When Ayo Akinsete first arrived at the University of South Carolina from London, he didn’t imagine he would one day oversee luxury hotels across the world. A former footballer with West Ham United’s academy, Akinsete’s journey from the pitch to the boardroom began with an unexpected invitation — and a warm welcome that defined his approach to hospitality ever since.

“I really learned the true meaning of Southern hospitality here,” Akinsete said during a recent visit to USC’s campus. “That’s something I’ve carried with me throughout my entire career in London, New York and Los Angeles. I take hospitality seriously because of the time I spent here.”

Akinsete came to USC on a soccer scholarship, drawn in part by the personal touch of a coach who flew to England to recruit him. While studying in the School of Hospitality and Tourism Management within the College of HRSM, he met lifelong friends — and his future wife. It was also where a professor encouraged him to pursue a career in hospitality.

After earning his bachelor’s degree from USC, Akinsete completed a master’s at the University of Nevada, Las Vegas. A chance encounter with a hotel owner soon propelled him into the hospitality industry, where he discovered his true calling. “I fell in love,” he said. “Since then, I’ve opened more than 20 hotels around the world — in New York, Miami, LA, London and Copenhagen.”

Today, Akinsete serves as Chief Operating Officer of The Dean Hotel Group, headquartered in Dublin, Ireland. The company recently acquired eight hotels across Ireland, and under Akinsete’s leadership, is expanding rapidly into major cities worldwide — including newly acquired properties in Munich, Berlin and Miami’s South Beach.

“Our goal is to scale The Dean brand globally,” he explained. “It’s a lifestyle brand focused on experience — great design, music, food and culture. We don’t just sell rooms; we sell fun.”

The Dean’s signature “Power Gyms,” which have been recognized among the world’s best by the Financial Times, reflect this experiential philosophy. “Luxury today isn’t just about marble and white-glove service,” Akinsete said. “It’s about creating memories and experiences that make people feel good.”

For Akinsete, every new opening is an adventure. “You start with an idea, bring in designers and chefs, and then one day you open the doors and wait for that first guest to walk in,” he said. “It never gets old.”

Reflecting on his path, Akinsete offered advice for USC students eager to enter the hospitality industry. “There’s never been a better time,” he said. “AI will make us more efficient, but it can’t replace human connection. True hospitality is about knowing your guest, remembering their name and making them feel special. That’s something no technology can replicate.”

He also emphasized patience and persistence. “When I started, I was a front desk agent asking for ID and a credit card. This business takes time — you have to give time, time. Stay focused and outwork everyone. There’s so much opportunity if you love what you do.”

And love it, he does. “I’m lucky,” Akinsete said, grinning. “I sell fun for a living.”