Is Your HR Strategy the Missing Link to Sustainable Growth in Hospitality?

As an HR executive with nearly 15 years in the hospitality industry, I’ve often been reminded of a simple truth: The greatest asset of our industry is not the lavish designs, innovative technology, or even the mouth-watering dishes we serve, but the PEOPLE who make all of that happen. So, when I had the privilege of moderating the “HR Strategies for Sustainable Growth” session at the HPC2024 7th Hospitality Philippines Conference, organized by Hospitality Asia , I knew this discussion was about something deeply personal—because I’ve lived it.

Defining Sustainable Growth in HR

To kick off our session, we explored what ‘sustainable growth’ really means in the context of HR strategies. It’s a term that’s often tossed around but not always understood. For me, sustainable growth is about more than just scaling operations; it’s about creating a long-term, human-centric approach that benefits not only the business but also the employees who drive its success.

According to the World Travel & Tourism Council , in the Philippines, hospitality contributes a staggering 17.9% to GDP and employs nearly 9 million people. Yet, despite this economic muscle, we face a 30% turnover rate—an issue I’ve seen play out time and time again in the field. These numbers are a stark reminder that sustainable growth hinges on an organization's ability to attract, retain, and develop talent in meaningful ways.

The War for Talent: Employer Branding as a Game Changer

A key question during the discussion was, How can the Philippine hospitality industry effectively attract and retain top talent in a highly competitive market? Mr. Greg De Garriz , one of our panelists, emphasized the importance of Employer Branding. In my own career, I’ve witnessed how staying true to a company’s Vision, Mission, and Core Values is not just a formality; it’s a competitive edge. People don’t just want a job—they want to be part of a culture they believe in.

An often overlooked but timeless strategy is Abraham Maslow’s Hierarchy of Needs. Yes, it’s an old theory, but it’s still gold when it comes to understanding human motivation in the workplace. At its core, Maslow’s theory reminds us that people have layered needs—from basic security to self-actualization—and how we, as leaders, can create an environment that addresses these needs determines whether we attract and retain top talent.

1. Physiological Needs: Competitive salaries and fair working conditions.
2. Safety Needs: Job security and a safe working environment.
3. Belongingness and Love Needs: Fostering a sense of community and belonging within the company culture.
4. Esteem Needs: Recognizing employee achievements and providing opportunities for career growth.
5. Self-Actualization: Creating a workplace where employees can develop their full potential and feel fulfilled in their roles.

By addressing these needs through a strong employer brand, companies can not only attract talent but also create a culture where employees feel valued at every level of their career.

As HR leaders, we must ask ourselves: Are we presenting an authentic, compelling story that resonates with the aspirations of the talent we wish to attract? Or are we simply chasing after numbers, only to lose people just as quickly as we bring them in?

Cultural Diversity: From Tolerance to Celebration

Another key theme that resonated with me was how cultural diversity shapes HR strategies in the Philippines. Mr. England A. , one of our insightful panelists, talked about celebrating—not just tolerating—diversity. This struck a chord because, in my experience, diverse teams create an energy that can’t be manufactured.

I’ve worked in places where over a dozen nationalities collaborated, and I’ve seen first-hand how embracing diverse perspectives elevates the guest experience. Hospitality, at its core, is about service, and service excellence thrives when different cultural approaches are not only recognized but celebrated. The key? Embedding this philosophy into every layer of HR strategy.

Technology as a Friend, Not a Foe

In today's world, discussions about technology often lead to fears of automation replacing jobs. But Mr. Paul Joseph Espino, MBA, CEQP, CGSP , another panelist, wisely reminded us to see AI and technology as allies. I’ve always believed that technology should free up time for HR professionals to focus on what really matters—connecting with people. When done right, technology optimizes processes, ensures compliance, and promotes well-being, allowing HR leaders to engage in more meaningful conversations with their teams.

In fact, during my career, I’ve seen how smart use of technology can transform talent management. I remember implementing an AI-powered recruitment system at one of my previous companies, which not only sped up the hiring process but allowed us to dedicate more time to onboarding and development—both crucial in reducing that dreaded turnover rate.

Balancing Revenue with Human Capital

While the hospitality industry often focuses heavily on revenue generation and design trends, it’s crucial that we balance these discussions with HR strategies that prioritize people. In every meeting room, at every management table, we need to remind ourselves that profits are driven by people. A motivated, well-trained workforce is what will sustain us, especially as we navigate the challenges of the post-pandemic world.

As I wrapped up the panel, I left the audience with a thought that encapsulates my entire philosophy: While technology and trends will reshape the future, human capital remains at the heart of hospitality. Take care of your people, and they’ll take care of your business.

Closing Thoughts

HR strategies are not just a department's responsibility—they are the backbone of any organization aiming for sustainable growth. Whether you're leveraging cultural diversity or adopting new technologies, never lose sight of the fact that your greatest asset is your people. After all, as the saying goes, "Take care of your employees, and they'll take care of your business."

Let’s continue to reshape the future, one HR strategy at a time.

#HRLeadership #SustainableGrowth #HospitalityIndustry #TalentManagement #EmployerBranding #CulturalDiversity #HospitalityPhilippines #WorkforceEngagement #AIinHR #HumanCapital

黄亚玲 Leslie Fiel A. Jewel Solano Mika Fuga