Hanneke Assen inaugurated as Professor of International Hospitality Education
What does hospitality mean in an increasingly international and complex world? And how do we prepare students not just to be skilled professionals, but also to build meaningful relationships? These are the questions at the heart of Hanneke Assen’s work. She was recently inaugurated as Professor of International Hospitality Education at the Hotel Management School Leeuwarden, part of NHL Stenden University of Applied Sciences.
In her inaugural speech, Hanneke explained that hospitality goes far beyond offering a warm welcome. She described it as an educational and research framework, one that shapes both teaching and professional practice. “Hospitality is about connecting people, perspectives and practices,” she said.
Her passion for hospitality started early. Growing up in her parents’ café-restaurant in the east of the Netherlands, she learned that hospitality is more than just service. It’s about seeing people, making them feel at home and creating genuine connections. These early experiences continue to shape her teaching and research today.
Hospitality as a research domain
The professorship in International Hospitality Education explores how educational approaches like Design-Based Education (DBE) help students develop flexible, strategic and future-focused mindsets. Learning happens in close collaboration with peers, lecturers and industry professionals. This allows students to build a skillset that goes beyond subject knowledge.
Collaboration and co-creation are key. Hanneke works closely with colleagues and industry partners to innovate education and stimulate cross-border learning. In doing so, hospitality education contributes to the development of reflective, adaptive and co-creative professionals, ready to tackle the challenges of a global industry.
Professors of Applied Sciences at the Academy of Leisure, Tourism & Hospitality: Albert Postma, Hanneke Assen, Elena Cavagnaro and Ian Yeoman
Societal impact
Hanneke’s work shows that hospitality isn’t just relevant for the hotel or tourism industry. It also plays a key role in developing social skills, empathy and intercultural competence. Students learn how to bring people together in a variety of settings. As a result, they’re well equipped to contribute to a society built on collaboration, understanding and inclusivity.
We warmly congratulate Hanneke on her inauguration and look forward to the continued impact of her work across education, research and the wider hospitality sector.
Want to explore her vision in full?
Hanneke’s inaugural lecture, 'Hospitality (in) Education: It’s all about meaningful encounters, engagement & a shot of espresso', is available right here.
Professorship International Hospitality Education
