Quality ingredients, modern facilities, cutting-edge technologies, and meticulous attention to detail—from sustainable amenities to flexible booking options. Yet, what truly makes the difference is human capital. Customer satisfaction often hinges on whether they felt “recognized and heard” during their experience. What’s the solution? Investing in training, because it’s not enough to do well—you need to let it be known… and felt.
The role of training and continuous education is invaluable across a wide range of services: healthcare, education, commerce. One thing is clear: technical expertise is merely the foundation of customer satisfaction. The real difference lies in the human approach, which can either mitigate a service mishap or, conversely, diminish the appeal of an excellent facility if mishandled.
Doing well isn’t enough—it needs to be known: this is a mantra for service-based businesses, where intangibility is key. This kind of attention isn’t taught in classrooms but cultivated through training processes that foster and enhance soft skills. More training in the HoReCa sector means a higher chance of earning a five-star review, whether written or expressed through a simple “thank you.”
Training amidst a labor shortage
To grasp the importance of training, one must start with a key consideration: the HoReCa sector is facing a significant challenge—labor shortages. This issue, exacerbated by shifting professional priorities, threatens not only operational efficiency but also the quality of customer service. The demand for skilled workers is rising steadily, yet HoReCa often struggles to attract and retain talent. This underscores the need for greater professionalization and, consequently, better economic recognition by the sector’s stakeholders.
In a way, enhancing professionalism among staff makes jobs in the sector more appealing to future professionals—a much-needed improvement. After all, according to the 2023 report by the World Tourism Organization (UNWTO), Italy welcomed over 57 million tourists in 2023, ranking among the top global destinations. The HoReCa sector, closely tied to these flows, is expected to grow at a steady pace in the coming years, driven by a continually evolving market.
However, the mismatch between labor supply and demand is evident. On one hand, the demand for new resources is increasing significantly, with over 237,830 new hires expected between September and November 2024. On the other hand, the market continues to suffer from a chronic shortage of qualified personnel. For instance, finding chefs in hotels and restaurants has a difficulty rate of 56%, with 69.8% due to a sheer lack of candidates. Similarly, 52% of companies report difficulties in hiring waitstaff, 68.5% of which is due to a lack of qualified personnel. Additionally, there’s a skills gap, as seen in roles like bartenders, where 44% of positions are hard to fill, with 25% due to insufficient skills.
Training as a tool for professional and business growth
The key to overcoming the labor shortage lies in investing in high-quality training. Proper technical preparation, combined with transversal skills, can be the difference between mediocre service and an unforgettable customer experience. The HoReCa sector needs personnel capable of addressing customer needs not only with practical skills but also with relational and empathetic abilities. These are two critical elements that shape communication and relationships with customers.
The first step in improving staff professionalism is promoting training programs that go beyond mere technical instruction. Technical skills, after all, should already be a given. The focus should instead be on soft skills, such as effective communication, stress management, and teamwork. These competencies are crucial for handling complex situations and ensuring high-quality customer interactions. Additionally, training programs should include modern technologies, like reservation software and automated management systems, to keep the sector aligned with digital innovations.
Investing in training means not only enriching workers’ professional toolkits but also increasing their perceived value, making the sector more attractive. Highly qualified personnel are more likely to feel satisfied with their roles, boosting motivation and retention. Furthermore, they help project a company image that aligns with expected standards.
Technology alone is not enough
While artificial intelligence (AI) can be a valuable tool in the HoReCa sector—enhancing reservation management and optimizing operational processes—it cannot replace the value of human expertise. Technology is an excellent ally for improving efficiency but cannot replicate the human touch and empathy necessary to create a holistic customer experience.
Technological tools like chatbots and automated ordering systems have their merits, but without well-trained staff, these tools cannot achieve their full potential. Staff must be equipped to handle complex situations where emotional intelligence and direct experience are essential. Thus, technology cannot diminish the importance of interpersonal skills and professional preparation.
Why investing in people matters
HoReCa is a people-centric sector. Every aspect of service, from customer reception to dish preparation, reflects the efforts of those who work within it. Investing in individuals means not only providing excellent training but also creating a work environment that fosters motivation and employee well-being—a positive atmosphere that recognizes and rewards talent.
Another crucial aspect is leadership: managers must be trained to lead and motivate teams, fostering a collaborative and stimulating work environment. In this context, training should not be limited to individual employees but also involve corporate leadership, enabling them to understand sector dynamics and respond effectively to emerging challenges.
An investment for a changing market
The labor shortage in the HoReCa sector can only be effectively addressed with a holistic approach that combines training, fair economic recognition, and investment in staff professionalism. The sector must rediscover the value of its human resources, especially during a time when service quality becomes a critical differentiating factor for competitiveness.
Only through a continuous commitment to enhancing worker skills and adequately valuing their contributions can HoReCa attract top talent and meet the challenges of an ever-evolving market.