As we move through summer, the Northern Ireland hospitality landscape continues to evolve, with major hotel openings, shifting workforce dynamics, and renewed challenges shaping the sector. Here’s a snapshot of where things stand in July 2025, and what’s on the horizon.

Hotel Development & New Openings:

Northern Ireland now boasts 9,548 certified hotel rooms across 141 properties, and we’re on track to surpass 10,000 rooms by early 2026 especially when alternative accommodations like lodges and glamping pods are factored in.

Key 2025 highlights:

• The City Hotel (Derry) → Rebranded as DoubleTree by Hilton Derry
• The Marcus and Dunluce Lodge (Portrush)  → New Openings
• The Bedford (Belfast) → Opening this autumn
• Habourview Hotel → First Whiskey hotel opened in County Antrim.
• Moxy Belfast → Soon to join the city’s vibrant lifestyle scene
• The Adelphi Hotel (Portrush) → Fully refurbished, now positioned as a luxury coastal destination.
• Armagh City Hotel → Acquired by McKeever Group, showing investor confidence in the region.
• The Ringland Group → has acquired the former BDO offices on Callender Street for a new 76-bedroom accommodation venture.
• Clover Group → has lodged for a new hotel development above White’s Tavern one of Belfast’s oldest pubs.

These developments mark growing strength across Belfast and the North Coast,  just in time for international attention from events like The Open Championship.

Projected hotel investment: £2 billion by 2027, with at least five more developments currently in the pipeline.

Employment & Labour Market Trends:

Q1 2025 marked a new milestone with 840,750 employee jobs  across NI, with 611,830  in the private sector (a 2.1% year-on-year increase). Hospitality and tourism remain major contributors.

⚠️ However, pressure is mounting:

• 65% of hospitality businesses plan to reduce staffing levels.
• 55% have delayed or cancelled investment plans
• Rising energy costs, employer NI contributions, and wage inflation are major concerns

 Wages, Retention & Staffing Pressure:

While nominal wages have increased, real earnings remain flat due to inflationary pressures.

The industry continues to struggle with high staff turnover with some operations seeing up to 75% churn in supervisory and middle management roles.

Employers are shifting strategies by:

• Prioritising internal development.
• Investing in employer branding.
• Moving away from broad advertising in favour of targeted outreach

Recruitment Trends – July Snapshot

Over 200 live hospitality roles are currently listed across NI, spanning:

• Front office & guest services.
• Hotel operations & event management.
• Seasonal and temp staffing (especially on the North Coast)

Hotspot: Portrush and surrounding areas are in peak hiring mode due to The Open with demand for temporary staff expected to surge through mid-July.

However, generic job ads and outdated job titles continue to underperform especially when trying to attract Gen Z and specialist candidates.

To stand out, employers must get creative, using modern, meaningful titles and purpose-driven language that reflect both the role and the company’s culture.

Regional Spotlight & Market Dynamics:

North Coast (Portrush): Now firmly positioned as a ‘lifestyle and luxury destination’ thanks to new investment, improved infrastructure, and employer growth.

Belfast: Continues to thrive with business tourism and new additions like Moxy and The Bedford helping meet demand.

Rural/Border Areas (e.g. Armagh, Fermanagh): Still facing recruitment challenges, made harder by:

• Local talent shortages
• Strong ROI competition
• VAT disparities (20% in NI vs 9–13.5% in ROI) creating a significant pricing disadvantage for local operators.

Salaries in Northern Ireland’s Hospitality Sector

• Role-specific variances
  Mid-level roles (e.g., Head of Department level) typically earn between £30K–£35K, while top-tier positions like Hotel General Manager and Executive Chef can command salaries in the £60K–£110K range – depending on level of operations / market placement etc.
• With turnover rates of up to 75% in some operations, many employees are moving frequently in search of better packages or working conditions. Employers unable to offer competitive salaries must focus on enhanced benefits, career progression, culture, and flexibility to stand out.

Regional disparities:

One point that may surprise many is the assumption that Belfast always offers higher hospitality salaries  but that’s not always the case. While large hotels in the city may offer competitive packages, some rural or coastal properties, particularly those in high-demand tourist areas like the North Coast, can actually offer stronger pay for key roles due to seasonal pressures and recruitment challenges.

Pay levels vary widely across Northern Ireland, and it’s often less about location and more about employer type, business model, and market demand. Independent rural hotels can sometimes offer better base salaries or incentives to attract and retain skilled staff especially where there’s limited local talent.

Add to that the VAT disparity with the Republic of Ireland, and cross-border competition further complicates the wage landscape, making it even more important for employers to understand what they’re competing against, not just locally but regionally.

At a Glance: Key Market Data – July 2025

The Northern Ireland hospitality sector continues to evolve with fresh investment, ambitious development, and real challenges in labour and recruitment.

Looking Ahead: August Acceleration

July is often a “pause and reflect” period, with many professionals reviewing career options while on holiday. But come August, movement picks up quickly:

• Applications rise
• Resignations come in
• New roles are advertised at pace

Now is the time for employers to review hiring strategies, prepare for backfill needs, and ensure their talent pipelines are strong heading into Q4.

August is historically a turning point in the hospitality recruitment cycle. As summer winds down, many professionals re-evaluate their roles, prompting a surge in applications and movement across the industry. This year will be no exception.

Be prepared for the final quarter of 2025!

With Q4 just around the corner, employers must be proactive reviewing job specs, refreshing employer branding, and preparing to act quickly as top talent enters the market. From senior hires to seasonal support, the competition will intensify. Those who plan ahead will be best placed to secure the people they need to finish 2025 strong.

The hospitality sector across the UK and Ireland is a cornerstone of employment, tourism, and economic development. However, post-pandemic recovery has brought persistent challenges most notably, the growing struggle to attract and retain skilled professionals.

Rising costs, labour shortages, and shifting workforce expectations are straining the industry’s ability to build and maintain a strong talent pipeline.

This blog examines the current landscape of hospitality employment in Northern Ireland, the Republic of Ireland, and the rest of the UK, highlighting how each region is responding to these pressures and what more is needed to future-proof the workforce.

Northern Ireland: Resilient, But Under Pressure

• Recovery & Workforce Challenges:
  Northern Ireland’s hospitality sector has rebounded strongly from the pandemic, with a comparatively modest employment loss of around 10% (versus ~20% in Scotland and Wales) and a full recovery by 2022. Despite this, staffing remains a major concern: 94% of employers report difficulties in recruitment, and 84% face staff retention issues, with turnover nearing 75%.
• Revenue Growth vs. Rising Costs:
  Post-pandemic, the sector added approximately £700 million above 2019 levels. However, increased revenue is being eroded by soaring costs. Employers are under pressure from higher wages, increased National Insurance Contributions, and the removal of business rate relief. As a result, 65% of businesses plan staff reductions, 55% anticipate cutting investment, and over a quarter expect to reduce operating hours.
• Cost Disadvantages
  Operating costs in Northern Ireland are among the highest in the UK – including energy, labour, and property, occasionally surpassing London rates. VAT at 20% further compounds challenges, putting the region at a competitive disadvantage compared to the Republic of Ireland’s 9–13.5% VAT rates.
• Support Initiatives
  Efforts such as the hospitality careers and skills committee created by Hospitality Ulster (consisting of leading industry stakeholders), HATS and the UK’s Wellbeing & Development Promise are helping address workforce issues. These initiatives promote training, inclusion, and anti-harassment policies but have yet to fully alleviate sector pressures and their efforts continue daily in collaboration with the industry.

Republic of Ireland: A Challenging Climate for Employers

• Workforce Decline & Closures
  The Republic’s hospitality sector continues to contract, with over 600 restaurants closing by August 2024 – each eliminating an average of 22 jobs. Younger workers are disproportionately affected, and the sector remains in recovery mode.
• Rising Operational Costs
  Labour costs are forecast to increase by around 20% by 2026, driven by minimum wage hikes, mandatory sick pay, pensions, PRSI contributions, and statutory holiday entitlements. Combined with VAT rising from 9% to 13.5%, smaller operators face intense financial pressure.
• Sector Size & Importance
  The sector directly employs over 250,000 people and supports a further 200,000 jobs via tourism. However, these figures mask growing instability caused by business closures and cost inflation.
• Policy Measures
  The government has introduced tax warehousing and temporary VAT reductions to ease pressure. An influx of migrant workers – now comprising more than 20% of the hospitality workforce has partially offset labour shortages, though retention remains a concern.

Rest of the UK: Large, Complex, and Under Strain

• Sector Scale & Role in Economy
  Excluding Northern Ireland, the UK hospitality sector employs roughly 3.5 million people directly and supports another 3 million indirectly. London and the Southeast serve as key employment centres.
• Labour & Cost Pressures
  Employer NICs rose from 13.8% to 15% in April 2025, significantly impacting employers. Brexit-related workforce disruptions have contributed to wage inflation – pub sector pay rose by 11.3% in 2025 alone – yet real earnings continue to lag behind inflation.
• Dependence on Migrant Labour
  Approximately 25% of hospitality workers in the UK are EU nationals. Post-Brexit immigration rules have exacerbated recruitment challenges, particularly in back-of-house and specialist roles.
• Government Response
  Timely support measures, such as business rate relief helped the sector recover more quickly than in Northern Ireland. However, ongoing cost pressures and labour shortages persist.

Overview

Key Insights:

• Northern Ireland: A robust recovery belies deep-rooted challenges. Severe recruitment issues and escalating costs risk reversing gains unless targeted support – particularly around VAT and employer contributions—is implemented.

• Republic of Ireland: The largest workforce base among the three regions, yet facing mounting closures and cost pressures. Government intervention has been proactive, but long-term sustainability is in question due to wage mandates and tax burdens.

• Rest of the UK: The most extensive and economically significant sector, with early policy responses aiding recovery. Nonetheless, the impact of Brexit, labour constraints, and rising contributions continues to stress the system.

Looking Ahead:

• Northern Ireland: A VAT reduction, expanded training pathways, and relief on employer costs are key to stabilising the sector.

• Republic of Ireland: Maintaining targeted tax supports and aligning wage growth with business viability will be critical.

• Rest of UK: Addressing labour shortages especially among EU nationals and managing tax pressures will determine future sector resilience.

A more collaborative approach is essential to secure the future of the industry and strengthen its ability to attract and retain a sustainable pipeline of talent.

Across all regions, hospitality remains both vital and vulnerable. Northern Ireland’s sector is resilient but constrained by structural costs.

The Republic of Ireland faces a shrinking base despite its scale. The rest of the UK, while vast, contends with post-Brexit complexities. A coordinated approach, balancing fiscal relief, workforce development, and immigration strategy will be essential to safeguard hospitality’s future across these islands.

Northern Ireland’s hospitality sector has shown admirable resilience but faces significant cost and staffing challenges that threaten its hard-won recovery.

References:

1. Hospitality Ulster, “State of the Industry Report,” 2024.

2. NI Department for the Economy, Labour Market Statistics, Q1 2024.

3. Irish Restaurant Association, “Hospitality Closures and Employment Impact,” August 2024.

4. Department of Social Protection (Ireland), “Labour Market Trends,” 2024.

5. UKHospitality, “Workforce Report,” April 2025.

6. Office for National Statistics (UK), “Employment in Hospitality,” 2025.

7. Revenue Commissioners (ROI), “VAT and PRSI Changes Overview,” 2024–2025.

8. Federation of Small Businesses, “Hospitality Sector Outlook,” 2025.

9. European Migration Network Ireland, “Migrant Labour in Irish Hospitality,” 2024.

10. House of Commons Library, “Impact of NIC and Minimum Wage Changes,” 2025.

In the world of hospitality and tourism – an industry built on reputation, people, and trust,  your employer brand is everything. And few things damage that brand more quietly, but more effectively, than a job that keeps reappearing in the market.

When a vacancy resurfaces time and time again, it sends a message to prospective candidates that something isn’t right.

In a close-knit industry like ours, where professionals talk and networks are strong, a reappearing job advert quickly becomes a topic of conversation. People start to ask:

• Why can’t they hold onto someone in this role?
• Is the culture toxic?
• Are expectations unrealistic?
• What’s happening behind the scenes?

Unfortunately, this kind of speculation doesn’t just stay in private circles – it spreads. And before long, your organisation’s reputation suffers, making it even harder to attract high-calibre talent you want to target.

The Impact on your Recruitment:

Top-tier candidates – especially in luxury hospitality – are looking for:

• stability,
• strong leadership,
• and a clear progression path.

If your job post keeps returning to the same job boards, month after month, those candidates are more likely to opt out. They’ll choose employers who appear consistent, structured, and who value their people.

You’re not just losing applicants – you’re losing the right applicants.

Are You Listening to Why People Leave?

If you’re re-hiring for the same role repeatedly, it’s time to look inward and ask:

• Are we conducting proper exit interviews and genuinely listening to the feedback?
• Are we taking action on recurring concerns?
• Are we investing in the right training, support, and management structures to retain talent?
• Are we setting clear expectations and living by our values?

You can’t build a stable team on an unstable foundation.

Protect Your Employer Brand:

Before you repost a role yet again, pause and be strategic. Every job advert is a piece of marketing – and if it’s the third or fourth time it’s appearing, it says something about your business.

Think about how it’s being perceived:

• What story are you telling potential employees?
• Are you positioning your company as a place of opportunity – or as a revolving door?

In a market this competitive, protecting your employer brand is critical. A bit of reflection and internal change can go a long way toward improving retention, rebuilding trust, and attracting the kind of professionals who will help your business thrive.

Need support assessing your recruitment strategy or exit process? Daly Recruitment also offer consultancy services to clients outside of our remit to help hospitality employers identify red flags early and attract the right candidates for the long term.

As luxury hotel brands continue to grow across Northern Ireland, it’s clear that the hospitality industry must evolve to keep pace. While investment in high-end properties is at an all-time high, service standards must rise with it. To truly meet the expectations of a more discerning, global clientele, we need a concentrated focus on preparing talent specifically for the luxury market.

Luxury Is No Longer a Niche – It’s the New Benchmark

From boutique five-star hotels in Belfast to world-class countryside resorts, luxury is fast becoming the norm. Today’s guests are no longer just comparing us to other parts of the UK or Ireland – they’re holding us to the standards of Milan, Dubai, and New York. That means:

• Anticipatory, detail-oriented service
• Sophisticated cultural and product knowledge
• Seamless personalisation – delivered with warmth and precision

However, the training infrastructure needed to deliver this consistently is still catching up.

A Growing Skills Gap in a Demanding Market

Recent data shows that:

• 65% of Northern Ireland’s hospitality businesses cite a significant skills gap
• Only 54% offer any structured staff development
• Just 31% run apprenticeships or formal career pathways

(Source: NI Chamber & BDO NI, 2024)

For luxury, this is more than a challenge – it’s a risk. This sector demands more than friendliness; it requires cultural intelligence, elegant upselling, and an intuitive sense of timing and tone.

Collaboration is important

With Ulster University ranked No. 1 in the UK for hospitality, events, and tourism (Complete University Guide, 2024), Northern Ireland is uniquely positioned to lead. We must capitalise on this by creating:

✅ Targeted luxury service training

✅ Stronger industry-academic partnerships

✅ Mentorship for emerging leaders

✅ Recruitment strategies focused on luxury-ready talent.

HOW DO WE EVOLVE:

To meet rising guest expectations, we must train with purpose. A focus on the luxury sector is not only timely – it’s essential. With the right programs, mentorship, and vision, we can elevate service standards and protect our region’s growing reputation for world-class hospitality.

Why This Matters for Recruitment

The current skills gap directly impacts our ability to recruit top talent. Employers are struggling to find candidates with the experience and finesse required for luxury roles, while ambitious professionals are seeking clearer pathways into premium hospitality careers. Bridging this gap through focused training will not only enhance service delivery – but it will also strengthen the entire talent pipeline, ensuring Northern Ireland remains competitive on a global stage.

Let’s move beyond “good enough” and invest in the training that empowers excellence. Northern Ireland has the heart – now it’s time to add the polish!

When you bring a consultant on board – especially in recruitment – you’re not just hiring a service, you’re engaging with an expert who brings valuable industry insight to the table.

Yet, it’s a common misconception: “We’ll hire a consultant and tell them what to do.”
This mindset not only undervalues their expertise, but it can also lead to missed opportunities, slower hiring,  costly mistakes and setting up a failure for all.

Consultants Aren’t Order-Takers – They’re Strategic Partners

At Daly Recruitment, we live and breathe the luxury hospitality sector every day. We don’t just fill roles, we understand the people behind the titles, the dynamics behind the brands, and the bigger picture driving every vacancy.
Our insight into both the visible and behind-the-scenes movements in the industry allows us to successfully deliver a service rooted in relevance, trust, and impact.

Working with a consultant means:

• Access to real-time market knowledge.
• Honest, data-backed feedback on your hiring expectations.
• Tailored recruitment strategies that speak directly to the talent you want.

We Know the Market — Because We’re in It Every All Day Every Day! 

Recruitment is not transactional — it’s relational.
As consultants, we talk to professionals and employers daily. We know the trends, the gaps, and what top talent is really looking for.

When we challenge a job title or advise adjusting a job spec — it’s not to make things difficult. It’s because we want to make sure your opportunity ‘lands’ and ‘appeals’ to the right audience.

Recruitment Needs a Call to Action — Not Just a Job Post

Recruitment consultants know how to position roles, craft compelling messages, and approach candidates in ways that spark interest. This is our craft.
Our success comes not from following instructions, but from applying deep expertise and intuitive market understanding.

The Best Results Come from Collaboration:

When you treat your recruitment consultant like a strategic partner, not a task-taker, the value multiplies.
You get:

• Candidates who align with your values and vision.
• Guidance that adapts to evolving hiring challenges.
• Honest, proactive communication throughout the process

Hiring a recruitment consultant only to tell them how to do their job is, quite simply, a waste of time,  for you, for them, and for the outcome. It undermines their expertise, slows the process, and leads to ineffective hiring decisions. Whether it’s intentional or not, this approach sends a strong signal – often suggesting deeper issues with trust, leadership, or company culture.
It’s a huge red flag for consultants and potential candidates alike.

At Daly Recruitment, we don’t work that way. We work with our knowledge, not around it. With over 25 years of industry experience and nearly ten in recruitment, we bring strategic insight, honest advice, and a deep understanding of the hospitality sector to every partnership.

When you trust us to lead the recruitment process, we deliver results that make a difference for your team, your business, and your long-term success.

Trust the Expertise You’re Hiring:

At Daly Recruitment, we don’t just "do the job." 
We help shape teams, elevate brands, and place the professionals who will drive your business forward.

Ready to work with a hospitality / tourism recruitment partner who brings extensive industry insights, not just CVs?
Let’s have a chat.

📧 Nichola@dalyrecruitment.com
📞 +447860374706

The months ahead are set to bring one of the biggest transformations to employment law in Northern Ireland since the Good Friday Agreement.
Following an extensive public consultation — with over 190 responses received — the Good Jobs Employment Rights Bill is now expected to be introduced to the Assembly next January (2026).

If passed, it will modernise how businesses hire, manage, and support staff — raising standards across every sector, but especially in industries like hospitality where flexibility and fast-paced work have long been the norm.

Depending on whether you are an employer or an employee, you may view these changes quite differently:

• For employees, they represent greater rights, security, and fairness.
• For employers, they bring higher standards and costs, more responsibilities, and additional pressures.

Either way, The Good Jobs Employment Rights Bill aims to modernise and strengthen worker protections while setting clear expectations for employers. If it moves forward as planned, it could bring some of the most significant changes to employment law since the Good Friday Agreement. Here’s what you need to know:

What This Means for Hospitality Employees:

If you work in a hotel, café, restaurant, or bar, this Bill is designed to create **more security, fairness, and respect in your working life:

• Stronger Protection from Unfair Dismissal

 You may no longer need to complete a full year before gaining protection. It could become harder for employers to dismiss someone without a fair, documented reason and proper process.

• Expanded Discrimination Protections

 Clearer safeguards are proposed for workers facing unfair treatment based on race, gender, age, disability, or background – helping to close loopholes and making it safer to raise concerns.

• Better Workplace Standards

 The Bill could phase out exploitative practices like certain zero-hour contracts, bring in rights to more predictable working hours, and require minimum notice for shifts.

• Protection Against Unpaid Trials

 Any trial shifts would need to be paid at least minimum wage – ensuring no one works for free.

• Support for Unpaid Carers

 Workers caring for loved ones would gain the right to take one week of unpaid leave annually, aligning Northern Ireland with the rest of the UK.

What This Means for Hospitality Employers:

If you run or manage a hospitality business, the Bill will bring important new responsibilities:

• Stricter Legal Standards

 You’ll need to review and update employment contracts, disciplinary procedures, and HR policies to meet new requirements.

• Higher Risk for Non-Compliance

 Failing to meet the standards could lead to more tribunal claims and higher compensation payouts.

• Greater Focus on Record-Keeping

 You’ll need to maintain clear, consistent documentation around hiring, contracts, performance management, and any dismissals.

• Potential Cost Increases

 Adapting to these changes — from HR resources to legal advice — may add financial and administrative pressures, particularly for smaller businesses.

This Bill will impact every industry, but why will the Hospitality Sector Feel the Changes Most

Our industry relies on flexible staffing and quick decision-making.

This Bill will require:

• Advance notice for work shifts
• Compensation for cancelled shifts.
• Formal dismissal procedures even for casual or part-time staff.
• Fair distribution of tips – with 100% going to workers.
• Equal treatment for full-time, part-time, and casual team members

The goal is to provide a more professional, stable, and respectful working environment for everyone.

Overall, this means:

• Employees will gain more predictability, protections, and support.
• Employers will need to strengthen HR practices and manage compliance carefully.
• Hospitality as a sector will need to adapt, but these changes also offer the chance to attract and retain great talent with better workplaces.

Examples: Hospitality — Before and After the Good Jobs Bill

The Challenges for Employers:

While the Good Jobs Bill  aims to create fairer workplaces, it also brings real challenges, especially for smaller hospitality businesses already balancing rising costs and tight margins.

Employers will need to plan, including:

• More structured shift planning.
• Clearer employment contracts.
• Stronger internal processes for dismissals and grievances.
• Ongoing staff training and legal compliance efforts.

For both employers and employees, change is coming, and depending on your role, you may view it differently:

• Employees can expect stronger protections, more predictable working lives, and greater fairness.
• Employers will face higher legal duties, more structured processes, and the need to invest in compliance and people management.

Either way, this marks a new chapter for workplaces in Northern Ireland, with a greater focus on building good, secure, and respectful jobs for the future.

When searching for a new role, particularly in a smaller market like Northern Ireland or Ireland, it can be tempting to apply for every vacancy you come across. It might feel like casting a wider net increases your chances, but in close-knit industries like hospitality, a more focused and strategic approach is far more effective.

Applying for every job can actually damage your professional reputation and diminish your perceived value. Job hunting in a state of panic is rarely productive – when financial pressure is mounting, it’s difficult to make thoughtful decisions.

• That’s why it’s important to start your search as soon as you sense change or feel ready to move forward in your career, allowing you to stay in control and make confident, well-informed choices.

In small markets, recruiters and employers talk. If your name keeps appearing on every application regardless of the role, it may signal a lack of direction, desperation, or worse, inauthentic interest.

• This can quickly damage your professional reputation and make people less likely to consider you for the roles that truly fit.

What’s more, over-applying can limit a recruiter’s ability to support your job search. Once your CV has already been submitted directly to an employer – especially multiple times they can no longer represent you for that role or others.

• This not only reduces your chances of securing the position but also weakens your relationship with recruiters who are there to help position you strategically.

Every time you apply for a role that doesn’t align with your experience, goals, or skill set, you’re essentially undervaluing yourself. Instead of being seen as a top-tier candidate in your field, you become a jack-of-all-trades with unclear intentions.

• Targeted applications show clarity, confidence, and professionalism.

Being strategic also means taking the time to tailor your CV, cover letter, and approach for each role. By applying less but with more thought, you increase your chances of standing out when it really matters. Quality over quantity – every time.

Recruiters and employers appreciate candidates who understand their niche and trust the process. If you apply to every job posting regardless of fit, it can give the impression you’re not taking your career development seriously, making it less likely they’ll consider you for more suitable or senior roles.

Your career is a long-term journey, so it’s important to stay focused and intentional. Rather than applying for every role, concentrate on building a clear, purpose-driven personal brand aligned with your goals. In a tight-knit market like hospitality in Northern Ireland or Ireland, a well-chosen opportunity will take you further than a scattergun approach. Start your search early to stay in control and protect your professional reputation.

In the professional world, reputation is invaluable. It takes years to cultivate yet can be tarnished in an instant. Whether due to a lapse in leadership, a public controversy, mishandling a customer complaint, or mistreating an industry friend or colleague, once trust is compromised, rebuilding it becomes a challenging and lengthy process.

The consequences of a damaged reputation are far-reaching, with career progression often at the forefront. Employers and recruiters prioritise professional credibility when making hiring decisions. A damaged reputation can hinder your ability to secure new opportunities, as companies may be reluctant to associate with someone whose integrity or reliability is in question. Even with strong skills and experience, negative perceptions can eclipse your qualifications.

One keyway reputation can be damaged is during the interview process. Being unprofessional, failing to show up on time, or backing out of an offer after progressing through the interview stages can leave a lasting negative impression. Recruiters and employers often view a candidate’s behaviour during interviews as a reflection of how they would perform in the workplace. Disrespecting the process can signal a lack of respect for the organisation, ultimately making it more difficult to secure future opportunities.

Your behaviour outside of work life can also significantly contribute to your professional reputation. In today’s interconnected world, everything from social media activity to your involvement in community events can influence how you’re viewed professionally. A negative or controversial personal reputation can spill over into your professional life, affecting both job opportunities and career growth.

Inside an organisation / industry, a damaged reputation can stifle career growth. It may lead to missed promotions, diminished trust from colleagues and leadership, and fewer opportunities for key projects or responsibilities. The corporate world relies heavily on networking, and once your reputation is tainted, valuable professional relationships can falter, making it difficult to regain momentum.

Repairing a damaged reputation requires transparency, accountability, and a steadfast commitment to improvement. Acknowledge past mistakes, show consistent progress, and let your actions speak louder than words. Over time, demonstrating integrity and professionalism can restore trust and open doors that once seemed closed.

In the hospitality industry, however, reputation is even more critical. It’s a small industry, and reputation damage spreads quickly. Soon, you may find yourself unemployable for the roles you wish to progress in. Your reputation is your personal brand, and once it’s damaged, it may not always be repairable.
In a close-knit community like the hospitality industry where trust is essential, guarding your reputation is one of the most important things you can do for long-term career success.

In today’s evolving recruitment landscape, employers in the hospitality industry are increasingly recognising the need for distinct skill sets in sales and marketing roles. While these positions were once often combined, the rapid rise of digital marketing and the shifting dynamics of sales have highlighted a clear distinction. As the industry becomes more specialised, understanding the unique expertise required for each role is crucial to driving business success.

Let’s explore the two roles and how their skill sets differ:

• Sales Roles: Building Relationships and Closing Deals: In hospitality recruitment, sales roles have traditionally focused on relationship-building and conversions. Sales professionals guide potential clients through the decision-making process, understanding their needs, and ultimately securing bookings or deals. These roles require exceptional communication, negotiation skills, and the ability to foster long-term client relationships. Although digital tools and CRM systems are part of the process, the core of the job remains rooted in human interaction and persuasion, making these roles crucial for closing sales.

• Marketing Roles: Strategy, Brand Awareness, and Digital Management: Equally, marketing roles have undergone a dramatic transformation with the rise of digital channels. Hospitality marketers are responsible for creating demand, boosting brand awareness, and driving customer interest through SEO, content marketing, social media, and paid advertising. These positions demand a combination of creativity, strategic thinking, and expertise with digital tools. With the fast-paced digital environment, marketers must be skilled in data analytics, customer segmentation, and marketing automation to stay competitive.

Why the Distinction Matters in Hospitality Recruitment:

For recruiters and employers in hospitality, understanding the growing divide between sales and marketing roles is vital. As the industry increasingly adopts digital strategies, the skill sets needed for each function have diverged. Sales professionals may excel in relationship-building and closing deals but may lack the digital proficiency required to create targeted campaigns or analyse customer data. Meanwhile, marketers may be experts at generating leads but may not have the deep understanding of client relationships that a top-tier salesperson brings to the table.

How Ulster University is also adapting to this industry evolution for our future leaders:

Simon Russell, Course Director of BSc (Hons) International Hospitality Management highlighted their programme now teaches sales and marketing as distinct disciplines. Recent updates to core business management modules ensure students develop the necessary skills in revenue management, digital marketing, customer relationship management, and brand positioning.

Developed in collaboration with industry leaders, the programme prepares graduates for the changing landscape of sales and marketing roles in hospitality. By bridging academic theory with real-world application, we equip future leaders to drive revenue, enhance guest experiences, and foster sustainable growth in a competitive market.

Simon, has added: “This distinction is now essential. The hospitality sector needs professionals skilled in both data-driven sales and creative marketing. Our Department of Hospitality Tourism Events Management is committed to developing graduates who excel in both areas, understanding the unique challenges and opportunities each presents.”

Don’t Try to Save Money by Combining Sales and Marketing Roles:

Some employers might think they can still save money by combining sales and marketing functions into one position. However, this approach will only backfire. The reality is that you won’t get the specialised talent your business needs to succeed. Sales and marketing require distinct skill sets and merging them may result in hiring candidates who lack the depth of expertise in either area. As a result, your business could miss out on the talent necessary to achieve long-term growth and success in a competitive market.

A strategic and focused approach to recruitment is essential for ensuring the company acquires the skills and experience it needs to succeed. As the hospitality industry continues to evolve, so too must recruitment practices. By understanding the distinct skill sets needed for sales and marketing roles, employers can avoid the mistake of combining them and instead build stronger, more effective teams. This targeted approach will help businesses attract top-tier talent, leading to greater success in an increasingly competitive marketplace.

It’s crucial to understand and know the role you are recruiting for:

When recruiting for sales and marketing positions in the hospitality industry, it’s important for employers to understand that each role requires specialised expertise. Sales is all about personal connections and closing deals, while marketing is centred around strategy, brand-building, and digital proficiency. By clearly distinguishing these roles and hiring accordingly, businesses can ensure that both functions complement each other, working together to generate leads, build relationships, and drive growth.

A strategic and focused approach to recruitment is essential for ensuring the company acquires the skills and experience it needs to succeed. As the hospitality industry continues to evolve, so too must recruitment practices. By understanding the distinct skill sets needed for sales and marketing roles, employers can avoid the mistake of combining them and instead build stronger, more effective teams. This targeted approach will help businesses attract top-tier talent, leading to greater success in an increasingly competitive marketplace.