Dr. Lalia Rach’s introduction to the hospitality industry began at a young age as her grandmother owned and operated a popular restaurant, Eulalia’s in Spring Green, Wisconsin for decades. Lalia continued on the family path working at Rock’s Round Barn Restaurant in Spring Green throughout high school and college. Upon graduating from UW-Platteville she began a managerial career in the hotel industry and taught hospitality-related classes at MATC in Madison WI part-time. During this time Lalia went back to college and subsequently earned an MBA in management from UW-Whitewater.
When she completed her graduate degree accomplished she decided to move laterally from the hospitality industry to hospitality higher education and began her second career as a college instructor at UW-Stout in Menomonie WI where she earned Outstanding Teacher of the Year honors in her second year.
It was during this time she realized her move to higher education was a permanent decision. Lalia accepted a teaching position at George Washington University in Washington DC and enrolled in the doctoral program in higher education where she earned an Ed.D. While completing her education she served as the graduate program director for tourism at GW. After graduation Lalia became the dean of the School of Hotel, Restaurant and Tourism Management at the University of New Haven. Two years later she was recruited to serve as the founding dean of the hospitality program at New York University. During her tenure as dean at NYU, the hospitality program was named the Preston Robert Tisch Center for Hospitality, Tourism and Sports Management. Lalia stepped down from the deanship in 2010 after fifteen years in the position and returned to the classroom.
In addition to her role as an educator, Rach has also published extensively, authoring book chapters and numerous articles and is a highly sought-after speaker. She is a current or former board member of a wide range of corporations and associations, including the Hospitality Sales and Marketing Association, the Madison (WI) Convention and Visitors Bureau, the Wisconsin Restaurant Association Foundation, the Mohegan Sun Hotel Board of Advisors, Wyndham Hotels & Resorts Women Business Travelers Advisory Board, the Educational Institute (American Hotel & Lodging Association), NYC & Co., New York City Convention and Visitors Bureau, the Travel and Tourism Research Association and The Society of Travel and Tourism Educators. She is a member of the Association of Travel Marketing Executives, the Council of Hotel, Restaurant and Tourism Educators, the Hospitality Sales and Marketing Association International and Meeting Professionals International.
Rach maintains a hands-on role in the “real world” of the hospitality industry as a founder and partner of Rach Enterprises, a consulting firm that provides strategic guidance to hospitality businesses and public sector agencies in the area of economic development, strategic planning, brand management and customer service.
The affluent market of the new millennium is forcing business to rewrite rules, redefine reality, and revitalize their offerings. Critical to earning and maintaining their loyalty isthe development of products, services and facilities to meet their ever-increasing demands and expectations. Affluent consumers constantly aspire to be more, learn more, and experience more. This keynote presentation by Dr. Lalia Rach gives you an understanding of their search for activities, events and experiences that reflect their lifestyle and accomplishments and will propel your business to the forefront of the Affluent mindset.
What do you get when you take the impact of technology, the expansion of income levels, the rise of the minority majority and the shift of women’s roles combined with increasing globalization? A consumer far more experienced, bringing greater expectations for specialized, unique experiences. This keynote session by Rach Enterprises will explore the behaviors of consumers influenced by the geo-political, the economic and the social environment. The purpose of the session is to understand the expectations of the changed consumer and to recognize major trends that will dominate your profit margins for years.
The world is now your consumer. No tourism business or destination, whether in Beijing or Rio, can afford to ignore the rise of the global traveler. People everywhere can now visit anywhere. They are active travelers searching for activities, events and experiences that reinforce feelings of vigor and discoveries of the unknown. Successful tourism businesses recognize that products and services must relate to a global marketplace. This keynote session by Dr. Lalia Rach will focus on the trends and impacts in the evolution of the global traveler and the new possibilities that emerge from the global dynamic of travel, commerce, communication, technology and mobility.
The days of consumer passivity are over, replaced by customers with ever increasing expectations due to the impact of technology and the expansion of education and income levels. The 21st Century consumer is informed, expresses indignation soundly and firmly rejects the concept that business knows best. The need to know, to understand, and to be a partner is the foundation of today’s developing consumer relationship. Dr. Lalia Rach explores how each encounter is an opportunity for business to either strengthen or diminish the connection.
The tourism industry is undergoing change in every aspect – organizational, physical facilities, product offerings, amenities and entertainment. This is a response to increased competition, geopolitical realities, influence of Wall Street and the increased sophistication of consumers. Competitors are more determined, more sophisticated, and more creative than ever before. Guests have greater expectations, broader experiences, and are more demanding than ever before. This keynote session by Rach Enterprises will discuss the key trends for the industry, the current realities that will continue well into the future, strategies for success and explore the major trends in tourism from an industry, customer and international perspective.
The meetings industry is undergoing change in every aspect – organizational, physical facilities, product offerings, amenities and entertainment. This is a response to the increased sophistication of consumers. Attendees have greater expectations, broader experiences, and are more demanding than ever before. Attendees have changed socially, culturally and generationally and assume that meetings and events will reflect their reality, their needs. In this session, Dr. Lalia Rach will discuss the key trends for the industry, the current realities that will continue well into the future and strategies for success.
There is a new global generation forming – Generation A, or the aging generation. People are living longer, healthier lives and, in doing so, are redefining what it means to be age 50 and over. This new generation will deny, defy and delay traditional beliefs about being a “senior citizen” a title most in their 50’s and 60’s soundly and firmly reject. For Generation A, age is not a constraint or a determinant of their well being, rather they expect to continue being active and vital well beyond traditional retirement years. They are seeking experiences that support their vision of vitality and sense of self as they enter a new stage of life. This Rach Enterprises keynote session will explore what it will take to attract and maintain Generation A as a customer.
The 73 million members of the Millennial Generation (AKA Generation Y, Echo Boomers) are a generation of firsts – the first truly global generation, the first connected generation, and the first overscheduled since birth generation. This generation has always been on the go, involved in learning, playing and doing from day one. They have experienced the finer aspects of life at home, on the road and in the classroom. They demand superior service and expect that their needs are known and understood by any company who asks for their business. Critical to earning and maintaining their loyalty is meeting their ever-increasing demands and expectations. Luxury products and services will be measured by their ability to interact, innovate and resonate with a generation that is rewriting rules and redefining reality.
Millennials are the rising generation, while Boomers have defined the marketplace for more than four decades. Dr. Lalia Rach will help you explorewho the Millennials are, what differences define them and how will they change your business? As Boomers move into yet another life stage will your products and services meet their expectations, will they follow previous generations as they age? Is the marketplace facing a battle of youth over maturity; of wisdom against spontaneity? How will you decide which market to target? How are both generations rewriting rules and redefining reality and what does this mean for the tourism and hospitality industry?
The tourism industry is changing in response to increased competition, geopolitical realities, technological influence, and rising consumer demands. This session will explore the key economic and social trends reshaping tourism on a local, national, and global scale. Dr. Lalia Rach will discuss how trends impact tourism businesses and how to more effectively connect the trends to marketing, services and products. Prepare to be challenged, entertained and motivated as Dr. Rach describes how trends can positively affect your bottom-line.
Leadership is not a spectator sport! To successfully lead employees or volunteers you must actively enhance your own leadership skills and abilities. At the same time, you must be able to mentor team members as they strive to grow within their positions. To fully understand the components of active leadership you must evaluate your own style, skills and abilities, develop a practical plan for improving your active leadership skills, understand how to evaluate the roles and abilities of your team to elevate group cohesiveness, and identify ways to actively provide the tools for your team to develop their own leadership skills.
The days of consumer passivity are over, replaced by customers with ever increasing expectations due to the impact of technology and the expansion of education and income levels. The 21st Century consumer is informed, expresses indignation soundly and firmly rejects the concept that business knows best. The need to know, to understand, and to be a partner is the foundation of today’s developing consumer relationship. Each encounter is an opportunity for business to either strengthen or diminish the connection. What programs you create and the approach you take are a few of the questions that will be addressed in an engaging, thoughtful and entertaining keynote session with Dr. Lalia Rach.
Do you view the current business climate as problematic or layered with possibilities? Do you see possibilities that will help you move beyond traditional connections? Are you capable of breaking out of the norm and moving closer to your guests? Are you focusing on assisting guests in the buying process and thereby redefining your relationship with your most valuable guests? Dr. Lalia Rach explains how business must go “back to the future,” establishing customer service approaches that are personal and tailored to the individual, designing products that are innovative, flexible and varied, and engaging consumers with consistent, reliable information that establishes strong relationships.
Recruiting and retaining the best employee is not mission impossible! But if your vision of R ‘n R is based on a 20th century workplace then problems abound. Today, successful companies recognize the need to go beyond policies and procedures to creating a culture that supports the desires and expectations of a four-generation workforce. Whether Matures, Boomers, Gen Xers, or Millennials; recruitment and retention strategy must be grounded in a solid understanding of generational differences. What would never have been a discussion item (i.e., the definition of productivity, the existence of hierarchies, and the demand for a balanced life) is now a determining factor. How you address the generational issues, what programs you create and the approach you take are a few of the questions that will be addressed in an engaging, thoughtful and entertaining session hosted by Dr. Lalia Rach.
“The reviews from the audience were excellent. Dr. Rach was an outstanding speaker. She educated and informed yet entertained the audience with a keen sense of humor. She shared stories from her childhood and professional experience that bridged a professional yet personal presentation. Dr. Rach has a tremendous amount of energy that maintains momentum throughout keeping her audience involved while delivering an important message that “tourism marketers need to step up their game” to compete in today’s marketplace. In every way Dr. Rach was over the top.”
“We have had an overwhelming positive response to Dr. Rach’s presentation at The Travel Society Annual Meeting. Her comments were very relevant to our agents and her mixture of common sense and humor was wonderful. Within our audience of agents were several past students of Dr. Rach’s as well an agent who had served on committees with her so there were some wonderful “aha” moments. Thank you for facilitating this presentation. We look forward with working with you again.”