Kathryn Hayat

Kathryn's Profile

Job title

Associate Professor and Head of Department

Academic qualifications

MA Tourism Destination Management, PGCert Post Compulsory Teaching and Learning in Vocational Studies, BSc (Hons) Tourism Management


0121 227 7148


I am an Associate Professor of Tourism Education, Senior Fellow of the Higher Education Academy and Head of the Department of Hospitality and Tourism at University College Birmingham.

My experience includes over a decade of lecturing tourism and aviation management, specialising in digital marketing and social media and more recently application of AI tools.

Before my career in academia, I worked in digital marketing and social media roles at tour operators and airline wholesalers, pioneering the use of Facebook for both consumer and trade purposes.


  • Digital and social media marketing
  • Consumer (traveller) behaviour
  • Strategic management
  • Research methods

Research interests and scholarly activity

Hayat, K. (2023) ‘Leveraging Artificial Intelligence in Hospitality and Tourism for Success’, CABI Books. CABI. doi: 10.1079/9781800621022.0019.

Hayat, K (2022) Business-to-Business (B2B) in Tourism  In Buhalis, D. (eds). Encyclopedia of Tourism Management and Marketing, Cheltenham, UK: Edward Elgar Publishing. available from: < https://doi.org/10.4337/9781800377486>

Hayat, K. (2022). Chapter 15: The transformative role of social media in the business-to-business tourism distribution channel. In Handbook on Tourism and Social Media, Cheltenham, UK: Edward Elgar Publishing. available from: < https://doi.org/10.4337/9781800371415.00022

Hayat, K (2017) Travel Blogs. In Lowry, L. ed. The SAGE International Encyclopedia of Travel and Tourism. Vol. 4. Thousand Oaks, CA: SAGE Publications, Inc. Available at: <https://doi.org/10.4135/9781483368924

Bell, K (2013) A Comparative Analysis of the Projected and Perceived Images of Gloucester. In Lester, J.-A., & Scarles, C. (Eds.). Mediating the Tourist Experience: From Brochures to Virtual Encounters (1st ed.). Routledge. https://doi.org/10.4324/9781315594613

External engagements

2021- 2023 External Examiner at Athlone Institute of Technology for Bachelor of Business (Hons) in Tourism and Hospitality Management

2022 Panel Member (external academic) at the University of Northampton. Programme Collaboration Panel

2019-2020 External Examiner at The Guildhall School of Business and Law, London Metropolitan University 

2017 Panel Member (external academic) at Newcastle College. Validation Event

2012 Council for Hospitality Management Education (CHME) Peer Reviewer

Department of Hospitality and Tourism

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