Levels & career tracks
Curso básico · A1–A2
Nivel A1.1 — IdentidadNivel A1.2 — Rutinas y entornoNivel A2.1 — Contando el mundoNivel A2.2 — Comparando y proyectandoIntermedio · B1–B2
Level B1.1 — Connecting experiencesLevel B1.2 — Narrating and describingLevel B2.1 — ArguingLevel B2.2 — NuanceProfesional / Avanzado · C1–C2
Level C1.1 — PrecisionLevel C1.2 — Register and discourseLevel C2.1 — StyleLevel C2.2 — Native masteryInglés técnico y especialización
Career Track BusinessCareer Track Economics and FinanceCareer Track Business AdministrationCareer Track Information Systems EngineeringCareer Track Educational SciencesCareer Track Medicine and Health SciencesCareer Track Tourism and Hospitality Current levelCareer Track Occupational Health and SafetyCareer Track Legal EnglishSpecialized Track · Career
Executive-level vocabulary for destination strategy, brand positioning, and crisis leadership in the tourism industry. This lesson closes the Tourism, Hospitality & Services career track.
Why this matters This lesson connects directly to your progress: it covers destination marketing and strategy; crisis management and reputation; advanced revenue and portfolio strategy. Mastering this content lets you move forward confidently, and reinforces patterns you'll use again later. Take time to review every example before moving to the assessment — repetition is what actually locks knowledge in long-term.
01
The goals of this lesson.
02
You already understand operations and guest experience. This final Tourism lesson covers strategy, marketing, and crisis management at the executive level.
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Terms for brand positioning, market strategy, and destination development.
Examples
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Vocabulary for handling reputational risk and crisis communication.
Examples
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Terms for yield management, portfolio strategy, and data-driven decision-making.
Examples
06
Read the text and answer the questions. You can try as many times as you want.
Following the disruption, the executive team implemented a comprehensive crisis management protocol. "We need to address this reputational crisis proactively," the CEO stated, emphasizing the importance of a transparent crisis communication plan for stakeholder engagement.
Meanwhile, the marketing division focused on repositioning the destination as a premium eco-tourism hub, targeting high-value international travelers. "We're leveraging data analytics to optimize the guest journey," the CMO explained, "while also negotiating management contracts with international hotel brands to expand our portfolio."
1. What did the executive team implement?
2. What did the CEO emphasize?
3. How is the destination being repositioned?
4. Who is the marketing targeting?
5. What is the CMO leveraging to optimize the guest journey?
07
A second reading, a bit longer. Read it and answer the questions below.
The tourism board met to discuss how to drive demand during the off-season through a new destination marketing campaign. “We need to differentiate our brand from competing destinations,” the director explained, presenting new market segmentation data.
The team proposed targeting a younger demographic through social media, aiming to elevate the guest experience with curated local experiences. “If we optimize pricing and build brand loyalty now, we can capture market share before the competition catches up,” the marketing lead added, and the board approved the plan to scale operations to two new regions.
1. What did the tourism board want to do during the off-season?
2. What did the director say they needed to do?
3. Who did the team propose targeting?
4. What did the marketing lead say optimizing pricing could help do?
5. What did the board approve?
08
Tap a term on the left, then tap its matching definition on the right. Ungraded — repeat as many times as you like.
Term
Definition
09
Usa las pistas para completar cada palabra en inglés. Sin calificar — repite las veces que quieras.
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The essentials of this lesson, summarized.
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Key terms to remember.
putting a formal plan or protocol into practice
A "crisis management protocol" is a predefined action plan for handling emergencies that could damage guest safety or brand reputation.
Formal / strategicCollocations: implementing a protocol, currently implementing, fully implementing
Synonyms: deploying, rolling out, adopting
a place that people travel to
"Destination marketing" promotes an entire location (city, region, country) rather than a single business, often led by a tourism board.
Formal / marketingCollocations: destination marketing, popular destination, destination branding
Synonyms: location, travel spot
adjusting something to achieve the best possible result
"Revenue per available room" (RevPAR) is a key hospitality metric combining occupancy and pricing into a single performance indicator.
Formal / financialCollocations: optimizing revenue, optimizing pricing, continuously optimizing
Synonyms: maximizing, fine-tuning, improving
the identity and reputation of a company or product
"Brand positioning" defines how a company wants to be perceived relative to competitors — here, through authenticity rather than luxury or price.
Formal / marketingCollocations: brand positioning, brand identity, strengthen the brand
Synonyms: identity, image, reputation
carrying out a formal analytical process
A "market feasibility study" assesses whether a proposed venture, like a new resort, is likely to be commercially viable before major investment.
Formal / analyticalCollocations: conducting a study, conducting research, currently conducting
Synonyms: carrying out, performing, undertaking
the industry providing lodging, food, and related services
Refers broadly to the sector encompassing hotels, restaurants, and travel services, distinct from "tourism" which includes travel generally.
Formal / industryCollocations: hospitality group, hospitality industry, hospitality management
Synonyms: lodging industry, guest services sector
involving people affected by a decision in the process
Crucial for destination marketing, where local businesses, government, and communities must align around a shared tourism strategy.
Formal / strategicCollocations: strong stakeholder engagement, stakeholder engagement plan, improve stakeholder engagement
Synonyms: community involvement, consultation process
travel that minimizes negative impact on a destination
Balances economic benefits of tourism with environmental protection and respect for local culture and communities.
Formal / industryCollocations: invest in sustainable tourism, sustainable tourism practices, promote sustainable tourism
Synonyms: eco-tourism, responsible travel
how a brand is perceived compared to competitors
A deliberate strategic choice about the mental space a brand occupies in a customer's mind relative to alternatives.
Formal / marketingCollocations: clear brand positioning, brand positioning statement, refine brand positioning
Synonyms: market positioning, brand identity
the percentage of rooms filled at a given time
The single most-watched operational metric in hospitality, directly tied to revenue and staffing decisions.
Formal / financialCollocations: occupancy rate increased, average occupancy rate, boost the occupancy rate
Synonyms: room utilization, fill rate
dividing customers into groups with similar needs
Enables targeted marketing — e.g., separating business travelers from leisure travelers, each requiring different messaging.
Formal / marketingCollocations: effective market segmentation, market segmentation strategy, refine market segmentation
Synonyms: customer segmentation, audience targeting
promoting a place to attract visitors
Typically led by a destination marketing organization (DMO), such as a tourism board, rather than individual businesses.
Formal / marketingCollocations: destination marketing plan, destination marketing campaign, invest in destination marketing
Synonyms: place promotion, tourism marketing
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Strategic expressions used by hospitality executives and destination marketers.
13
Tap the words in the correct order to form the sentence. Ungraded — repeat as many times as you like.
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Tap the correct verb form to complete each sentence. The other options are conjugations from other tenses — on purpose, so you learn to tell them apart.
We're a market feasibility study for the new resort
The is repositioning itself as a premium eco-tourism hub
The sector is adapting to evolving traveler expectations
We're strategic partnerships with airlines and tour operators
The communication plan ensures transparent stakeholder engagement
15
Listen to the full dialogue with the speaker buttons first, then fill in the missing words from this lesson's real conversation. Ungraded — repeat as many times as you like.
How should we respond to the negative
We a communication plan and transparent stakeholder engagement.
16
You need at least 80% to unlock the next lesson. You can retake it as many times as you want — your best score is saved.
1. "We're analyzing guest lifetime value to inform marketing spend." — which one is correct?
2. Choose the equivalent of: "We're implementing yield management strategies across all properties."
3. Select the correct match for: "The crisis communication plan ensures transparent stakeholder engagement."
4. "We're leveraging data analytics to optimize the guest journey." — which one is correct?
5. "The property portfolio spans multiple market segments and price points." — which one is correct?
6. Choose the equivalent of: "We're implementing AI-driven personalization for guest experiences."
7. "We need to address this reputational crisis proactively." — which one is correct?
8. "We're optimizing our revenue per available room through dynamic pricing." — which one is correct?
9. "The destination experienced significant disruption due to the crisis." — which one is correct?
10. Select the correct match for: "The destination is repositioning itself as a premium eco-tourism hub."
Review — Lesson 81 What matches: "We need to run some basic tests."?
Review — Lesson 81 What matches: "The nurse will draw a blood sample."?
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You've completed Tourism and Hospitality! Next: Occupational Health and Safety, starting with everyday safety vocabulary.
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Practice this lesson's vocabulary with a word search and flashcards. Ungraded — play as many times as you like.
Tap the first and last letter of a hidden word to find it. Los términos de varias palabras van sin espacios en el tablero (ej. "give up" aparece como GIVEUP).
Elige la respuesta correcta. Si aciertas, la tarjeta queda lista por hoy; si fallas, vuelve a aparecer pronto para reforzarla. Tu progreso se guarda en este dispositivo.