ABSTRACT
As a result of demographic developments and changes in values, recruitment, and employee loyalty are becoming increasingly important and a competitive parameter in the hotel industry. Hotel companies with committed employee support are in demand for this essential challenge. Many universities have introduced new study programs in tourism, event, or hotel management in order to counteract the skepticism of the hotel industry, to meet the expectations of the students and to support these challenges in human resource management as well as to found a new field of business. This choice increasingly meets the changing demands of applicants for a degree and for an employer. Demand changes entail qualitative competition among universities for students as well as for interesting industry partners. Specific cooperation instruments in the field of education can be designed in many ways. The awareness of the hotel industry through sponsorship, endowed chairs, naming for lecture halls, or the awarding of scholarships are measures that benefit the professionalization of the industry.
