To enter this competition, you must:

• Be an actively enrolled high school student
• Be able attend the Hospitality Rising Summit on November 4, 2026

Competition Guidelines

• Open to all currently enrolled high school students in Utah
• Participants compete individually
• Selected destination must be in Utah
• Choose travel dates between December 1, 2026, and August 27, 2027.
• Plan a three-day, two-night trip for four with a $3,000 budget
  • Assume trip attendees are willing to use their own vehicle, but would still need to be reimbursed for gas.
• Plan a detailed itinerary including transportation, accommodation, activities, and dining
• Stay within a designated budget while maximizing value and experience

Submission

• Submissions must formatted as a 4-page written report with the process of planning. Report must include an itinerary, travel budget document, and present key highlights of the project.
• All materials must be submitted via the official online entry form here by September 19, 2026
• Late submissions will not be considered unless an official extension is announced

Mentorship & Guidance

• Students are allowed to seek mentorship from professors for guidance on their projects
• Students are not allowed to receive advice from industry professionals, travel agencies, Destination Marketing Organizations (DMOs), or any other hospitality/tourism professionals
• Any mentorship or academic support must be acknowledged in the project submission

AI Use and Disclosure

• Responsible use of AI is allowed in this competition; however, all AI use must be disclosed on the references page with a detailed description of how AI was used and in what sections of the report.

Conduct

• Participants must adhere to ethical standards and avoid plagiarism
• Any external assistance must be disclosed

Finalists

• Finalists will be contacted prior to the Hospitality Rising Summit and asked to complete a photo release form with a signature from their parent to allow for photography at the event.
  • Completion of the release form is not required to be eligible to win, however preference to be excluded from photos must be communicated prior to the event.
• Winners will be announced in the morning session of the Hospitality Rising Summit on November 4, 2026

Awards & Prizes

• 1^st place: $1,000 Scholarship to the University of Utah PLUS the winning Utah dream vacation, all expenses paid!
• 2^nd-5^th place: $1,000 University of Utah Scholarship.

Other Considerations

• The trip must be redeemed by November 1, 2027.
• The student must be accompanied on the trip by an adult.
• The winner must inform The J.W. Marriott, Jr. Institute team at least 6 months in advance of their travel plans.
• The trip must be documented with photos and videos to be used in future marketing and promotional materials for the J.W. Marriott, Jr. Institute.
  • Those participating on the trip will be required to complete a photo release form for the use of promotional photos
• Winning students must provide all required personal information to the J.W. Marriott, Jr. Institute to process their scholarship as soon as they are enrolled at the University of Utah.

Submissions will be graded using a rubric evaluating the following criteria. To score well, students should demonstrate each of these throughout their submission.

• Destination Knowledge & Expertise
  • What it measures: The depth of knowledge and research demonstrated about the chosen destination.
  • To score well: Conduct thorough research and demonstrate a strong understanding of the destination, including its attractions, culture, logistics, and travel opportunities.

•  Itinerary Planning & Organization
  • What it measures: The thoroughness, organization, and feasibility of the proposed itinerary.
  • To score well: Create a carefully planned itinerary with realistic timing, thoughtful logistics, and consideration for travel time, reservations, and other practical details.

• Value, Experience & Cost Efficiency
  • What it measures: The quality, value, and efficiency of the accommodations, transportation, meals, activities, and other experiences selected.
  • To score well: Make thoughtful choices that maximize the travelers' experience while demonstrating a strong balance between quality and cost.
• Budget Accuracy & Compliance
  • What it measures: The accuracy, completeness, and organization of the trip budget and compliance with the $3,000 limit.
  • To score well: Provide a mathematically accurate budget that accounts for all trip-related expenses, including transportation, accommodations, meals, activities, amenities, and other costs.

• Technology & Booking Efficiency
  • What it measures: The effective use of technology and credible online resources to research, price, compare, and plan the trip.
  • To score well: Use credible resources to research pricing and availability, compare options, and demonstrate an understanding of the booking process.

• Creativity, Rationale & Report Quality
  • What it measures: The originality of the trip, reasoning behind the student's choices, and overall quality of the final report.
  • To score well: Create an original and thoughtfully designed trip, clearly explain your decisions, and present your work in a clean, organized submission that follows all guidelines.

Evaluations will be conducted by a panel of judges that may include:

• J.W. Marriott, Jr. Institute staff and student leaders
• Utah Tourism Industry Association staff and volunteers
• Hospitality, travel, and tourism professionals
• Utah Career Technical Education staff and faculty

The Travel Agent Competition is open to high school students. Students must meet all eligibility requirements outlined in the official competition guidelines.

Entering the Travel Agent Competition is simple:

1. Review the competition guidelines.
Start by reading the Competition Guide to understand the challenge, eligibility requirements, submission requirements, and judging criteria.

2. Plan your trip.
Step into the role of a professional travel agent and create a three-day, two-night trip for four within the $3,000 budget. Research your destination, build your itinerary, and carefully plan your expenses.

3. Prepare your submission.
Put together a 4-page report including a completed itinerary, expense breakdown, and explanation of the choices you made. Be sure your submission includes everything required in the Competition Guide.

4. Submit your entry.
When your project is ready, submit your entry via the official form here. Please note: your completed entry must be submitted by October 19, 2026 to be considered.

That's it! Your trip will then be reviewed by our panel of judges, and the winning students will be recognized at the Hospitality Rising Summit on November 4, 2026, and the grand prize winner will have the opportunity to experience the trip they designed.

The competition is designed for individual submissions. Each student should submit their own original travel plan and report.

Your submission should include a detailed itinerary, expense breakdown, explanation of your planning decisions, and any other materials required by the competition guidelines. Be sure to review the Competition Guide before submitting your entry.

Winners will be announced at the Hospitality Rising Summit on November 4, 2026.

Finalists will be contacted in the weeks leading up to the summit to confirm their attendance and complete additional paperwork.

Absolutely! The Travel Agent Competition can be incorporated into courses in travel and tourism, hospitality, marketing, business, recreation, and related fields. It can be used as a full class assignment, a smaller project, or a hands-on career exploration activity. We're also happy to create resources to make including this in your course easier. If you're looking for additional educator resources, email our Marketing Manager, Star Neil.

For general information regarding the Travel Agent Competition or the Hospitality Rising Summit, please contact Star Neil at the J.W. Marriott, Jr. Institute at the University of Utah. Please allow 3-5 business days for a response.