Lecturer in Hospitality, Tourism, and Aviation Saydie O'Brien MSc

Lecturer in Hospitality, Tourism, and Aviation

• Sheffield Business School

Summary

I am a Lecturer in Hospitality, Tourism, and Aviation, delivering both undergraduate and postgraduate modules at Sheffield Hallam University. My current teaching and academic interests focus on applied learning and bridging theory with real-world industry experience. I am particularly interested in accessible tourism and inclusivity, as well as customer service excellence, consumer behaviour, and global marketing in the context of cross-cultural communication.

My postgraduate research, completed as part of my master’s degree at the University of Derby, centred on a rebranding exercise for the town of Buxton. This qualitative study formed part of the Buxton Visitor Economy Strategy, involving in-depth discussions with local stakeholders—including business owners, council representatives, and residents—on how to shape a sustainable and appealing tourism identity for the town. This work deepened my interest in destination branding and stakeholder engagement within regional tourism development.

I have a strong foundation in tourism, with over 12 years of industry experience within tourism organisations. My most prominent role was as a Manager at a leading global tour operator, where I developed a deep understanding of international tourism operations and customer engagement.

Throughout my industry career, I have been fortunate to receive several industry accolades. I was honoured with a company award recognising my contributions to charity initiatives and sustainability efforts, and I have also been the recipient of a company Travel Advisor of the Year award. These achievements reflect my ongoing passion for responsible and ethical tourism, which continues to inform my academic practice.