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Willy Legrand

Professor of Hospitality Management at the IUBH International University

Willy LegrandDr. Willy Legrand is Professor of Hospitality Management at the IUBH School of Business and Management in Bad Honnef - Bonn, Germany. He combines undergraduate studies in Geography and Hospitality Management followed by an MBA with a specialization in Corporate Environmental Management. Prof. Legrand obtained his PhD from Manchester Metropolitan University, UK. He worked in the hospitality industry in Canada and Germany, before accepting a position at the International University Bad Honnef (IUBH) in Germany. He currently hold lectures on sustainable hospitality development and management, hospitality facilities management and marketing at undergraduate and graduate levels in Germany but also as a visiting professor at reputable universities in Singapore, India, Dubai, France, Peru and the United States. Prof. Legrand chaired sessions at the 2016 Sustainable and Social Entrepreneurship Enterprises Roundtable and the 2016 Entrepreneurship is Global Roundtable at Cornell University (presented by The Pillsbury Institute for Hospitality Entrepreneurship). He regularly participates at the Cornell Center for Hospitality Research (CHR) Sustainability Roundtables. Prof. Legrand is the lead author of Sustainability in the Hospitality Industry: Principles of Sustainable Operations (textbook’s 3rd edition released in 2016). He is the co-editor of Sustainable Hospitality and Tourism as Motors for Development: Case Studies from Developing Regions of the World and the co-editor of the Routledge Handbook of Sustainable Food and Gastronomy released in 2015. He is also a guest editor for special issue on Social Entrepreneurship in Hospitality from the International Journal of Contemporary Hospitality Management. Prof. Legrand was the recipient of the Emerald Literati Network Awards for Excellence 2015 for the paper titled “A survey of social entrepreneurial community-based hospitality and tourism initiatives in developing economies”. He is a researcher on the project Tourism, Wellbeing and Ecosystem Services (TObeWELL / ISCH Action IS1204) within the COST (European Cooperation in Science and Technology) network. He recently took part at the COP21 Climate Conference in Paris in December 2015 and regularly shares his views and findings via keynote speeches on the subject of sustainability management in the hospitality industry at international conferences.

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Insights by Willy Legrand (9)

The 24 Hour Sustainable Hospitality Hackathon: Highlight Report

The 2020 pandemic has catastrophic consequences on societies but particularly on the travel and hospitality sectors. The ways the industry currently deals with the crisis offer a glimpse into the crisis management endeavours in building a business case for disaster and climate resiliency.

Hygiene and Sustainability: How to make both work?

Whilst we are seeing an increase in some types of SUP due to COVID-19 (hopefully temporarily), we are also suggesting to accommodation providers that this is a great time to break some old habits, particularly around hotel room amenities.

COVID-19: A stress test for sustainable development in hospitality?

While people are still struggling to survive, some theorists say, they do not think of the common good. Yet what this crisis has shown (for some surprisingly for some not), is that this is not by definition true.

Sustainability Gives Hotels An Edge In The War For Talent. Or Does It?

This is a great question and one closely linked to our recent Sustainability Leaders Project panel question - whether sustainable tourism leads to more and better jobs. The panel's conclusion was that there is a notable relationship between sustainable tourism and jobs, mostly in terms of staff retention (because of more caring, fairer workplaces and a stronger sense of commitment and shared values).

How can sustainability be communicated beyond clichés and greenwashing?

To avoid falling into the „greenwashing trap” business need to be transparent, honest and modest. Since “greening” is not the core business of most tour-operators, hotels or resorts, investing in the wrong project or a poor strategy might turn into a slippery slope to reputation damage.
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