Keeping Your Top Employees from Checking Out

By Jason Ferrara Vice President, Corporate Marketing, CareerBuilder | December 15, 2009

Data from the Bureau of Labor Statistics shows that, by 2010, there will be a shortage of over 10 million workers. This amplifies the tough recruitment market we saw in 2000 when there was a shortage of more than 4 million workers.

Over the last ten years, employment in the hospitality industry has grown by more than 1.6 million. With hospitality workers making up 10 percent of all workers in the U.S. and the hospitality industry continuing to see an upward trend in hiring, the competition for attracting and retaining qualified employees is already becoming more intense.

According to a recent nationwide survey from, nearly six-in-ten hospitality workers say they plan to leave their current jobs in pursuit of better opportunities by the end of 2005. To better understand the impetus behind this wake-up call for employers, let's take a closer look at what factors are driving dissatisfaction with their current positions.

And the Survey Says...

Among the industries that surveys, hospitality ranks among the highest in the number of employees planning to change jobs. According to the survey, forty-one percent of hospitality workers have changed jobs 5 times or more and nineteen percent have changed jobs more than 10 times. Fifteen percent of workers said they are looking for new jobs on a daily basis.

When evaluating factors of job mobility, hospitality workers pointed to feeling overworked and underpaid. Forty-two percent spend in excess of 40 hours a week at work, and forty-four percent characterize their workloads as too heavy with more than half reporting an increase over the last six months.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.