March FOCUS

Hotel Human Resources: Pending Labor Shortage

Hotel Human Resources: Pending Labor Shortage

The immense devastation suffered in the hotel industry last year has compounded a problem that human resource professionals will face once the market starts to recover in 2021 - a pending labor shortage. Though some hotels have done their best to retain employees or to ease the suffering caused by mass furloughs, staff reduction was inevitable and many of those employees may not be available to return when guest traffic picks up. Consequently, hotels will once again be competing to find and retain qualified talent to staff their operations. Naturally, companies will have to review their wage and benefits packages in order to remain competitive. They might also wholeheartedly embrace the work-from-home trend for some corporate positions. In addition, human resource professionals will also have to definitively convince frontline employees that their  hotels are safe to work in. The March Hotel Business Review will explore what some HR professionals are doing to address these and other employment issues in their respective departments.  



Library Archives

 

Last month's feature articles...

Albert Brannen

President Biden promised to be "the most pro-union President" in U.S history. In his first days in office, Biden took swift action to change agency personnel, sign Executive Orders promoting unions and begin a dramatic pivot toward a pro-union environment. This article offers 20 steps that employers can take to increase employee engagement and minimize their vulnerability to union organizing. READ MORE

Merrick Dresnin

Just like with any sickness, it is important to take your temperature to determine how it is affecting you. The same holds true in business -- companies need to take their temperatures and use the reading to see where they are on the "road to recovery". Human Resources can be a company's thermometer and provide numbers that tell us if we are on our way to recovery and normalcy. READ MORE

Eugenio Pirri

As the adage goes, with every cloud there is a silver lining. This crisis has undoubtedly changed the face of hospitality for years to come. It too has transformed the way HR is seen in a business, and how organisations and their workforces will look. As a result, we are now seen the 'Covid Dividends' - the learnings and some surprisingly positives outcomes. We need to take all that we have learnt, done, adapted and use this so it becomes part of our strategic fabric. READ MORE

Roberta Chinsky Matuson

Millions of confined people are longing to hit the road again. Many have already begun to do so. Are you ready to welcome an influx of guests? Now's the time to rethink your entire talent strategy so that you're able to quickly staff up, with the right talent, the moment hotel bookings begin to rise. Here's where to begin. READ MORE

Rohit Verma

Social media marketing plays an important role in hotel recovery strategy from the Covid-19 pandemic. By reviewing new and creative ways of using social media, this article suggests social media practices that hotels should be doing in 2021 such as –engaging with customers by providing virtually immersive hotel experiences; social listening; "human touch" communication; employee ambassadors, and more. READ MORE

Amy Draheim

Whether you love them or hate them, influencers are tapped into social media best practices like no one else, and influencers have become major players in hotel marketing in recent years. While hotel budgets have been cut as a result of the pandemic, smart marketers have leveraged the power of influencers to share their stories for a fraction of the cost of traditional advertising. The benefits don't stop at cost savings, either. READ MORE

Arielle Rubenstein

How can hoteliers tell stories on social media without guest photos? In this article, Screen Pilot Social Media Manager Arielle Rubenstein will teach you a few new tricks to get your beacon shining bright again as soon as possible. Let your guests and followers walk the journey with you and you'll discover a mutually beneficial relationship that lasts - and creates revenue. READ MORE

Heather Lee

With a travel reboot just around the corner, hoteliers can lay the groundwork now for a successful recovery through smart, strategic use of social media – both proactively and via listening for trends and traveler sentiment. It provides a platform to raise awareness and to build trust. This article addresses five effective ways to use social media in your recovery strategy. READ MORE

Ajay Aluri

The pandemic has now set a new standard of expectations for all guests and for every hotel scale. Additionally, the pandemic has caused digital technology adoption to advance at lightning pace; what formerly took years to adopt is happening in months. This, in turn, will set more and higher expectations for the hotel industry as we settle into the "new normal." READ MORE

Michael Blake

Technology has always driven the hospitality industry with the demand to stay up-to-date on replicating a guest's normal day-to-day life while they are away from home. Given today's world, it's more important than ever for us to shine light on mobile technology that will aid in reducing physical touchpoints and maintaining social distancing measures for guests to stay safe and healthy while traveling. READ MORE

David Abraham

The new remote work era has arrived. Since summer 2020, many companies from Facebook, to Fujitsu and Siemens made remote work policies permanent. In the process, they created a new type of traveler: Anywhere Workers. Those untethered from their offices -- will make up a huge potential segment in the hospitality industry. David Abraham who has developed and run Outpost, a remote worker concept in Asia, will examine this new and growing segment of hospitality industry. READ MORE

Scott Watson

Industry-specific mobile applications are transforming the way hoteliers manage property portfolios and day-to-day operations. Apps, alerts and mobile communications offer hoteliers remote and secure access to key business data, allowing them to work from anywhere while staying connected in real time. Making back office technology available through mobile devices, hoteliers can save valuable time and boost bottom lines through streamlined operations and powerful data management READ MORE

Linchi Kwok Ph.D.

Facebook faced numerous backlashes and is no longer a cool cyber place among young internet users. Some even called for #DeleteFacebook and left Facebook. Through a review of relevant reports, this paper addresses several critical questions: Is Facebook losing charm? Should hotels abandon Facebook? Which social media platforms are popular now? What actions should hotels take in social media marketing? READ MORE

Stuart Butler

While social media channels can certainly be used as a broadcast platform for you to pump out self-serving propaganda, savvy marketers are increasingly tapping into the concept of turning your guests into your own secret army of advocates. Given the fear surrounding travel during the coronavirus pandemic, this novel approach may be just what you need to show people that responsible travel is safe and to encourage them to book their next vacation at your property. READ MORE

Megan Paquin

As hoteliers look forward to welcoming guests back in 2021, a strategic communications plan including social media strategies will be essential rebuild brand awareness and customer relations, drive intent and maximize recovery efforts. Megan Paquin, vice president at Poston Communications, shares insights on the road ahead for hotel communications amid the ongoing crisis, social media strategies to implement in 2021, and top considerations for creating COVID-related content. READ MORE

Coming up in April 2021...

Guest Service: Health and Safety First

Though expectations are that hotels will return to some semblance of normalcy in 2021, their highest priority must continue to be the health and safety of guests and employees. To that end, hotels are training their guest service personnel in enhanced cleaning routines, which include the following practices - bathrooms, elevator buttons, remote controls and other high-touch items, are disinfected and cleaned with a higher frequency; all tables, chairs and menus in restaurants are cleaned at a much higher frequency, and after each seating; floor markers in public areas to remind guests and team members to maintain physical distance; hand alcohol stations and disposable gloves in lobbies and restaurants; loose items such as pens, note pads and information material removed from rooms and meeting rooms; limiting the number of seats in restaurants and public areas; and revised food & beverage offerings. The April issue of the Hotel Business Review will review how guest service personnel are being trained to maintain health and safety protocols in their operations.