In any industry, standards of education help to ensure brands have access to the talent they need to continue moving the needle and growing their product or offering. Within hospitality, we realize a similar need — as the landscape continues to evolve, hotel brands and vendors alike rely on having access to qualified talent, especially in the realm of IT. The hospitality industry, as we know, is enormous and subject to continued growth. Within our sector exists a wide variety of exciting careers and rewarding management positions that cover the full spectrum of the guest experience. However, as hospitality technology continues to advance and standards of guest care are increasingly influenced by digital mediums, we arrive at the question: Are hospitality programs offering enough of an IT education component?
The recent Hospitality Technology Sentiment Survey presented by HospitalityNet™ and HFTP addressed this topic specifically when it asked hoteliers if they are concerned about access to the talent they need to achieve current IT goals while innovating and enhancing guest service. According to the survey results from hoteliers, 26.45% are 'somewhat concerned' while 24.79% are 'very concerned'. Suppliers, on the other hand, have a different take with 22.87% saying they are concerned and more than twice as many 'somewhat concerned' (57.85%). Only 25.32% cited they are 'not concerned.' This not only encourages us to consider the need for up-and-coming talent while continuing on the path to innovation but also speaks to the need for dedicated IT emphasis within the education system.
To dig into this topic further, I asked Lyle Worthington, Technology Executive and Consultant & Past President of HFTP Global, to elaborate on what he believes to be the potential role of hospitality schools and university programs in the field of IT education.
"I think a comprehensive technology track should be a core component of any Hospitality business degree," explains Lyle. "Mind you, I don't simply mean a one-week intensive course, or a few tech-focused lessons crammed into the middle of a Microsoft Office class. Rather, I think you need at least two full semester-long classes covering the many important concepts and theories of technology which are applicable to our industry. If you want to be a leader in any area of hospitality operations or management, you have to realize that the technology you use is absolutely critical to your success," continued Lyle. "Almost every point in our customer's journey is impacted in some way by technology, and each day they become less tolerant of even the slightest technical issue. The key is not to become an IT expert, per se, but to exhibit a baseline level of knowledge that allows you to make intelligent technology business decisions. You should understand IT architecture and feel comfortable working side-by-side with IT professionals and consultants. You must be able to cut through industry buzz words and hype to make informed decisions on what new technology to implement and, more importantly, why. Moreover, hoteliers should be able to properly manage their relationships with technology vendors, whilst contributing their operational expertise to their brand's big-picture IT strategy."
The survey also indicated that the majority of respondents (43.14%) are working with increased IT budgets for 2020, while only 21.57% are working with the same IT budget as last year. Further, when asked to compare the importance of their IT budget to the perceived importance of other departmental budgets, 65% said it is awarded equal or greater importance. Of course, with this increased capacity for technology, comes a subsequent increased demand for individuals who know what to do with it.
Lyle added, "It's far too easy for hoteliers to claim, "But I'm not an IT person!" Well, you're not a plumber either, but you understand the concept of a toilet well enough to make sure it is installed correctly and functioning. Technology is a part of our business that we can't function without, so it is time to recognize that, at the end of the day, we are in the IT business."
Ultimately, the role of any hospitality expert is two-fold. Whether a hotelier or a vendor, in order to provide the highest level of service while ensuring an effective operational model, you simply must have a thorough grasp of modern technology implications and priorities.
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Henri Roelings is Founder & CEO at Netherlands-based Hospitality Net. Recognized as a thought leader in global hospitality, Henri is a frequent guest speaker at industry events and conferences. Under Henri’s leadership, Hospitality Net has pioneered online B2B publishing in the hospitality industry since 1994, launching brands such as Hospitality Net, WIWIH, PineappleSearch and the HOTEL Yearbook. Henri is an advisory board member of the International Hotel & Restaurant Association (IH&RA), member of HFTP’s HITEC advisory board in Europe and USA and received HSMAI’s "Top 25 Most Extraordinary Minds in Sales and Marketing" honor back in 2014. Henri graduated from Ecole Hoteliere de Lausanne in 1987.