University of Florida

Hospitality Management Starts Here

Online Master of Science in Tourism and Recreation Management
Specialization in Hospitality Business Management

Program Overview Explore the Curriculum

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Percent of global jobs created in the last decade dedicated to travel & tourism


U.S. capital investment from travel & tourism in 2017

The 100% online Master of Science in Tourism and Recreation Management with a Specialization in Hospitality Business Management (HBM) from the University of Florida’s Department of Tourism, Hospitality and Event Management (THEM) prepares working and aspiring professionals to acquire strong analytical and marketing skills, management expertise and in-depth knowledge of environmental and social concerns so they can move up the career ladder.

The Specialization in HBM curriculum has been developed to meet the needs of the tourism and hospitality industry while effectively preparing students with a fundamental management perspective of public and private sector destinations. The project-based coursework uses real data from industry partnerships the THEM Department maintains through the Eric Friedheim Tourism Institute, a leading research institute in one of the most visited states in the country with a focus on contributing to the long-term sustainability of communities throughout global society.

Our experienced faculty develop and continually update tools related to marketing, forecasting, market segmentation as well as crisis management. Many of these tools come directly from research and indicators developed and created only at UF. The faculty aid students in capitalizing on their own unique strengths so they can graduate confident in their ability to build, measure and manage profitable marketing plans and brand strategies.

Using real data from top industry experts at companies like Universal Parks & Resorts and The Ritz Carlton, students in the online HBM program develop resource-based views and comprehensive strategies for managing and leading tourism and hospitality organizations. HBM students learn from case studies to gain confidence in building, measuring and managing profitable marketing plans and brand strategies.

Students will also obtain a holistic perspective of environmental concerns that impact visitation to sensitive areas, including how to build sustainable initiatives into a business model and how to use unique faculty-developed tools to better respond to these issues.

Job openings in the Leisure and Hospitality industry increased 282% between 2010 and 2018 and are expected to continue to grow.

Bureau of Labor Statistics