Dr Dalene Crowther started her lecturing career in 2000 as a lecturer’s assistant. She soon realised that this is what she was born to do.
Crowther attained her BTech degree in Food Service Management and Post School Education, after which she was even more convinced that she needed to continue her career in the education sector.
She gained valuable experience during a one-year employment contract as the director of student and learning affairs at the South African College for Tourism in Graaff-Reinet.
“I got married and then returned to Bloemfontein. I grabbed the opportunity to return to the hotel school of the Central University of Technology, Free State (CUT), with both hands – in the role of a junior lecturer,” said Crowther.
After completing a master’s degree course in Higher Education at the University of the Free State (UFS), she was promoted to assuming the role of lecturer. This master’s degree introduced her to important aspects and standards of teaching, learning and assessment Z of which she did not have sufficient knowledge beforehand.
“I was made aware of the importance of applying these aspects and adhering to the standards during facilitation and assessing students’ work.
“I have completed a doctoral degree in Business Administration, which has significantly contributed to my self-belief, as well as knowledge and experience in research.”
In 2016, Crowther was appointed as the CUT Hotel School’s acting head of department (HOD). As she developed a sustainable financial management model for universities’ hotel schools, the insight she gained during the study, as well as with the implementation of the strategy, has proven to be invaluable in her position as the HOD.
Flagship steered with pride
The CUT Hotel School in the Faculty of Management Sciences is known as a flagship department at the university.
In the university’s 20 years of innovative achievements, the hotel school has always strived to be the best.
“According to various esteemed industry partners, we have reached that goal,” said Crowther.
She credits knowledgeable staff and graduates’ learning ability as securing the CUT’s 20 years of innovation and historic successes.
“Through industry exposure at esteemed hospitality establishments, the staff remains knowledgeable and inspired about innovative and creative approaches to enhance the guest experience, and improve operational efficiency.
“They adapt to changing market demands in the hospitality industry. This, as well as guest lectures offered by industry experts ensure to bring the industry and its advancements into the classroom,” said Crowther.
The hotel school’s innovation through special projects was strengthened by partnerships with role players in the hospitality industry. The CUT collaborates with the Beer Association of South Africa (Basa) to host the Intervarsity Brew competition through the Centre for Applied Food Security and Biotechnology (CAFSaB), following its launch in 2018.
The CUT Hotel School hosts this annual enterprising career competition, which saw 16 universities participating in 2023.
“This annual, four-day event strengthens the CUT’s brand and also offers hospitality students a valuable opportunity to apply and showcase their theoretical knowledge.
“Over two days, the event features a comprehensive programme, including technical webinars, sensory training sessions, and a beer festival-style gathering where industry leaders share their expertise with aspiring brewers,” said Crowther.
Other successful collaborations designed to provide much-needed work experience involve the Culture, Arts, Tourism, Hospitality and Sport Sector Education and Training Authority (Cathseta) internship programme the CUT Hotel School and the Work Integrated Learning (WIL) careers office, entered into in October 2023.
“This initiative offers CUT graduates a valuable opportunity to gain a year-long placement at the hotel school, providing practical, hands-on experience that complements their academic qualifications. The programme commenced with ten interns in October 2023, with additional intakes in March and August 2024.
“This experience is designed to enhance their professional skills and significantly advance their careers in the hospitality industry, better preparing them for future challenges in their chosen fields,” said Crowther.
The hotel school has entered into a cooperation agreement with the Saxon Hotel, Villas and Spa.
The Saxon Hotel, Villas and Spa is highly acclaimed for its excellence in the luxury boutique hotel category. It has been a consistent winner at the World Travel Awards, securing the title of “World’s Leading Boutique Hotel” multiple times, including in 2023.
Over the years, it has also earned titles like “Africa’s Leading Boutique Hotel” and “South Africa’s Leading Boutique Hotel” at various regional awards.
“The memorandum of understanding (MOU) signed in 2023, offers wonderful opportunities for Hotel School staff and students,” said Crowther.
She confirms that the hotel school plays a crucial role in community engagement.
“We support a programme led by the Department of Economic, Small Business Development, Tourism, and Environmental Affairs (Destea). This initiative provided local bread-bakers with a short course that included hands-on training in bread-baking techniques and instruction on creating various types of bread.
“Along with practical baking skills, the course covered financial management and health and safety training, all aimed at improving the sustainability of these community-based businesses.”
The CUT Hotel School prides itself in producing global competent graduates.
“This year, our own students and alumni had two opportunities to exhibit and sell their own products at the Hotel School Entrepreneurship Day.
“Additionally, the Hospitality Management students recently participated in the Middle-East and Africa Region Future Leaders Challenge.”
This competition is a platform that creates a community to tackle future challenges in the hospitality and tourism industry.
“The hospitality industry offers a wide range of entrepreneurial opportunities. In recent years, the CUT Hotel School has increased its research and teaching focus on entrepreneurship, providing students with the knowledge and skills to not only be employable in future, but to be capable of being an employer.
According to Crowther, achievements by the Hotel School in the CUT’s 20 years of innovation are key to inspiring the vision of the university: To be a leading African university of technology, shaping the future through innovation.
“In recent years, the CUT Hotel School has increased its research and teaching focus on entrepreneurship, providing students with the knowledge and skills to not only be employable in future, but to be capable of being an employer.Our own mission builds to that of the CUT, with the emphasis on providing hospitality excellence by developing passionate and well-rounded graduates, within a practice orientated educational environment.
“Since the hotel school was first opened in 1993, the focus has been on excellence, and this is still the emphasis in everything we do today. ‘Good’ is never good enough. Due to a strong, inspiring and determined team of staff, our graduates, are not only knowledgeable and skilled to enter the vast hospitality industry, but also mentally and emotionally groomed for the world of work.
So what are my goals for the CUT Hotel School? To continue chasing excellence in teaching and learning, community engagement and research. To remain focused on the student and how we can best prepare them for their futures.”
According to Crowther, Covid-19, amidst its negative impact globally, equally inspired creative thinking in the hotel school, towards the CUT’s 20 years of innovation achievement.
“At the CUT Hotel School, we love to look on the bright side. At the onset of the pandemic, like everyone else, we were initially taken aback.
“However, it did not take long for the dynamic Hotel School staff to adapt, transforming their teaching and learning strategies while maintaining a strong focus on preparing students for the industry, with excellence.
“In fact, the lecturing staff became even more innovative, utilising online platforms and various social media platforms to deliver classes in new and creative ways.”
