7 Ways to Boost Hotel Employee Engagement with HR Technology

By Linda Ginac President & CEO, TalentGuard | October 14, 2018

The hospitality industry has experienced sweeping shifts in the way business is done much like other sectors over the past decade. The introduction of advanced technology tools has created an environment of constant change which some have dubbed as disruptive. Whether the addition of tech-infused processes and systems is perceived as a positive or negative is of little concern to the customers who rely on top-notch service and a memorable experience with each hotel stay they complete.

Without satisfied customers, hotels find it challenging to maintain a competitive edge in a saturated marketplace. Because of this reality, hospitality management,  and the human resources departments that keep personnel issues at bay, have no choice but to keep up with the ever-changing times in the industry.

And that means embracing new technology on several different levels.

Part of these necessary changes in technology throughout hotels worldwide has hinged on the promise of increased hotel employee engagement. A recent survey conducted by Best Western Hotels in partnership with UniFocus revealed the powerful impact of high hotel employee engagement on customer satisfaction results. The data collected in the survey highlighted the stark truth that a 0.4 correlation between hotel employee engagement scores and a guest's willingness to recommend the property to others exists.

Applying this correlation in real-life business potential means a 10% increase in employee engagement could lead to a 4% increase in recommendations from guests. For the majority of properties, this seemingly insignificant increase translates to an additional two to three rooms booked each night. Over the course of a year, higher employee engagement offers the opportunity to generate an additional $70,000 to $100,000 in revenue annually.

Given these promising figures, it is no surprise that hotels across the board are embracing employee engagement solutions. Technology makes this far easier, but only when both HR departments and management understand what is available and how it impacts bottom line business. Here are the top seven ways HR tech is transforming the realm of employee engagement throughout the hotel industry today.

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Coming up in June 2019...

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.