Staffing Solutions for the Hotel Industry

By Jerome G. Grzeca Founder & Managing Partner, Grzeca Law Group, S.C. | December 04, 2016

Hotels, like other U.S. companies, are struggling to find solutions to staffing shortages. Every month, more than a quarter-million Americans turn 65, which is a trend that has profound workforce and economic consequences in this country. In addition, unemployment rates continue to fall, dropping to 4.9% nationwide in September 2016. These changes, along with other factors like increases in occupancy rates and high labor costs, have resulted in many hotel companies having trouble finding and hiring qualified workers for open positions.

Of course, it's not an option for the rooms not to be cleaned or for the meals not to be prepared and served when employees are hard to find. This leaves current staff working too much overtime, leading to additional owner expense, as well as employee dissatisfaction and turn-over. To solve these problems, hotels are thinking outside the box, and when all else fails while trying to find local workers, they start looking abroad. As a full-service immigration firm for several international hotel companies, we often receive calls from clients asking us to help them solve these labor shortages by hiring foreign national employees. While many hotel companies utilize work visas for professional (TN, H-1B, L-1B) and managerial (L-1A, E-2) employees, many do not take advantage of options available to them with respect to "low-skilled" labor to supplement their workforce. This article focuses on immigration options that hotels may not have considered before, some of which are listed here.

Temporary Immigration Solutions

I. Temporary Need – H-2Bs

This visa classification, known as the H-2B, was designed specifically for a "temporary need" where the employer cannot find qualified U.S. workers. The temporary need, usually less than 9 months, can be a one-time occurrence, a seasonal need, a peak load need or an intermittent need. Unlike other visa categories, there is no need for the employees to have a certain level of education or experience outside of what the hotel requires for this position. Therefore, this is one of the few immigration options available for "non-professional" positions (defined by immigration as positions that don't require at least a Bachelor's Degree).

There are several planning considerations when pursing an H-2B visa classification. First, these types of visas are "capped," and there are only so many available each year. While the year is broken into two parts for the cap, it is possible for the government to run out of numbers at any time, so an employer who had planned to file a petition might lose their opportunity. Therefore, if an employer is interested in pursuing an H-2B visa classification, it would start the immigration work at least 5 months prior to when it would need the employees to start work. In addition, H-2B petitions can only be filed for citizens of certain countries (please see the current list here: https://www.uscis.gov/working-united-states/temporary-workers/h-2b-temporary-non-agricultural-workers#H2-B%20Countries). Furthermore, there are several rules about payments for H-2B workers; for example, they must be paid at least the prevailing wage in the work area, all visa and petition expenses must be paid by the employer, and the employer must pay for their transportation to and from the U.S.

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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.