Research

Three themes defining the future of hospitality & tourism at EuroCHRIE 2025

Yasemin Oruc

Marketing & Innovation lecturer and Research Fellow

What themes will define the future of hospitality & tourism?

In this article, we answer a crucial question: What are the three major themes shaping the future of hospitality and tourism as we head toward EuroCHRIE 2025? As our industry evolves rapidly, we must rethink how we balance growth with sustainability, integrate technology while preserving human connection, and address labour challenges with new leadership paradigms.

As we look ahead to EuroCHRIE 2025, which Hotelschool The Hague is proud to host, three themes stand out as defining the future of our field: balancing travel growth with regenerative strategies, integrating digitalisation with human interaction and addressing global labour shortages. These are not just issues for tomorrow; they are pressing realities we must also respond to today.

Balancing growth with regenerative strategies

How can hospitality balance growth with regenerative strategies?

Travel is expanding at an incredible pace. Diverse segments like digital nomads, creative culture seekers are shaping new demands. At the same time, our destinations, our planet, and our communities are asking us to be mindful of resources, of culture, of impact.

This is the delicate balance we face: how can we continue to grow while also protecting what matters most? Sustainability is no longer an optional extra. The hospitality industry has a big impact on the planet, on cultures and resources. It must become part of the very DNA of hospitality, influencing how we design services, build partnerships, and measure success.

Integrating digitalisation with human interaction

How do we integrate digitalisation without losing human interaction?

Technology has brought us extraordinary tools. From AI-driven guest experiences to seamless check-ins, digitalisation is reshaping hospitality. And yet, we know that no algorithm can ever fully replace the warmth of a genuine smile, or the comfort of being cared for by another human being.

The challenge is not whether to embrace technology, but how to weave it together with human touch. Keynote speakers, Hans Meyer, and Marco van der Werf, will explore exactly this in their talk “Where Hospitality Meets AI.” Their vision is a reminder that innovation and authenticity can and must coexist.

Addressing labour shortages through new leadership

How can new leadership models address labour shortages?

Across the globe, hotels and restaurants are struggling to find and keep people. It is not just a matter of filling vacancies, it is about rethinking how we lead, how we nurture talent, and how we create workplaces where people want to stay.

Leadership, in this sense, becomes central to solving the labour challenge. Prof. dr. Mark van Vugt, another great keynote speaker, looks through a unique lense: exploring hospitality leadership through evolution and biology. His insights encourage us to see leadership differently: as something deeply human and deeply connected to how we thrive together as humans.

Looking ahead

At EuroCHRIE 2025, themed “Hospitality & Tourism Innovation: Exploring Inspiration Across Industry Lines”, we will gather not only to discuss these challenges but to imagine new paths forward. By drawing inspiration from within and beyond our industry, we can find innovative solutions that transform professional practice, business models, and education.

Hospitality has always been about generosity, connection, and resilience. By facing these challenges with open minds and open hearts, I believe we can continue to grow, not just as an industry, but as a community that shines a light on what it truly means to care for others.

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About the author

Yasemin Oruc, Lecturer in Marketing and Innovation at Hotelschool The Hague and President of EuroCHRIE, was born and raised in an Amsterdam hospitality family. An alumna of Hotelschool The Hague, she built her career in luxury hospitality with Mandarin Oriental in New York, Four Seasons and Gloria Hotels & Resorts in Istanbul, and PPHE Hotel Group in the Netherlands. Currently pursuing her PhD in Regenerating City Tourism at the University of Amsterdam, her research focuses on customer experience, urban tourism, and inclusive destination communities. Link to full bio: https://www.hotelschool.nl/yasemin-oruc/

10 – 13 November 2025, The Hague, The Netherlands

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