Developing Commercial Talent: Is it Time to Rethink the Commercial Arm of the Hospitality Curriculum?

The hotel industry is transitioning from a siloed approach to driving topline revenue to a formalized commercial function to pursue commercial excellence. This survey-based research provides empirical support for a shift toward the formalization of the commercial function at the corporate level and the key functions housed under the commercial umbrella: marketing, sales and revenue management. Hotel professionals’ perceptions of commercial–the commercial team and commercial strategy–are presented. Additionally, their perceptions of the competencies that hospitality students need to succeed within the commercial space are discussed. The implications of the study’s findings for students, as well as for faculty teaching the hospitality commercial curriculum, are outlined, along with practical recommendations for faculty to support commercial curriculum evaluation and development efforts.