How to Minimize the Cost of Emotional Labor

By Sheetal Singh Alliance Partner, HVS Executive Search | March 04, 2018

Co-authored by Court Williams, CEO, HVS Executive Search

While we have come to accept emotional labor as a critical aspect of being a good hotelier, both hotels and hoteliers struggle with the outcomes associated with engaging in emotional labor constantly. Burnout, stress and emotional exhaustion are terms we are all but too familiar with.

Why is There a Cost to Emotional Labor?

Over three decades ago Arlie Hochschild (1983) introduced the concept of emotional labor that extended our understanding of work related challenges beyond physical labor. A majority of her work focused on understanding its impact on airline personnel and how they coped with it. She found that they either faked it or convinced themselves that they were feeling positive. Hochschild's initial work (1983) and hundreds of studies following that have confirmed that there is a cost associated with emotional management. For example, a 2011 study involving over 27,000 participants found that emotional labor was directly linked to emotional exhaustion and strain (Hülsheger & Schewe, 2011).

Faking one's true emotion or surface acting for extended periods can make an individual feel drained of limited cognitive resources that are constantly stretched in customer facing work environments. Surface acting involves constant monitoring of how you display your emotion, while at the same time you continue to feel the emotion (anger, despair, sadness, anxiety etc.) you are trying to hide. This also makes an individual experience emotional dissonance, which is the disconnect felt by individuals because of feeling and emoting different emotions.

Some of us are better at emotional labor than others since we can convince ourselves that we are feeling the emotion that we are displaying or by deep acting. We do so either by shifting our focus, or changing our perspective about the situation. For example, when an airline personnel was asked about how she prevented herself from feeling anger towards an unreasonable customer she said, "I try to remember that he's drinking too much, he's probably scared of flying, or I think to myself that he is like a little child….and when I see him that way, I don't get mad that he is yelling at me" (pg.55, Hochschild, 1983). This way we can display positive emotions more authentically, however, we are able to achieve this at the expense of the same limited cognitive resources.

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Coming up in February 2019...

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.