Study Conducted by Kendall College at National Louis University Faculty Identifies Key Traits in Demand in the Hospitality Industry
New research highlights evolving workforce needs for a changing industry
The latest research from Kendall College at National Louis University found that skills related to versatility, empathy and communication topped the list of characteristics hospitality employers are seeking in the workforce as they recover and rebuild from the pandemic. The research conducted in July and August of 2021 consisted of four focus groups and individual interviews involving 22 senior leaders from Chicago’s hotel, restaurant, events and tourism sectors, along with a skills inventory completed by participants.
Faculty from Kendall College’s Hospitality Management program initiated the research to learn more about the skills and abilities that hospitality industry leaders saw as more important or much more important in the wake of the pandemic and into the future, so that hospitality educators could better prepare graduates for the altered workplace.
The main finding of the research was that while industry knowledge and technical training continue to be important, soft skills that allow managers to pivot and innovate in turbulent times were going to be more or much more important for the industry’s future. Analysis of qualitative and quantitative data indicated that:
- Versatility in all its manifestations was identified as the most sought-after capability by hospitality employers. Cross-functional training allowing employees to flex between multiple function was most often cited in the skills inventory and focus group discussions. This category also included creative problem-solving, resilience, and other adaptive capabilities needed to deal with the volatile business and health environment.
- Empathy and emotional intelligence needs was emphasized as the basis for excellent guest services and the key to creating a safe and friendly environment for all customers and treating them with kindness and respect. Participants felt that the ability to interact with others compassionately was more important than ever given the fallout from the pandemic and social justice expectations impacting the industry.
- Communication skills, both verbal and written, was identified as a central skill for promoting leadership, teamwork and collaboration, and interacting sensitively with people from diverse backgrounds. This includes the ability to listen, take feedback and criticism, and converse smoothly with all types of people.
Research participants also stressed the need to cultivate a strong work ethic, perseverance, good time management and mental and emotional strength in those entering the hospitality workforce.
In addition, while bachelor’s degrees are an important indicator of maturity, strategic thinking and commitment to the field, participants believed that employers were most focused on hands-on experience working in hotels, restaurants and other hospitality businesses. The group recommended that academic programs include as much field work through internships, stages and other practical experiences, building on what is already embedded in Kendall’s Hospitality and Culinary Management Programs.
The research also highlighted the challenges currently facing hospitality employers when it comes to hiring and retaining the workforce. Participants described numerous obstacles to re-staffing, including defection of experienced candidates to other industries, particularly by middle managers; changing expectation and values in the workforce, particularly among younger workers who form the backbone of the industry; and an overall negative perception of hospitality as a career path.
Participants also discussed steps that hospitality employers are taking to overcome these obstacles, including increasing pay and benefits, improving working conditions to promote better work/life balance, and accelerating the pathway for professional growth and advancement. However, they noted that there are limits to the amount of change that hospitality employers can absorb and still remain profitable. In addition, they called on the industry to join in a public awareness effort to restore confidence in the hospitality industry and promote hospitality careers.
The full report is available at https://digitalcommons.nl.edu/kc/2/. Kendall College is hosting a half-day conference on April 22, 2022 to explore the industry’s needs and how educational institutions can better prepare the workforce for the changed hospitality landscape. Interested parties can share suggestions or questions and get on the mailing list for more information at https://forms.gle/zC9p8QyTm28vjcTc9.
Note on limitations of the study: Conclusions are based on a small qualitative sample of Chicago hospitality professionals and may not reflect the views and needs of operators in other markets or the industry as a whole. Research took place in summer 2021 and changing market and public health conditions may have affected the staffing needs of hospitality employers.
