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CHAPTER 3 E
Career Opportunities

LEARNING OBJECTIVES
& Evaluate future job opportunities in the tourism & Discover which careers might match your
field. interests and abilities.
& Learn about the careers available. & Know additional sources of information on
careers.

An airline employee checking in air travelers. Photo courtesy of Corbis Digital Stock.
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52 E Chapter 3 Career Opportunities

INTRODUCTION

E very student eventually must leave the college or university campus and seek a career-oriented
job. This is a difficult decision-making time, often filled with doubt as to what goals or ambitions
should be pursued. Coming face to face with the problem of getting a first major career-oriented job is
a challenging task. You are marketing a product—yourself—and you will have to do a good job of
communicating to convince a prospective employer that you have the abilities needed and that you
will be an asset to the organization.

JOB FORECASTS
The World Travel and Tourism Council (WTTC) estimates that in 2010, there were more than
235.8 million people worldwide, some 8.1 percent of the total workforce, employed in jobs that
exist because of the demand generated by tourism. Although tourism contributes to gross
domestic product (GDP), capital investment, employment, foreign exchange, and export
earnings, it is the job-creation capacity of tourism that is its most significant feature. According
to the WTTC, by 2020, employment forecasts are that 303.0 million people around the globe
will have jobs created by tourism, accounting for 9.2 percent of total employment, or 1 in every
10.9 jobs.
In brief, tourism is one of the world’s fastest-growing industries, and some employers are worried
that they will not be able to find enough employees to fill open positions. Tourism is a growth field
that will continue to offer great opportunities.

JOB REQUIREMENTS
Are you suited to work in the tourism field? Do you like working with people? Can you provide
leadership? Would you be genuinely concerned for a traveler’s comfort, needs, and well-
being even if the customer might be rude and obnoxious? If you can answer in the affirmative,
you can find a place in this industry. You have
to like to do things for other people and
work helpfully with them. If not, this is not the
industry for you. Courtesy comes easily when
customers are pleasant and gracious. But a great
deal of self-discipline is required to serve every
type of person, especially demanding or indecisive
ones. In tourism settings, the customer might
often change his or her mind. This requires
patience and an unfailingly cheerful personality.
You must also ask if you have the physical
One of the best jobs in
tourism is to serve as the
stamina required to carry out many of the jobs
head of a city convention available. It is difficult to work long hours on your
and visitors bureau. Shown feet or to work in a hot, humid, or cold environment.
here is Richard W. Scharf, You might be involved in the pressure of a crush of
president and CEO of people, such as at an airline ticket counter. A travel
Visit Denver, The
agency counselor must have keen vision, excellent
Convention & Visitors
Bureau. Photo courtesy of hearing, and strong nerves. A large-resort manager
Visit Denver, The Convention & is constantly required to deal with sophisticated
Visitors Bureau. budgeting and investment decisions. The chief
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Career Possibilities E 53

executive officer (CEO) of a major convention and visitors bureau must provide leadership to and
coordinate the efforts of a very diverse membership. Try to evaluate your physical and mental
attributes and skills to determine if you can perform.
To enhance your chances of getting a job and deciding if you would like it, visit several types of
tourist-related organizations. Watch the activities being performed. Talk to managers, supervisors, and
employees. Try to obtain an internship. Work experience means a great deal. Once you have had work
experience, you can utilize those skills in a wide variety of tourism enterprises in any number of
locations around the world.

CAREER POSSIBILITIES
Tourism today is one of the world’s largest industries. It is made up of many segments, the principal
ones being transportation, accommodations, food service, shopping, travel arrangements, and
activities for tourists, such as history, culture, adventure, sports, recreation, entertainment, and other
similar activities. The businesses that provide these services require knowledgeable and imaginative
business managers.
Familiarity with tourism, recreation, business, and leisure equips one to pursue a career in a number
of tourism-related fields. Tourism skills are critically needed, and there are many opportunities
available in a multitude of fields.
Because tourism is diverse and complex and each sector has many job opportunities and career
paths, it is virtually impossible to list and describe all the jobs one might consider in this large field.
However, as a student interested in tourism, you could examine the following areas, many of which are
discussed in more detail in Chapters 5 to 8.
An effort has been made in the industry segments to provide a fairly comprehensive list of jobs,
including entry-level jobs requiring few skills. Entry jobs are listed because they are part of the tourism
industry and provide examples of the kinds of jobs managers will have the task of recruiting and
supervising.

Tourism Technology
Opportunities for technology jobs permeate the tourism industry at virtually every level. Although
information technology has always been important in the field, its importance increases as the variety
of new devices and improvements on existing ones appear. For instance, application of advanced
information technology to provide tourist information via navigation systems, PDAs (personal digital
assistants), or mobile phones is growing.
Consequently, additional technical manpower will continue to be needed for tourism managers to
achieve the best results. People skilled in Web technologies, user interface, modules, database
management, programming, business intelligence, business analysis, market research, and computer
graphics are among those who can look forward to opportunities in the industry.
In addition to information technology, a number of new tourism products have emerged as tourism
technology has been combined with other industries. These include medical tourism, educational
tourism, agricultural tourism, marine tourism, and space tourism.
Another technology creating tourism jobs is the Global Positioning System (GPS). GPS has become a
widely used aid to navigation worldwide, and is also a useful tool for mapmaking, land surveying, and
commerce. Indeed, there is hardly a field that is not employing GPS; its many capabilities are applied by
scientists, pilots, military troops, hikers, bikers, business travelers, vacationers, off-road adventurers,
mariners, fishermen, hunters, and balloonists, to cite a few. Visit www.garmin.com and www.tomtom.jobs
for more information.
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54 E Chapter 3 Career Opportunities

Airlines
The airlines are a major travel industry employer, offering a host of jobs at many levels, ranging from
entry level to top management, including reservation agents, flight attendants, pilots, flight engineers,
aircraft mechanics, maintenance staff, bag-
gage handlers, airline food service jobs,
sales representatives, sales jobs, computer
specialists, training staff, office jobs, cleri-
cal positions, ticket agents, and research
jobs. Because airlines have to meet safety
and other requirements, opportunities also
exist with the Federal Aviation Administra-
tion (FAA). The FAA hires air traffic con-
trollers and various other specialists.
Airports also use a wide range of personnel,
from parking attendants to airport manag-
ers. Other policy and air safety–related
jobs are available with associations such
as the Air Transport Association.

People in tourism tend to

enjoy their work. The
opportunity to service
Bus Companies
visitors on vacation or on
Bus companies require management per-
family outings is more
satisfying than many other sonnel, ticket agents, sales representatives,
forms of employment. tour representatives, hostesses, informa-
Photo courtesy of The tion clerks, clerical positions, bus drivers,
Broadmoor. personnel people, and training employees.

Cruise Companies
The cruise industry is the fastest-growing segment of the tourism industry today. Job opportunities
include those for sales representatives, clerical workers, market researchers, recreation directors, and
CEOs. Because of their similarity in operations, cruise lines have many of the same jobs as the lodging
industry.

Railroads
Passenger rail service in the United States is dominated by Amtrak and in Canada by Via Rail. In Europe,
Japan, and elsewhere, rail passenger transportation is much more developed and widespread, offering
greater opportunities than in North America. Railroads hire managers, passenger service represen-
tatives, traffic analysts, marketing managers, sales representatives, reservations clerks, information
specialists, conductors, engineers, coach and lounge car attendants, and station agents.

Rental Car Companies

With increased pleasure, air travel, and the growth of fly/drive programs, rental car companies are
becoming an ever-more-important segment of the travel industry. This sector of tourism employs
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Career Possibilities E 55

reservation agents, rental sales agents, clerks of various kinds, service agents, mechanics, and district
and regional managers.

Hotels, Motels, and Resorts

The range of jobs in accommodations is extremely broad. The following list is representative: regional
manager, general manager, resident manager, comptroller, accountants, management trainees, director
of sales, director of convention sales, director of personnel, director of research, mail clerks, room clerks,
reservation clerks, front-office manager, housekeepers, superintendent of service, bellhops, lobby
porters, doormen, maids, chefs, cooks, kitchen helpers, storeroom employees, dishwashers, waiters,
bartenders, apprentice waiters, heating and air-conditioning personnel, maintenance workers, engineers,
electricians, plumbers, carpenters, painters, and laundry workers.
Resorts tend to have the same jobs as those mentioned for hotels and motels; however, larger
resorts will have greater job opportunities and require more assistants in all areas. Resorts also have a
number of additional job opportunities in the areas of social events, entertainment, and recreation,
such as for tennis and golf pros. At ski resorts there will be ski instructors, members of a safety patrol,
and so on. The American Hotel and Lodging Association has launched the AH&LA Online Career
Center, which lists open positions in the lodging industry. Visit its Web site at www.ahla.com and click
on career center.

Global Distributions Systems and Online Companies

There are currently three large global distributions systems (GDS) companies and a number of smaller
ones. GDSs are computer reservation systems that sell tickets for multiple airlines, book hotels,
reserve rental cars, and conduct other transactions related to travel.

A five-star resort such as The Broadmoor in Colorado Springs provides a wide range of managerial job opportunities in
attractive surroundings. Photo courtesy of The Broadmoor.
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56 E Chapter 3 Career Opportunities

The big three companies are Amadeus, Sabre, and Travelport GDS, which includes the Galileo and
Worldspan systems. They own some of the largest online travel companies, providing thousands of jobs.
For example, Sabre has over 6,800 employees and also owns Travelocity. Other large online agencies are
Expedia, Orbitz, Priceline, CheapTickets, and Hotwire. In addition, many smaller companies provide
services ranging from search to purchase. Some representative job titles are principal IT strategist, senior
software design engineer, network engineer, IT voice network engineer, director of software develop-
ment, senior software design engineer, database developer, senior manager of strategy and marketing,
marketing manager, sales manager, director of customer care, customer service quality director,
customer service representative, marketing analyst, account manager, global recruiter, art director,
fraud analyst, financial analyst, customer analyst, merchandising analyst, lodging operations manager,
product manager, corporate counsel, and call center representative.

Travel Agencies
Travel agencies range from very small to very large businesses. There exist both online travel agencies
and the traditional bricks-and-mortar agencies. The smaller businesses are very much like any other
small business. Very few people carry out all the business operations, and jobs include secretarial,
travel counseling, and managerial positions. In large offices, job opportunities are more varied and
include branch manager, commercial account specialists, domestic travel counselors, international
travel counselors, research directors, and advertising managers. Trainee group sales consultants,
accountants, file clerks, sales personnel, tour planners, tour guides, reservationists, group coordinators,
trainees, operations employees, administrative assistants, advertising specialists, and computer
specialists are other possibilities.

E GLOBAL INSIGHT E
Top 10 Things Tourism Employees Like There are lots of career paths available. There are so many
about Their Jobs opportunities to learn new skills.

1. Variety. Person after person said how much they enjoyed 5. Advancement potential. Employees were also
the variety in their jobs. Every day is different. ‘‘I rarely have enthusiastic about the opportunities for relatively quick
a boring day,’’ a lot of them said. ‘‘There is never a dull advancement in tourism. If you work hard, they said, you
moment,’’ others agreed. Tourism offers many different can move up to the next level faster than you could in many
challenges. Most employees were grateful not to be stuck in other industries.
a routine, predictable job. 6. Developing global skills. Another positive was the fact
2. Dealing with people. Tourism employees enjoyed the that your tourism skills are transferable all around the
opportunity to meet and deal with people from all over the world. Once you have experience, employees said, you can
world. Many felt good when they knew they had helped or work in many different parts of the world.
entertained this diverse group of customers. 7. Easy to get started. Many tourism employees were
3. Working with other tourism employees. Employees grateful at the ease of getting an entry-level job in tourism.
praised their fellow employees. People in tourism, they said, ‘‘You don’t need postsecondary school education. It is
tend to be dynamic, interesting, and upbeat. Many people desirable, however, to get tourism training and education if
liked the fact that tourism had a lot of younger employees. you want to build a career in tourism.’’
Some 50 percent of the employees in the tourism industry 8. Training opportunities. At the same time, employees
fall within the 15- to 24-year-old age group. were pleased that there were many tourism training and
4. Opportunities. Because the industry is growing, educational programs available to expand their knowledge
employees said, there are so many different types of jobs about the industry. Many of these can be pursued part time
and opportunities in the tourism industry. It is possible, they while you are working.
said, to get experience in many different kinds of tourism.
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Career Possibilities E 57

9. Tips! Many tourism employees were happy to supplement DISCUSSION QUESTIONS

their income with tips. They enjoyed being able to influence
1. Which one of these things is the most appealing to you when
their tip amount by providing good service.
considering job opportunities?
10. Creativity. A great variety of tourism jobs, they said, allow
2. How important is the factor ‘‘enjoy working with people’’ in
you to think on your feet and be creative.
tourism?
Source: Canadian Tourism Human Resource Council.

Tour Companies
Tour companies offer employment opportunities in such positions as tour manager or escort, tour
coordinator, tour planner, publicist, reservations specialist, accountant, sales representative, group
tour specialist, incentive tour coordinator, costing specialist, hotel coordinator, office supervisor, and
managerial positions. Often a graduate will begin employment as a management trainee, working in
all the departments of the company before a permanent assignment is made.

Food Service
Many job opportunities are available in the rapidly growing food service industry, such as
headwaiters, captains, waiters and waitresses, buspersons, chefs, cooks, bartenders, restaurant
managers, assistant managers, personnel directors, dieticians, menu planners, cashiers, food service
supervisors, purchasing agents, butchers, beverage workers, hostesses, kitchen helpers, and dish-
washers. In addition, highly trained
managers having a strong back-
ground in this sector are required
to oversee the development and
performance of large restaurant
chains.

Tourism Education
As global tourism continues to grow,
the need for tourism education
grows. In recent years, many col-
leges and universities have added
travel and tourism programs, exist-
ing programs have been expanded,
vocational schools have launched
programs, trade associations have
introduced education and certifica-
Professional chefs find tion programs, and private firms
great satisfaction in have opened travel schools. There
creating tasty, nutritious,
are job opportunities for administra-
and virtually irresistible
food items. Photo courtesy of tors, teachers, professors, research-
Doral Golf Resort and Spa. ers, and support staff.
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58 E Chapter 3 Career Opportunities

Tourism Research
Tourism research consists of the collection and analysis of data from both primary and secondary
sources. The tourism researcher plans market studies, consumer surveys, and the implementation of
research projects. Research jobs are available in national tourism offices, state/provincial travel offices,
and private firms.

Travel Communications
A number of opportunities are available in the field of travel communications—editors, staff writers,
and freelance writers. Most major travel firms need public relations people who write and edit,
disseminate information, develop communication vehicles, obtain publicity, arrange special events, do
public speaking, plan public relations campaigns, and so on. A travel photographer could find
employment in either public relations or travel writing. Television is a medium with increasing
opportunities. The Internet has become a major communication medium for the travel industry and
provides a range of job opportunities.

Recreation and Leisure

Jobs in recreation and leisure are numerous. Some examples are activity director, aquatics specialist,
ski instructor, park ranger, naturalist, museum guide, handicapped-program planner, forester, camping
director, concert promoter, lifeguards, tennis and golf instructors, coaches for various athletic teams,
and drama directors. Many recreation workers teach handicrafts. Resorts, parks, and recreation
departments often employ recreation directors who hire specialists to work with senior citizens or

Club Med (Mediterranee) is a vacation concept that has flourished over many years. Started in 1950, the
first village opened on the Spanish island of Mallorca. ‘‘The Club Med Experience,’’ unique when it began,
saw each resort (or village) provide an extensive list of services and activities in a single package. Thus,
all lodging, food, and facilities were included in the price charged. The sailboat shown is but one example
of the high-class facilities available to all ‘‘Gentils Membres’’ (guests). While Club Med originally focused
on the ‘‘young singles’’ market, it later changed its emphasis to families as the composition and lifestyles
of the ‘‘boomer’’ market evolved. Photo courtesy of Club Med.
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Career Possibilities E 59

youth groups, to serve as camp counselors, or to teach such skills as boating and sailing. Management,
supervisory, and administrative positions are also available.

Attractions
Attractions such as amusement parks and theme parks are a major source of tourism employment.
Large organizations such as Disney World, Disneyland, Six Flags, Europa-Park, Tivoli Gardens,
and Sea World provide job opportunities ranging from top management jobs to clerical and
maintenance jobs.

PROFILE & Publication of National Geographic Traveler On Campus, an

edition sent to nearly 1 million college students interested or
involved in study abroad programs and education travel
& Publication of National Geographic Traveler Special Supple-
ments, in-book editorial supplements that focus on a single
destination from a cultural perspective
& Creation of National Geographic Traveler Destination
Immersion Programs, local market events that allow the
general public consumers and readers of Traveler magazine
to ‘‘sample’’ a destination via seminal experiences with food
and wine tastings, photo gallery exhibitions, live photogra-
phy presentations, and live music concerts featuring artists
from around the globe
In addition to her publishing responsibilities for the magazine, Dawn
has remained active in the travel industry. Since 1996, she has
served as a member of the Travel Industry Association (TIA) board of
directors, has been chair of the research committee for three
consecutive years, is currently chair of the marketing committee, has
held officers’ positions for five years, and is currently the second vice
DAWN DREW chair of the organization. In 2009, Dawn became national chair of
Founder and CEO The M.O.S.T.E., Inc., the TIA, the first magazine publisher ever to hold that post.
International Marketing and
During her tenure as chair of the research committee, National
Entertainment Geographic Traveler successfully collaborated with the TIA research
division to produce a landmark study, ‘‘Geo-Tourism,’’ the first

D awn Drew joined the National Geographic Society as

advertising director of National Geographic Traveler maga-
zine in December 1994. During her nine years with the Society,
major piece of research to examine the awareness and travel habits
of Americans with regard to sustainable tourism. An updated
version of this study was introduced in October 2007 at the TIA
she has been promoted twice, first to publisher of Traveler in Marketing Outlook Forum.
1998 and two years later to vice president.
An active member of the Pacific Asia Tourism Association (PATA),
During her tenure at the Society, Dawn has led the magazine to Dawn is a member of the board of directors, the originator and first
multiple years of advertising page and revenue growth. She has chair of the Sustainable Tourism Committee, and was recently
also overseen the development of a national sales staff and the elected to serve on the Industry Council with 50 members of
successful transition from Traveler’s bimonthly status to publication government in the PATA region.
eight times a year with several brand extensions. Examples of some
of the magazine’s achievements include: Dawn has also been a member of the board of advisors for the
Prince of Wales’ International Business Leaders Forum based in
& Publication of its largest issues in both ad pages and revenue London. Through this association, she worked with a number of
travel companies, such as Marriott, British Airways, and Mandarin
& Publication of its first newsstand edition, ‘‘Discover Europe’’
Oriental, to form the International Travel Partnership in sustainable
& Selected as one of AdWeek’s ‘‘Hot List’’ publications two tourism initiatives.
years in a row
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60 E Chapter 3 Career Opportunities

Dawn began her career in publishing as an editorial intern at power to do. By nature, I am an optimist. And like the industry I
Newsweek magazine, working for the back-of-the-book depart- have been a part of for so long, I still feel that travel has the power
ments such as ‘‘cinema’’ and ‘‘book reviews.’’ A move to a public to cure many of the ills we face as a society. But there is a clarion
relations firm, Circulation Experti, enabled Dawn to use her writing call that must be answered—and there is no better way to connect
skills and learn the PR business, which allowed her to break into the ‘‘haves’’ with the ‘‘have-nots’’ than travel.
the promotion and marketing side of the publishing business.
The global recession has made a negative impact on jobs every-
The proving ground for Dawn was W magazine, where she was where. The travel industry—one of the world’s biggest employers—
first promotion manager and then director of marketing for has an opportunity to not only put people back to work but also
four years. She then moved on to a similar position at the create careers and real commerce that can economically sustain local
Atlantic Monthly and subsequently into ad sales at another communities.
title.
Careers and commerce are not limited to jobs with big companies,
Dawn spent eight formative career years at the New York Times or start-ups of businesses in major urban areas. People in far-
Magazine Group, where she worked her way up from a sales flung locations have an opportunity to cash in on the recent
position at Golf Digest to sales management positions at Tennis awakening of traveler’s need for authentic experiences. Consumers
and McCall’s magazines. are looking for intimate experiences in travel.
Much of the success and growth at Traveler stem from the Handmade, one-of-a-kind items as souvenirs, personal encounters
leadership role the magazine has assumed within its core industry, such as meals cooked in homes or community centers are a couple
along with its solid positioning as the only consumer magazine of examples of the level of intimacy travelers seek—all of which
published that addresses the practical needs of the frequent can be translated into business that can be sustained by travel.
traveler by covering ‘‘all travel, all the time.’’ The activities,
What’s new is that economically developed nations like the United
commitment, and interest in travel have generated an audience of
States will begin to offer an increasing number of opportunities to
more than 7 million readers, millions of dollars in revenue for the
draw travelers into the smaller corners of this country. Many
magazine, increased its stature in the field, and provided access to
major travel destinations have begun to consider how to bring
very active experiential consumers.
travelers beyond the bigger cities and attractions, deeper into the
In her off hours, Dawn enjoys photography, and hopes she will one countries where the benefits of tourism can filter deeper into the
day be discovered by the National Geographic Society. She enjoys communities.
gourmet cooking and is an avid magazine reader.
India’s very impressive rural tourism program crafted by the
A graduate of Tufts University, where she majored in political Ministry of Tourism and the UN Development Program is an
science and international law, Dawn has maintained a keen example of what can and should be created in many places. Each
interest in world affairs and is proficient in French and Spanish. of the villages in the program offers visitors a cultural, communal
She has been to many parts of Asia, the Caribbean, Europe, the experience that includes food, handicrafts, local entertainment, and
South Pacific, and North America, both for pleasure and as part of lodging. It affords travelers the experiences that make great
her job responsibilities at Traveler. memories and allows members of small communities to create
commerce that will sustain them economically. The rural villages
THE FUTURE: WE ARE ALL IN are easily reached from many of the major destinations and receive
THE TRAVEL BUSINESS marketing support from the federal and local governments.
This method of commerce, along with micro-financing for small or
TRAVEL AND THE FUTURE OF COMMUNITY-BASED
individual development of travel businesses, is becoming the norm
SUSTAINABLE TOURISM globally. It is one of the ways travel will help to sustain individual
I used to look at the future of travel in terms of what it would one cultures, maintain living wages, and allow citizens to make
day become instead of what it, as an industry, would have the valuable contributions to society in general.

Festivals and Events

Festivals and events are one of the fastest-growing segments of the tourism industry. Event
management is emerging as a field, is becoming more professional, and is providing a new source
of job opportunities. Events are creating offices and moving them to year-round operation.
The International Special Events Society (ISES) has a career center. Visit www.ises.com and click
on Career Center.
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Career Possibilities E 61

Sports Tourism
Sports are popular throughout the world, with many sports teams and enterprises becoming big
businesses and offering job opportunities in the management and marketing areas.

Tourist Offices and Information Centers

Numerous jobs are available in tourist offices and information centers. Many chambers of
commerce function as information centers and hire employees to provide this information. Many
states operate welcome centers. Job titles found in state tourism offices are director, assistant
director, deputy director, travel representative, economic development specialist, assistant director
for travel promotion, statistical analyst, public information officer, assistant director for public
relations, marketing coordinator, communications specialist, travel editor, media liaison, media
specialist, photographer, administrative assistant, information specialist, media coordinator, man-
ager of travel literature, writer, chief of news and information, marketing coordinator, market
analyst, research analyst, economist, reference coordinator, secretary, package tour coordinator,
and information clerk.

Convention and Visitors Bureaus and Destination

Management Organizations
As more and more cities enter the convention and visitor industry, employment opportunities in
this segment grow. Many cities are devoting public funds to build convention centers to compete in this
growing market. Convention and visitors bureaus require CEOs, managers, assistant managers,
research directors, information specialists, marketing managers, public relations staff, sales personnel,
secretaries, and clerks. The Professional Convention Management Association (PCMA) maintains a career
center where employers post jobs and job seekers receive access. Visit www.pcma.org/careers.htm.

Meeting Planners
A growing profession is meeting planning. Many associations and corporations are hiring people
whose job responsibilities are to arrange, plan, and conduct meetings. Meeting Planners International
maintains an easy-to-use career site called Career Connections On-line Job Resources. Visit www
.mpiweb.org to learn the valuable resources they provide.

Convention Center, Arena, Stadium, and Public

Facilities Management
The management of convention centers, exhibition halls and trade centers, arenas, stadiums,
performing arts centers, theaters, and special-use venues provides career opportunities around
the world. Facilities management has job opportunities in finance, operations, event manage-
ment, concessions management, marketing, human resources, and box office management. A
leading company in this field is SMG, which manages 77 arenas, 9 stadiums, 67 convention
centers, 52 performing arts centers, and 17 other facilities. Visit www.smgworld.com/career_
opportunities.aspx.
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62 E Chapter 3 Career Opportunities

Gaming
One of the fastest-growing sectors is gaming. Today, one is hard-pressed to find a state where
gambling is not allowed or a gaming proposal is not in front of the state legislature. From riverboats to
Indian reservations to land-based casinos, new destinations are being created. Casinos provide job
opportunities ranging from managers to marketers to mechanics to clerical and maintenance jobs.

Other Opportunities
A fairly comprehensive list of career opportunities has been presented. Others that do not fit the
general categories listed are club management, museum management, heritage management, trade
show and exhibit management, exhibit and meeting decorating, entertainment management,
corporate travel departments, hotel representative companies, in-flight and trade magazines, and
trade and professional associations.

CAREER PATHS IN TOURISM

In addition to considering one of the foregoing kinds of positions within a particular segment of the
tourism sector, it is also useful to examine the various career paths that might be pursued. Because the
tourism industry is so large and so diverse, it offers a broad range of challenging positions. Although each
of these positions offers its own unique opportunities and demands, people will find that the experience
gained from working in a range of jobs in different subsectors of tourism can strengthen their under-
standing of the industry as a whole. Depending on one’s career objectives, this broader understanding of
tourism can be especially valuable when applying for certain types of positions. Examples include those in
destination management organizations and national or provincial/state tourism offices.
To offer employees opportunities for growth and development, educators and personnel managers
attempt continually to develop the concept of career paths in tourism. A schematic model illustrating
the concept is shown in Figure 3.1. The fundamental premise of this general model is that people can
pursue a variety of reasonably well-defined alternative routes, first through the educational system
and subsequently through the industry itself. Based on the training and experience gained, combined
with high-quality performance, a person can pursue a career path starting at different levels, with the
ultimate goal of achieving the position of senior executive. Although not everyone will have the ability

Postgrad Senior
Executive
University
Undergrad Manager

Career Supervisor
College
Vocational Front Line

Grade 12
Private
Training
School Entrepreneur

Grade 11

Figure 3.1 Career paths within

the tourism industry. Path within education system and industry Paths into industry
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Career Paths in Tourism E 63

or will necessarily want to pass through all levels of the model, Figure 3.1 does provide defined career
paths for those who are interested. It also indicates what combination of training and experience is
normally required to achieve various positions.
Although clearly an oversimplification, the career path model demonstrates that people may take
a variety of routes in pursuing their careers at different levels within and across the various subsectors
of tourism. The specific positions that will appeal to different people will, of course, vary according to
their particular educational background and their occupational skills. The chosen career path will also
reflect a person’s values and interests. Just how the chosen occupation might reflect individual values
and interest is shown in Figure 3.2. As indicated, front-line staff (entry level and operations) must like

Attractions
Food & Beverage Accommodations Tour & Travel Tour Amusement Park
Restaurant Owner Hotel Owner Bus Line Owner General Manager
• Independence • Independence • Quality • Quality
• Flexible Work • Irregular Work • Commitment • Tourism &
ENTREPRENEUR

Hours Hours • Work Ethic Tourists

• Financial & • Control • Optimism • Organization
Personal • Money • People/Employees • Attention to Detail
Success • People • Challenge • Flexibility/
• Control • Novelty/Change • Growth Diversity
• Novelty/Change • Success • Humor • People
• Flexibility • Creativity
• Organization • Business
• Working with • Irregular Work
Numbers Hours

Tour Bus Director of

Restaurant Manager Hotel Manager Line Manager Special Attractions
PREDOMINANT
• Quality • Influencing • Quality • Young People VALUES AND
• People People • Commitment • Professionalism INTERESTS
• Leadership • Novelty/Change • Work • Work Ethic
• Novelty/Change • Curiosity • People • Creativity
MANAGER

• Nutrition • Competition • Challenge • Irregular Work PEOPLE

• People • Flexibility Hours QUALITY
• Problem Solving • Growth • Variable Work CHALLENGE
• Status • Humor Environment
FLEXIBILITY
• Organization • Challenge
NOVELTY/CHANGE
• Innovation • Economic Value
• Working with • Leisure/Fun
Numbers • Analysis

Assistant Executive Superintendent of Amusement Park

Maître D’ Housekeeper Bus Maintenance Supervisor
• People • Customers/ • People and Their • People
SUPERVISOR

• Quality People Safety • Quality

• Challenge • Quality • Quality • Machinery
• Food Industry • Cost Effectiveness • Variety/Novelty • Challenge
• Team Efficiency • Machinery • Efficiency
• Problem Solving • Problems
• Challenge • Organization

Operations Operations Ride

Bartender Chambermaid Tour Bus Driver Operator
• People • Customers/ • People • People
• Quality People • Esteem • Commitment
• Creativity • Neatness • Power/Control • Initiative
• Flexible Work • Fun • Being Busy • Work
Hours • Variety • Routine • Teamwork
• Cleaning • Being Busy

Food & Beverage Entry Entry Ride PEOPLE

Server Chambermaid Ticket Agent Operator
ENTRY LEVEL

• People • People • People • People

• Flexibility • Cleanliness • Helpfulness • Fun
• Work Conditions • Cultural Variety • Challenge
• Clerical Tasks *NOTE
• Math The values and
• Tr avel interests listed here
• Novelty/Variety are samples.
A small sample of
experts was used in
EMPLOYMENT

Personal Worth
Figure 3.2 Career paths Work data collection.
PRE-

in tourism, sample * created for the INDUSTRY ANALYSIS and TRAINING INFORMATION BRANCH
occupations, values, and DEPARTMENT of CAREER DEVELOPMENT and EMPLOYMENT GOVERNMENT
of ALBERTA by CAREER DEVELOPMENT INSTITUTE
interests.
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64 E Chapter 3 Career Opportunities

dealing with people and possess a strong interest in providing them with high-quality service.
Supervisors, managers, and entrepreneurs must possess additional values and interests that enable
them to face the challenges of change as they attempt to meet the needs of a demanding and ever-
shifting marketplace.

INTERNSHIPS
One of the best ways to get the job you want is to have internship (cooperative education)
experience. Internship opportunities abound in the tourism area. Most internship programs are
designed to provide students the opportunity to accomplish five things:

1. Acquire valuable, hands-on experience to supplement their academic learning.

2. Learn potential practical skills.
3. Develop professionalism.
4. Interact with segments of the local business community and develop an appreciation for the daily
operation and long-term strategic direction of a corporate or small business environment.
5. Develop a further understanding of their chosen field.

Some examples of internship programs and sources of internships are Marriott, Hyatt, Disney,
Universal Studios, Starwood, and the World Travel and Tourism Council (WTTC). The Marriott Lodging
Internship Program is designed to stimulate student interest in hotel management and a career with
Marriott International. Through the program, students gain practical work experience necessary to
pursue a management career in the hospitality industry. In addition, it provides Marriott with an
opportunity to make sound evaluations of potential management candidates. Internship opportunities

Zoos, aquariums, and parks are popular tourist attractions that provide entry-level jobs for youth and
many professional opportunities as well. Zoos, in particular, are highly sophisticated operations—often
involving such initiatives as species protection through genetic research. As such, they require highly
trained professionals who are in high demand worldwide. Photo courtesy of Naples Zoo.
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Other Sources of Career Information E 65

are available in its Ritz Carlton Hotels, Marriott Hotels, Resorts, and Suites; Renaissance Hotels;
Residence Inn; Courtyard; and TownePlace Suites brands and its time-share business, Marriott
Vacation Club International. Visit www.marriott.com/careers/College.mi.
The Hyatt Hotels and Resorts Internship Program was created to generate student interest in hotel
management and provide a venue for students to experience the culture of a hospitality leader.
Internships also give Hyatt the opportunity to recognize potential managers and continue developing
relationships throughout the academic year. Hyatt internships are offered in a variety of disciplines
and vary by country, as described in the specific job descriptions of the available internship postings.
Visit www.explorehyatt.jobs.
Disney Professional Internships are available in many disciplines at the Walt Disney World1 Resort,
Disneyland1 Resort and Walt Disney Imagineering. Each of these unique areas of the global company
offers students the ability to apply classroom studies while networking with Disney professionals, and
gaining valuable experience. Visit www.disney.go.com/disneycareers/internships.
Universal Studios Orlando claims its internships add more excitement to your life and your resume.
It offers internships to help students gain valuable work experiences within their field of study at a
world-class resort. Visit www.universalorlandojobs.com.
Starwood provides undergraduate students with the opportunity to grow their careers before
graduation. When school is not in session, hundreds of students join properties in all departments to
gain valuable experience with an industry leader. Students have an opportunity to experience the
culture of Starwood, and one of the brands, which can help them determine if Starwood could be the
right career fit for them upon graduation. Starwood gets to know the students, too. When it selects
graduates to join its Management Training program, preference is given to those who have previously
completed a successful Starwood externship or internship. Starwood Hotels and Resorts offers a
unique range of brands: Sheraton, Westin, Four Points, W Hotels, St. Regis, The Luxury Collection,
le Meriden, element, and Aloft with a presence in the world’s most exciting destinations. Visit
www.starwoodhotels.com/corporate/careers/recruiting/internships.html.
The WTTC internships place selected students at WTTC and provide them with the opportunity
to gain experience in the tourism industry. Placements vary in length from three months to six
months and consist of a variety of tasks that allow students to become familiar with WTTC work
and, at the same time, play a valuable role in the day-to-day operations. A limited number of
internship positions are available throughout the year. Applications are accepted on an ongoing
basis for future positions. Candidates who wish to work in a dynamic and exciting team environment
are encouraged to forward their cover letter and resume to Ufi Ibrahim, chief operations officer, at:
wttcvp@yahoo.co.uk.
These few examples provide a brief picture of the multitude of opportunities available. Get on the
Internet! Opportunities are available all over the world. Visit www.goabroad.com and find some 367
organizations offering some 775 intern abroad programs.

OTHER SOURCES OF CAREER INFORMATION

Most of the career opportunities available in the travel field have been listed. It is hoped that this
overview will provide you with a guide and point out that these industries are so large that they are
worthy of much further study by themselves. In considering career opportunities, it is important to
gather information before you invest a great deal of time looking for a job. The following are good
references on tourism jobs:

& The Internet. A Google search of tourism careers will produce about 28.5 million hits.
& Eberts, Marjorie, Linda Brothers, and Ann Gisler. Careers in Travel, Tourism, and Hospitality. New
York: McGraw-Hill, 2005.
& Rubin, Karen. Inside Secrets to Finding a Career in Travel. Indianapolis, IN: JIST Works, 2001.
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66 E Chapter 3 Career Opportunities

One book on how to get a job is particularly recommended:

& Bolles, Richard. What Color Is Your Parachute? A Practical Manual for Job-Hunters and Career-
Changers. Berkeley, CA: Ten Speed Press, 2010.

The information provided in this chapter should be an important starting point for you. However, it
is really just the tip of the iceberg. It is up to you to explore the subject further and to gain additional
information. You need to learn not only about careers in tourism and travel-related fields but also
about the task of marketing yourself—how to work up resumes and how to conduct yourself during
interviews. General books on getting a job will help you in this task.

SUMMARY
A career in tourism offers many exciting and challenging employment opportunities. As indicated
in Chapter 1, tourism is the largest industry in the world today. In the United States and
throughout the rest of the world, the travel industry is expected to be a growth industry. The
labor-intensive tourism industry has a need for motivated people of all ages and backgrounds.
Those who prepare themselves, maintain high energy, have a talent for working with people, and
are dedicated to high-quality service will find themselves climbing the career ladder to success.
However, those who scan the industry with an innovative perspective to seek out a self-designed
career ladder particularly suited to your own set of interests and skills will realize the greatest
success and satisfaction.

E KEY CONCEPTS E
accommodations food service tourism education
airlines gaming tourism research
attractions internships tourist offices and information
bus companies meeting planning centers
career path railroads travel agencies
convention and visitors bureaus recreation travel communications
cruise lines rental car companies
employment forecasts tour companies

E INTERNET EXERCISES E
The Internet sites mentioned in this chapter plus some information on employment opportunities, events,
selected additional sites are listed for your convenience on industry news, links to other sites, and so on.
the companion Web site for this book,
www.wiley.com/college/goeldner.
Exercises
ACTIVITY 1 1. What are the categories for the job opportunities listed
on this Web site?
Site Name: Hospitality Net
2. Choose a category and find a job that would be of
URL: www.hospitalitynet.org
interest to you. Describe the job, where it is located, and
Background Information: Hospitality Net is the leading why it appeals to you.
hospitality industry resource on the Internet with
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Case Problems E 67

ACTIVITY 2 ACTIVITY 3
Site Name: World Travel and Tourism Council Site Name: Cool Works.com
URL: www.wttc.org URL: www.coolworks.com
Background Information: The World Travel and Tourism Background Information: Cool Works® is about finding a
Council (WTTC) is the global business leaders’ forum for seasonal job, internship, or career in some of the greatest
travel and tourism. Its members are chief executives from places on earth. Ski resorts, ranches, theme parks, tour
all sectors of the travel and tourism industry, including companies, and National Park jobs are featured.
accommodations, catering, cruises, entertainment, rec-
reation, transportation, and travel-related services. Its Exercises
central goal is to work with governments to realize the 1. What internship opportunities are available on this site?
full economic impact of the world’s largest generator of
2. What volunteer programs are featured?
wealth and jobs: travel and tourism.
3. What position listing appeals to you?
Exercise
1. What is the WTTC’s vision on jobs in the travel and
tourism industry for the next decade?

E QUESTIONS FOR REVIEW AND DISCUSSION E

1. What is the growth potential for tourism jobs? 7. What criteria would you use to choose a company for
2. As a career in tourism, what position appeals to you at an interview?
present? 8. How important is salary in your job choice?
3. What preparation will be needed for that position? 9. Evaluate the job satisfaction in your chosen career.
4. What are its probable rewards? 10. What will tourism be like in the year 2020? 2030?
5. Identify the position’s advancement opportunities. What position might you visualize yourself to be in by
that date?
6. Are your writing and speaking skills good enough to
land a job?

E CASE PROBLEMS E
1. Donnell C. is graduating from a four-year travel and 2. Jim B. is a successful resort manager. He is visited one
tourism curriculum. She has had several job offers. What day by a very bright high school senior who is most
type of organization would afford her the broadest range interested in becoming a resort manager. What edu-
of experiences? How important is her beginning salary? cational preparation advice might Jim offer?