Rethinking the role of hospitality in society: the HOST model Anil Bilgihan College of Business, Florida Atlantic University, Boca Raton, Florida, USA Lydia Hanks and Nathan Discepoli Line Dedman College of Hospitality, Florida State University, Tallahassee, Florida, USA, and Makarand Amrish Mody School of Hospitality Administration, Boston University, Boston, Massachusetts, USA Abstract Purpose – The purpose of this conceptual paper is to provide a critical reflection on the role of hospitality in society. Specifically, this research criticizes contemporary conceptualizations of hospitality in academic research and practice and suggests a reconceptualized approach for capturing the full potential of hospitality to elicit transformative social change. Design/methodology/approach – This paper is based on a critical analysis of hospitality research and practice as reflected in the extant literature. A typological approach to conceptualization is used to develop a framework that views hospitality from three distinct epistemological pathways. Findings – Hospitality has largely been conceptualized as an industry- or a business-level context in which economic activity takes place, a pathway referred to as application. This paper offers the hospitality-oriented society of tomorrow (HOST) framework, which urges researchers and practitioners to explore two additional pathways – infusion and transformation – through which hospitality can contribute to society. The nonrecursive relationships between these three pathways and the five pillars of sustainable development espoused by the United Nations 2030 Agenda are proposed to form the basis of future inquiry into the role of hospitality in society. Practical implications – The HOST model provides a framework whereby stakeholders within and outside of the traditional contours of the hospitality industry can benefit from a broader conceptualization and implementation of the hospitality phenomenon. Originality/value – The paper offers a thought-provoking assessment of the fundamental tenets of hospitality as an academic discipline and social phenomenon. It offers a unique framework that should inform the evolution of hospitality research and practice if the discipline is to bolster its social significance. Keywords Conceptual paper, Hospitality, Tourism, Transformation, Society, Sustainability Paper type Conceptual paper Introduction In the contemporary practical and academic vernacular, the concept of hospitality is often viewed in a business context. Officially, Merriam-Webster (2023) defines hospitality as “the activity or business of providing services to guests in hotels, restaurants, bars, etc.” Notably, this definition further stipulates that, while the word hospitality is technically a noun, it is All authors contributed equally to this paper. The authors would like to acknowledge Boston University’s School of Hospitality Administration for hosting the research conference titled “A Critical Reflection on the Future of Hospitality,” which resulted in the idea for this manuscript. Role of hospitality in society Received 17 April 2023 Revised 21 July 2023 18 August 2023 Accepted 3 September 2023 International Journal of Contemporary Hospitality Management © Emerald Publishing Limited 0959-6119 DOI 10.1108/IJCHM-04-2023-0512 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0959-6119.htm