What a privilege it is to welcome all of you—the brilliant minds shaping the future of hospitality—to the 2024 EuroCHRIE Conference here in Doha.
As President of EuroCHRIE, I am welcoming you to a city where history and innovation blend seamlessly, much like our industry itself. And thank you for joining us here in Qatar, where tradition meets transformation, just as we do in the work we pursue.
This week, as we gather here in this dynamic city, I want us to take a moment to recognize His Excellency for his vision that has done so much to connect Qatar’s rich heritage with the world: Sheikh Faisal Bin Qassim Al Thani. Through his work, particularly in education and cultural preservation, His Excellency has shown us what it means to make a place feel like home to anyone who enters. His commitment to fostering global understanding reflects what all of us aspire to as educators in hospitality—to create a world where people not only feel welcomed but enriched by the experience.
And that brings me to the heart of what I want to share with you today. In his book, “Unreasonable Hospitality”, Will Guidara shares a powerful idea—the idea that true excellence comes from going beyond what is expected, from giving more than is required. He speaks of hospitality not merely as a service but as a profound gesture of care, of seeing people, really seeing them, and making them feel valued. It’s about creating moments of joy that leave an imprint on someone’s heart.
It’s not just about the big gestures. Sometimes, it’s the smallest acts of kindness—the thoughtful word, the extra effort, the unspoken understanding—that leave the deepest marks.
This mindset isn’t limited to the hospitality industry. It’s a way of living. It’s about bringing that same spirit to whatever you do, wherever you go. When you meet people where they are, when you surprise them by going the extra mile, you do more than just fulfill a task; you create a connection, a moment of shared humanity. And in a world that sometimes feels too divided, too focused on differences, that’s the kind of impact that matters. That’s how we bring people together. So, remember that every interaction, no matter how small, is an opportunity to be unreasonably hospitable—to make someone’s day just a little bit brighter, their load a little lighter.
For those of us dedicated to teaching and training the next generation, this philosophy is a call to rethink what we consider possible. It’s about inspiring students, helping them envision a world where hospitality goes beyond expectations, and imparting to them the value of going the “unreasonable” extra mile.
Each of you has made his or her way to Doha because you’re passionate about your work, and because you know how much of an impact you can have. As educators, you’re not just teaching skills and techniques—you’re shaping the culture of our industry. You’re instilling in your students the mindset of ”unreasonable hospitality”, of seeing beyond transactions and embracing the human connection at the heart of what we do. Imagine the future leaders you are cultivating right now, who will bring their talents into communities around the world, each practicing hospitality as an art of empathy, creativity, and yes—sometimes “unreasonable” kindness.
Now, we all know that education is about expanding horizons, and that’s what I hope you’ll find here at EuroCHRIE. Let’s engage with ideas that challenge us, explore strategies that can make a real difference in our classrooms, and think deeply about how we can nurture the skills our students need for an ever-changing world. As we know, our industry is dynamic, and we have the responsibility—and the privilege—to prepare our students not just for the roles that exist today but for those that will shape tomorrow.
This week, as we will certainly experience “Unreasonable Hospitality”, I encourage each of you to consider how you might bring that spirit into your teaching. How can we inspire our students to go beyond “good service” and into the realm of creating memorable, meaningful experiences for others? How can we cultivate resilience, creativity, and empathy in them—traits that make them not just effective professionals but true ambassadors of hospitality?
So, as we embark on this week together, let us commit ourselves to share, learn, and be inspired. Let us embrace “unreasonable hospitality”—not only as a principle to teach but as a standard to live by.
The team of Al Rayyan International University College under the leadership of Prof. Ninov has done a tremendous job in preparing this conference. I know how much effort this takes. Therefore, I call on each of you: Let’s make this a conference that sparks new ideas, fosters new partnerships, and, above all, reminds us why we do what we do.
Last but not least: Let us enjoy some Unreasonable Hospitality.
Thank you
Prof Dr Florian Aubke
President (EuroCHRIE, 2024-25)
5th November 2024
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