If you are thinking of enrolling in a tourism-related master’s degree program after having completed an undergraduate degree in tourism or hospitality, you are surely wondering which master’s degree is best for you. The options are varied, and after having completed a degree in tourism or training related to hotel management, your options are very open.
We know that tourism is being affected by the Covid-19 pandemic, however, the luxury sector has always managed to overcome previous crisis situations quickly and efficiently. In 2008, the luxury sector was the least affected by the global economic crisis and the fastest to recover.
It is not surprising, then, that there is so much interest in master’s degrees in tourism with a special focus on luxury marketing. The tourism industry, marketing, and luxury are closely related.
The reasons for studying for a tourism master’s degree of these characteristics are obvious. On the one hand, professional opportunities in this industry include hotel management and the marketing management of tourism companies and luxury brands.
On the other hand, students and graduates in tourism, hospitality, and marketing can take this opportunity to adapt to the new scenario. Mobility restrictions will place greater focus on personalized services, VIP personalized shopping, and online experiences. All of these evolving business trends are part of this Master’s in Marketing Management for Luxury Tourism.
The master’s in luxury tourism you expected
The Master`s in Marketing Management for Luxury Tourism is one of the newest graduate-level programs in the Les Roches academic offer. This comprehensive master’s program consolidates a wide range of professional skills in the world of tourism and luxury with a focus on directing marketing strategies in these markets. Both in Spain and worldwide, the luxury markets are a driving economic force that will lead to economic recovery in 2021.
From the hand of experts in the tourism and luxury sectors, you will learn how to make effective marketing decisions and gain firsthand knowledge about how leading brands in these sectors manage their competitive strategies. Classes are taught by Les Roches teachers with years of experience behind them. They are joined by a selection of visiting lecturers who take time from their professions in the luxury industry to teach in their field of expertise.
Our master’s degree in luxury tourism: is it for you?
This master’s is aimed at those who want to focus on the luxury and tourism market. It is especially attractive if you have already completed a degree in tourism, and have previously studied marketing, business management, or hospitality management.
The curriculum of this master’s degree is also the perfect springboard for career changers who need to get their foot in the door of the luxury tourism sector. Finally, those students with aspirations to start their own luxury business in tourism will also benefit from studying for this master’s degree.
Marbella: the perfect setting
This master’s degree is taught exclusively at the Les Roches Marbella campus. The discerning international atmosphere of this Mediterranean resort city is the perfect setting to develop as a marketing professional for luxury tourism.
A unique ecosystem that favors luxury tourism has been created in Marbella and its international reputation has made it one of the most-visited destinations in Spain and Europe. The luxury tourism offer is wide-ranging in hotels, retail, and services.
All of this creates a perfect setting to live and breathe the environment that a marketing professional for luxury tourism needs to become familiar with.
Master in tourism with visits to companies
The students of the Master’s in Marketing Management for Luxury Tourism visit leading companies to learn about marketing management from the hands of experts. In Marbella, we find the most recognized brands in tourism and luxury.
The purpose of these company visits is to put students in direct contact with leading industry professionals. The students are generally received by Marketing Directors and CEOs who give lectures on marketing management in their companies. During one-to-one meetings with luxury companies, students of this master’s degree have the opportunity to ask them questions, gain unique insights, and grow their list of contacts with professionals in the industry. These are highly valued visits for both their academic value and networking potential.
Some of the companies that our former students of the 2019 class have visited include:
La Zagaleta
One of the most luxurious and exclusive urbanizations in Europe. The students of the Master in Marketing Management for Luxury Tourism visited La Zagaleta and were received by its CEO, Ignacio López. They learned about the strategy behind real estate management and advisory services, focusing on customization for international clients.
Ascari Circuit
The students of this master’s degree in tourism and luxury also visited the Ascari Circuit, one of the longest road courses in Spain. With a waiting list of more than 12 months, a villa and personalized services, the Ascari Circuit is a highly valued visit by the students of this master’s degree.
El Corte Inglés
The students visited El Corte Inglés in Puerto Banús, Marbella, and received an authentic behind-the-scenes masterclass on the management of VIP Personal Shopper services at the high-end retail chain. This service is provided to the most esteemed clients, for whom El Corte Inglés closes its doors to the public and dedicates themselves to personalized purchase advice for a whole day.
Villa Padierna
The Villa Padierna group is a holding company of leading companies in the tourism sector on the Costa del Sol. The students of our tourism master’s degree were able to enjoy a breakfast of diamonds with the General Manager of the classically elegant Villa Padierna Palace Hotel where former US First Lady, Michele Obama, famously spent her summer vacation in 2011.
What is studied in this tourism master’s degree?
The skills students acquire from a master’s degree focused on tourism and luxury are in high demand in today’s professional environment. Companies in this industry are looking for keen professionals who are capable of managing the strategic direction of marketing in such a demanding sector.
Some of the subjects found in this tourism master’s degree are:
- Luxury Fashion and Lifestyle Trends
- Sustainable Luxury and Ethics
- Building Luxury Brand Equity
- Strategy and Value Creation in Luxury
As a complement to their academic training, the students of this master‘s also attend seminars on the world of luxury and tourism. Some of the topics covered in these seminars are:
- Diamonds
- Art
- Digital Marketing
- Personal design for luxury travel
- Cigar and wine universe
Additionally, the visiting lecturers are active professionals from the world’s largest tourism, luxury, and fashion companies. They take a break from their post to teach the students of this master’s degree in tourism.
Names such as Carla Vázquez Jones, Communication Director for Delpozo Calzados and Marketing Manager for CH Carolina Herrera; or Dr. Alexia de la Morena, professor of neuromarketing, CEO of Neuromarketing Attraction.
In the second semester, students will take courses with industry names such as Pedro Utrera, former Communication Director for Louis Vuitton, Moët Hennessy, and current Head of Public Relations for Hotelbreak, and Ioannis Blackburne, former Retail Performance Manager at Louis Vuitton and current Retail Manager at Value Retail.
Master’s degree structure and internship
With a duration of 9 months, this master’s is structured in two stages. The first semester immerses the student in the world of marketing, focused on the strategic management of luxury and tourism brands. The second stage, lasting 3 months, delves into issues of brand value creation, team leadership, and financial management.
You will also be able to undertake an internship in the luxury industry that will put your knowledge to the test. Some students choose to do them in the companies where they already work. Others choose to do internships coordinated through the Les Roches Career Development Department’s extensive industry contacts.
You might also be interested in reading:
- The Ultimate Guide to understanding hospitality management schools
- The difference between a Hospitality Management degree and Tourism studies
- 7 Ways an Executive Master’s in Hotel Management will advance your hospitality career
- Career opportunities with a degree in Hospitality Management
- 7 resume tips for Hospitality professionals
- 11 Best hospitality job boards
