25hours Hotels company. How did you rise to your current position?Six years ago when I joined 25hours, my task was to build up the finance department. I immediately felt comfortable in my team of direct colleagues, the general managers and shareholders. As the company expanded, so did my tasks as well as my overall business responsibilities. Expanding management, which until last year was still in the sole hands of our CEO Christoph Hoffmann, was the next logical step for all of us due to our strong growth. I was, of course, very pleased about the offer to be part of the management team.

What does your workday look like?That is the beauty of my job: there is no everyday routine. Every day brings new challenges and, of course, is strongly influenced by new hotel projects and upcoming openings. Even in our existing operations, there are new challenges and questions to face every day.

How did your studies at IUBH prepare you for your successful career?Unlike many colleagues, after Abitur I did not do a training programme in the hotel industry. Studying at IUBH helped me to become familiar with this very specific sector and to learn it from scratch.

It also helped me overcome my reluctance to move around – I did a practical semester in Bordeaux and a study year abroad in Helsinki – and trained me in the English language. In addition, I was able to establish valuable contacts during my studies that helped me, among other things, get started at 25hours.

What career planning tips would you give to potential students and current students?Take initiative, follow your interests, be patient and pick out companies, co-workers and supervisors from whom you can constantly learn new things. It also helped me a lot that I did my master’s degree after three years of work experience.

What motivated you to pursue your bachelor’s degree in hospitality management at IUBH?After finishing my Abitur, I considered the idea of doing a professional training programme in the hotel trade but then decided to do something supposedly more serious and went to law school. However, I ended that after 4 semesters. Since I wanted to gain practical experience, IUBH, and especially the double degree in hospitality management, was the

best option for me to start in the hotel industry.

What job entry opportunities are available at 25hours?The opportunities are almost unlimited – both at the head office in Hamburg and directly in the hotels. For more information check out: https://www.25hours-hotels.com/company/human-resources/jobs

Short description of 25hours Hotels:25hours is a recent hotel idea that, following the example of the traditional hotel industry, looks for contemporary answers to the demands of an urban, cosmopolitan target group. True to the motto “you know one, you know none” (“Kennst du eins, kennst du keins”) each hotel is a celebration of individuality that embraces its unique location and history. Although still focused on German-speaking countries, with new hotel projects in, for example Dubai, Florence and Paris, 25hours is slowly conquering the rest of the world.

An interview with IUBH alumnus Steffen Fox about career opportunities at 25hours Hotels and his promotion to management

Education • 2006 - 2011: Double Degree

Hospitality Managament at IUBH in Bad Honnef

• including year abroad in Helsinki • later MBA in controlling at the

University of Regensburg

From: Pirmasens

Current function • Management

Current function • as of 2014: General Manager von 25hours Hotel

Personal dataName: Michael Todt

How did you become General Manager of 25hours Hotel Das Tour?I’ve long been in contact with many people who work for 25hours and have always wanted to work at what I think is a very unconventional hotel company in Central Europe. I gained strong experience in the Düsseldorf hotel market through my previous stations, so the path was clear for me for the opening of 25hours Das Tour. The feeling and timing have been great on both sides.

What are your duties?As a general manager, I’m a bit of a jack of all trades – which is certainly one of the reasons I took this career path. On the one hand, you’re in daily contact with guests during daily operations so you don‘t easy lose contact with your base. On the other hand, at 25hours you also have the opportunity to help shape the entire guest experience in the hotel right from the start. So my job involves strategic tasks that need to be prepared for the long-term, but also daily challenges that need to be solved. It’s the mix that makes it a lot of fun.

What’s special about your job?It’s just fun to build and develop such a complex and economically important structure. Hotels are also more about people than other companies. The many exciting stories, especially at 25hours, a crisis that you had to get through together, and especially the many positive moments with my staff and guests – all of this makes my job a true calling.

Why did you do your Bachelor in Hospitality Management at the IUBH, and have your studies been useful for your current job? My research, the positive experiences of friends who had already studied at the IUBH and a visit to the well-organised Open Campus Day convinced me. And I don’t regret my choice: There‘s not only a healthy practical part to the degree programme, which is colourfully structured with gala dinners, wine seminars and side jobs that are provided through the IUBH. You also get the business management tools you need. The IUBH has prepared me well. That’s why I would do it again.

What tips do you want to give prospective students for career planning?I recommend you focus on your studies in an appropriate way because it is an investment in your own future. It’s also very important to build a strong network during your time at the IUBH: Just recently, for example, I organised a big French festival as part of our hotel opening with an event agency. The contact there went to the IUBH at the same time as I did, which made things a bit easier. That’s because shared experiences help as a door opener when you meet alumni again as business partners or colleagues.

IUBH alumnus Michael Todt talks about the varied daily life at 25hours, networking and his studies at the IUBH.

Education • 2006 - 2010: B. A. International

Hospitality Management at IUBH in Bad Honnef

From: Munich

B. A. International Hospitality Management

MICHAEL TODT

My job is my calling”

Double Bachelor Int. Hospitality Management

MARISSA FRIEDRICH

Online portals have a young sprit similar to my own”

Current function • as of 2019: Director of Distribution Germany & Poland, Scandic Hotels

Personal dataName: Marissa Friedrich

How did you end up at Scandic Hotels and what are your current responsibilities?My path to Scandic was indirect. Since Scandic Hotels is often mentioned as an example of a sustainable hotel operator, I already knew about the company while I was studying. However, I admittedly did not have them in mind as a potential employer for quite a while. That changed the day my boyfriend at the time was approached by a head hunter for a position at Scandic. However, he was very happy at his job, so I got in touch with Scandic instead. The first interview was instantly persuasive.

Why did you switch to online distribution?In my previous position as Revenue Manager at Mandala Hotel, it was my job to control sales and earnings in order to increase the revenue from reservation inquiries, and optimise room sales and profit. At the time, I was very interested in online portals, because due to segmentation most of the hotel’s revenue is generated by one-to one private business, i.e. single travellers. I enjoyed working with partners like Booking.com and Expedia because they have a young spirit similar to my own. At this point, I already enjoyed developing joint strategies together, trying out new things and evaluating the results. However, since revenue management mainly involves analyses and pricing, I had very little contact with other

departments and colleagues. I am a very communicative person and that is why online distribution is a perfect mixture of the analytical aspects of revenue management, sales work with partners and creative teamwork with colleagues from marketing.

How can you apply what you learned at IUBH to your work?During my studies, I gained basic knowledge about the key characteristics of the hotel business, market analyses, and revenue management tools and also learned to work independently on projects, develop excel reports and make presentations. I now use all of this every day in my work. As department manager, I am also involved in the profitability of my department and the hotels. What I learned in the accounting courses is a tremendous help here.

What is it about your current job that makes it special for you?That my area of work is so current, future oriented and varied. I look for new challenges every day. The decision-making channels at Scandic are quick – so every employee can get involved and try things out. Thanks to the company’s Scandinavian values, I am also allowed to work flexitime and mobile. This helps enormously to promote the creativity and productivity of the individual and you can still have a private life despite having a demanding and responsible job.

Why did you decide to do your B.A. in Hospitality Management at IUBH?The international emphasis of the programme and its strong focus on business administration subjects. I found it important to have a solid background in all areas of business administration in order to broaden future professional opportunities. The semester abroad and the international orientation were also important criteria for me because I wanted to expand my horizons.

What recommendations would you give to prospective students who want to pursue a career in the hospitality industry?The hotel industry has an extremely large number of opportunities and departments you can enter, which can be overwhelming. It is also important to keep in mind that switching between departments after starting your career can mean a financial setback. It is therefore advisable to acquire as much practical experience as possible while studying so that after graduation you already have an idea of which direction you would like to pursue.

IUBH alumna Marissa Friedrich talks about her work in online distribution and gives tipsfor entering the profession

Education • 2010 - 2014: Double Bachelor

International Management at IUBH in Bad Honnef

• including semester abroad at

Northern Arizona University in Flagstaff, Arizona (USA)

From: Kassel

Current function • as of 2018: Head of Operations, German Speaking Markets, Guestline

Personal dataName: Eva-Maria Bleifuß

You studied international hospitality. Yet now you are not working in a classic hotel or travel company. What do you do?I now work in the field of travel technology at Guestline. Guestline is a provider of cloud based hospitality software solutions for property management, sales and digital marketing. This means that we provide hotels worldwide with the right technology to, for example, generate and manage bookings. As Head of Operations at the newly established subsidiary in Munich, I am responsible for building up the operative business in Germany, Austria and Switzerland. Professionally, I have thus switched to the supplier side of the hotel business.

What gave you the idea to switch to the technical service provider sector?After studying and doing an internship in the hotel business, I received a job offer from the Düsseldorf-based consulting company h2c, which specialises in e-commerce and distribution projects. This turned out to be a great chance to learn about processes at different hotel groups and I was quickly able to identify best practices. The technology sector and continuous innovations fascinated me the most. Different jobs followed at the online reputation specialist TrustYou

and at the travel technology provider Sabre before I joined Guestline.

What are your tasks?I am primarily responsible for ensuring successful implementation and use of the software we provide or rather sell to hotels. This also involves project and change management, especially when we replace an existing installation in hotels. We make sure that the system meets the needs of the hotel and that employees are trained to use it. I am also responsible for our customer support, which is available to assist hotels with questions that arise after successful installation of the system.

How does your IUBH education help you in your current job?I remember variety and a heavy workload of project activities, which required one to be well organised and able to work in a structured manner. This corresponds to the daily routine of this industry and is a prerequisite for all graduates. In addition, through the process of having to give many presentations during the study programme, I learned how to structure them methodically and present them better to clients and management. Another advantage is that all courses are taught in English. My language skills help enormously with my international activities.

Why did you choose to do you bachelor’s degree in hospitality management at IUBH?In advance, I looked at what various universities offered in this field. I liked the personal support and familiar atmosphere at IUBH best.

What career planning tips would you like to give to prospective or current students?It does not matter if you graduate without not knowing exactly which area you want to go into. Try to find out what inspires you. Be curious and have the courage to try new things. That is how I, for example, ended up in the technology sector.

IUBH alumna Eva-Maria Bleifuß talks about her career in the travel technology sector.

Education • 2007-2011: B. A. International

Hospitality Management at IUBH in Bad Honnef

From: Buchen im Odenwald

B. A. Int. Hospitality Management

EVA-MARIA BLEIFUß

Courage and curiosity led her to the technology sector“

M. A. International Management

JENNIFER BÖCKMANN

The cruise industry is in dire need of good person-nel”

Current function • as of 2016: Corporate Cruise Manager bei A-ROSA

Personal dataName: Jennifer Böckmann

What is special about the cruise industry?Compared to the hotel industry the cruise industry involves exciting challenges and a rich day-to-day variety. Basically, a cruise ship is a floating hotel. But there is also the issue of logistics, which doesn’t really leave room for establishing a proper daily routine. We are dependent on many external factors, such as the weather: a hot summer leads to low water levels on the rivers, so we have to change our travel routes. Lots of rain quickly leads to flooding. In the area of human resources, there are also special conditions: our crews travel with the guests around the clock, 10 months of the year. You can only really switch off from work while on holiday. There is no regular time off at home after work – instead time off in Amsterdam, Paris, Vienna or Budapest.

What is the difference between ocean cruises and river cruises?External factors such as water levels and locks affect river cruises more than ocean cruises and are therefore more challenging. Conversely, due to their size, river ships are much more personal. You can establish a completely different connection to 200 guests on the river than to 2,000 guests on the high seas.

How did you manage to become Corporate Cruise Manager at A-ROSA?First, it was important for me to get to know everything on board from

the bottom up. You shouldn’t only concentrate on your small area, but always be interested in the overall picture. On board, the crew is like a family working together to reach the same goal – to make the guest happy. Teamwork across all departments is very important. If you always keep that in mind, you can go far quickly.

What does your workday look like?First, you have to distinguish between whether I am on board a ship or in my home office. In my home office, the focus in on the excursions we offer in every destination. I organise and coordinates these from home. I am also responsible for recruitment management and planning my team’s work schedule. During my visits on board, I mainly do quality control. If a new member of my team is on board, I stay on board for the entire trip to familiarise him or her with the tasks of the job.

You completed your B.A. in international hospitality management at IUBH. What made you decide to do your master’s at IUBH after three years of working?I already knew I wanted to do a master’s degree at some point. But first, I wanted to get some work experience after my bachelor’s. After almost three years on board, there were no more opportunities for advancement for me. That is why I decided it was time to do a master’s degree.

What benefits do you have in your professional life from what you learned at IUBH?Above all, it is the soft skills that you subconsciously learn while studying. You also develop organisational talent. In addition, it was a real advantage at IUBH that the university and its environment were so international. I now work with people from 22 countries. Topics covered in the one or the other courses taught at IUBH come up in my professional work repeatedly.

The cruise industry is booming. What is your assessment of job entry opportunities for hospitality graduates?The cruise industry is in dire need of good personnel. If you are flexible, don’t shy away from long working hours and want to get to great destinations alongside your work, this is the right place for you. The industry also offers amazingly rapid promotion opportunities. Although you have to start on a ship at the entry level, with ambition and ability, you can advance very quickly. There are good entry opportunities, especially in the areas of service, front office and guest relations. In recent years, I have hired a number of IUBH graduates.

In an interview, IUBH alumna Jennifer Böckmann talks about facets of the cruise industry, her own career path and future prospects for well-educated young professionals

Education • 2007 - 2010: B. A. International

Hospitality Management at IUBH in Bad Honnef

• including internship semester at

the Robinson Club Playa Granada in Andalusia

• 2013 - 2015: M. A. International Management at IUBH in Bad Honnef

From: Hamburg

Current function • as of 2017: Expedia Group, Berlin, Associate Market Manager

Personal dataName: Julian Grutkamp

What made you decide to do your B. A. in hospitality management at IUBH?It was clear to me that I wanted to start out in the working world with practical, well-founded knowledge. I have a strong sense of connection to the service culture and like interacting with people. When faced with the choice of accepting an apprenticeship, I decided to study. The prospect of having a wider range of job entry opportunities after graduation and learning in small classes were other decisive factors. The chance to get to know people from other cultural backgrounds, both in my later work and in everyday university life, was an additional criterion in my decision to study.

After graduation, you started your career working in a hotel. How did you make the transition to one of the largest US American online travel agencies?It was clear to me that I would start my career in the hotel industry in order to apply what I had learned during my studies in a manner that could be as practical as possible. When I was at the ITB in Berlin as an exhibitor with my former employer, I met the recruiters of Expedia Group for the first time and was immediately enthusiastic about their open corporate culture. The versatility and constant change of products still motivates me every day. The mixture of technology and service makes the job exciting and, above all, very diversified. So I never really left the hotel business, because I still have to deal with a variety of hotels every day.

What are your responsibilities?Currently, I am jointly responsible for the acquisition of new customers in the DACH region (Germany, Austria, and Switzerland) and thus contribute to the growth of Expedia Group. We want to be locally relevant worldwide. Our goal is to attract hotels as customers for listing on the Expedia Group’s many travel brands. After a launch, I act as an account manager and give the hotels the best possible start in sales on 200+ travel booking sites in 70+ countries. I have intensive contact with all hotel partners from contract negotiations to strategy discussions, and represent a broad portfolio of brands.

Did your studies prepare you well for these tasks?Studying at IUBH gives you the necessary basic knowledge in many areas and at the same time helps you to understand complex structures more easily. Project work and time spent abroad are great opportunities to learn what is important in every day working life. Internships helped me to combine theory and practice, which was useful when I started my career. The study programme also shaped my open-minded, communicative and friendly outlook. It is up to each student to decide which university resources he or she actually wants to use, but there is a lot on offer.

What experience from the hotel industry can you transfer to your current position?Like in a hotel, as an account manager you have to adhere to certain processes and it is always necessary to master new challenges. In the hotel industry, especially in operations, you learn many basic characteristics such as patience, diligence and perseverance. And the nice thing about it is that you are often surrounded by people who appreciate travel and draw personal value out of it.

What trends do you see in the online travel industry?The major travel platforms are becoming increasingly complex. Cooperation with large hotel chains is becoming more and more common and the typical online travel agency has become indispensable. The guest wants to book at a favourable price, but here too quality plays a major role. This applies not only to hotels, but also to sales platforms. Various factors influence where bookings are made and this leads to tremendous competition in a steadily growing market. At the same time, social media platforms, blogs and content influencer marketing are becoming increasingly important.

IUBH alumnus Julian Grutkamp talks about his work at the online travel agency Expedia, his experience in the hotel industry and trends in the online travel business

Education • 2010 - 2014: B. A. International

Hospitality Management at IUBH in Bad Honnef

• including a year abroad at

From: Mülheim an der Ruhr

Northern Arizona University in Flagstaff, Arizona (USA)

B. A. Int. Hospitality Management

JULIAN GRUTKAMP

When faced with the choice of accepting an apprenti-ceship, I decided to study”

Diploma in Business Administration (FH)

MORITZ DIETL

The most appealing thing about consulting is the constant variety“

Current function • as of 2016: Managing Partner, TREUGAST Solutions Group

Personal dataName: Moritz Dietl

After your degree, you took a traditional first step and joined a hotel company. Why did you later decide to switch to the consulting industry?The most appealing thing about consulting is the constant variety. At TREUGAST we work on approx. 150 projects per year and each project has its own special demands on the consultants and requires customised solutions. So it never gets boring and there are always new challenges.

You are now Managing Partner of TREUGAST Solutions Group. How did you get to this position?After starting my career at Hyatt, I moved abroad and worked with a company in London specialising in hotel asset management for four years. There I learned a lot that I was able to use later as a consultant at TREUGAST. The opportunity to take over TREUGAST and manage it together with my business partner came four years later.

What does your everyday work look like and what are your daily challenges?As a consultant I travel a lot, on average two to three days a week. In addition to consulting projects, my schedule includes client acquisition appointments, presentations, lectures and attending conferences. Office days are usually busy with internal project

meetings, telephone calls, e-mails, and proofreading expert analyses and consultancy reports. As Managing Director, I am also responsible for human resources. As in other industries, recruiting and promoting talent is one of the biggest challenges for a consulting firm. Through close contact with the top universities specialising in the hotel industry, we try to attract the best graduates every year. Many IUBH graduates have already started their professional careers at TREUGAST.

How is your business administration degree from IUBH useful in your current job?After completing my vocational training as a hotel specialist, I wanted to pursue a degree in business administration with a specialisation in hotel management. In addition to IUBH, I looked at other universities and hotel management schools, but IUBH impressed me the most with its mix of theory and practice. Due to their close cooperation with important companies, I found the idea of being able to make interesting contacts while studying inspiring. When the scholarship from Gerolsteiner worked out, the decision was made in favour of IUBH. With my university studies, I laid a solid foundation for my career so far. Over the years, the methodological

knowledge I learned at IUBH has paid off in my practical work.

What tips would you like to give to prospective students and current students for career planning?Even though it is much easier to change careers today than it used to be, I think it makes sense to plan your career carefully. It is also important to stick to career goals when things are not going so smoothly. Perseverance during your studies and especially afterwards is an important characteristic in building a successful career. The salary of the first jobs after graduation is not decisive, it is much more important to pick up valuable experience.

What job entry opportunities does TREUGAST offer?We offer interesting entry-level opportunities for graduates in the area of operative hotel management as well as in management consulting. Most graduates start their career with us as a Trainee or Research Analyst. The entry-level position lays the foundation for a subsequent career in consultancy or hotel management. We also offer internships as a way to gain insights and experience in the professional field of hotel management and consulting.

In an interview, IUBH alumnus Moritz Dietl talks about his work as Managing Partner of a consulting company for hotels and about career opportunities at TREUGAST.

Education • 2002 - 2006: Diploma in Business

Administration (FH) at IUBH • 2004 - 2005: B. A. (Hons) International

Hospitality Management,

University of Brighton • 1999 - 2002: Apprenticeship as

hotel specialist, Grand Hotel

From: Cologne

Current function • as of 2008: Managing Partner, Bolland Hotelmanagement GmbH & Co KG

Personal dataName: Jan Bolland

Why did you study hotel management at IUBH?I chose hotel management because I was impressed by IUBH‘s philosophy and concept. For me it was important to get a practical education that would give me the tools to not only lead our family business into the future, but also to develop additional hotel projects.

You were already involved in the family hotel business during your undergraduate studies.Yes, for organisational reasons I joined the hotel management immediately after my culinary apprenticeship. Then I looked for a degree programme that offered me the flexibility I needed to have an impact on the family business even while I was studying. Since Bad Honnef is also geographically not far from Rhineland-Palatinate, I was able to study and at the same time be involved in my parents‘ business.

You have been managing BollAnts, a 4-star hotel with 230 beds and 150 employees, for 15 years now. What are your favourite tasks as Managing Partner?I especially enjoy the great variety that our profession entails. After more than 15 years of managerial responsibilities at BollAnts, this year I will be concentrating entirely on the development of new hotel concepts and on existing hotel operations. This year, for example, we

are opening a boutique chalet village in Hunsrück with an investment volume of almost 2 million euros and are preparing to start construction of our hotel in Bingen.

What did you learn during your studies at IUBH that has proved useful in your current job?On the one hand, the hotel management programme at IUBH is a European leader in its field. Its focus on internationality, teamwork and the English language is extremely important today. And the IUBH network has expanded immensely. I can say that without the IUBH network my career would certainly not have been so dynamic. I owe a lot to IUBH.

You are currently working on the expansion of Papa Rhein in Bingen. What are your plans?With the urban chic of the Papa Rhein Hotel, the Bingen harbour park will become very trendy. Bingen is considered the gateway to the Middle Rhine Valley - one of the most beautiful tourist destinations in Germany and also one of the most well-known abroad. The hotel follows the inspirations of the design hotel industry in European metropolises, yet remains affordable. It will be something between 3 and 4 stars. Papa Rhein is a big playground for the hotel designer‘s heart...

You handle so many projects - what drives you?At BollAnts, we and our team have shown that we are capable of delivering high-quality hotels and restaurants: The hotel is regarded as one of the best 20 wellness hotels in Germany with a Michelin star and 17 Gault Millau points. The efficiency of the BollAnts is also extraordinary. This has made us attractive for investors. In Papa Rhein, we were able to sell almost 50 percent of the shares to partners at a very good price before the hotel was even built. This success motivates us to look for further locations where we can implement our concepts.

What tips can you offer students?At an early stage, I placed great importance on setting the direction of our family business and initiating the generational transition emotionally, economically and legally. It is always important to keep an eye on the big picture and to have visions you are working towards - no matter if you are facing economic crises, a shortage of skilled workers or trendsetting. We do our administrative work in Bad Sobernheim with a young team of former and future IUBH students. They are on first name terms with each other, have a lot of fun and come to work in the morning with a drive to get things moving. That is very refreshing. Anyone who is interested in something like this is welcome to apply, for example for an internship to gain first hand impressions. www.paparheinhotel.de

IUBH alumnus Jan Bolland talks about joining the family business and studying at IUBH

Education • 2003 - 2012: Diploma in Hotel

Management at IUBH • 2004 - 2005: B. A. (Hons)

International Hospitality Management, University of Brighton

• 2000 - 2002: Apprenticeship as cook

From: Rosenheim

Diploma in Hotel Management

JAN BOLLAND

I owe a lot to IUBH“

Size of Tourism The above quote from the editors of The Travel & Tourism Competitiveness Report 2017 published by the World Economic Forum (WEF) depicts a realistic picture of the role taken by the hospitality and tourism industry. The tourism industry is a powerhouse of growth regularly outperforming the global economy. It contributed US$7.6 trillion to the global economy (10.4% of global GDP) and generated 313 million jobs (roughly 1 in 10 jobs on the planet) in 2017 (WTTC, 2018). The United Nations World Tourism Organization reports that the tourism industry plays a major role not only in economic growth of destinations and creation of employment but is equally a driver for peace and security, cultural preservation and environmental protection. In fact, the tourism

industry was recognized by the global community as a major player in tackling many of the sustainable development challenges listed under the 2030 Agenda for Sustainable Development and the 17 Sustainable Development Goals (SDGs) when the United Nations General Assembly declared 2017 as the International Year of Sustainable Tourism for Development.

Tourism and the Scope of Hospitality Industry Given its sheer size, it is worthwhile to classify the various sectors or industry groups within the ‘tourism industry’. For sake of understanding and completeness, professors at the IUBH International University of Applied Sciences Bad Honnef have created an industry typology as presented in Figure 1. Hospitality Industry Explained. While the hospitality industry comprises a variety of business organisations whose core product is the provision of food, beverage or accommodation services within a business host-guest relationship (or provider-user relationship), it is important to point out that the breadth and depth of the industry includes the Hospitality-Provider Organisations, the Hospitality-Bundler Organisations and the Hospitality-Related Organisations.

Size and Impact of the Hotel IndustryThe International Hotel & Restaurant Association (IH&RA) calculates that more than 10 million restaurants and 500,000 hotels are found globally providing employment for more than 100 million (IH&RA, 2018). Some Online Travel Agent (OTA) companies have a listing of more than 2,000,000 hotels on the booking website, accounting for over 28 million rooms. The global demand for travel combined with the relatively easy access to money has fuelled the growth. In the past 5 years, the global hotel industry has grown by 2.3% to reach revenues of over €1.28 trillion in 2018 (IBISWorld,

2018; Statista, 2018). Looking toward the near future, revenue is forecasted to grow at a rate of 6.4% and reach €1.75 trillion by 2023 (Statista, 2018). Looking towards the long term, the UNWTO

“Why Hospitality Matters“ - The Hospitality Industry Now and in 2050

Guest Post

PROF. WILLY LEGRAND

“The travel & tourism industry continues to make a real difference to the lives of millions of people by driving growth, creating jobs, reducing poverty and fostering development and tolerance“

(Crotti & Misrahi, 2017, 3)

1.4 Bninternational tourist arrivals (in 2017)

+6% (in 2018)

Source: UNWTO World Tourism Barometer, United World Tourism Organization, Madrid.

12,800 new hotels in the pipeline

16 new hotels opening daily

Source: HotelManagement (Sep-tember 24, 2018). These two coun-tries have 61% of the world‘s hotel pipeline. Available online.

predicts 1.8 billion international tourist arrivals by 2030 (UNWTO, 2017).

Investments in the hotel industry are high as an attempt to meet the demand but also secure money in real estate projects. The global hotel construction pipeline (hotels currently being built, or in the planning or pre-planning stages) is currently peaking at over 12,800 hotels (HotelManagement, 2018). Of those 12,800 hotels in the pipeline, almost 6,000 are being constructed currently as of September 2018 (HotelManagement, 2018). The steady growth of the number of hotels is associated with an explosion of sub-brands, usually under a larger known chain hotel brand. Marriott Hotels & Resorts now has 29 different brands (e.g. Ritz-Carlton, W Hotels, Moxy) followed by Accor with 25 (e.g. Mercure, Ibis, 25Hours, Mövenpick, Fairmont) and Hilton with 15 (e.g. Conrad, Hampton, Doubletree, Tru) (HotelManagement, 2018).

Growth of Hotel Sector = Growth of Associated SectorsIf we refer to Figure „Hospitality Industry Explained“, it is important to mention that a steady growth of the travel and tourism industry as well as the hotel sector equates to an increased demand for associated sectors - from real estate developers, to suppliers, from technology providers to online distribution platforms, from consultants to marketing companies, the opportunities for employment within the industry are duplicated.

Employment Opportunities and Challenges

EmploymentThe current geopolitical and economic landscape surrounding travel and tourism provides those with the desire to join the industry with a multitude of opportunities. Despite the ups and

downs in the economy, the desire to travel is so anchored in societies that there appears to be a certain level of immunity for those heading the tourism sector. It is not to say that the industry is without challenges, however, globally the tourism and hospitality industries are generally and desperately (in some destinations) in need for workers and managers. This is being experienced within the IUBH’s own hospitality Management study programme whereby 90 % of graduates have found challenging work, nationally or internationally, upon graduation or within the first 6-months

„Hospitality Industry Explained“

90%of our IUBH hospitality ma-nagement graduates found exciting work within the first 6-months.

Hospitality-Related Organisation

Hospitality-Bundler Organisation

Hospitality-Provider Organisation

(businesses offering goods/services to hospitality provider organisationsbut not providing themselves hospitality services)

(simultaneously operating hospitality and at least one other industry)

(solely operating within the hospitality industry)

Conference/Trade Fair

Centers

© 2018 Prof. Dr. Willy Legrand & Prof. Dr. Peter Goffe. All rights reserved.

FoodservicesRestaurantsCaterersContract foodservices

Hotels, ResortsApartments, B&BsSenior homesCorporate housing

Beverage ServicesBarsNightclubsTea RoomsCoffee Shops

Assisted Living/HealthcareHospitality

AmusementParks Cruise Lines Passenger

Airlines/Trains

Real EstateDevelopers

Intermediaries

Suppliers

Hotel Consortia Car Rentals

HospitalityConsultants

ServiceConsultants

Technology Specialists

following graduation in all fields of hospitality (see Figure: The Hospitality Industry Explained)

ResponsibilitiesDue to the fast-paced growth and relative high employee turnover rate (anywhere between 25% and 75%, depending on the type of position and the geographical destination), young graduates have quick access to positions with responsibility, which often is an attractive factor. It is not uncommon to find Heads of Department with responsibility over a large staff to be under 30 years of age. With the sub-brands development boom, General Managers are also greatly needed with such positions filled by young, experienced hospitality management graduates.

Remuneration & AdvantagesWhile the remuneration for entry positions within the hotel sector may not be as attractive as in other industries, the possibility for career development as mentioned above often trumps other industries in the long run. Additionally, a degree in Hospitality Management is a passport opening doors to a global industry. Those wishing to discover the world while working, gathering useful managerial and inter-cultural experiences will be rewarded with offers along their career path. A sound understanding of the hotel industry is also a passport to businesses located in the Hospitality-Related Organisation quadrant (see Figure 1: The Hospitality Industry Explained). Careers can develop further in developing and building hotels, or advising the proper online distribution strategy, optimizing revenue levels looking at demand or helping to manage reputation. A last aspect which weighs on the equation of ‘remuneration & advantages’ is what is referred to as ‘psychic reward’ (or psychic income). Rewards such as the prestige felt by working for a well-known and reputable, luxurious hotel brand or the feeling of uniqueness in working in faraway but desired destination, or the opportunity to travel of world, meet new

people, try the gastronomy and being paid for it, or the feeling of belonging to a ‘hotel family’ at an individual independent hotel property have all been mentioned in the past as weighing on the scale of intangible ‘rewards’.

Industry TransferDespite the rewards, some will choose to transfer out of the hospitality industry. And while this results in a real challenge for the hospitality industry itself, it is a fact that Hospitality Management graduates are headhunted and courted by businesses that are operating in completely different sectors. From banking to insurance companies, car manufacturers to technology providers. One of the key features those companies are looking for: employees that understand consumers. Those are often found in graduates from Hospitality Management universities.

Towards 2050Hospitality Managers and Hospitality Management graduates have the opportunity (and obligation) to make a difference in the hospitality industry of tomorrow. The hospitality industry is at a crossroads in terms of sustainability management. Considering the current and future growth (at the continuing pace, more than 80,000 hotels will join the current supply by 2050) and for the hotel industry to keep the pace set in global commitment such as the Paris Agreement on Climate Change, the industry will need to reduce its greenhouse gas emissions per room per year by 90% by 2050 (ITP, 2017). Additionally, while the industry has made some advances recently in terms of single-plastic usage within the operations, further mitigation of solid waste, including food waste must be put in place, thus aligning industry goals to the United Nations Sustainable Development Goals. Finally, the industry has an obligation towards employees and

communities in developing equitable conditions, providing employment and minimizing economic leakages to ensure a sustainable infrastructure development of destinations. Decisions made today will impact those who take the industry reigns tomorrow.

And this is perhaps the most important aspect of choosing a career within the hospitality industry: the potential to make a difference is real - locally, regionally, nationally and globally.

Up for the challenge?

Prof. Dr. Willy LegrandHospitality - IUBH University of Applied Sciences

ReferencesCrotti, R., and Misrahi, T. (2017). The Travel & Tourism Competitiveness Report 2017, World Economic Forum (WEF), Geneva.EC (2010). Europe, the world‘s No 1 tourist destination – a new political framework for tourism inEurope, European Commission June 30 2010, Brussels. Retrieved from: https://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=COM:2010:0352:FIN:EN:PDF.HotelManagement (September 24, 2018). These two countries have 61% of the world‘s hotel pipeline. Retrieved from: https://www.hotelmanagement.net/own/these-two-countries-have-61-world-s-hotel-pipeline.IH&RA (2019). Frontpage. International Hotel & Restaurant Association. Retrieved from: http://www.ih-ra.org/.IBISWorld (May 2018). Global Hotels & Resorts Industry: Industry Market Research Report. IBISWorld. Retrieved from: https://www.ibisworld.com/industry-trends/glo-bal-industry-reports/hotels-restaurants/hotels-resorts.html.ITP (November 2017). Hotel Global Decarbonization Report. International Tourism Part-nership. Retrieved from: https://www.tourismpartnership.org/blog/itp-carbon-re-port-provides-hotel-sectors-goal-mitigate-climate-change/.Statista (November 2018). Hotels Global. Statista. Retrieved from https://www.statista.com/outlook/267/100/hotels/worldwide?currency=eur#market-revenue.UNWTO (2017). UNWTO Tourism Highlights, 2017 Edition, United Nations Wor-ld Tourism Organization, Madrid. Retrieved from: https://www.e-unwto.org/doi/pdf/10.18111/9789284419029.UNWTO (2018). UNWTO Tourism Highlights, 2018 Edition, United Nations World Tourism Organization, Madrid, DOI: https://doi.org/10.18111/9789284419876.WTTC (March 2018). Travel & Tourism Economic Impact 2019 World, World Travel and Tourism Council, London.

A war for talent? As pithy as this phrase may sound, it describes a dilemma companies in the tourism and hospitality industry have been facing for years. The rapid growth of holiday and business travel, both internationally and in Germany, has gone hand in hand with the constant adjustment of transport and accommodation offerings. This has given rise to new leisure attractions, cruise ships and cruise terminals, cultural institutions, congress and conference venues and much more. Travel is and will increasingly be an expression of lifestyle. New target groups are enriching the tourism market, especially in Asia. However, every second trip is still to a European destination. Germany occupies a leading position here next to Spain. Travelling is well-loved in Germany – 78% of all Germans over the age of 14 take at least one extended holiday trip each year, making Germany the world champion of travel per capita.

This is supported by huge logistics. To cover all phases of the “customer journey”, thousands of companies with approx. 2.8 million employees offer numerous services in Germany alone, in order to provide customers tailor-made offers from travel inspiration to booking options, transfers to their destination, the stay itself, and the time afterwards. This requires complex marketing and management knowledge as well as IT-understanding, foreign language competence and intercultural knowledge. Most of the work is done in teams and projects, where each employee contributes their individual strengths, often based on an academic degree in tourism or hospitality studies. Up-and-

coming talent can apply their acquired skills and expand them in a sector-specific way in companies. Numerous studies by human resource managers in the industry show that employees choose companies based on more than just salary. Many people who are starting their careers, as well as the “old hands” in the industry, appreciate the teamwork typical of the industry, widely varied activities, work-life balance, compatibility of work and family, individual opportunities for development and working with people – whether it’s in a team or with customers.

But there has been a gap between the staffing needs of companies and the young talent available in Germany for years due especially to demographic changes. The “War for Talent” in tourism represents one of the central challenges of this industry. Numerous actions by sole proprietorships and tourism and hospitality organisations are taking up this challenge and offering a variety of initiatives to counteract the shortage of junior management in this growth market.

For a long time, the German Travel Association (DRV), a spokesperson for travel agencies and travel agents, has been in favour of massively expanding the training of up-and-coming tourism students at German universities. In contrast to the needs of the industry there are is just not enough faculty to train the students. The DRV is launching a “Young Talent Programme” for these up-and-coming young people. The target group of this support programme is committed young people between the ages of 18 and 25 during or after their training or studies

in tourism. Recruitment of junior staff for the tourism industry is one of the core tasks of the DRV.

The Federal Association of the German Tourism Industry (BTW) is also working in the same direction. According to the association, the number of qualified jobs, as well as the professional requirements, in the tourism industry, has risen sharply in recent years and is likely to increase further. Demographic trends and increasing competition among service providers, tour operators, tourist resorts and locations are intensifying the move towards better education and qualifications. To ensure that this can also be actively directed by up-and-coming employees, the BTW started the Young Leaders Circle in 2015. The group is made up of young decision-makers from the tourism industry. Every company that is a direct member of the BTW or is an indirect member through another member has the opportunity to send representatives to the group and to contribute their ideas for the future of tourism in the BTW’s work.

The Travel Industry Club (TIC) has also been involved in this area for many years. The TIC started the “Young Travel Industry Club” (Young TIC) with regional sub-groups throughout Germany especially for the early promotion of young talent and the creation of networking platforms during their studies. The Young TIC specifically promotes young talent and offers them the opportunity to network with decision-makers in the industry. This makes it a valuable networking platform for interested students and career starters.

Tourism and Hospitality Industry in a “War for Talent”

Guest Post

PROF. HELMUT WACHOWIAK

The rapidly growing importance of the online travel industry offers further future-oriented career prospects alongside the traditional tourism and hospitality industry. For example, the Internet Travel Marketing Association (VIR) is involved in a wide range of initiatives here. They actively support students during their studies (e.g. internships, bachelor theses, company tours, guest lectures and much more) in addition to providing targeted funding for start-ups. Under the motto Search4Talent VIR has set itself the task of bringing together and networking tourism students with the digital travel industry. This should enable students to launch their careers with top employers in tourism and also offer young professionals the opportunity to bring their new ideas to the company. By working together with universities, both students and the industry benefit.

In addition to these initiatives, there are numerous other initiatives to promote young talent, such as junior awards from the Hotel Directors Association, the International Tourism Exchange (ITB) and high-profile professional competitions of the German Hotel and Restaurant Association (DEHOGA).

The “War for Talent” is in full swing and will not let up for many years against a backdrop of global growth. This makes it all the more important for young (academic) talent to seize the opportunities that numerous companies and interest groups already offer them during their studies. The doors are open to a successful career in the tourism and hospitality industry for anyone who embraces these opportunities with motivation.

Sources:Brysch, A./Peters, J.E. (2018): Karrierefä-higkeit im Tourismus (Werkstattbericht). In: Groß/Peters/Roth/Schmude/Zeh-rer (Hrsg.): Wandel im Tourismus. Internationalität, Demografie und Digita-lisierung (= Schriften zu Tourismus und Freizeit, 23), ESV-Verlag, S. 301-309Bundesverband der deutschen Touris-muswirtschaft (http://www.btw.de/der-btw/young-leaders-circle.html) Deutscher Reiseverband (www.drv.de/fachthemen/bildung.html) Forschungsgemeinschaft Urlaub & Rei-sen: Reiseanalyse 2017 – KurzfassungTravel Industry Club (https://travelindus-tryclub.de/young-tic) Verband Internet Reisevertrieb (https://v-i-r.de/branche/vir-search4talents)

Prof. Dr. Helmut WachowiakTourismus & Hospitality - IUBH University of Applied Sciences

The working world has changed dramatically in recent decades. Earlier generations often spent their entire working life with a single employer. Starting from the training phase at the beginning of their employment, they were almost guaranteed employment until retirement. But launching a career today means entering a world of change, challenges, uncertainties, flexibility and lifelong learning. The Internet and smartphones are accelerating our working life, increasing demands on employees and blurring the boundaries between work and free time.

Burnout and other psychological problems such as depression and insomnia are also increasing significantly. Health insurance companies report that they are the second leading cause of absenteeism in the workplace following muscular and skeletal problems.

Two key points can be derived here for people starting their careers:

Preparation: The best possible training gives you optimal preparation for launching your career. This doesn’t just mean learning static information and facts, but learning strategies, approaches, solution-oriented thinking, flexibility, creativity, networking and the ability to work independently.

Recreation: When work demands are no longer confined to specific places or periods of time, it becomes more and more important to learn how to handle these demands and compartmentalise them in the right place in your life.

The tourism industry is traditionally an industry that supports people during their recovery periods. Holidays should not only be the “most wonderful time of the year”, but also a time to “recharge your batteries”, gather strength for everyday life, rethink priorities and habits and reorient yourself. Tourism in Germany was responsible for added value of 105 billion euro in 2017. Including indirect and induced effects, 213.5 billion euro in value added and 2.9 million jobs in Germany come from the tourism industry. That corresponds to 7% of all jobs in Germany. And these positive effects are by no means limited to Germany: German tourists alone led to value creation of 19 billion euro in developing countries through their travels. Global tourism is growing steadily and will continue to be a growth driver in the future. The tourism industry offers a lot of career opportunities around leisure and recreation. Just think about it: First we search for travel offers – offline via traditional travel agencies or online via various portals and social media. Then we book a trip with information from organisations and associations (industry associations, but also organisations e.g. for sustainable travel) and the help of tourist industry software. Often this is a package holiday or an offer from a tour operator whose employees research new destinations, select hotels and attractions, plan and shop for capacities on flights and in hotels, calculate prices, transfer everything to an offer design and layout, and finally market it to customers. Or a tour operator, travel office or agency, or the customer herself, works out an individual offer according to the customer‘s wishes. When the trip

starts, the person needs transportation to their destination, which in addition to their own car may include airlines, rail, car rental companies, transfer companies, bus companies and airports along with their employees. At the destination, destination managers handle the offer locally, plan the further development of tourism and the resort, develop offers for different nationalities and target groups, and market them online and offline. During a stay we encounter staff at hotels and attractions of all kinds, e.g. excursions, guided tours, parks, sports, nightlife, spa and wellness, culture, nature or shopping. And they take care of marketing, human resources, social media, revenue management and product development. Or they coordinate all the elements of the holiday, adapt the offers to changing customer preferences, define target groups and markets, prepare fairs and events, create offers, texts, catalogues or websites, maintain social media channels and appearances etc.

Looking at these diverse jobs in the tourism industry also shows that the customer demands and the products offered change: Whereas transport, accommodation and something to eat used to be organised for customers in the past, ideas and experiences are more in demand today. In other words: In the past, customers just wanted to travel to remote locations, but today they are increasingly looking for vendors to partner with who can help them rebalance work and life and get along better with workplace pressure. The tourism industry has become a kind of “work-life balance” industry. The goal

Tourism, Work and Life

Guest Post

PROF. CLAUDIA MÖLLER

of the IUBH is to prepare students in the best way possible for starting their careers. We focus on these key points: On the one hand, current developments in the industry and in society are analysed and researched, for example with the “Leisure Sickness” project. As part of this project, the IUBH and its international partners are exploring why people often get sick on the weekend or at the beginning of a holiday and, more importantly, what they can do to optimise relaxation and recreation in their free time. And our students conduct research and advise companies from the field in many other projects, which are conducted with partner businesses from the industry. The IUBH attaches great importance to foreign languages and international experience, especially in our “Double Degree” programmes, which include a second Bachelor’s Degree from one of our foreign partner universities.

Prof. Dr. Claudia MöllerTourismus & Hospitality - IUBH Internationale Hochschule

“While education is serious business, that doesn’t mean that educational experiences can’t be fun.”

(Pine/Gilmore: The Experience Economy, p. 32)

Sources:DAK Gesundheitsreport 2018, unter https://www.dak.de/dak/download/gesundheits-report-2018-1970840.pdf, abgerufen am 25.01.2019. DRV (Deutscher ReiseVerband) 2018: Der Deutsche Reisemarkt – Zahlen und Fakten 2017, unter https://www.drv.de/securedl/106/0/0/1548502442/0b9012e112fb80998c-c9291179fe52d11eb8c132/fileadmin/user_upload/Fachbereiche/Statistik_und_Markt-forschung/Fakten_und_Zahlen/18-07-06_DRV_ZahlenFakten-2017-Sommerausgabe.pdf, abgerufen am 25.01.19.Pine, B. J. II./ Gilmore, J. H. (1999): The Experience Economy – Work is Theatre & Every Business a Stage, Harvard Business School Press, Boston, Massachusetts. UNWTO World Tourism Organization: International Tourism Timeline 1950-2030, un-ter http://media.unwto.org/sites/all/files/inf_timeline-01.png abgerufen am 25.01.19.

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IUBH University of Applied SciencesIUBH University of Applied Sciences was founded in 1998 and combines practical rele-vance, international orientation and maximum flexibility under a single roof. We pre-pare more than 15,000 students for the global job market in four different areas of hig-her education: Our classic IUBH campus studies comprise English-language Bachelor‘s and Master‘s degree programmes with a clear industry focus. The IUBH online learning and IUBH part time offer an extremely flexible model, with which our students can re-ach their degree anywhere and anytime - including a virtual campus and online exams on demand. In the dual studies at IUBH, we combine theory and practice at bachelor and master level. All students benefit from our network of over 3,000 renowned partner companies who have already successfully cooperated with us.

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