Millennial Workers: Expectation Versus Reality

By Miranda Kitterlin, Ph.D. Assoc. Professor, Chaplin School of Hospitality & Tourism Management, FIU | November 04, 2018

A disconnect in expectation and reality is not uncommon in today's society, especially in an time where social media and photo shop allow us to portray ourselves and our lifestyles in ways that may not be entirely forthcoming. Our industry is certainly not immune to this phenomenon; reality shows like Vanderpump Rules and Below Deck often offer a glamorized version of how the hospitality industry is to our millennial labor force. Upon entering the industry, our millennials are often met with one or more disappointing truths to contend with.

In preparing to write this article, I thought it best to address the millennial workers themselves, and asked them about their expectations of the hospitality industry workplace as compared to the realities they faced upon employment. As a professor at a large public institution, I have access to a large number of millennial hospitality workers. The similarities in their responses were stark. Below, I provide a summary, as well as direct quotes from the millennial workers, which provide a multidimensional context and representative examples of each key point.

They Expected Their Education to Mean More

The millennial generation is the most educated (i.e. most formal education, degrees, etc.) to date. They were raised to excel in school, and often encouraged to seek not just a four-year degree, but to go on to graduate school. This accounts for thousands of hours, thousands of dollars, and thousands of academic blood-sweat-and-tears. Naturally, the millennial worker would want to see a return on this investment upon entering the workplace. Their expected ROI is not necessarily equating to the reality. As two students told me:

"I did consider that because I hold a Bachelor's degree and I am a current Master's degree student, I was going to be able to find a job such as manager or supervisor. Reality is we have to start at entry-level positions; therefore, it does not matter how much someone has studied or has prepared."

"The salaries offered are not what I expected, especially after doing an investment [such as a Master's degree]. My biggest shock without a doubt is realizing that it is not necessary to have a degree to do my job, and definitely not necessary to have a Master's degree."

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.