Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida
“Hospitality education must wake up. It must remember that presence is professionalism, presence is leadership, and presence is hospitality itself. In an industry where presence is the currency, educators cannot afford to devalue it.” – by Dr. Rachel J.C. Fu
The Freedom of Remote Research vs. The Duty of Presence
Scholars thrive in quiet corners. Their laptops open in mountain cabins, campus offices, cafés, or home offices. Research allows us to withdraw from the noise and create knowledge that advances industries. That freedom is part of the academic reward. Unlike pure research careers, hospitality professors and educators are role models for an industry rooted in service, human interaction, and authenticity. Presence in this field is not optional. It’s a fabric of credibility.
Hospitality Education is More Than Information
Hospitality students don’t come to class merely to memorize formulas of revenue management or event planning. They invest their money, time, and life energy in the promise of learning from people, their professors. When lights are off in the office during scheduled hours, when a teacher is a ghost in the corridors, students and parents receive a subtle but loud message: “I’m paid to teach, but I’ll be present only when it suits me.” That absence erodes trust.
Lights On, Smiles On
Hospitality education is about modeling. Every smile in the hallway, every greeting with authentic warmth, every door that is open sends a signal: this is what hospitality looks like in action. Students don’t just absorb lectures, they observe behaviors. They will mirror the professionalism, or lack of it, they see. If we, as educators, fail to embody hospitality in the micro-moments, by leaving offices dark, skipping presence, or treating engagement as optional, we are not just failing our students, we are failing the entire next generation of service leaders.
Actions Speak Louder Than Publications
Yes, publishing in high-impact journals matters. An H-index is important at a research university. It sustains careers, promotions, and institutional rankings. Hospitality is a practice-based field. A dazzling publication record does not offset the damage of absent role models in classrooms. Students, their parents, and industry recruiters don’t evaluate us on Scopus citations. They judge us by whether our lessons and behaviors translate into marketable skills and human-centered leadership. In hospitality, actions are louder than words, and presence is louder than publications.
Research That Matters
This does not mean research is secondary. It means research must connect. If our findings don’t enhance companies’ ROI, if our case studies don’t resonate with community needs, if our innovations aren’t adoptable in hotels, airlines, hospitals, or events then our work risks irrelevance. Presence is intellectual. It means showing up in field sites and communities where our insights matter. Students watch this too. They learn that hospitality scholarship is not abstract, but a living contribution to industry resilience and growth.
The Parent’s Perspective
Parents who send their children to renowned institutions expect more than prestigious logos on diplomas. They expect mentorship, guidance, and access. They want their children to learn from professors’ knowledge, behaviors, and networks. The office door, the smile in the classroom, and the guidance in internships. These are as valuable as the curriculum itself. Absent presence robs families of the return on their massive investment in tuition and trust.
Critical Thinking and Humanity in Action
Presence is not just about physical availability. It is about cultivating critical thinking and demonstrating humanity. A professor who shows up consistently, listens carefully, and guides patiently embodies the ethos of hospitality such as service with dignity, and professionalism with compassion. Students are not only learning spreadsheets and theories. They are absorbing a philosophy of leadership. Critical thinking is sharpened not only in problem sets but in conversations that require empathy, challenge assumptions, and inspire courage.
Wake Up, Higher Education
The call is urgent. Presence is no longer optional. It is the baseline expectation.
Being Present, Being Updated, Being Mindful
Presence means staying updated. Curricula cannot stagnate in an era of AI, automation, and shifting global markets. Professors must be mindful not just for themselves, not just to protect tenure, but to honor the obligation they owe students and the next generation. Mindfulness here means asking: Does my course reflect what the industry needs today? Do my students leave class with skills that are marketable tomorrow? It is about aligning academic presence with industry relevance.
The Human Side of Leadership
At its core, hospitality is humanity. Being present means being human in front of students. Be approachable, kind, yet rigorous. It means modeling professionalism and resilience, not perfection. The educator who admits mistakes shares industry failures as case studies, and demonstrates humility teaches more about leadership than any textbook chapter ever could.
Presence is the Ultimate ROI
DEGREES OPEN DOORS, RESEARCH BUILDS CAREERS, BUT PRESENCE TRANSFORMS LIVES. Hospitality education is a sacred trust. Students invest their time, families invest their resources, and industries invest their future talent. When professors are present (e.g., lights on, smiles authentic, research relevant, industry connected, etc.) the ROI is exponential. Students leave not only with knowledge, but with the habits, values, accountability, and confidence to lead.
{Image Credit: Dr. Rachel J.C. Fu EFTI.Talk with Mr. Ross Schilling}
