HOTEL BUSINESS REVIEW

March FOCUS: Hotel Human Resources

 
March, 2013

Hotel Human Resources: The Biggest Challenges

In an ongoing and ever-evolving effort to attract the best available labor talent, human resource managers are facing some challenging new issues. In an industry that traditionally relies on a younger workforce, managers are adapting their practices to the characteristics which define the Millennial Generation. These younger workers are digital natives which seems to promote a technology-driven mindset, but it also seems to inhibit their ability to engage in personal and social interactions. Training programs are being specifically created to improve and enhance their social IQ. Among the Millennials, there is also a burgeoning gap between applicant job skills and the requirements of available positions. Corporate training programs and cooperative efforts with hospitality schools are being utilized to address this issue, though return on investment is still a concern. Finally, human resource managers are being forced to confront the depersonalization of the recruiting process due to the explosion of Internet-based application procedures. The March Hotel Business Review will examine these critical issues and document the strategies that leading companies are employing to address them.

This month's feature articles...

Chris Mumford

'Globalization' has been a buzz word in the hotel sector since the days of Conrad Hilton and his peers. For years now the quest to operate in new markets has seen hotel groups such as Accor, Hilton, IHG, Marriott, and Starwood truly become multinational players. Each week it seems one of these chains pronounces an increase to its development pipeline in one of the world's emerging economies. Starwood for example will take its current portfolio of 34 hotels in India and South Asia to over 100 hotels either open or signed up by 2015. Fairmont Raffles Hotels and Resorts will double the number of hotels open in Middle East and Africa by 2016. IHG not only has a robust development pipeline in China but has also developed a China specific brand. READ MORE

Susan Tinnish

The recent economic downturn has lulled many organizations into forgetting that the United States will face a talent shortage as baby boomers approach retirement. This large cohort of employees has started or will be exiting organizations over the next few years. The birth rates of the younger generations means that companies must manage both a loss of organizational memory and implicit knowledge and also find ways to attract new workers. The author creates action-oriented tips for hospitality organizations around a three-pronged approach including attracting, cultivating and configuring to entice the best and brightest of the Millennial workers into their ranks. Rethinking strategies to attract talent will be the difference between organizational success and failure. READ MORE

Miranda  Kitterlin-Lynch, Ph.D.

Much ado has arisen in recent conversations regarding millennials in the workforce. Academics and lodging professionals agree that this new generation of workers will present both challenges and opportunities for the hospitality industry, if not for society as a whole. The savvy operation will take a proactive approach to understanding this labor pool, what challenges them, what inspires them, and how to advantageously harness their strengths. Those who postpone embracing these young workers will elevate the complexities faced when assimilating them into their organization. This article provides suggestions from academic research, trade publication reports, and industry leader testimonials as to how we will meet the needs of our next generation of staff. READ MORE

Henri  Birmele

By 2020, it is expected the Millennials—a workforce of some 80 million strong--will comprise nearly 46 percent of all workers. This implosion is changing how business is being conducted. They are a study in contrasts. Tech savvy, smart and collaborative, they are also viewed as more self-centered, narcissistic and focused on their own careers than previous generations. What are Millennials looking for from their employers? This article takes a look at this question and offers some practical tips on how to attract, train and retain this new generation of workers. Understanding what makes them tick - and how to integrate them effectively in your multigenerational teams - can pave the way for a successful future workforce. READ MORE

Caroline Yang

In today's global economy, most people in the hospitality industry are working with customers and colleagues from a wide range of cultures. On one hand, hotels receive an increasing number of international travelers from all over the world. On the other hand, the industry's workforce is becoming more and more diverse as a result of immigration. This article examines how cultural differences can derail the recruiting process and create challenges even when everyone involved wants to do the right thing; it also provides suggestions that HR professionals and managers in the hotel industry can implement to recruit and integrate culturally diverse employees. READ MORE

Suzanne McIntosh

Each generation of new employees present new challenges for leadership and hiring managers. How do hiring managers of Sales Talent adapt their recruitment practices to the characteristics which define the Millennial Generation? Conversely, how does GenY adapt themselves to be successful with non GenY supervisors and clients? If we are to build successful high performing sales teams, our leaders must be equipped to manage a team with multiple generational characteristics. We also need to coach and counsel GenY on the most effective ways to sell in this commodity driven sales environment. The traditional personal approach is no longer possible as technology is now an integral part of the sales process. READ MORE

Justin Sun

The biggest challenge that hotel companies must overcome when launching training programs is tying the benefits of learning to business results and the bottom line. As a training manager or learning coach, you should base your training programs upon your company's business strategy with clear-cut expectations for what you and your trainees should expect to get out of the programs. Your learning initiatives should support your organization's goals from the top and be supported by top-level management within your organization before you execute them. READ MORE

Robert O'Halloran

Professional development, training and education are constant in today's competitive marketplace for businesses and their employees remain current. Many professions require ongoing development for its members and in some cases resulting in professional certification. For example, professions such as education, music, law, technology, and accounting have required professional certifications in their field for many years. Notably, a Certified Public Accountant (CPA) has been a hallmark certification for anyone working at a public accounting firm and given the state of our tax system, the CPA will continue to be an important designation. READ MORE

Myra Creighton

The Americans with Disabilities Act (“ADA”) prohibits employers from discriminating against disabled individuals, which includes failing to provide a reasonable accommodation to a disabled individual. Before Congress passed the ADA Amendments Act (“ADAAA”), when an employee requested an accommodation, employers generally could determine whether the employee was disabled. Further, even if an employer entirely failed to accommodate an employee, there still was a good chance the employer would win any resulting lawsuit because of the difficulty in proving a disability. If it has not already, the passage of the ADAAA, which made it much easier to prove disability, should have entirely changed an employer's approach to accommodation requests. READ MORE

Eileen McDargh

The impetus for this article comes from the thousands of miles I have traveled and the many places I have stayed in my work as a leadership consultant. Depending upon the city and the client, the range goes from residential inns to five star resorts, from boutique hotels to bed-and-breakfast retreats, from international chains to franchise operations. From a leadership perspective, what becomes clear is that while creature comforts can vary (and are always critically important), my ultimate experience is determined by the interactions I experience and observe with staff. READ MORE

Aubrey Daniels

Let's face it; in the hotel business if you don't deliver acceptable customer service, guests are more than likely to walk out your door and into one of a multitude of competitor properties, even after just one bad experience. And, in today's socially active world, there's no hiding your inefficiencies as irate customers are quick to take their experience to Twitter or other hotel review sites and spread their negative stories. The competition is so fierce that it's easy to understand why a hotel brand's customer reputation is one of its key drivers of business success. READ MORE

Roberta Chinsky Matuson

A hotel without its employees is nothing more than a building with beds,” states Niki Leondakis, president and COO of Kimpton Hotels. That's why it's so critical to retain the employees who make your guests feel like they have come home. Here's what you can do to make a lasting connection with those who matter - your employees. READ MORE

Bernadette Scott

Effective employee engagement is crucially considered a key strength and critical business driver for organizational success. Getting employee-organization connectivity right can dramatically transform poor productivity and overall profitability. Research indicates that taking a strategic view of employee engagement within organizational culture, can lead to higher employee attainment across performance and commitment to company goals. However, employee engagement should not be considered in isolation and must take into account the pervading hospitality industry challenge of employee retention and the need for effective management of talent. This case looks at the link between employee engagement and retention of talent at The National Piping Centre, Glasgow Scotland. It examines how management support and encourage talent as well as facilitation of work-life balance to enhance employee contribution, the psychological contract of employment and ultimately talent connection to the hospitality organization. READ MORE

Lonnie Giamela

Hotels across the country, along with all employers, have seen an increasing trend of challenges being made to hiring and disciplinary actions based upon information gleaned from an applicant or employee's social networking site. Although utilizing this information is permissible under many circumstances, it is not an absolute guarantee that employers are insulated from liability when utilizing social networking sites in human resources decisions. READ MORE

Robert Kwortnik

The global hospitality industry has long struggled to overcome its affliction of employee turnover. This article outlines a systematic approach to addressing the expense of losing valued employees based on the idea of managing human resources in the same fashion as one manages the hospitality brand. One aspect of this branding is to ensure that employees maintain a balance between work and family issues. While eliminating all employee turnover is unlikely, employers who focus on helping employees maintain their work and home balance can reduce the incidence of turnover. HR branding can help to manage this and other aspects of the employee experience, with a resulting improvement in service and revenues. READ MORE

Larry  Mogelonsky

The rapid advances of technology over the past decade have greatly impacted our social habits and in turn the disparities between generations. When considering hiring and training a candidate from the Millennial generation, it's vital to consider how this rapidity has affected and deepened the contrasts amongst years of birth. Millennials have accrued many seemingly negative stereotypes - whimsical, entitled and eternally distracted - but with a proper comprehension of their unique circumstances, their technological savvy and contemporary spirit can be harnessed for positive business results. READ MORE

Linchi Kwok Ph.D.

The recession has challenged companies to run a leaner operation. At the same time, customers' expectations for hospitality service are higher than before. Management shifts such burdens to employees, which cause employee resentment and a higher turnover rate. Proactive employers must act immediately to keep their top talent. This paper reviews several key human resource management (HRM) functions that affect retention management. Some innovative ideas of how companies manage employee retentions are also discussed. Conclusions are made to help hospitality companies develop effective strategies in retention management. READ MORE

Joyce Gioia

Hundreds of thousands of young men and women were engaged in the wars in Afghanistan and Iraq. Those wars are now over; they served our country well and now they are back from the “Sand Box”. These talented young people are now ready, willing, and able to return to work. However many of these 20- and 30-somethings are finding it impossible to find work. READ MORE

Heather  Jacobs

It has become common place for organizations to use the words above to describe their workplace as a means to establish a competitive advantage. This is perhaps emphasized even more in the hospitality industry where service is a key differentiator from the guest perspective and the attitude and performance of employees is fundamental to the brand. However, how can a great employee experience be delivered considering the internal and external pressures and the continuously changing demographics and business climates? It has become increasingly difficult for Hotel Human Resources teams to navigate through this complexity when you consider technology, economic challenges and a multi-generational population. Perhaps, however there is an opportunity to keep it simple, to keep it human and to let that be the guiding competitive advantage. READ MORE

Cindy Woudenberg

It can't be said enough, good marketing brings about superior results. In an ever increasing world of competition, the push to make a website perform in the Search is paramount to results, but without a good marketing strategy, results will be null or even detrimental. This article will review the history of Search, what makes for good Search Engine Optimization, the keys to success in the Search, and a few of the Google's Search changes over the last year. The objective is to review great marketing tactics that can translate not only from Search Engine Optimization, but also on to other marketing efforts. READ MORE

Kelly  McGuire

Despite encouraging signs that the recession is well behind us, revenue, costs and profits are still under close scrutiny. Achieving a competitive edge, while at the same time "doing more with less" is a daily challenge for hospitality executives. Revenue management "changed the game" for hospitality when it came on the scene 20 years ago. By applying analytics the specific problem of room pricing, hotels were able to increase room revenue without increasing room cost. It's time to change the game again. To stay ahead, executives need to build this kind of fact-based decision making into the corporate DNA. READ MORE

Paul van Meerendonk

Once one of the most under-loved and often misunderstood departments within a hotel, revenue management is today central to a hotel's ability to manage bookings and operate profitably. While the days of manually crunching numbers and trying to keep track of pages of spread sheets are slowly being replaced by a more strategic approach, we look at how guest data is being gathered and interpreted in today's modern hotel environment and how a hotel can turn a revenue manager into a revenue leader whilst creating a sustainable revenue management culture across all departments. READ MORE

Michele  Walters

To achieve true Total Revenue Management, you need to follow and valuate your guests footsteps throughout their stay.  A couple of very powerful data mining techniques can be used to map out the seemingly random decision processes that your guests use.  When used creatively, Market Basket Analysis and Decision Trees can illuminate the common behavior that your most profitable guests exhibit.  With this insight, you can take your Revenue Management to the ultimate level. READ MORE

Amy Bair

The hotel industry is seeing the winds of change. The economy is slowly improving. Demand is higher than supply. How long will that last though? Take advantage of this forward motion by reevaluating your strategy. Conquer the commoditization beast and differentiate your hotel! Considering C.K. Prahalad's concepts of Core Competency and Competitive Advantage will give you the tools to deliver a unique and unconquerable value mix to enhance your hotel's position. READ MORE

Steve  Van

The traditional approach to launching a renovation is to put up a big wall that divides the construction area from the rest of the world, add a small announcement blurb to your webpage and post a sign with two hammers that reads "pardon our dust for the next six months." I call this dated strategy the "out-of-sight out-of-mind" method. A better approach is to think of a renovation as a client engagement initiative that begins six months before the construction and extends for six to 12 months after the ribbon cutting. This may seem daunting at first, but if managed properly, this mindset will take the renovation experience to the next level for everyone involved. READ MORE

Russ Horner

In the last 30 years, water and sewer rates have increased faster than even the cost of oil. The typical busy hotel manager and engineer has an overflowing plate and now they must add the management and reduction of water and waste water costs. In this article, we will look at the rising cost of water bills, water use benchmarks for hotels, getting started, and an introduction to new national codes, standards and rating systems that will impact hotel operations. READ MORE

Suresh Acharya

Technology-enabled travelers have shifted the playing field for hoteliers. Their unprecedented access to information is transforming the traditional hotel booking and pricing practices. If a hotelier fails to deliver a service or price promise, consumers will have several purchasing alternatives and a plethora of ways to share their negative experiences in social communities. In order to adapt their go-to-market strategies to this new reality, hotels need to look for answers in the emerging industry trends. READ MORE

Jennifer Nagy

As consumers, we encounter hundreds of brands every day. Every car that we see driving down the street, every cup of to-go coffee, every pair of jeans and of course, every TV advertisement that we see floods our brains with ideas/impressions about each company/product/service, based upon the visual aspects of the brand. Your company's brand is what helps potential customers remember you - even though they are exposed to thousands of competing marketing messages every day - so it better be a good one. This article examines the necessary steps to successfully develop and implement a hospitality brand. READ MORE

Haydn Shaw

The newest generation in the workplace, the Millennials, continues to shake up the hospitality industry as companies struggle to communicate with them or help them communicate with the older generations. For the first time in history we have four generations of employees and five generations of customers. Has your organization updated its approach to deal with this new reality or are your people getting stuck in old stereotypes? The five step process will show you how to lead your team or organization through generational sticking points using communication differences as an example. READ MORE

Roberta Nedry

What to my wondering eyes should appear, but a giant imbedded computer screen across which the concierge and I could peer. Chef Concierge Eduardo Rosello, stepped around to my side of the desk, and stood next to me. That's when he brought out his finger…and touched the sleek desk and computer screen. He swirled his finger around a few places and absolutely delighted me with what he could do. It was personal, exciting, even intimate yet also professional and interactive. It was a completely new experience for getting information and resources from the concierge and added a whole new level of engagement for both guest and employee. READ MORE

Michelle Millar

Many people would call the word "sustainability" a buzzword today. Some roll their eyes when they hear the term; others embrace the concept wholeheartedly. Either way, sustainability has already been around for a long time, albeit it under different "names", and it will be around for a long time to come. We go back to basics in this article and try to define what sustainability actually means for a lodging facility. What we find is that many have moved on from sustainability and have now adopted corporate social responsibility (CSR) policies. But is there really a difference between the two? READ MORE

Coming up in March 1970...