Exploring the future of hospitality and tourism education
Students must balance tech skills with human connection, panelists say.
As hospitality evolves, Virginia Tech is equipping students with the skills to lead in a tech-driven future.
On April 10, 2025, Virginia Tech hosted an industry panel at the Innovation Campus in Alexandria, Virginia, centered around the technology-driven customer experience and its implications for hospitality and tourism education. Panelists said future hospitality leaders must combine data fluency with emotional intelligence, adaptability, and creativity.
The panel consisted of Jacqueline DeChamps, senior operations and human resources executive at Towne Park; Robert Guidice, chief global operations officer at Marriott International; Christine Misleh, principal at CapTech Consulting; and Melissa Riley, senior vice president for convention sales and service at Destination DC. Phil Xiang, professor and department head of the Howard Feiertag Department of Hospitality & Tourism Management (HTM) at Virginia Tech moderated the discussion. Attendees included HTM advisory board members, MSBA-HTM students, faculty, and regional industry guests.
Each discussed how technology is impacting their sector of the industry, echoing that students will need to understand the balance between employing technological solutions while ensuring human interaction.
DeChamps noted several areas where technology transformed Towne Park’s business, including improving revenue for hotels, enhancing associate scheduling, and using AI and data to reshape customer expectations. She also emphasized the value of AI in recruiting by improving efficiency.
Guidice, who represented Marriott International, discussed how there is a need to balance a seamless transition from AI to human without inconveniencing the customer. He shared that this can be accomplished through a focus on authentic hospitality and using AI and digital technology to enhance the guest journey by supporting, not replacing, a human touch.
Misleh shared CapTech’s approach to understanding who their customers are by identifying the touch points and making sure technology is user-friendly and frictionless. She further highlighted the need to balance high tech with high touch to ensure human connection remains.
Riley highlighted the destination marketing organization’s role in orchestrating visitor experience and the importance of face-to-face interactions. In addition to this, she noted the continuing impact of social media, particularly the power of influencers, in driving consumer perception and consequently impacting their experiences.
The event reinforced that while technology will continue transforming the hospitality industry, the human touch is critical. Virginia Tech students are learning to navigate this intersection or business and technology.