SPS Stories
Faculty Spotlight
Nicolas Graf
Associate Dean
Jonathan M. Tisch Center of Hospitality
Dean Graf on Innovation in Global Hospitality Education
Fast Facts
- Nicolas Graf is the associate dean of the Jonathan M. Tisch Center of Hospitality at NYU SPS, with extensive global experience in hospitality management and education
- Graf emphasizes the importance of staying current with technological advancements and adapting to global trends in his teaching approach
- He believes in taking risks and encourages students to embrace opportunities to grow and experience new things in the hospitality industry
<p>Nicolas Graf, the associate dean of the <a href="/content/sps-nyu/about/academic-divisions-and-departments/jonathan-m-tisch-center-of-hospitality.html" title="Jonathan M. Tisch Center of Hospitality">Jonathan M. Tisch Center of Hospitality</a> at NYU SPS, has a background in the global hospitality industry that spans continents and disciplines. Beyond leading the creation of innovative curricula and engaging industry partners for Tisch, Graf also teaches two courses in the <a href="/content/sps-nyu/explore/degrees-and-programs/ms-in-global-hospitality-management.html" title="MS in Global Hospitality Management">MS in Global Hospitality Management</a> program, bringing his unique perspective directly to the classroom.</p>
From Switzerland to the Global Stage
<p>Born and raised in Switzerland, Graf's journey through the world of hospitality began with an apprenticeship as a chef, then undergraduate studies in hospitality management, followed by years of hands-on experience in various roles—from strategy to consulting and finance. </p>
<p>His passion for the industry and a desire to contribute to its evolution eventually led him to academia, where he completed a PhD in Business at Virginia Tech. Before joining NYU, Graf held academic roles at several prestigious institutions, including teaching finance and strategy at the University of Houston and serving as professor and director of the IMHI Center of Excellence in Hospitality, Food & Travel at ESSEC Business School in Paris. After that, he became the chief academic officer at Les Roches Bluche Global Hospitality in Switzerland.<br>
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<p>When the opportunity to lead the Tisch Center of Hospitality at NYU presented itself, Graf saw it as a perfect match for his global outlook and commitment to real-world education. Considering its privileged position as a global hub for hospitality, moving to NYC for this new role was a no-brainer.</p>
The NYC Advantage
<p>Though moving to NYC from Europe was a significant shift, Graf's transition came after earlier experiences in the United States, including an internship on the West Coast and various stints in cities like Blacksburg, Virginia, and Houston, Texas. Each location offered unique perspectives on American culture and the hospitality industry, but New York, in Graf's view, stands out as particularly special.</p>
<p>"Every senior executive comes to New York once in a while…which is why we're so fortunate to have so many distinguished lecture series and fireside chats with executives. The opportunity to network with very high-level executives from the industry, to hear from them, to see the state of the art, the best in class in the city, is unrivaled."</p>
<p>This is why Graf insists that New York's hospitality industry makes it an ideal place for students to study. "The opportunity to intern at iconic venues like Madison Square Garden and experience firsthand how they flip the venue from a hockey game to a basketball game and then a concert—all in one day—is something you can't find anywhere else," he adds.</p>
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Every senior executive comes to New York once in a while…which is why we're so fortunate to have so many distinguished lecture series and fireside chats with executives. The opportunity to network with very high-level executives from the industry, to hear from them, to see the state of the art, the best in class in the city, is unrivaled."
Creating and Teaching Curricula in Real-Time
<p>As associate dean, Graf not only leads the Tisch Center but also teaches in the Master's in Global Hospitality Management program. As the industry changes, so does Graf's approach to preparing the next generation of hospitality leaders. When news comes in about a new technological development that could impact the industry, he finds a way to weave these new insights into the class material.</p>
<p>"The hospitality industry has seen dramatic changes in distribution channels, technology, and media," Graf noted. "Staying on top of these trends is crucial, which is why we involve students in applied research projects with industry partners. This helps them stay ahead of the game and develop the critical thinking skills necessary to connect the dots in an ever-evolving environment."</p>
<p>One of Graf's most fulfilling experiences as a teacher came recently when he taught an entrepreneurship class at NYU focused on ideation and business innovation. "The students came up with really interesting ideas, and I believe some of them will pursue these ideas beyond the classroom," he recalled. "It's incredibly rewarding to see students pivot in their thinking and realize the multitude of choices and opportunities available to them."</p>
A Global Perspective on the Future of Hospitality
<p>"In today's world, we see shifts toward nationalism and significant challenges to globalization," he said. "Students need to understand how these shifts impact the flow of tourists, the attractiveness of destinations, and the profitability of hotels. Our role as educators is to help them think strategically about the future."</p>
<p>Graf is keenly aware of the global trends shaping the hospitality industry's future, from the rise of artificial intelligence to the growing importance of sustainability. He believes that teaching students to adapt to these trends is essential for their success.</p>
<p>Reflecting on his first post-pandemic travel experience, Graf shares his relief that the hospitality industry remained resilient. "The empathy and care shown by the hotel staff, despite the challenges of the pandemic, convinced me that travel, hospitality, and tourism are industries that will always be needed," he said. </p>
<p>"People realized during the pandemic that life is short, and the world is beautiful—they want to see it. Even as our increasingly globalized world continues to change, the desire to explore new places never seems to go out of style.”</p>
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In today's world, we see shifts toward nationalism and significant challenges to globalization," he said. "Students need to understand how these shifts impact the flow of tourists, the attractiveness of destinations, and the profitability of hotels. Our role as educators is to help them think strategically about the future."
Advice for Future Hospitality Leaders
<p>Graf's advice to students is simple yet profound: take risks and say yes to opportunities. Reflecting on his own career, he noted, "The more you say yes, the more you grow as a person and experience new things. Doing a graduate degree at NYU opens up a world of choices, and it's up to the students to take those choices, embrace risks, and make the most of their time here."</p>
<p>Under Graf's leadership, the Jonathan M. Tisch Center of Hospitality continues to be at the forefront of hospitality education, preparing students to become innovative leaders in a rapidly changing industry. His global perspective, commitment to education, and passion for the hospitality industry make him a key figure in shaping the future of global hospitality management.</p>
<p>Make your mark on the ever-changing travel and tourism industry when you pursue an <a href="/content/sps-nyu/explore/degrees-and-programs/ms-in-global-hospitality-management.html" title="MS in Global Hospitality">MS in Global Hospitality Management</a> from the <a href="/content/sps-nyu/about/academic-divisions-and-departments/jonathan-m-tisch-center-of-hospitality.html" title="Jonathon M. Tisch Center of Hospitality">Jonathan M. Tisch Center of Hospitality</a> at NYU SPS.</p>
People realized during the pandemic that life is short, and the world is beautiful—they want to see it. Even as our increasingly globalized world continues to change, the desire to explore new places never seems to go out of style.”
