Digital Skills Gap Widens in European Hospitality Sector, Booking.com Research Finds

Most European hospitality employers see digital and sustainability skills as critical for the future, but few currently prioritize these areas in employee training, according to new research from Booking.com.

A recent study conducted by Booking.com highlights a growing disconnect between the skills European hospitality employers believe are crucial for the future and the training priorities they set today. The research surveyed approximately 5,000 accommodation professionals across Europe and conducted nearly 200 in-depth interviews with industry and labor market experts. The findings provide insight into the challenges facing the European tourism accommodation sector as it adapts to technological and market changes.

Mismatch Between Future Skills and Current Training

The study found that 82% of accommodation employers consider digital skills critical for the future. However, only 16% currently prioritize digital training for their employees. Similarly, while 78% of employers see the use of technology to improve efficiency and guest service as increasingly important, less than a third (29%) focus on this area in their training programs.

The pattern repeats in other skill areas. For example, 87% of employers expect sustainability and environmental management skills to become more important, but only 11% prioritize related training today. Sales, marketing, and revenue management skills are seen as critical by 78% of respondents, yet only 9% are actively developing these skills among staff.

Soft Skills and Confidence Gaps

Soft skills present another area of contradiction. Only 12% of employers identified customer service as the main training need. However, when asked to choose one area for improvement, customer service was the top choice. Industry experts interviewed for the study emphasized the ongoing need to invest in soft skills such as communication, adaptability, and teamwork, which are often cited as areas needing improvement.

Employee self-assessment may also contribute to the lack of urgency. Three-quarters of employees surveyed felt confident in their digital literacy, and similar confidence was expressed in areas such as hotel digital systems, data-driven decision making, and revenue management. Customer service was rated as the strongest soft skill among employees. Despite this, 36% of employees reported that a lack of relevant skills was a barrier to career advancement. Nearly 70% view hospitality as a long-term career, and 83% aspire to leadership roles, suggesting that confidence in current skills may not fully reflect actual preparedness.

Barriers to Upskilling

The research identified several obstacles to structured upskilling in the hospitality sector. High costs and the challenge of integrating training with daily business operations were the most frequently cited barriers. Staff turnover was also noted as a significant issue, with 42% of accommodations reporting that it hindered training efforts.

Despite these challenges, employers are willing to support employee development if certain conditions are met. Half of employers said they would encourage online training if it were affordable, high-quality, and available in local languages. On average, employers were willing to allocate 4.6 hours per week to employee training, while employees indicated they would invest about 3 hours per week if online training were available.

Conclusion

The findings suggest that the European hospitality sector needs to better align training priorities with the skills required for future competitiveness. While employers and employees both recognize the importance of upskilling, practical barriers and a focus on immediate needs are delaying progress. Addressing these gaps may require industry-wide collaboration and the development of accessible, scalable training solutions.

For more information on the research, visit Statista’s study on upskilling in European hospitality.