By Alisha Katz | UF News
Florida welcomed a record 143.3 million visitors to its beaches, theme parks and influencer-inspired destinations last year, reinforcing tourism as one of the state’s largest economic drivers. For every dollar spent by a visitor, 99 cents stays in Florida’s economy, with 59 cents going toward wages. Knowing this, UF students are eying tourism-based careers, gaining insights from industry CEOs during National Travel and Tourism Week from May 3 to 9.
“There’s a great career in this,” said Scott Taylor, the chief executive officer of the R&R Brands hospitality and entertainment group and a past chair of the University of Florida’s Eric Friedheim Tourism Institute, or EFTI. “Hospitality is all about people first, which every business should be.”
Taylor, a UF alum and two-time Gator100 recipient, is passionate about supporting the next generation of tourism and hospitality entrepreneurs. He remains deeply engaged with EFTI — UF’s leading tourism hub, which allows industry leaders to work alongside academics to study travel, hospitality and related fields.
The institute is housed within the University of Florida Department of Tourism, Hospitality & Event Management, where more than 600 students were enrolled in the spring and about 60 graduated last week.
The program also offers partnerships with about 150 internship sites, including high‑profile institutions such as Universal Destinations & Experiences, Marriott Vacations Worldwide and NASA. Alumni have pursued careers in travel and event operations at the White House, worked in parks and recreation departments across various communities, and participated in conference planning at luxury hotels.
“We continue to create awareness about EFTI so people understand that the hospitality industry impacts every industry,” said Taylor, who spent most of his career revitalizing brands with untapped potential. “I built my career on going into places that people didn’t want. I left incredibly profitable restaurants to take on challenges in struggling markets where I believed I could make an impact.”
Taylor now leads a Baton Rouge-based company with more than 100 restaurant locations across seven states and 3,000-plus employees. He collaborates with his team members to set a vision and identify their true north — whether it is food, service, guest experiences or facilities.
“It’s the 80-20 rule for me,” Taylor said. “It’s 80% you and 20% how I can support you with your plan.”
While EFTI members like Taylor offer support to UF through scholarships, internships and fundraising, Taylor said working directly with students is the most rewarding part of his involvement.
“If you asked any one of us on the board the things we look forward to the most when we come to Gainesville, it’s to sit with the students,” Taylor said. “We all want to pass down our tribal knowledge of what it’s like to work in the industry from the ground up.”
Taylor also interacts with students as a lecturer in the department, as do other current and retired senior executives for nonprofit organizations and corporations like The Walt Disney Company. These mentors help students navigate changes in the tourism industry, driven by AI and the growing demand for personalized experiences.
“I don’t see it [AI] replacing a server,” Taylor said. “People go to restaurants for human interactions. But AI will enhance how you look at guest loyalty, guest behavior — really understanding how you surprise and delight. I think it’s going to drive how business operators run their businesses and leverage marketing dollars effectively, focusing on engagement rather than a traditional blanket approach.”
As the tourism and hospitality sector adapts, Taylor believes that UF’s tourism program distinguishes itself through competitive admissions, demanding coursework and networking opportunities — setting its students up for success well beyond graduation.
“There’s something about putting yourself in a highly competitive environment and succeeding in it,” Taylor said. “That experience sets you up for long-term success.”