The global hospitality and travel industry and academy of hospitality and travel research is at an unprecedented juncture with forces such as the COVID-19 pandemic continuously reshaping its future trajectories. How has hospitality and travel research evolved in the recent decade? How can hospitality and travel academics further contribute to industry practices resolving some of the most urgent and critical issues? Ultimately, how does hospitality and travel research rise above and beyond the concurrent challenges to new prominence? In this webinar, we had the honor and pleasure to present you with three distinguished leaders in the global hospitality research academy. Please join us in this vibrant discussion about the future of hospitality research, rising up and beyond the current challenges.