A new vision for hospitality education at Texas A&M

The Texas A&M Arch H. Aplin III ’80 Department of Hospitality, Hotel Management and Tourism sits at the intersection of society, commerce and community – an increasingly vital space given that the World Travel and Tourism Council found travel and tourism accounted for nearly 10% of global employment in 2024.

The hospitality industry touches every community, from small towns to major cities. For Aplin Department of Hospitality head Brian King, Ph.D., that scale brings both opportunity and responsibility. The department focuses on preparing Aggies to lead in an interconnected world whilst remaining true to Texas A&M’s core values.

Hospitality is not just about service or travel, King believes, but about shaping experiences that strengthen economies, preserves cultures and connects people to places.

Having lived and worked across Fiji, Australia, Europe and Asia, King brings decades of international experience. His global lens, paired with Texas A&M’s deep sense of place and purpose, is shaping a hospitality program uniquely attuned to serve Texas while preparing students to lead the future of the field worldwide.

He spoke with AgriLife Today about why hospitality and tourism are a strategic priority for Texas, how research and innovation are transforming the field, and what sets Texas A&M’s approach apart.

The Aplin Department of Hospitality is housed within the College of Agriculture and Life Sciences. What’s the connection between hospitality and agriculture, and why does this alignment make sense?

Hospitality is fundamentally about people, places and experiences, which aligns closely with the relationships between agriculture, land, food and community. Such connections matter profoundly at Texas A&M. As a land-grant institution, we do not confine our view of hospitality as a standalone industry, though as a catalyst to strengthen communities – by shaping experiences that support both economic growth and cultural identities, thereby improving quality of life.

At the state level, the Texas Governor’s Office of Economic Development and Tourism has identified hospitality, tourism and culture as a strategic pillar for Texas in its 2025-2029 blueprint. That direction aligns naturally with the department’s strengths and with a long-standing commitment by the College of Agriculture and Life Sciences to serve communities and economies and to improve quality of life across the state. As a result of the state’s increased focus and our strong legacy in that space, our department evolved from recreation, park and tourism sciences to embrace strong foundations in science and business with a focus on hospitality, tourism and the visitor economy.

Why is the Lone Star State an ideal place to study and build a career in hospitality management?

Texas is one of the nation’s top destinations for travel, business and events and occupies a unique position because the state is investing purposely in tourism and hospitality as economic drivers. Initiatives such as the Tourism Friendly Texas designation create experiential opportunities for communities and for our students.

Aggies are intensely proud of where they come from, and Texas offers a rich landscape and living laboratory where students can stay rooted in their communities while preparing for careers in a globally connected field. That combination of place-based pride and global relevance is powerful.

Texas is not just benefiting from hospitality and tourism growth – it is actively designing its future around it, and that makes Texas A&M an unmatched place to educate the next generation of leaders in the visitor economy.

What major trends are shaping the hospitality and tourism industry today, and how is Texas A&M preparing students to lead in that evolving landscape?

We are entering a period where hospitality is being reshaped by three forces: digital transformation and artificial intelligence, heightened expectations for human-centered experiences, and the growing role of hospitality in economic and community resilience. Our responsibility is to help students understand not just how the industry works today, but where it is headed next and how to exercise responsible leadership. 

This means that when students graduate from this department, they are equipped with the ability to adapt and think critically about the role of technology and digital mediation in hospitality. They’ll also know how to lead with empathy, ethics and cultural awareness. Our goal is to prepare graduates who can shape the future of hospitality responsibly, innovatively and with lasting impact.

How does the Aplin Department of Hospitality connect academic research with real-world hospitality practice?

Our research is designed to be both globally relevant and locally applicable, whether that’s for a major metropolis or a rural Texas community. By tying academic learning to the cultural and tourism priorities identified at the state level, our goal is to link research, strategy and the evolving needs of industry practitioners.

Faculty research spans areas such as consumer behavior, destination management, sustainability, health and wellbeing, and emerging technologies like artificial intelligence and robotics. That work informs industry practice while helping businesses and communities navigate growth, change and opportunity.

Looking ahead, where do you envision the department in the next five to 10 years?

I want this department to extend its established reputation for educating industry-ready graduates, to build a legacy of producing industry leading applied research, and to establish productive and internationally leading industry partnerships to shape the future of hospitality.

The recent naming of the Arch H. Aplin III ’80 Department of Hospitality, Hotel Management and Tourism and the future Aplin Center reinforce that momentum. Together, they support the vision of both the university and benefactors like Arch “Beaver” Aplin III ’80 by creating a hub for education, research and experiential learning.

What sets Texas A&M’s hospitality program apart from others across the country?

It’s the combination of Aggie values, Texas pride and true global relevance. Our students learn in a context deeply rooted in place and local culture while preparing to have a global impact. This perspective is uniquely powerful.

As part of a major land-grant institution, the department is also closely connected to Texas’ broader economic and community development strategy. That alignment gives our students a sense of purpose beyond individual careers – they’re preparing to strengthen people, places and industries.

What excites you most about the department’s future and its role in shaping the next generation of hospitality leaders?

I’m energized by how well the department fits with the direction Texas – and the industry – is heading. Tourism, hospitality and culture are central to economic development and quality of life. We are not just responding to where the industry has been, rather we are helping define where hospitality, tourism and hotel management education and leadership go next. Our students can go anywhere and make a huge impact, and our responsibility is to prepare them with the skills, values and perspective to lead thoughtfully. With strong industry partnerships, innovative research and a commitment to experiential learning, the future is bright and exciting.