Natalie Haynes

Natalie Haynes serves as Division Head for Global Business, Hospitality and Tourism Management within Sheffield Business School at Sheffield Hallam University, leading academic programs in international business, hospitality management, tourism management, and aviation. Her leadership spans recruitment, employability, and international partnerships since assuming the role in 2024.

Her research expertise focuses on Hospitality Revenue Management, Hotel Pricing Strategy, and Big Data Applications in Tourism, with significant contributions to understanding how data-driven systems impact pricing decisions. She examines revenue management across diverse sectors including hotels, campsites, and visitor attractions, while also exploring gender dynamics in the event industry.

Analysis of her 15 most recent publications reveals a strong emphasis on post-pandemic revenue recovery, temporal pricing models, and ethical considerations in hospitality operations. Her work bridges theoretical economic principles with practical revenue management applications, increasingly incorporating big data analytics while questioning over-reliance on automated systems.

• Senior Fellow of the Higher Education Authority
• Editorial Board Member, Journal of Tourism Futures

Natalie actively supervises DBA and PhD students in innovation and smart services while serving as an external examiner for other institutions. Her industry background in hotel sales, marketing, and revenue management with major brands provides practical grounding for her academic work, particularly evident in her collaborative white paper on hospitality management education with the Council of Hospitality Management Education.