Where hotel management can take you might surprise you – Natasja Hassall

Hospitality opens more doors than you ever expect.

From a student dining hall transformed into a Parisian bistro in Bell Block to leading brand strategy for one of the UK’s most distinctive luxury travel companies, Natasja Hassall’s (nee Rasmussen) career is proof that hospitality can take you anywhere especially if you’re willing to say yes.

Today, Natasja is Head of Brand & Communications at Oliver’s Travels, a UK-based luxury villa specialist curating exceptional stays across Europe and beyond. She has been with the company for nearly 12 years, helping grow it from a 12-person start-up into a 100+ strong international business.

But it all began at PIHMS.

Finding Her Path at PIHMS

Natasja graduated in 2009 with a Bachelor of Hospitality and Tourism Management. What drew her in was the structure and the balance of academic study with six-month industry placements.

“That combination of theory and real-world traineeships felt invaluable. You weren’t just studying hospitality, you were living it.”

Her placements took her to Australia first in Food & Beverage on Hamilton Island, then as a Guest Service Agent in Melbourne. Between completing her Diploma and returning for her Bachelor’s, she also spent six months at the Four Seasons in Sydney.

“Being able to travel, work and gain genuine industry experience while studying was a huge selling point. Those placements also give you clarity – what you enjoy, what you don’t, and where you might want to head next.”

For Natasja, that clarity eventually pointed toward marketing. Yet when asked what she loved most about her PIHMS experience, her answer is immediate:

“The people. Without hesitation.”

A weekend orientation before officially enrolling sealed her decision. Lifelong friendships were formed almost instantly. Living on campus in Bell Block, then flatting with friends in New Plymouth while finishing her degree, made those years unforgettable.

“Taranaki struck the perfect balance – relaxed coastal living, a close community, and enough social life to make student days and weekends equally memorable. It was quintessential New Zealand living.”

There was also a deeply personal connection. Her late grandmother lived just down the road and even helped decorate for one themed dining event when students transformed the hallways into a Parisian bistro. “That made it incredibly special.”

The lecturers and staff also left a lasting impression.

“They genuinely cared about setting us up for success – and I still hear from some of them today.”

From Alice Springs to London

After graduating, Natasja secured a marketing role at Lasseters Hotel & Casino in Alice Springs – thanks in part to the PIHMS alumni network that had paved the way before her.

She spent three and a half years there in a fast-paced, hands-on marketing role.

“I was running promotions, jumping on radio to drive footfall, organising international DJs and Halloween ‘Tunnel of Terror’ events. No two days were the same. It pushed me out of my comfort zone in the best way.”

In 2012, she made the move to the UK. Breaking into a new market wasn’t easy, but she eventually secured a marketing role within the education and charity sector, where she sharpened her digital expertise and completed a Diploma in Digital Marketing.

Then in 2014 came the opportunity that would define the next chapter.

Natasja joined Oliver’s Travels on a maternity cover contract. At the time, the company had just 12 employees. Today, it employs over 100 people, has completed multiple acquisitions, and remains privately owned by its two hands-on founders.

Over nearly 12 years, Natasja has grown alongside the brand – working across PPC, SEO, CRM, affiliates, CRO and social before moving into her current leadership role across Brand, PR, Partnerships and Advertising.

“There have been some real pinch-me moments.”

Seeing the company’s first TV advert go live. Hearing their radio ads. Spotting the brand on London buses and the Underground. Achieving recognition in the Condé Nast Traveller Readers’ Awards in 2018 and reaching number one in 2024.

“That felt like a full-circle moment for the whole team.”

There have been unforgettable campaign moments too like filming brand shoots in Provence, stepping in as a standby food stylist, conducting live radio interviews, driving around central London in a branded 2CV (which, at one stage, broke down), and filming a whimsical Sandcastle Butler activation on a beach in Kent.

Beyond the headline moments, what makes her most proud is the steady, long-term growth of the brand.

“I love the autonomy, the creativity and the pace. It’s a role where ideas are encouraged, tested and supported.”

An Industry That Evolves

Hospitality and tourism are evolving rapidly, particularly with the rise of technology and AI.

“As an online travel brand, we operate in an extremely competitive space. Traditional PPC and SEO strategies are changing fast. Staying agile is essential.”

For Natasja, that means investing in digital PR, strengthening brand awareness and connecting with customers in creative ways – both online and through above-the-line campaigns.

“The brands that will thrive are the ones that adapt while staying authentic.”

And that adaptability is one reason she encourages others to consider the industry.

“Tourism and hospitality offer dynamic, fast-paced careers where no two days are the same. It suits people who are curious, creative and enjoy working with others. And it can open doors far beyond traditional hotel roles into marketing, strategy, partnerships and more.”

Looking Ahead

Next on the horizon? Expanding further into the US market and pushing the brand into new territories while staying true to its DNA.

After more than 13 years in the UK, there’s still a part of her that misses the simplicity of coastal Taranaki living.

But the foundation built at PIHMS remains central to everything she does.

“If you love hospitality but also want flexibility in where your career might take you, PIHMS provides a strong foundation. It equips you with practical experience, broad business knowledge, and surrounds you with like-minded people who often become lifelong friends.”

“The live-work-study environment is something quite special and you never quite know where it might lead.”