Time off from school, warmer weather and a flurry of travel discounts drive millions of Americans to book vacations during spring break. And this year, changing vacation habits could see even more people booking getaways during this ideal travel time. Experts predict springtime travel is growing more popular as Americans begin to favor vacations in the months outside the busy summer season while also trying to prolong their trips.
This is good news for the hospitality and tourism industries. However, an even greater influx of guests during spring break will inevitably add to the stress and pressure that frontline hotel workers already feel during this peak travel season. And while hotels know to expect the spring break rush, travel and accommodation patterns—as well as guest behaviors—can shift from year to year.
Hotels and their frontline workers must be prepared to manage evolving guest travel habits and expectations. And with the busy spring break period just weeks away, it’s a critical time to evaluate key tactics and opportunities to ensure an enjoyable season for everyone.
Address Staffing Needs to Reduce Worker Burnout
More guests arriving during spring break create bigger workloads for frontline hospitality staff. And if the right support systems aren’t in place for these workers, they can easily become overwhelmed and experience burnout on the job. This can create myriad problems for hotels, like reduced morale, poor employee performance, a diminished experience for guests and increased talent turnover.
For some perspective, a recent survey from Axonify found that nearly half of frontline hospitality managers in the U.S. said they’re experiencing burnout from the demands of their jobs. Additionally, about two-thirds (64%) of managers said workers have left their roles because of burnout. Top factors contributing to burnout included high stress levels, understaffing, long working hours and guest volatility or escalations. But managers also said they’re noticing that guests are leaving lower tips on average, which understandably exacerbates workers’ frustration.
The American Hotel and Lodging Association found that most (76%) hotels are experiencing staffing shortages, making it more difficult to adjust schedules to accommodate busy periods like spring break. By taking time to ensure there are enough workers to handle the spring break rush without being overloaded, hotels stand a better chance of avoiding worker burnout and the related challenges that can come with it.
Hotel managers should hold staff meetings to transparently communicate scheduling needs and plans. They should hire seasonal workers when necessary to help meet demand during the spring break season. And they should take time to adequately address workers’ pain points and knowledge gaps before the rush.
Managers should also keep in mind that employees don’t only want to be supported to stave off overwhelm—they also want to be empowered to make an impact in their jobs. When frontline hospitality workers were asked what made them feel like they had a good day at work, Axonify found that two-thirds said “getting all tasks done.” About half said “helping a customer or guest solve a problem.” Only 40% said “making good money.”
When frontline workers are equipped to succeed, the experience is better for both them and their guests, especially during busy times.
Provide Continuous Training to Keep Staff Prepared for A Wide Range of Scenarios
Ask most frontline hospitality employees when they last received training, and the odds are good they’ll say it was during their onboarding. However, training employees only once after they’re hired creates challenges in the long term. Not only have they likely forgotten what they learned—thanks to the forgetting curve—but the training they received may also be outdated or irrelevant to the work they do or the interactions they have with guests today.
Case in point: About 4 in 10 frontline hospitality managers say they and their staff frequently encounter situations on the job that they feel unprepared to handle or are inadequately trained to navigate. Also, about 2 in 10 managers say their company’s training programs don’t help their employees stay engaged and motivated in their roles or within their company.
Hotels need to make training a continuous activity to keep frontline hospitality workers prepared not only for the bustle of spring break travel but for all the busy seasons that lie ahead. That training should also help employees develop in-demand skills and prepare them for the scenarios that they’re most likely to encounter.
This requires a deliberate balance of finding the time for associate training and being available to meet guests’ needs. Because of this, training should be provided in a format that accommodates the realities of frontline hospitality work. Rather than making workers sit through lengthy lessons or complete learning modules during sit-down sessions, hotels can provide digital, on-demand training that workers can complete when it’s most convenient for them over the course of their shifts.
Increase Safety Training and Security Measures for Larger Crowds
More guests bring more business to hotels, but they can also bring more concerns about safety and security risks for both guests and staff.
Spring break in particular is notorious for attracting large groups of party-minded guests, which can lead to poor guest behavior. In fact, spring break-related crime has led to some cities introducing new regulations to guard against disorderly spring breakers.
Hotels shouldn’t have to bar spring break crowds altogether but they do need to be prepared for them. For instance, hotel staff who interact with inconsiderate or raucous guests during spring break will need to know how to de-escalate conflicts and increase security precautions when warranted.
There are also more serious issues like theft, security breaches and human trafficking that are at a larger risk of going unnoticed during busy times. Axonify’s survey on human trafficking in the hospitality industry found that more than 6 in 10 frontline hospitality managers weren’t training their staff to spot human trafficking. What’s more, nearly one-third said they believe their staff would be incapable of successfully spotting an instance of human trafficking.
Plus, consider that nearly half (48%) of frontline hospitality managers admitted that within the last year, they had to either ask a guest to leave or ban them from returning because they treated staff badly. With this in mind, while hotels take reasonable steps to ensure that their guests are kept safe, it’s not something they can always guarantee. That’s why all frontline workers need to have in-depth safety training. This can help them recognize and be prepared to respond to a wide range of scenarios, from identifying theft and detecting the often subtle signs of human trafficking to helping keep large crowds safe and de-escalating conflict with guests who may be angry or experiencing heightened emotions.
Hotels can provide training for safety-related issues to frontline workers in several ways. For example, they can offer training in short bursts throughout the day. This can improve the likelihood that learnings stick with employees and allow training to be done at the most convenient times during their shift.
Simulation training can allow workers to step into uneasy situations without actually putting themselves at risk. It can also give employees hands-on experience so they can learn how to handle dynamic situations like complex customer requests and demands that aren’t part of their daily jobs.
Be Proactive in Addressing Workers’ Mental Well-Being
Even when hospitality managers have strong plans in place for training, scheduling and staffing, they can’t eliminate all the stresses of frontline workers’ jobs—especially during busy times. Interactions with guests who have an array of requests, problems and emotions are constants but during peak seasons, this can negatively impact their mental health.
More than half of frontline managers surveyed said their company doesn’t offer workers training to address their mental health and well-being, which means they aren’t equipped to address these challenges when they arise.
Hotels should revise and refine their training efforts to help frontline workers be better prepared for the demands of their jobs, especially in busy seasons. Hotels should also consider offering mental well-being support, through various initiatives, programs, tools or groups, that give workers opportunities to express the frustrations, anxieties and challenges they’re facing in a safe place.
Improving communication practices within a workforce can also help frontline workers feel more comfortable and empowered to take part in self-care and well-being conversations. Ideally, wellness is embedded into a company’s culture, from leaders who encourage workers to take care of themselves to the regular promotion of wellbeing initiatives.
Creating A Positive Experience for All This Spring Break
For many, spring break is the perfect time to plan a warm-weather getaway with family and friends. And while vacationers are visiting the latest hotspots, hotels need to ensure they’re delivering an experience that meets guests’ needs despite increased crowds, duties and stress. But to do this, they first need to meet the needs of their workforce.
By anticipating staffing needs, offering frontline workers continuous training and making sure guests feel safe and secure during their stay, hotels can be well-prepared to handle the rush of seasonal travelers who are already booking their trips and ready to pack their bags.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
About Axonify
Axonify is the proven frontline enablement solution that gives employees everything they need to learn, connect and get things done. It starts with brain science and AI to drive knowledge retention through bite-sized microlearning and daily intelligent reinforcement. Embedded two-way communication and feedback ensure your staff is engaged and informed, no matter the scale of your organization and guided task management shows employees exactly how to put their training to use, every single day. With an industry-leading 80% user engagement rate, companies use Axonify to deliver next-level CX, higher sales, improved workplace safety and lower turnover. Axonify enables over 3.5 million frontline workers in 160+ countries, with over 250 customers including Lowe’s, Kroger, Walmart and Citizens Bank. Founded in 2011, Axonify is headquartered in Waterloo, ON Canada. For more information, visit axonify.com.
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