Hospitality, Heart, and Hope: Dr. Jokima Hiller’s Transformational Journey
- Dr. Eulanda Sanders
- 2 days ago
- 4 min read
At iNNOVATION Insights…We transform our clients' career journeys through the art of storytelling via our consulting, coaching, and career management services.
When I first met Dr. Jokima Hiller as she began her doctoral journey at Iowa State University, I could sense something truly special about her. Since then, I have admired her as she has built an extraordinary and transformational career rooted in hospitality, care, and unwavering innovation. Her episode on the iNNOVATION Insights Podcast is a moving testament to the power of lived experience, bold choices, and personal reinvention.
A Childhood Spark
Dr. Hiller’s fascination with hotels began in childhood. As an Army brat frequently staying in accommodations across the country and abroad, she was captivated by the “magic” of hotel operations—beds made without a request, meals included mysteriously in the stay. Those early moments ignited a passion that eventually led her into a successful hospitality career.
From Hotelier to Academic Trailblazer
Jokima’s story pivoted when she transitioned from industry to academia. After building a team and successfully turning around a struggling hotel, she recognized that her protégé was ready to lead—and she stepped aside to make space for her. It was a selfless act of succession planning, paired with her mother’s loving wisdom: “I think you are missing your calling… you are meant to teach.”
She followed that call and became the Program Director for a culinary college's hospitality and restaurant management program, marking the beginning of her academic career. In the podcast, she beautifully illustrates the importance of mentorship, advocacy, and knowing when to move aside so others can rise.
The “Hiller Way” and Hiller Inc.
Dr. Hiller does not just teach hospitality; she lives it. Her leadership philosophy, known as the “Hiller Way,” is grounded in care. “If you take care of your employees, they will take care of the customers, and the customers will take care of the ownership,” she explains. This philosophy inspired her booklet Seven Easy Ways to Show Your Employees You Care, which serves as a managerial guide and a love letter to an industry that has been her lifelong home.
As an entrepreneur, Dr. Hiller launched Hiller Inc.. This design and event planning business began with hand-crafted invitations and grew into a full-fledged service born out of creativity, need, and customer trust. She later founded the Hiller School of Hospitality, offering high school students an early introduction to hospitality careers—an effort that was ahead of its time and aimed at improving retention and preparedness for college-level hospitality programs.
An Author with Purpose
Dr. Hiller’s books—The RevPAR Formula and Seven Easy Ways to Show Your Employees You Care—reflect her dedication to advancing the industry and developing those within it. Her writing is rooted in experience, mentorship, and the desire to leave the industry better than she found it. She writes not just to inform, but to uplift and inspire.
Innovation in Adversity: The Story of Sabrina
In one of the most touching segments of the podcast, Dr. Hiller shares how becoming an amputee changed her life. What could have been a devastating chapter became a new beginning, thanks partly to “Sabrina”—her prosthesis, lovingly named by her goddaughter. Naming Sabrina gave Dr. Hiller and those around her a way to humanize and embrace this new reality.
Sabrina has become a symbol of resilience, a social media icon, and even the star of her own coloring book. Dr. Hiller credits her community, her faith, her psychiatrist, and yes—Sabrina—with saving her life during moments of deep despair. Through this story, she shows us that innovation is not always about technology; sometimes, it is about redefining identity, community, and strength through hospitality, heart, and hope.
Championing Social Intelligence
Dr. Hiller’s doctoral research focused on social intelligence as a critical skill for general managers in hospitality. Unlike emotional intelligence alone, social intelligence encompasses understanding others’ emotions, reacting appropriately, and building meaningful relationships across all stakeholder groups—employees, guests, vendors, and ownership. She advocates for its inclusion in educational programs and training across service industries.
A Legacy of Care and Connection
Today, Dr. Hiller continues to teach, inspire, and mentor future leaders. Her journey demonstrates how innovation emerges from moments of transition, trauma, and tenacity. Her students call her “Ms. Joa,” but her influence spans far beyond the classroom. From succession planning in hotel management to designing online hospitality education and building bonds through storytelling, she exemplifies what it means to lead with heart.
Her podcast, Your Hospitality Moment That Mentors, continues her mission of supporting others through stories and lived experiences. Whether she is managing teams, mentoring students, or sharing her wisdom through books and speaking engagements, Dr. Jokima Hiller is a true innovator—one who brings dignity, care, and joy to the world of hospitality and beyond.
To listen to Dr. Hiller’s full interview and explore more inspiring stories, visit iNNOVATION Insights Podcast.
To all the dreamers, linguists, and pinball machine collectors out there—this one is for you.
Keep innovating!
Eulanda
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