Navigating the Evolving Landscape of Hospitality Education: Insights from European Faculty

The HSMAI Foundation recently hosted meetings among European faculty members in marketing and revenue management. The discussions highlighted how academic programs are adapting to changes in the industry, focusing on partnerships, program enhancement, and student engagement. 

Curriculum Development and Student Engagement 

The faculty discussed the best practices for improving the relevancy of curriculum and level of student engagement, including:  

  1. Case studies 
  2. Research projects 
  3. Mentoring 
  4. Career planning  
  5. Digital Assets 
  6. Industry Guest Speakers 
  7. Internships 

The incorporation of these resources in the curriculum not only enriches the learning experience but also aligns academic programs with industry needs. 

Challenges and Opportunities 

Our discussions touched upon the challenges in the field, such as clickbait, price disparities, and the impact of user reviews on pricing strategies. These topics reflect the dynamic nature of the industry and highlight the need for academic programs to continually adapt and stay in tune with what is going on in the field. 

Embracing Industry Collaboration 

Along those lines, a theme in our discussions was the importance of partnering with industry professionals. By integrating guest speakers, engaging in research projects, and utilizing real-world data for case studies, academic programs are trying to bridge the gap between theoretical knowledge and practical application. These collaborations are essential in providing students with current information and valuable insights into the industry. 

HSMAI’s Role 

HSMAI and the HSMAI Foundation are pivotal in bridging the gap between academia and industry. We offer invaluable resources such as case studies, scholarships, and paid internship opportunities, enhancing student engagement and curriculum development. Additionally, we facilitate industry engagement through guest speakers and faculty internships, providing real-world insights that are crucial for an up-to-date curriculum. 

Thank you to the faculty from participating colleges and universities:   

  • Edinburgh Napier University 
  • EHL 
  • Essec IMHI 
  • Shannon College of Hotel Management 
  • University of Surrey 
  • Zuyd University – Hotel Management School Maastricht 
  • SHL Schweizerische Hotelfachshule Lurzern 

Categories: Marketing
Insight Type: Articles