Earning Professional Designations and Credentials: What, Why and How?
By Robert O'Halloran
Education comes in many shapes and forms. The focus should be on the quality of the education and the value of what is being offered. Hospitality professionals that want to enhance their professionalism and build their educational resumes have numerous choices. In general, hospitality professionals are looking to receive certifications that support their education, advance their careers and increase potential opportunities in a dynamic and new industry landscape.
It is notable that there are no barriers to entry into a hospitality professional career and no degrees and or certifications that are required to enter the industry. The educational requirements to earn a degree are formal and structured, but that is not always the case. Alternatively, hospitality certifications are designations that are awarded to hospitality professionals who demonstrate certain proficiencies or those who go above and beyond in the course of their jobs. The intent of a certification is to recognize industry leaders and set them apart from their peers. Certifications serve as a symbol of accomplishment and can often be used to advance the recipient’s career. It is all education; the task is to match personal education needs with your professional goals for an optimal fit.
The premise is to offer certifications to the industry’s management and staff to enable them to be the most accomplished, educated, and successful leaders in their current and future careers. Hospitality certifications are industry-tested credentials that verify an individual’s experience and expertise within the hospitality industry. Each certification can highlight an aspect of expertise with hospitality processes, software, and other hospitality practices. Certifications can also help candidates distinguish themselves from others pursuing hospitality positions. Any hospitality professional interested in receiving documented proof of their industry success or expertise can pursue certifications.
As an undergraduate student, majoring in hotel and restaurant management I never considered certifications. They were not on my radar or in my course work, and I had not considered hospitality as a career path in high school. Today, there are high school certifications that prepare students for employment in the tourism and hospitality industry that can help them advance from entry-level positions into supervisory roles and begin their academic careers. The credential content offers customer service, accommodations skills and food service qualifications and more.
The landscape of hospitality education has changed significantly. Most university hospitality programs require field experiences and or internships or both for its students to get practical experience in the field. Today, experiential learning requirements have become more structured and include specific standards for positions and number of hours and experiences in the field and its options (internships, co-ops, field experiences).
Additionally, some programs have required professional designations and certifications within their curriculums. These are not standalone courses but are often imbedded in courses requiring certification content knowledge. For example, ServSafe Food Safety is a required professional designation for all of our students and is administered in our second-year kitchen lab course. Programs and their faculty work with the National Restaurant Association (NRA) to offer this content and proctor examinations while modeling proper Food Safety applications in lab settings.
Other certifications options include, Cvent , and CoStar – STR Global like Certification on Hotel Industry Analytics (CHIA ). These efforts connect certifications with academic degrees and are beneficial for students being recruited into entry level management positions. It is also noted that certification is a complement to education . It is not a replacement for accredited degree work, but instead to support academic education and professional experience in our field.
Students and soon to be managers should also note that education and training and are not the same thing. I would argue that training is or can be a significant component of education. Training as part of teaching focuses on how to use a tools or processes optimally. Alternatively, education focuses on providing opportunities to think and consider issues and or problems utilizing reflective thought and judgment. Both are relevant! Additionally, many if not all the programs that one might consider are offered online and often asynchronously and or hybrid.
Career Path Versus Content Immediacy: How-To Versus Thinking Skills
Certifications and credentials can also be general or extremely specific. Some certifications are more well known than others, and some certify you in a particular software , while others certify your broad industry skills. Having hospitality certification is a terrific way to show your dedication to the industry. Hospitality certifications can help those with high levels of industry expertise and job performance stand out from the crowd. As mentioned earlier, hospitality certifications can add a certain level of prestige to any resume and help recipients become more competitive in the job market.
Some of the examples already provided in this discussion illustrate applied content versus thinking skills and these certifications are meant for enhanced job credibility. For example, ServSafe Food Safety is focused on food safety and sanitation knowledge and application. There are also broader topics, such as supervision, leadership and more that focus on the building blocks of those areas. There is also the expectation for many educational programs to move through Bloom’s Taxonomy of Educational Objectives to reach synthesis and evaluation at the higher end of the taxonomy of objectives. Or in the updated versions of the taxonomy, from remembering and understanding to evaluation and creating.
What are Certifications?
Certifications are designated credentials earned by an individual to verify their legitimacy and competence to perform a job. A certification is typically displayed as a document stating that as a professional, you have been trained, educated, and are prepared to meet a specific set of criteria for your role. Indeed , noted the following types of certifications and standards.
Types of Certifications
Corporate: Corporate certifications are internal certifications created by a corporation for certification purposes within that company and are not portable to other corporations. Some examples include:
- Goldman Sachs’ New Analyst and New Associates certifications, offered through Goldman Sachs University.
- Enterprise’s Management Training certifications
- Walgreens’ retail, corporate and pharmacy certification programs, offered through Walgreens University
Product-specific: Certifications, otherwise known as role-specific certifications, are specific to certain products. This type of certification is common in inbound marketing and information technology (IT) industries. Examples of product-specific certifications include:
- IASSC (Lean Six Sigma organizational structure methodology)
- Software certifications, e.g., SalesForce, Microsoft Office, Adobe Creative Suite
- Google (Analytics, AdWords, Publisher)
Profession-wide: The broadest type of certification is profession-wide, a type of certification that is portable to wherever the certified professional may work. Other examples might include CFA (Chartered Financial Analyst), CIPM (Certificate in Investment Performance Measurement)
· Certifications vs. Licensure
o Professional certifications are typically earned through a professional organization or educational institution. If you find that credentialing is required by law before practicing your job, this is called licensure. For example, Certified Public Accountant (CPA ) designation is required to practice in this area of accounting. It is noted that the processes to become certified strongly resemble the processes of becoming licensed, often only differing only in terms of legality.
· Trustworthy-credentialing body
o For credentials to be taken at face value, the credentialing institutions from which they are acquired must be a universally trusted body. Employers must be able to trust that credentialing materials remain accurate and up to date and use top-quality content.
Trade Associations, Universities, Business Credentials, Hybrid Opportunities
As previously noted, unlike sectors like law and medicine, there are no formal certifications or credentials required to work in the hospitality industry. But that does not mean there is no value in pursuing these advanced qualifications. For those serious about their careers, a hospitality certification proves that you have some industry skills, and you are willing to invest in your future. The following are a sample of hospitality and business (links included) certifications and designations offered through multiple sources including trade associations (National Restaurant Association, (NRA) American Hotel and Lodging Association (AHLA) etc.), corporate education, and organizations like, LinkedIn Learning , Google , Microsoft and more. This list is not intended to be comprehensive.
Sample Hospitality Certifications and Designations Resources
1. National Restaurant Association :
- ServeSafe – Alcohol, Food Safety and Sanitation
- Allergens, Food Handler, Manager
- Food Service Management Professional
2. American Hotel and Lodging Educational Institute-NRA Foundation :
- Certified Hospitality Supervisor
- Certified Hotel Administrator
- Certified Hospitality Technology Professional (Chtp)
- Certified Rooms Division Executive (Crde)
- Certified Hospitality Educator
- Certified Hospitality Revenue Manager
3. Plus other hospitality professional certifications:
- Certified Hospitality Sales Professional (CHSP)
- Certified Hospitality Trainer (CHT)
- Certified Hotel Concierge (CHC)
- Certified Guest Service Professional (CGSP)
- Certified Hospitality Housekeeping Executive (CHHE)
- Certified Hospitality Facilities Executive (CHFE)
- Certified Hospitality Financial Management (CHFM)
4. Hospitality Sales and Marketing Association I nternational :
- Chdm: Certified Hospitality Digital Marketer
- Certified Hotel Sales Leader (CHSL) Certification
- CRME: Certified Revenue Management Executive (CRME)
- CHDM: Certified Hospitality Digital Marketer
- CHBA: Certified in Hospitality Business Acumen: Partnership with Russell Partnership Technology, HSMAI offers the CHBA.
- CRMA: Certified Revenue Management Analyst
- Certificate of Revenue Management (Hospitality)
5. Cvent :
- Cvent Supplier Professional Certification
- Cvent Event Diagramming Certification
- Club Manager Association of America
- Certified Club Manager (CCM)
6. Association of Destination Management Executives:
- DMCP: Destination Management Certified Professional
- CDME: Certified Destination Management Executive
7. Meeting Planner International (MPI) :
8. National Association of Catering and Events:
9. Other hospitality and tourism related certifications:
- DMCP: Destination Management Certified Professional
- CGMP: Certified Government Meeting Professional
- DES: Digital Event Strategist
- CVE: Certified Venue Executive : International Association of Venue Managers
- CEM: Certified in Exhibition Management : International Association of Exhibitions and Events
- CSEP: Certified Special Events Professional : The International Live Events Association
- CPCE: Certified Professional in Catering and Events : National Association of Catering and Events
- CCEP: Collegiate Conference and Events Professional : The Association of Collegiate Conferences and Events Directors-International
- CMP: Certification in Meeting Management : MPI
- CAE: Certified Association Executive : American Society of Association Executives
- BVOM: Business Value of Meetings : Meeting Professionals International & The Global Business Travel Academy
10. Culinary Careers: American Culinary Federation Inc:
- Certified Executive Chef (CEC) - American Culinary Federation, Inc.
- Certified Master Chef (CMC)
- Certified Sous Chef (CSC)
- HNFS certification - American Association of Family and Consumer Sciences
11. Wine and Spirits : The Society of Wine Educators:
- Certified Specialist of Wine (CSW), Certified Specialist of Spirits (CSS)
- Certified Wine Educator (CWE), Certified Spirits Educator (CSE)
- Hospitality/Beverage Specialist Certificate (HBSC).
12. Human Resources (HR) (Multiple HR Certifications and Designations) :
- Beginner certifications in HR
- Associate Professional in Human Resources
- Talent Management Practitioner
- Digital HR Specialist
13. Types of HR Certifications for Career Advancement:
- Professional and Senior Professional in Human Resources
- Business certificate programs
- SHRM Certified Professional and Senior Certified Professional
- Certified Professional in Talent Development
14. International certifications : Professional in Human Resources – International:
- Global Professional in Human Resources, Global Talent Management Leader
- Specialty certifications for HR : HR Department of One, Inclusive Workplace Culture, People Analytics, Talent Acquisition, U.S. Employment Immigration, Workplace Investigations.
15. Other Sector Certifications and Education Programs:
- E-commerce, Art certificate programs, Technology certificate programs, Education certificate programs, Mechanical and construction certificate programs, Healthcare certificate programs, Agriculture certificate programs and Law certificate programs.
16. LinkedIn Learning examples: Courses noted by title (Links) below. Additional data available on popularity and cost:
- How to Use LinkedIn Learning
- Expert Tips for Answering Common Interview Questions
- Ken Blanchard on Servant Leadership
- Excel Tips Weekly
- What Is Generative AI?
- Be the Manager People Won’t Leave
- Critical Thinking for Better Judgment and Decision-Making
- Effective Listening
- Critical Thinking
- Time Management: Working from Home
- Executive Presence on Video Conference Calls
- Agile Foundations
- Creating Great First Impressions
Going Forward
Discussions about certifications, credentials and designations all falls under the umbrella of education. I support getting as much education as you want and that education should be available and affordable. Higher education is typically about universities and degree programs. Today many universities are offering and or exploring credential options. Rethinking credentials has been prompted by the increasing expense of higher education, employer’s focus on essential abilities and expertise, and students’ difficulties in securing a good job opportunities have acted as a catalyst for universities, independent certifying bodies and creators of national qualification reference frameworks to rethink the entire credentials spectrum.
As previously noted, certifications, can be part of a curriculum and be great ways to support educational progress. Many students say they do not want any more college, however, the point to be made is that education is and should be a lifelong effort. Today, supportive education efforts like certifications also connect with other key words like micro-credential, professional designations, career pathways, career readiness, hotel certifications, and more.
Benefits of Certificate Programs
Employers can benefit from certifications as they provide a reliable and standardized measure of an applicant’s capabilities. Professional credibility through professional certifications are becoming increasingly valuable to employers. Certifications demonstrate professionalism and adherence to high industry standards and shows your commitment to lifelong learning. Certifications also enable employers to make informed hiring decisions, ensuring that candidates possess the necessary qualifications and expertise to excel in their respective roles.
Moreover, organizations often rely on certified professionals to uphold industry standards, promote innovation, and maintain a competitive edge. Credential certifications serve as a valuable currency in the modern job market, empowering individuals and enabling organizations to thrive in an increasingly specialized and dynamic world.
Over the last couple of years, we have been working with hospitality industry organizations to develop educational offering and certificates. In our initial meetings we discussed employees using their tuition reimbursement benefits and ultimately pursuing a degree. It was noted in these discussions that to have employees engage in a degree program immediately, would for some, be a very heavy lift. Thus, the idea of certificate(s) education came to the forefront. This option makes sense for employee / students working full-time and taking on smaller academic workloads while working. A career channel like this can help to focus employees for success on the job and in the classroom.
For a company that provides a tuition reimbursement benefit, success on both sides can also help with retention efforts in the organization. Certificate education can also help employees prepare for specialized jobs and help their network of employee colleagues and college classmates. Also, certificate programs can position employees with a competitive advantage, in job performance efficiency, earning potential, and professional creditability.
As we saw during the pandemic, many hospitality employees pursued new employment in the wave of closed hospitality businesses. Some employees have returned to hospitality, but others have not, and have found new pathways in retail, grocery, healthcare, and human resources and other sectors. Some anecdotal research on our part indicates that certificate programs and pathways have helped some of these former hospitality professionals successfully switch service sectors. The hospitality industry, to lure these employees back, should embrace transferrable skills.
Hotel Certifications
Certifications can be individual, but they can also be business wide. For example, the concept of sustainability and eco-friendly hotels has led to the certification of hotels for sustainability. Hotel certifications have become increasingly vital in promoting sustainability within the hospitality industry, providing frameworks that guide hotels toward reducing their environmental footprint, enhancing operational efficiency, and gaining a competitive edge in the marketplace highlighted via LEED , Green Key and Earth-Check . Consider that hotel certifications for sustainability can also function as a catalyst for its employees to learn and know more about sustainability for hotels but also for our planet. For example, our Master of Sustainable Tourism and Hospitality program offers certification in sustainable tourism . The concept endorses that a business can be certified and requires a standard level of sustainability knowledge for employees, a win-win for education!
Programs and educational opportunities are everywhere, and they can support efforts to be current and credible. My employer, for example, has a regular series of educational programs that faculty, staff and administrators need to complete on a regular schedule. Additionally, some hospitality faculty (many I believe) participate or have participated in professional education in their area of interest in the hospitality industry, which could be lodging, food and beverage, meetings and events, clubs, HR and more. In my case, I have earned over many years, multiple certifications and or credentials connected to the hospitality sector.
For example, from STR Global, Certification in Hotel Industry Analytics, Manager Training North Carolina Department of Insurance, Certification in Hotel Business Acumen, a Vocational Teaching Credential; Colorado Department of Education, a Certified Hospitality Educator (CHE), Responsible Alcohol Service and Sanitation, Foodservice Management Professional and Certified Hotel Administrator credentials. Note that the sources of these certifications are a combination of trade association, government agencies and hospitality businesses. This information is an affirmation of knowledge of a subject, credibility in the hospitality industry and utilizing the certification or credential as leverage in creating stronger networks of connections for our businesses, programs, and ourselves.
For managers, employees and students, the role of certifications and credentials should be tied to a self-developed Career Curriculum Plan. To develop your plan, ask yourself basic questions, related to where are you now? That is, what is your level of education? what don’t you know that you think you should? what are the trends of the industry in terms of innovation of products and methods? Then ask yourself, where do you want to go (career pathway), that is what jobs, what skills and knowledge do you need that you do not have now? Think of it as your own gap analysis.
Once you know what the gap(s) are, decide how you close the gaps, education, training, skills, opportunities that you need to get to the position you are striving to secure? Is it a degree? Or is it certification? credential programs? that will allow you to work towards your goals in manageable chunks. Your goal is to be successful in your career and be successful in the development of your knowledge, skills, and abilities to leverage your credibility on a professional level.
Education is all around us and my recommendation is for people to experience as much as they can. Think about this discussion as a review of your education and learning opportunities, and as a continuous process of collecting tools for an ever-expanding basket of skills and abilities that are with you forever.
Prof. O'Halloran
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