Tourism product manager

Tourism product managers analyse the market, research potential offers, develop products, plan and organise the distribution and marketing processes.

The following job titles also refer to tourism product manager:

tourism product developer
tourism distribution manager

Bachelor’s degree is generally required to work as tourism product manager. However, this requirement may differ in some countries.

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

• the nature of the work performed in an occupation in relation to the characteristic tasks and duties
• the level of formal education required for competent performance of the tasks and duties involved and
• the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Tourism product manager is a Skill level 4 occupation.

These occupations, although different, require a lot of knowledge and skills similar to tourism product manager.

destination manager
tourist animator
tourism policy director
hospitality revenue manager
customer experience manager

These occupations require some skills and knowledge of tourism product manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of tourism product manager with a significant experience and/or extensive training.

This knowledge should be acquired through learning to fulfill the role of tourism product manager.

Tourism market: The study of the tourism market on a international, regional and local level and considering worldwide tourist destinations.
Market analysis: The field of market analysis and research and its particular research methods.
Tourist resources of a destination for further development: The study of touristic resources in a specific area and its potential for further development of new touristic services and events.
Sales strategies: The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.
Geographical areas relevant to tourism: The field of tourism geography in Europe as well as the rest of the world in order to point out relevant tourism areas and attractions.

These skills are necessary for the role of tourism product manager.

Carry out inventory planning: Determine the optimal quantities and timings of inventory in order to align it with sales and production capacity.
Comply with food safety and hygiene: Respect optimal food safety and hygiene during preparation, manufacturing, processing, storage, distribution and delivery of food products.
Produce content for tourism brochures: Create content for leaflets and tourism brochures, travel services and package deals.
Implement marketing strategies: Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
Set up pricing strategies: Apply methods used for setting product value taking into consideration market conditions, competitor actions, input costs, and others.
Manage distribution of destination promotional materials: Oversee the distribution of touristic catalogues and brochures.
Manage distribution channels: Oversee distribution channels with regards to the requirements of customers.
Create annual marketing budget: Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people.
Develop tourism products: Develop and promote tourism products, activities, services and package deals.
Maintain customer service: Keep the highest possible customer service and make sure that the customer service is at all times performed in a professional way. Help customers or participants feel at ease and support special requirements.
Develop travel charter programme: Create travel charter programmes in accordance to organisation policy and market demand.
Participate in tourism events: Take part in tourism fairs and exhibitions in order to promote, distribute and negotiate tourism services and packages.
Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.
Develop tourism destinations: Create tourism packages by discovering destinations and places of interest in cooperation with local stakeholders.
Implement sales strategies: Carry out the plan to gain competitive advantage on the market by positioning the company’s brand or product and by targeting the right audience to sell this brand or product to.
Negotiate supplier arrangements: Reach an agreement with the supplier upon technical, quantity, quality, price, conditions, storage, packaging, send-back and other requirements related to the purchasing and delivering process.
Build a network of contacts with suppliers of tourist services: Establish a widely spread network of suppliers in the tourism industry. Prepare the best possible package and tourist services.
Plan medium to long term objectives: Schedule long term objectives and immediate to short term objectives through effective medium-term planning and reconciliation processes.
Assess an area as a tourism destination: Evaluate an area by analysing its typology, characteristics and its application as a tourist resource.
Monitor contractor performance: Manage the performance of the contractor, assess whether they are meeting the agreed standard and correct underperformance if needed.

Build business relationships: Establish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the organisation and its objectives.
Manage medium term objectives: Monitor medium term schedules with budget estimations and reconciliation on a quarterly basis.
Create new concepts: Come up with new concepts.
Manage production of destination promotional materials: Oversee creation, production and distribution of touristic catalogues and brochures.

This knowledge is sometimes, but not always, required for the role of tourism product manager. However, mastering this knowledge allows you to have more opportunities for career development.

These skills and competences are sometimes, but not always, required for the role of tourism product manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Apply foreign languages in tourism: Use the mastery of foreign languages orally or written in the tourism sector in order to communicate with collaborators or customers.
Utilise cross-selling: Apply sales techniques to sell additional products or services to current customers.

1221 – Sales and marketing managers

 

 

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References

1. Tourism product manager – ESCO