THE hospitality industry has always moved fast, but the shifts expected by 2026 feel sharper — raising a practical question for students and mid-career workers: does a traditional, campus-based hospitality management degree still offer a good return on investment?
The landscape has changed. Global tourism has rebounded strongly after the pandemic, yet hotels, restaurants and travel firms now compete in a tougher, more technology-driven arena. Companies are investing heavily in artificial intelligence for reservations, pricing, guest profiles and feedback management. Automation is also moving from back-of-house to front-of-house, with robots and service technologies increasingly used for delivery, cleaning, simple check-ins and routine requests in some markets. At the same time, travellers are more demanding: they want speed and convenience, expect personalised service, and are more likely to judge brands on sustainability, transparency and ethics.
This new reality reshapes what “good” looks like in hospitality work. Warmth and people skills still matter, but they are no longer enough. Professionals now need digital fluency, comfort with data, the ability to adapt quickly, and an understanding of sustainability standards and global trends. Hospitality is becoming a more complex mix of technology, operations, culture and environmental responsibility — and that naturally puts traditional education under pressure.
The central issue is straightforward: what does a traditional degree still offer when high-quality online alternatives are multiplying?
By 2026, vocational programmes, micro-credentials and specialist online platforms will be serious rivals to universities. Many respected providers already offer targeted courses in high-demand areas such as revenue management, digital marketing, customer experience and sustainability. These options help learners build job-ready skills quickly without committing to a multi-year programme. They also tend to be far cheaper, at a time when tuition often rises faster than entry-level hospitality wages. For those who cannot afford to pause work, online study can be done while earning, lowering the opportunity cost.
Employers are also shifting how they evaluate candidates. Practical experience, communication, problem-solving and attitude often carry as much weight as qualifications. In some roles, a strong portfolio of internships, real-world achievements and references can outperform a degree alone — especially if a programme’s curriculum feels outdated or disconnected from day-to-day operations. That makes the financial commitment harder to justify for many learners.
Still, it would be a mistake to declare the degree obsolete. Many alumni and industry leaders argue that a hospitality management degree remains a strong foundation, particularly for those aiming for leadership. Their case is about depth and structure: degrees can provide a joined-up understanding of the industry, covering business fundamentals, marketing, finance, service operations, human resources and strategy. They can also build management capabilities — leadership, decision-making, critical thinking, ethics and stakeholder management — that are harder to develop through short, skills-focused courses alone.
Another enduring advantage is networks. Campus-based programmes can connect students to peers, lecturers, alumni, recruiters and industry partners. These relationships often lead to internships, mentorship and job opportunities that online learning struggles to replicate. In hospitality, where reputation and referrals matter, networks can accelerate careers.
However, degrees must evolve to stay valuable. Industry feedback is consistent: too many graduates still lack practical confidence and strong workplace communication.
Employers often point to gaps in professionalism, guest interaction, conflict handling, teamwork and the ability to perform under pressure. They also want graduates who can use technology naturally — from property management systems to data dashboards — and who understand sustainability not as a slogan, but as daily operational practice.
Ultimately, modern employers are looking for adaptable people who think critically, communicate clearly, work across cultures and learn fast. A degree can still signal discipline and structured training, but it is no longer the only route.
Increasingly, hiring decisions reward a blend of real-world experience, digital fluency, confidence, cultural intelligence and continuous learning — qualities that can be built inside or outside university.
So, is a hospitality management degree still worth it? It depends on your destination. If you are targeting executive pathways in major hotel groups, corporate management, or competitive overseas markets, a degree can still deliver strong value — especially when paired with internships, industry projects and relevant certifications. It can also help in systems where degrees remain a filter for management-track recruitment.
But if your goal is to launch a small business, specialise quickly or build expertise in a niche area, a shorter skills-based pathway may be more efficient. A focused mix of certifications, hands-on experience and targeted learning may offer faster returns, lower debt and more flexibility. In the end, long-term success in hospitality will be shaped by lifelong learning, strong networks and adaptability — not only by the qualification you hold. A degree can be a strong starting point but your skills and mindset are what will keep you in demand.
A new playing field for tourism
Global tourism has rebounded strongly since the pandemic years, but hotels, restaurants, and travel firms are competing in a very different environment than they were even a decade ago.
Operators are investing heavily in AI to manage reservations, pricing, loyalty programmes, and guest data. Service robots and automated systems are appearing in more properties, especially in repetitive tasks such as delivery, basic cleaning support, or check-in assistance. Guests, meanwhile, are increasingly demanding highly personalised stays — and they are more alert to waste, energy use and ethical sourcing than ever before.
In other words, the modern hospitality worker needs more than warmth and good manners. Employers are looking for people who can work confidently with digital tools, adjust quickly to changing operating models, and understand sustainability beyond slogans. The old rulebook — “learn the basics, then learn the rest on the job” — is under pressure. That leads directly to education.
Why online learning has become a real rival
Before judging the value of a traditional degree, it’s worth recognising what modern online education now offers. By 2026, vocational programmes, micro-credentials and specialist platforms are mainstream, practical options built around workplace needs.
Many focus on targeted skills — revenue management, digital marketing, customer experience design and sustainability reporting — that translate quickly into daily work.
Prestigious providers have joined in: institutions such as Cornell and industry bodies like the American Hotel & Lodging Educational Institute (AHLEI) offer respected online certificates for both newcomers and professionals.
Online study is typically cheaper, faster and more flexible and it updates faster than many university modules. Hiring, too, increasingly rewards proven competence alongside qualifications.
What a traditional degree still does well
Most alumni and many industry leaders still argue that a hospitality management degree remains a solid foundation, especially for those targeting long-term leadership.
A well-designed programme gives students an integrated view of the industry: business fundamentals, finance, marketing, operations, human resources and service design.
It also develops management and leadership skills through group projects, presentations, supervised training, and workplace placements.
This broader framework matters because hospitality careers rarely follow a single track.
Someone might start at the front desk, move into revenue or sales, shift into operations and eventually manage teams across multiple departments. A degree can help people see how these areas connect and how decisions in one department affect the rest.
Many voices in the industry add that degrees can become even more valuable if universities modernise faster. The point is not that degrees are obsolete but that curricula must keep pace with AI, data, cybersecurity basics, sustainability standards and an international workforce.
Meanwhile, more employers are reinforcing degree value through in-house training and apprenticeship programmes that combine paid experience with structured development.
The employer view:
What is missing?
As hospitality academics, we regularly visit internship students and consult with their employers. The feedback is often consistent: many students lack practical confidence, strong communication and the ability to respond calmly under pressure.
That does not mean students are incapable. It often means they have not had enough structured practice in real settings — dealing with difficult guests, handling complaints, managing time, working across cultures and adapting when systems fail or schedules change.
Employers today tend to seek candidates who can:
• adapt quickly and learn on the job;
• think critically, not just follow procedures;
• use technology comfortably, including property systems and digital communication tools;
• communicate clearly, especially under stress;
• show self-confidence, professionalism and cultural intelligence.
A traditional degree can still signal discipline and structured training. But it is no longer the only ticket to progress. HR teams often prioritise applicants who can demonstrate these qualities — whether through internships, part-time roles, volunteering or applied online learning.
So, is the degree still worth it?
There isn’t one definitive answer, but there’s a clear way to frame it. If your goal is senior leadership in major global hotel groups, competitive management trainee programmes or working abroad where visas and hiring rules favour formal credentials, then a degree is often the stronger route—so the answer is often yes.
If you plan to start your own business, specialise in an operational track or build a career in a niche segment, a shorter, skills-based certification may be more efficient—so the answer may be maybe not.
Ultimately, qualifications open doors but success depends on continuous learning, networks, adaptability and strong real-world skills.
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
