Insights from a Hospitality Professional: Southwest Airlines' Wally Devereaux

As the College of Business introduces its new Hospitality program, students have an exciting chance to step into a growing field where leadership, service and customer experience drive real impact. Wally Devereaux, Executive Advisor for Southwest Airlines and UTA alumnus, knows firsthand how valuable these skills are across industries, from aviation and travel to events, sports and beyond. In this Q&A, he shares why hospitality education is more relevant than ever, what opportunities students can expect in the DFW area and beyond and how UTA’s industry partnerships can help turn classroom experience into career success.

Why do you believe hospitality and customer experience education is critical in today’s business environment?

Simply put, companies that provide great hospitality and excellent customer experience have a competitive advantage.  Investing in these areas, including recruiting high-caliber students with hospitality and customer experience skill sets, can positively impact the bottom line. 

How do industries like aviation benefit from graduates trained in hospitality leadership?

Airlines accommodate hundreds of thousands of customers every single day.  The traveling experience can be complicated and stressful and the opportunity to positively impact flyers by providing a smooth experience with excellent hospitality is significant and meaningful.  The ability to do this well creates loyalty and repeat customers.  Our former President and industry icon, the late Colleen Barrett, said it best: “Southwest Airlines is in the Customer Service business - we just happen to provide airline transportation.”

What excites you most about UTA launching a dedicated hospitality program?

I think UTA is perfectly positioned to be a leader in the Hospitality Management space.  The DFW area alone has a tremendous and growing demand for excellent students with this type of expertise and skill set.  Careers in aviation, hotel and restaurant management, professional sports teams, specialty events, etc., are all here and will provide excellent opportunities for students going forward.  As an alumnus, I’m particularly excited to see this needed program develop and succeed going forward.  

How can strong partnerships between business leaders and universities enhance workforce readiness?

I think business leaders are well-positioned to provide real-world feedback that can ensure the university is developing students with the skills needed most in today’s work environment.  Additionally, these partnerships can result in excellent opportunities for students through internships, mentorships, and future employment.  

Feeling inspired to start your hospitality journey? Applications for Fall 2026 are now open!

Interested students can learn more about admissions here: https://www.uta.edu/admissions/apply