In the past, new hotel openings were the epitome of excitement in the hospitality industry. It was all about flashy grand openings, red carpets, high-profile guests, and media buzz. Hotels opened their doors with fanfare, often promising a luxurious escape to elevate the city’s status. Fast forward to today, however, and the charm seems to have worn off. New hotel openings no longer have that same glitzy allure, and it’s not just because we’ve seen it all before.

As the hospitality landscape has evolved, so too have the expectations for new hotels. Today’s guests are more discerning than ever, with a greater focus on sustainability, unique experiences, and personalised service. As a result, hotels are expected to meet a higher standard from day one. The influence of social media leaves little room for error, and online consumer opinions can have a significant impact.

The industry no longer revolves solely around grandness; it’s about making a strong, consistent impression from the first check-in to the last goodbye. This shift has made the process of opening a new hotel less about spectacle and more about ensuring operational success and maintaining guest satisfaction. As a result, the “glitzy” nature of new openings has faded into the background.

With that comes the Recruitment Challenges for New Openings

When it comes to staffing new hotels, the challenges only intensify. Recruiting for a new hotel opening is often more difficult than hiring for an established property. The reasons we are hearing include:

• Uncertain Culture and Systems: New hotels don’t yet have the well-oiled systems that established ones do. Staff may need to wear multiple hats, juggling roles and responsibilities, which can be overwhelming. The lack of a defined culture and routine can make it tough for new employees to adjust, leading to higher turnover and more stress.
• Increased Workload: The opening of a hotel is a huge undertaking. From training new hires to ironing out daily operations, the hours are deemed long and the demands high. Staff need to be adaptable and prepared for the chaos that can arise from technical glitches, unexpected delays, teething problems or last-minute changes. The work is often physically and mentally taxing, which can be a deterrent for those looking for a steady, less demanding role.
• Lack of Brand Recognition: Established hotels benefit from a recognised brand name, which makes recruitment easier. Potential employees are drawn to the stability and reputation of working with an established name. New hotels, on the other hand, must work harder to attract talent, often offering competitive salaries or unique perks to convince prospective staff members to take a chance on a new, untested property. Partnering with a strong PR company that aligns with your market can help you achieve this goal.
  Offering relocation packages is crucial for the ability to attract senior talent to many rural areas.

The Reality of Hotel Openings: More Work, Fewer Glamour Shots

While the opening of a new hotel still carries some excitement, the behind-the-scenes reality is much more demanding than the glitzy photos of champagne toasts and ribbon-cutting ceremonies. The logistics of launching a hotel are complex, requiring detailed planning, commitment, and a team that’s ready for the challenge. The days of effortless glamour and simple recruitment processes are long gone. Hotel openings today are much harder, requiring immense dedication, stamina, and a great deal of patience to successfully navigate the often stressful and chaotic launch phase.

As a result, there’s a newfound respect for the staff who play an integral role in overcoming the challenges of these launches, often going above and beyond to create the foundations for a successful property. These unsung heroes deserve not only recognition but appreciation for their commitment to building something truly special, even when the spotlight isn’t on them.

The truth is, recruitment for new hotel openings (in the NI market) no longer holds the same appeal it once did.

It’s essential for new openings to navigate our niche market with thorough research, expert guidance, and careful attention to detail in order to make the right impression on hospitality professionals. The industry is tight-knit, and everyone is watching from the sidelines.

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