The hospitality industry continues to grapple with the effects of severe staffing shortages. A recent survey from the American Hotel & Lodging Association showed that 67% of hotels reported staffing shortages, with 12% of those saying properties are “severely understaffed.” This shortage has far-reaching consequences, impacting everything from guest satisfaction to operational efficiency. Understaffed properties often struggle to maintain cleanliness standards, respond promptly to guest requests, and provide personalized service. Moreover, the increased workload can lead to burnout and decreased employee morale, further exacerbating the problem.
Unfortunately, there’s no near-term solution for this challenge, as the growing cost of labor, lack of workers, and burnout from the high-pressure work environment could take years to resolve.
With the increasing capabilities of AI, many owners and operators are using these technologies to enhance guest experiences. This approach sometimes prioritizes areas that may not be the most immediate concern.
AI Isn’t Always the Answer
Rather than solely focusing on guest experience improvements through technology, properties could benefit from increasing operational efficiencies and reducing administrative tasks for staff, automated check-in and check-out as an example. This shift can help address staff burnout and allow employees to engage more in meaningful interactions with guests that provide an enhanced guest experience.
We often overlook how we can address fundamental needs with tried and true technology. There are already cost effective, proven solutions that mitigate staffing shortages without relying on AI to take over the customer facing role of a property.
While AI undeniably offers significant potential, achieving this requires a robust operational foundation, which must be driven by human expertise. Moreover, the implementation of AI solutions can be costly, time-consuming, and necessitate substantial technical expertise, potentially requiring staff training on new systems, added systems maintenance and updates, and thereby increasing the overall staff burden. In numerous instances, integrating property technology can provide a more cost-effective and sustainable solution.
Full Property Technology Integration
Adopting an integrated property technology platform can streamline operations and reduce manual tasks. An integrated approach means connecting various systems, such as property management systems (PMS), point-of-sale (POS) systems, and revenue management tools, to create a seamless and efficient workflow.
Here are some specific examples of how integrated technology can alleviate staffing shortages:
- Automation of Routine Tasks: Many routine tasks, such as check-in, check-out, and room assignments, can be automated or semi-automated through technology. This frees up staff to focus on more complex and value-added tasks, such as guest relations and problem-solving.
- Enhanced Revenue Management: Advanced revenue management tools can optimize pricing strategies, maximize occupancy rates, and increase revenue per available room (RevPAR). This can be particularly beneficial for understaffed properties, allowing them to maximize revenue with fewer resources.
- Improved Operational Efficiency: Integrated technology can help identify inefficiencies and bottlenecks in operations, streamlining processes and reducing labor costs.
The Future of Hospitality
The hospitality industry is at a crossroads. Technology is a permanent part of operations and guest experiences, allowing an increase in productivity and success in the face of reduced staff. It will be important to prioritize technology that will enhance efficiency, reduce costs, and lessen the burden staff face. By adopting an integrated approach to property technology, hotels can alleviate staffing shortages, optimize operations, and position themselves for long-term success.
The key to this approach lies in striking a balance between using technology and human interaction. While technology will eventually give us the opportunity to create the support each property needs, it can’t replace the warmth, empathy, and personalized service that humans can. Hotels must ensure that staff have the time and resources to focus on what they do best: creating memorable guest experiences.
About the Author
Todd Johnstone is the Chief Executive Officer of Allbridge, leading the corporate strategy and vision to deliver one connected experience to hospitality and senior living properties and their end-users through the implementation and support of end-to-end technologies. Prior to Allbridge, Todd was the CEO of Global Knowledge, the worldwide leader in IT and business skills training. Todd was also the President of Convergys’ Technology Vertical, Vice President of Avaya’s Annuity Service, and spent 19 years at General Electric as Senior Executive for Energy Industrial Solutions. Todd holds a bachelor’s degree in business administration from Wilfrid Laurier University in Waterloo, Canada and an MBA from the London Business School.
