Prior to Covid 19, the hospitality industry’s reputation struggled in terms of providing career opportunities and growth. Covid and post-COVID exacerbated this situation, doing no favors for the lodging industry.

Documented facts include: As of April, 2024, the number of Accommodations and Food Service “quits” in the United States from 2020-2024 was the largest four-year period since 2000 (Source: Federal Reserve Economic Data – FRED) …. as thousands of former employee/associates did not return to the hospitality industry.

For the first four months of 2024, the Accommodations and Food Service “quits rate” was more than double the average of for all industries and continues to be the highest of any industry. This disgruntled group, in general, was and still is angry and feels less important and respected by the industry in many cases.

I think we can all agree that in order to right the ship (i.e., attract quality talent), it will take collective and consistent focus, effort, reimagining, and financial investment for several years. Lodging leaders at all levels must be committed to ‘recreating the industry workplace and the perception thereof’, devoting a huge priority to assuring their associates that they will be treated with respect; constructing a comfortable working environment with moderate stress points and reasonable job expectations; and assuring the opportunity to develop a respectable skill set, creating a stronger, smarter, more confident individual in the fascinating world of lodging experiences.

Industry leaders, in conjunction with hotel brands, need to communicate to potential (and existing) employees that the industry has crafted a new version, Hospitality 2.0, which features two critical advancements:

  1. A healthy workplace that is inviting, safe, and secure prioritizes every member, and even elevates the well-being of employees about guest service;
  2. A true PROFESSION, the hospitality industry should be a sector where any new entrant or existing team member can proudly follow a journey focused on several well-respected, sophisticated careers, trades, crafts, and specialties.

To be clear……This article is not written to focus on the first critical advancement (i.e., workplace) stated above, as that imperative must be directed company by company, leadership by leadership and is a challenge that most lodging organizations must wholeheartedly address with vigor and communication, care/concern, facility upgrades, work-balance………….…in otherwords - substantial investments are required. Millennial and Gen Z existing and potential associates view a good working environment as non-negotiable. If the workplace does not look like, sound like, smell like, act like a healthy world, then quality recruits will not flock to it.

Moreover, this essay speaks to creating and curating an environment which is attractive to professionals, and that speaks to the core of every employee’s self-worth and esteem. A hospitality learning lab will appeal to all department team members, for every age and stage. It is time to overcome the perception that lodging is a ‘fallback job’. On the contrary, our industry must laser-in on two areas, which will certainly appeal to quality job hunters.

Talent Development Environment

Create a ‘talent development environment’ at all levels, where employees are incentivized to learn more about career opportunities in sophisticated realms, obtain certifications, broaden capabilities, and upgrade in positions. Build a library of topics, conduct face-to-face, hybrid and online courses, provide hardcopy certificates for these S.T.E.A.M. specialties, and celebrate internally for all to see. Contract with local education institutions to conduct seminars and teach courses bi-weekly.

Sell the concept on the recruiting trail by emphasizing the five professional disciplines (S.T.E.A.M.) that exist in lodging. ‘S.T.E.A.M.’ is a highly regarded educational acronym integrating the disciplines of Science, Technology, Engineering, Arts, and Mathematics. Embracing STEAM resonates with every working individual – goals, learning for life, resume of record, chance to succeed, incentivized financially to do more and to be more:

  • Sciences (food, beverages, psychology, sanitation, and emotional intelligence)
  • Technology (digital UX design, cybersecurity, communication, IT, social media, and AI)
  • Engineering (sustainability, architectural design, electrical/electronic software, and robotics)
  • Arts (on-stage service performance, sales and marketing)
  • Mathematics (revenue management, capital and operating statements, statistics).

This approach, when effective, will attract sales, marketing, engineering, culinary, revenue strategists, IT specialists.………and yes, housekeeping team members. Our industry is often perceived as the Rodney Dangerfield of industries (i.e., get no respect), and it is incumbent that lodging organizations earn the respect by providing a knowledge-based environment.

Upskilling and reskilling programs are no longer just nice-to-haves; they’re crucial for staying ahead of the curve. By investing in your employees’ growth, you not only attract talented individuals but also build a future-proof workforce equipped to handle the ever-changing demands of the industry. Boosting employee satisfaction enables employees to feel valued, that opens the floodgates of motivation and engagement. Happy team, happy business. (Source: The Shape of Hospitality Recruitment in 2024, February 1, 2024).

Hospitality S.T.E.A.M. Related Topics

The lodging field, with a global retail value of 600 billion dollars ; is a complex and sophisticated conglomeration of a series of profit oriented businesses that require innovation, economic growth and society advancement. As lodging entrepreneurs, it is imperative to change the lodging image - to sell our highly professional product and service industry “brand”, so it competes with other respected industry brands.

This means telling the story of our brand promise of doing the right thing, including developing a brand identity of strong business acumen, and a brand value proposition that we will make every effort to develop eager, ambitious team players. This approach and follow-through resonate with job seekers of all positions on the organizational chart. While several industry giants have addressed this recruiting mantra (e.g. Marriott Bonvoy, Hilton), thousands of lodging organization are still using yesterday’s tools and nomenclature.

Let’s start with reviewing job titles, job descriptions and training/education opportunities offered. The simple terms room cleaner, maintenance person, waiter, cook, and desk agent probably don’t do justice to the level of work performed. Examples include guestroom sanitation that requires chemical application, and OSHA regulations; and the crucial role played by preventive maintenance in the life cycle of a lodging facility. Emotional intelligence is a must-have qualification for a Guest Services employee; and Risk Management requires risk identification, measurement, evaluation, reduction/elimination, and financial determination.

Much of our society may not fully understand and appreciate that professional lodging requires revenue strategies for guestroom product types appealing to dozens of complex sub-market segments, architectural design for rooms and suites, meeting and event conference spaces, food outlets, internal and external health facilities including spas and meditation, optimizing profits in food operations, food supply chain management, digital marketing, big data management, information technology, entertainment technology (and live), transportation systems, managerial accounting, sustainability, social media, and on and on. Each of the above sub-systems requires education, training and development, and yet these are just touching the surface. Let’s look a bit deeper into what it takes to be successful in our world of S.T.E.A.M.

Science

While we seldom grab a cup of coffee and discuss science with our staff…..maybe we should. Afterall, we can make the case that lodging is steeped in science. For example, construction science is a field focused on analyzing, planning, and designing hotel building projects. Culinary science is based on biology, biochemistry, and chemical engineering of food, integrates culinary arts and food science. Chemical reactions occur in cooking through manipulation/emulsification, and the control of cold and heat maximizes food quality and safety (e.g., warm or cool air convection current).

Other examples of incorporating science into our discipline include hydroponic plant maintenance, farm to table fruits and vegetables including composting, harvesting and producing and beer production, ocean pool seafood, vegan, organic, kosher, gluten free….this is science. Oh, did we mention temperature, heat/cold transfer, infrared radiant energy; and food characteristics, such as moisture content, density, and thickness.

The process of formulating beverages is science-based, requiring knowledge of the interaction between ingredients and understanding how those interactions will affect the final product. This scientific knowledge is combined with creativity and experience to formulate recipes for new and innovative beverages. Creating the perfect beverage experience by concocting a ‘to die for’ recipe requires understanding preparation, proper ingredients, and often nutrition profile. Formulation of all drinks - non-alcoholic, cannabidiol (CBD-infused), coffees, Boba Tea, wine from global plants (seasonal terroir), craft beers/cocktails, and bourbons requires knowledge of products, ingredients, and spec sheets; and chemists, food scientists, nutritionists, other medical specialists often weigh-in to suggest healthy recipes and products.

Related to science is professional housekeeping sanitation, cleaning techniques, safety protocols, and customer service strategies. Being educated about chemicals such as detergent-based or hypochlorite/detergent-based solutions can affect the efficacy of surface disinfection. For example, those who have ventured into the housekeeping domain understand that mixing chlorine bleach with ammonia creates a chemical reaction that can be deadly. Housekeeping specialists understand R-series chemical cleaning agents depending on water mineral content (hard/soft based on calcium, sulfites et al) dilution, sanitizers, disinfectants, bathroom cleaners, air fresheners, furniture cleaners, floor cleaners, glass cleaners.

The landscape of wellness science is growing exponentially as evidenced by exercise facilities, exercise classes (i.e. yoga, Pilates), spa treatments, mediation rooms, in-room related equipment/video technology. Medical research is critical to assist with maintaining and enhancing quality of life body, avoiding injury, and fighting disease. On-staff trainers and attendants must have knowledge to be effective and eliminate liability.

The science of psychology is at the center of all lodging and guest service.

The psychology behind guest decision-making needs to be paramount in the planning and operations of a lodging facility. While price and location are important, there is a long list of equally essential triggers that a hotel needs to prioritize.

Studying the minds of potential guests and determining guest satisfaction indicators is essential in understanding the reasons different markets buy (e.g., emotional, solving a problem, purely financial survival).Learning the anticipated desires, creating the anticipated first impression/moment of truth, experience journey, personalization, engagement, conversion rate, website design, responsive, attentive, and empathetic staff (i.e., front desk, housekeeping, risk management) is all within the psychological sciences. These are all key determinants of the guest’s overall perception (separating the conscious from the unconscious) of the hotel.

The first impression….the moment of truth….sets the tone. The curtain goes up, the stage (aka lobby) is revealed, the script of the performers begins, and the paying guest experiences amazement or disappointment. Emotions and feelings abound, and social media follows.

Technology

Technology is everywhere in the hospitality industry: carbon footprints, emissions, solar, LED, thermal heat pumps, and net zero/carbon neutral lodging is not the future, but it is here with us now – plenty to give techies a challenge. Other examples of technology include digital tipping apps, daily paychecks, integrated PMS, contactless check-in, AI rate recommendations and demand forecasting, cloud computing, digital wallets, mobile guestroom key, social media platforms, analytical intelligence tools, mobile optimization, BYO streaming, cybersecurity (aka malware, hackers), 5G, Wi-Fi 6, and CRM.

The future of the Internet of Things (IoT) is abound in hospitality, yet the industry is catching-up with other sophisticated business sectors, and we are no longer our Grandfather’s or a Mom ‘n’ Pop lodging operation. The ‘hotel tech stack’ is a shiny gem for Gen Z job seekers – a perfect market for hotels to pitch and to recruit.

Engineering

The US skilled labor market is facing record-high pressure, particularly for companies with manufacturing and construction operations. Increasing labor scarcity, amplified by the COVID-19 disruptions, has intensified competition for talent, raising the sectors’ average wages by more than 20%, and since the first quarter of 2020 Gen Z workers report persistent cultural barriers to vocational training. Despite a recent 3%rebound in vocational enrollment (up from 2018 levels), a survey of 1,000 US-based 18- to 20-year-olds found that 74%perceive a stigma associated with choosing vocational school over a traditional four-year university. (Source: McKinsey & Company, Tradespeople wanted: The need for critical skills in the US, April 9, 2024)

This information suggests that lodging needs to provide more training, compensation, and hierarchical respect within the lodging facility. This may well be the most challenging of the five S.T.E.A.M. skills and techniques. The industry needs the eager tradesperson for architectural style, interior design, site planning, master planning, tech integration, HVAC, energy management system/solar energy, mechanical, electrical, and even 3D construction (see ICON and BIG Reveal Design for El Cosmico, a 3D-Printed Campground Hotel in Marfa, Texas).

Arts

The morphing of functional lodging to artistic cultural destinations during the past 25 years has done wonders for the industry. Boutique hotels, soft brands, and themed vacation home rentals are clearly the preferred atmosphere for leisure (and business travelers), as well as lobby galleries, aesthetic landscape gardens, and expressive event spaces. These imaginative and creative focal points define the guest expectations, and establish individuality.

Moreover, personalizing the experience with ‘local focus’ entertains and educates the guest, while it fits well into the Instagram world in which we live. Whether it is one of the voluntary chains (e.g., Small Luxury Hotels of the World), corporate soft brand collections (e.g., Autograph Collection Hotels/Marriott, The Curio Collection by Hilton), Moxy, 21c (contemporary art museum and boutique hotel), 1 Hotels, or Six Senses small chains, the unique experience is designed to pique your curiosity. The following announcement was the icing on the cake for the industry at large:

LVMH Moet Hennessy Louis Vuitton (LVMH.PA), the world’s leading luxury group, and Belmond Ltd. (NYSE: BEL), owners, part-owners or managers of 45 luxury hotel, restaurant, train and river cruise properties, today declared that the acquisition of Belmont by LVMH has been completed. This lobal hotel brand has joined forces with French luxury conglomerate LVMH Moet Hennessy Louis Vuitton to speed up Accor’s relaunch of the Orient Express brand. (LVMH completes the agreement with Belmond April 17, 2019)

Once again, this is an ideal career for an aspiring artistic designer/businessperson. The performing arts is an incredibly strong complement to architecture and artwork. The physical movements, facial expressions, scripting and voices are all part of the performance by hospitality associates at the front desk, but also from every member of the lodging team. As the saying goes – everyone sells, and often the guest will return because of a positive encounter with someone in engineering or risk management. The point is that hospitality is entertainment performed by the heart and front of the house.

Mathematics

Lodging is a profit driven business, and is a welcome home for intelligent ‘number crunchers’, for revenues, expenses, assets, liabilities, owners’ equity, cost per room for amenities and linens, food and beverage cost per portion, energy consumption, labor and benefits calculations, operating and capital budgets, cashflow management, break even analysis, payback period, data-driven revenue management, based on seasonal trends, market factors, and pricing strategies, payables, and receivables.

Occupancy and revenue forecasts, dynamic pricing of rooms, food, beverage, and retail sales for various markets of individual and groups are complex. Yield management, ADR, RevPAR, GOPPAR, algorithmic methods for demand, inventory management, capacity optimization requires a numbers acumen. Accounting departments are responsible to lenders and investors, and produce balance sheets, general ledgers, payroll percentages, variable and fixed costs, EBITDA, and tax burdens.

Conclusion

The purpose of this essay is to encourage, beg, and plead for a reimage throughout our precious industry. Strongly consider reestablishing your image by discussing with the staff, ask for feedback from guests, associates, job seekers alike. You might want to consider the following:

  • Conduct a brand audit by revisiting all images and language that represent the ‘present you’ and how you might take a S.T.E.A.M. approach.
  • Review EVERY department site, hard and softcopy collateral, wall signage, working space.
  • Create an image that oozes of professionalism in script and performance.
  • Eliminate everything that does not look, act, and sound like your new professional S.T.E.A.M.-based image.
  • Build your training and education pyramid in small and large ways (e.g., lunch and learns, staff meetings, town hall meetings with all staff), invite suppliers to share knowledge, fund opportunities for external seminars.
  • Incorporate S.T.E.A.M. as appropriate in your job descriptions, and encourage all staff to spread the word.
  • Refine and share your brand voice across all platforms and with all stakeholders.
  • Ensure that whatever content is prominent and visible to them is focused on where you’re going, not where you’ve been.
  • Supply all stakeholders with the new image information, explaining the sources of training/educating that are available, and incenting all levels to take advantage.
  • Take the program on the road, face-to-face and virtually.

As the existing staff observes and absorbs, and new potential team members discover and interview your culture, they will want to experience the re-imaged you.

Wouldn’t it be terrific if the industry followed this simple article below - A Google search that brings up the only mention of lodging STEM on the web:

Hotel managers use STEM (Science, Technology, Engineering, and Mathematics) to optimize hotel operations, implement technology solutions, analyze data, and improve guest experiences. With a focus on data analysis, technology integration, and strategic decision-making, hotel managers leverage STEM to streamline processes, enhance efficiency, and drive overall success in the hospitality industry. Incorporating STEM into hospitality management allows for innovative solutions and strategic decision-making, ultimately leading to the success and growth of hotels in today’s competitive industry.

And the best part is that the article source is: How Do Hotel Managers Use STEM, (The Youth Hotels, October 21, 2023).

The bottom line: Educate and train all team members to speak and act in a professional manner, and then recruit with an attractive product, service, and culture based on science, technology, engineering, the arts, and mathematics. Build it and THEY WILL COME!

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.