By: Dr. Rodney Westerlaken
As Research in Hospitality Management (RHM), published by NHL Stenden reflects on its 14th year, the themes that emerged from submitted articles offer valuable insights into the evolving landscape of hospitality and tourism research. These trends reveal pressing industry concerns and forecast key developments that will shape the future of the sector.
Sustainability has remained a major focus in hospitality research. Articles explored how businesses are integrating sustainable practices in alignment with the UN Sustainable Development Goals (SDGs). Researchers examined carbon footprint reduction, greenwashing awareness, and the adoption of responsible business models. The shift towards regenerative tourism also gained attention, with studies investigating how hospitality businesses can contribute positively to the environment and local communities.
Technology-driven innovations continue to shape the industry, with artificial intelligence (AI) and automation playing a central role. Studies on AI-driven service robots, personalised guest interactions, and revenue management systems demonstrate the increasing reliance on digital tools to enhance customer experiences and operational efficiency. However, concerns about the ethical implications of AI and its impact on employment remain an area for future investigation.
The evolving nature of customer experience has also been widely studied. Researchers have explored changing consumer behaviours, the impact of AI-driven personalisation, and trends in experiential dining. The demand for tailored hospitality experiences is driving new approaches in service recovery, pre-arrival communication, and guest loyalty programs.
Workforce management and employee retention continue to be critical areas of research. Labour shortages and high employee turnover present ongoing challenges in hospitality, prompting studies on employee well-being, leadership styles, and the role of digital tools in staff training and engagement. Future research will likely address strategies for fostering job satisfaction while integrating technology into human-centric services.
Another notable research focus has been the intersection of tourism, heritage, and sustainability. Studies have investigated the preservation of cultural traditions amid globalisation, as well as the potential of regenerative hospitality to support environmental and social sustainability. These findings highlight the increasing responsibility of tourism professionals in maintaining cultural integrity while driving economic growth.
Beyond the published articles, an analysis of student research topics at the Hotel Management School Leeuwarden at NHL Stenden over the last three semesters reinforces these emerging trends. Sustainability remains a dominant theme, with a growing emphasis on waste reduction, ethical supply chains, and eco-certifications. Digital transformation is also a key area of interest, with students exploring AI applications in customer service, revenue optimisation, and digital marketing strategies. Additionally, student research has focused on enhancing guest experiences through AI-driven personalisation, service recovery models, and virtual reality applications in tourism. Meanwhile, workforce development studies have examined structured onboarding, generational diversity, and training effectiveness.
The alignment between student research and industry trends suggests that sustainability, digitalisation, and workforce innovation will continue to shape the hospitality sector. Businesses are expected to further integrate AI and automation, while maintaining a balance between technological efficiency and human-centric services.
Looking ahead to 2025, Research in Hospitality Management will continue to explore these emerging themes. A special issue on Ethical Dimensions in Voluntourism and Orphanage Tourism is planned to address the growing need for responsible tourism practices. With an increased focus on bridging academia and industry, the journal encourages scholars, practitioners, and policymakers to collaborate on research that fosters innovation and sustainable development in hospitality.
The trends identified in 2024 and the research priorities set for 2025 reaffirm the dynamic nature of hospitality management. As the industry adapts to technological advancements, shifting consumer demands, and sustainability imperatives, academic research will remain essential in guiding its evolution. RHM remains committed to providing a platform for impactful research that contributes to the future of hospitality and tourism.
