A new approach to value creation in the hotel industry

Sustainability as a driving force

Armand Odekerken, senior lecturer and researcher at the Hotel Management School Maastricht and Zuyd University of Applied Sciences, has a special background. Originally trained in electrical engineering and with experience in the electronics and automotive industries, he eventually made the switch to higher education. In the hotel industry, he found an industry where putting himself in the shoes of the guest and offering value are central. From that thought, his fascination with sustainability and multiple value creation was born.

Odekerken recently gave a guest lecture at Hotelschool The Hague as part of their Master Programme Leading Hotel Transformation. "We explored the connection between the Corporate Sustainability Reporting Directive (CSRD) and multiple value creation. How can sustainability frameworks contribute to meaningful transformations in the hospitality industry?" says Odekerken. He emphasises that the slowly becoming mandatory CSRD (sustainability reporting) need not be an imposed burden, but rather an opportunity to engage with stakeholders about a company's impact on society and the environment. "If you use it properly, it not only improves your competitive position, but also delivers cost savings, for example on energy and water consumption."

A new learning route in college

Parallel to his work on sustainability, Odekerken is involved in a pilot for the so-called Professional Doctorate (PD). This is a new PhD track that focuses on practice-based research. "The well-known PhD is primarily focused on academic knowledge development, but hbo did not yet have an equivalent that focuses on applied research and impact in practice," he explains. "The PD should build that bridge between scientific knowledge and its implementation in industry."

The pilot is an initiative of the Association of Universities of Applied Sciences in cooperation with the Ministry of Education, Culture and Science and Regieorgaan SIA. In seven domains, 25 universities of applied sciences are participating. Odekerken's research focuses on the implementation of sustainable strategies within the hotel industry and related sectors. "I work not only with hotels, but also with companies developing management software to help hotels with their social and environmental impact. Through data-driven analytics, we can support hotels in making more sustainable choices and comply with the new CSRD legislation."

Bringing business and education together

The business community is responding positively to these developments, notes Odekerken. "Many companies struggle with sustainability. There is good will, but often the right knowledge or approach is lacking. That is why it is essential that we make the translation from higher education into practice." He sees that the hotel industry is now more willing to step in: "Where two years ago there was hardly any awareness about CSRD, you now see that hotels are more actively looking for support. My project offers a concrete roadmap that speeds up the implementation of sustainability policies from six to nine months to just a few weeks. That makes it attractive for companies."

Odekerken also sees opportunities for the PD programme within higher education. "If you look at universities, you have to have a PhD to get a permanent contract there to develop education and supervise graduate students. In hbo, a PD could become a similar standard. That would take the quality of teaching and research within colleges to a higher level."

A future-proof hospitality sector

Odekerken sees his work as a way to future-proof the hospitality sector. "Sustainability is often still seen as an obligation, but it is actually a strategic tool to create value on multiple fronts. We need to educate students with a broader perspective on business operations, where sustainability is an integral part of how value is created."

With the Professional Doctorate pilot and his research on sustainable strategies, Odekerken is taking an important step in that direction. "The impact of our work should extend beyond the classroom. We want to contribute to a sector that is not only economically successful but also socially responsible."