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Hotel Executives Emphasize Need for Improved Communication to Retain Quality Staff – Image Credit Unsplash+
- Hotel executives advocate for improved storytelling and representation to attract new talent and improve the industry’s reputation.
- The challenges of the labor market and housing and the need for proper corporate culture are crucial factors in employee acquisition and retention.
The hotel industry has faced a persistent challenge in filling vacant positions and retaining talent, further intensified by the pandemic. However, according to industry executives at the Lodging Industry Investment Council, improving the industry’s reputation and attracting new employees requires hoteliers to communicate the career opportunities in hospitality better.
Doug Dreher, president and CEO of the Hotel Group, emphasized the hospitality industry’s potential for career progression. Few other sectors offer a path from entry-level roles to top executive positions, a narrative that needs to be more widely shared.
Joseph Bojanowski, President of PM Hotel Group, highlighted the importance of talent acquisition, engagement, retention, and development in reducing employee turnover. He also pointed out the value of internship programs in providing young people with firsthand experience of the hospitality industry, leading to higher retention rates.
As Aperture Hotels CEO Charles Oswald noted, representation also plays a crucial role in attracting talent. The company’s corporate operations team, comprising 70% women, has been a significant draw for potential employees who seek diverse representation in leadership roles.
First Hospitality President and CEO David Duncan underlined the need for proactive communication about the benefits of a career in hospitality. He suggested that hoteliers engage more with community leaders to emphasize the industry’s potential to provide career opportunities and contribute positively to communities.
David Duncan also argued for a shift in the industry’s language, replacing impersonal terms like ‘labor’ with more humanizing stories about the people working in the industry.
Jim Butler, founding partner at law firm Jeffer Mangels Butler & Mitchell, stressed that communication about the industry’s benefits should be an ongoing effort at all levels of the organization. Mitra Van, managing director at Van Investments, echoed this sentiment, highlighting the importance of a welcoming corporate culture that starts at the top and trickles down to the properties.
External challenges such as the labor market and housing must also be addressed. Scott Socha, group president of parks and resorts at Delaware North Australia, noted the importance of the J-1 and H-2B visas in staffing properties and emphasized the need for adequate housing for employees in rural locations.
While the hotel industry faces talent acquisition and retention challenges, executives believe that better communication, diversity, corporate culture, and addressing external obstacles can significantly improve the situation.
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