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K–12 Standards

Hospitality and Tourism Marketing Management (2026)

Other Florida CTE sets

Identify sales techniques and procedures appropriate for use in the hospitality and tourism industry. The student will be able to:24.0

  • 1

    Explain purpose, principles, and the components of Supply and Demand, the importance of selling, and how it relates to the hospitality and tourism industry.24.01

  • 2

    Describe the differences between a product-based business and a service-based business and how they relate to the hospitality and tourism industry.24.02

  • 3

    Identify effective sales techniques (e.g., steps in sales process, cross-selling, upselling, and alternative options).24.03

  • 4

    Explain the motivation, needs, and expectations of the hospitality and tourism industry and how it affects consumer choice.24.04

  • 5

    Discuss the importance of the five (5) P’s of the marketing mix: product, place, price, promotion, and people, and how it impacts the hospitality and tourism industry.24.05

  • 6

    Outline an effective sales presentation (e.g., feature-benefit analysis), including the importance of promoting products and services (e.g., publicity, public relations, press release, community events, advertising, Internet).24.06

  • 7

    Discuss the importance of meeting specialized sales needs (e.g., business travel, conventions and meetings, conferences, special needs populations).24.07

  • 8

    Explain the pros and cons of using the Internet as a sales tool.24.08

Demonstrate sales and customer service skills and techniques in the selling of hospitality & tourism products. The student will be able to:25.0

  • 1

    Discuss the profit motive and its impact on business.25.01

  • 2

    Define different types of guest communication (e.g., surveys, Yelp, email, social media, apps, etc.).25.02

  • 3

    Develop a customer survey.25.03

  • 4

    Identify the different techniques for dealing with competition and explain its impact on business (e.g., direct, indirect, price, non-price, competitive position) within the hospitality and tourism industry.25.04

  • 5

    Describe how managers can lead employees to meet the needs of global guest audiences.25.05

  • 6

    Analyze the challenges and opportunities in welcoming diverse cultures.25.06

  • 7

    Describe how employee empowerment contributes to effective guest recovery.25.07

  • 8

    Demonstrate proper workplace etiquette for listening, speaking, and writing.25.08

  • 9

    Develop a marketing plan in response to customer survey results.25.09

  • 10

    Recognize the importance of sequence and language in developing customer survey questions without leading or influencing customer responses (e.g., code-switching).25.10

Identify and demonstrate personal and business ethics related to management and marketing. The student will be able to:26.0

  • 1

    Explain the need for respect and value for diversity in the hospitality and tourism industry.26.01

  • 2

    List characteristics related to personal and business ethics (e.g., preventing theft, pilfering, and unauthorized discounting).26.02

  • 3

    Model inclusive behavior is an important skill for hospitality and tourism managers.26.03

  • 4

    Explain the concept of corporate social responsibility and describe examples of how hospitality and tourism companies are including CSR initiatives in their organization.26.04

Apply higher-level mathematical skills unique to hospitality & tourism marketing and management plans. The student will be able to:27.0

  • 1

    Create a business plan based on survey results that identifies limitations/challenges in the current plan or standard operating procedures.27.01

  • 2

    Analyze/evaluate survey results, produce a plan, and provide both an executive summary and a detailed report.27.02

  • 3

    Research industry sales trends and benchmarks and predict future growth/decline based on sales momentum and trend.27.03

  • 4

    Determine year-over-year change in revenue/profit/Earnings before interest, taxes, depreciation, and amortization (EBITDA).27.04

  • 5

    Determine statistical significance of data results.27.05

  • 6

    Gather and present data from overall business segments and determine the percentage of business from specific segments; use infographics to enhance data analytics.27.06

  • 7

    Apply problem-solving techniques to hospitality and tourism sales-related transactions (i.e., cash, checks, debit cards, credit cards, discounts, digital payment trends (PayPal, Samsung Pay, etc.).27.07

  • 8

    Explain quantitative information from tables, charts, and graphs relating to the hospitality & tourism-related workplace.27.08

  • 9

    Using standard industry formulas relating to the discount date and the due date, computing the amount of payment on an invoice.27.09

  • 10

    Calculate commissions, gratuities, taxes, and miscellaneous charges.27.10

  • 11

    Calculate refunds and exchange transactions for hospitality and tourism-related services.27.11

Summarize the value and uses of the internet for hospitality & tourism marketing, including communication and evolving technology. The student will be able to:28.0

  • 1

    Be able to identify productive uses of Customer Relationship Management (CRM) systems; understand the basic framework of use; and make connections between CRM and the sales process.28.01

  • 2

    Compare and contrast marketing activities that engage customers (e.g., blogs and giveaways).28.02

  • 3

    Define the use of current social media channels, comparing each venue as to culture, purpose, and target audience.28.03

  • 4

    Write posts for current social media channels (i.e., Twitter, Facebook, Instagram, Snapchat).28.04

  • 5

    Summarize effective use of live streaming on current social media (i.e., Snapchat, Periscope, and Facebook Mentions).28.05

Demonstrate knowledge and organizational skills related to meetings, conventions, conference travel, and event planning. The student will be able to:29.0

  • 1

    Explain positions available to event planners.29.01

  • 2

    Describe the benefits of meetings and conventions and explain how they are planned and booked.29.02

  • 3

    Identify challenges that managers and staff members face during meetings and conventions, and create an example list of protocol issues.29.03

  • 4

    Create a budget including all elements of the event (e.g., catering, décor, supplies, entertainment, and admission).29.04

Identify and analyze marketing and business fundamentals related to the different industries within hospitality & tourism (i.e., cruise/air travel/ ground travel/lodging industry/leisure travel/tour packages). The student will be able to:30.0

  • 1

    Explain the benefits of packaging for travelers, vendors, hotels, travel planners, tour operators, and airlines.30.01

  • 2

    Communicate related financial benefits to travelers of selling packages from a travel planner salesperson's perspective.30.02

  • 3

    Analyze the savings and profit increases related to packaging for travelers, planners, and destinations.30.03

  • 4

    Compare and contrast the experience and finances of separate vendors in various locations as a component of a package (hotel in one area, activities on a different property, and restaurants at a different location) vs. an all-inclusive resort.30.04

  • 5

    Effectively communicate the benefits of packaging a travel experience to consumers.30.05

Explain strategies for selling hospitality & tourism products. The student will be able to:31.0

  • 1

    Describe training techniques managers can use to build an effective sales team.31.01

  • 2

    Identify methods used to motivate an effective sales team.31.02

  • 3

    List tools and processes used to sell to global audiences.31.03

  • 4

    Outline the needs of special market segments and the sales strategies used to reach those segments.31.04

  • 5

    Summarize strategies for selling to the digital traveler.31.05

Develop a marketing plan and sales promotion tool for hospitality & tourism. The student will be able to:32.0

  • 1

    Describe the organization of the marketing department and explain management’s role in marketing.32.01

  • 2

    Summarize the marketing mix: the five P’s (Price, Promotion, Product, Place, People); and the four C’s (Client, Cost, Communication, Convenience).32.02

  • 3

    Identify the steps of a marketing plan.32.03

  • 4

    Describe the channels of distribution within the hospitality and tourism industry.32.04

  • 5

    Explain how to prepare a marketing budget.32.05

  • 6

    Maintain brand consistency throughout your marketing plan.32.06

Identify and demonstrate management skills needed to succeed in hospitality & tourism. The student will be able to:33.0

  • 1

    Identify the types of leadership positions available in the hospitality and tourism industry.33.01

  • 2

    Identify career pathways to leadership positions in the hospitality and tourism industry.33.02

  • 3

    Compare and contrast styles of leadership and management.33.03

  • 4

    Identify why leaders must create leadership development goals and a path for meeting those goals.33.04

  • 5

    Define power and empowerment, and summarize how these concepts transpire in centralized and decentralized organizations.33.05

  • 6

    Identify the leadership skills and processes that lead to a seamless guest cycle.33.06

  • 7

    Create an IDP (Individual Development Plan) based on your strengths and opportunities for improvement.33.07

  • 8

    Honestly and objectively conduct a self-evaluation of strengths and weaknesses.33.08

  • 9

    Define traditional management styles.33.09

  • 10

    Explain the importance of varying your leadership style in response to organizational and employee styles and needs.33.10

  • 11

    Identify and apply appropriate 21st-century leadership style.33.11

  • 12

    Explain how problem-solving contributes to leadership processes in hospitality and tourism.33.12

Demonstrate effective Guest Services Management (GSM) skills. The student will be able to:34.0

  • 1

    Identify how managers apply property standards to the guest experience.34.01

  • 2

    Identify the role of Guest Service Measurement (GSM) in managing the guest experience.34.02

  • 3

    Develop a process for resolving guest service issues.34.03

Examine facts and principles related to the branding process. The student will be able to:35.0

  • 1

    Tell the story of their product/destination in a way that effectively speaks to the target market.35.01

  • 2

    Summarize the effect colors, sounds, music, and visual cues have on developing a brand.35.02

  • 3

    Explain and cite examples of consistency in communication to market, both visually and in language.35.03

  • 4

    Develop a brand (i.e., logo, tag line, blog, email marketing templates, sample images, videos, music, etc.).35.04

  • 5

    Communicate a brand promise to the target market through the proper communication channels of the target market.35.05

  • 6

    Define the importance of generating brand awareness and brand loyalty.35.06

Explain the value and importance of marketing research. The student will be able to:36.0

  • 1

    Identify trends that affect marketing in the hospitality and tourism industry.36.01

  • 2

    Cite marketing challenges (shifts or changes in travel trends) and respond to their potential occurrence.36.02

  • 3

    Determine the difference between a credible source and a non-credible source of data or information.36.03

  • 4

    Set a knowledge-based goal; present research applicable to that goal.36.04

Compare and contrast marketing concepts, advertising, and public relations. The student will be able to:37.0

  • 1

    Author a press release in the proper format, including all applicable elements.37.01

  • 2

    Differentiate between editorial and advertorial content and writing techniques.37.02

Discuss the value, importance, and trends related to internet marketing and social media. The student will be able to:38.0

  • 1

    Identify like-minded groups that fit in the target audience and/or market of their brand or business.38.01

  • 2

    Demonstrate ethical behavior in personal and work-related social media communications.38.02

  • 3

    Differentiate between business and personal postings that comprise your digital footprint.38.03

  • 0

    Demonstrate an understanding of current conservation and sustainable practices in the hospitality industry. The student will be able to:39.0

  • 1

    Describe the benefits of sustainable practices and the role hospitality and tourism managers play in implementing them.39.01

  • 2

    Discuss housekeeping management’s role in promoting sustainable practices.39.02

Identify ways the facilities management team can reduce a property’s carbon footprint.39.03

  • 9

    Identify ways the facilities management team can reduce a property’s carbon footprint.39.03

Frequently asked questions

What grade levels do these standards cover?
Grade 9, Grade 10, Grade 11, and Grade 12
Where can I read the official document?
Hospitality and Tourism Management

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