THE FUTURE OF HR IN HOSPITALITY: TECHNOLOGY-DRIVEN HRM PRACTICES
Keywords:
Hotel, Employees, HR, Productivity, Innovations
Abstract
HR has a crucial role in creating and implementing plans to attract, retain, and motivate staff in the highly competitive hotel industry. HR must use creative strategies to boost employee engagement and productivity as the sector faces labor challenges like high turnover rates and a lack of skilled workers. By optimizing hiring procedures, increasing retention, and personalizing career progression, technology-based HR strategies—such as AI-enhanced recruitment, gamified training, predictive analytics, and digital wellness programs—are revolutionizing workforce management.
The integration of virtual reality (VR) onboarding and AI-driven performance tracking enhances training efficiency, while predictive analytics enables HR professionals to identify employees at risk of leaving and implement targeted retention strategies. However, despite these benefits, challenges such as data privacy concerns, employee resistance to digital adoption, and high initial costs must be managed.
Predictive analytics enables HR professionals to identify potential departing employees and implement targeted retention strategies, while virtual reality (VR) onboarding and AI-powered performance monitoring enhance the efficacy of training. However, despite these benefits, there are still challenges that must be resolved, such as data privacy concerns, employee resistance to digital adoption, and high initial expenses. Through the effective integration of data-driven technologies and human-centered approaches, hotels may assure long-term success in a rapidly evolving business, increase employee productivity, and improve guest satisfaction.
References
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2. Albrecht, S. L., Bakker, A. B., Gruman, J. A., Macey, W. H., & Saks, A. M. (2015). Employee engagement, human resource management practices and competitive advantage: An integrated approach. Journal of organizational effectiveness: People and performance, 2(1), 7-35. https://doi.org/10.1108/JOEPP-08-2014-0042
3. Basnet, S. (2024). The Impact of AI-Driven Predictive Analytics on Employee Retention Strategies. International Journal of Research and Review. https://doi.org/10.52403/ijrr.20240906.
4. Baum, T., Mooney, S., Robinson, R., & Solnet, D. (2020). COVID-19’s impact on the hospitality workforce – new crisis or amplification of the norm?. International Journal of Contemporary Hospitality Management, 32, 2813-2829. https://doi.org/10.1108/ijchm-04-2020-0314
5. Biel, D., & Reynolds, D. (2007). Incorporating satisfaction measures into a restaurant productivity index. International Journal of Hospitality Management, 26, 352-361. https://doi.org/10.1016/J.IJHM.2006.01.003.
6. Birtek, A., Colak, O., Gulbahar, O., & Sarac, O. (2022). The importance of gamification on motivation of hotel employees. Journal of Mediterranean Tourism Research, 2(1), 75-83. https://doi.org/10.5038/2770-7555.2.1.1015
7. Bondarouk, T., Harms, R., & Lepak, D. (2017). Does e-HRM lead to better HRM service?. The International Journal of Human Resource Management, 28, 1332 - 1362. https://doi.org/10.1080/09585192.2015.1118139.
8. Caccavale, J. (2023, April 27). Technology’s impact on Recruitment & Selection: Pros & Cons. Technology’s Impact on Recruitment & Selection: Pros & Cons. https://www.beapplied.com/post/how-does-recruitment-software-technology-affect-recruitment-and-selection
9. Chen, Y.-C., Wang, W.-C., & Chu, Y.-C. (2011). A case study on the Business Performance Management of Hilton Hotels Corporation. International Business Research, 4(2). https://doi.org/10.5539/ibr.v4n2p213
10. Codling, S., Pinnock, J., Barrett, E., Gayle, S., Stephenson, N., Sibblies, N., & Sinclair-Maragh, G. (2022). Factors contributing to staff turnover in the hotel industry: A literature review. Business, Management and Economics. https://doi.org/10.5772/intechopen.107025
11. Croissy, M. (2023, June 14). How HR Technology Trends Are Impacting the Hospitality Industry. https://employers.hosco.com/blog/how-hr-technology-trends-are-impacting-the-hospitality-industry
12. Dahlsrud, A. (2021). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13. https://doi.org/10.1002/csr.1322
13. Davidson, M., & Wang, Y. (2011). Sustainable Labor Practices? Hotel Human Resource Managers Views on Turnover and Skill Shortages. Journal of Human Resources in Hospitality & Tourism, 10, 235 - 253. https://doi.org/10.1080/15332845.2011.555731.
14. Deery, M., & Jago, L. (2009). A framework for work-life balance practices: Addressing the needs of the tourism industry. Tourism and Hospitality Research, 9(2), 97–108. https://doi.org/10.1057/thr.2009.4
15. Fan, A. (2011). Women's work-life balance in the hospitality industry: Examining its impact on organizational commitment. Frontiers in Psychology. https://www.frontiersin.org
16. Filimonau, V., Derqui, B., & Matute, J. (2020). The COVID-19 pandemic and organisational commitment of senior hotel managers. International Journal of Hospitality Management, 91, 102659 - 102659. https://doi.org/10.1016/j.ijhm.2020.102659.
17. Garrow, V., & Hirsh, W. (2008). Talent management: Issues of focus and fit. Public Personnel Management, 37(4), 389–402. https://doi.org/10.1177/009102600803700402
18. Ghani, B., Zada, M., Memon, K. R., Ullah, R., Khattak, A., Han, H., Ariza-Montes, A., & Araya-Castillo, L. (2022). Challenges and strategies for employee retention in the Hospitality Industry: A Review. Sustainability, 14(5), 2885. https://doi.org/10.3390/su14052885
19. Gilfedder, G. (2023, February 28). Hotels use virtual reality training for out-of-this-world-results. Heart of the House Hospitality. https://www.heartofthehouse.com/virtual-reality-training-hotels/
20. Gragnano, A., Simbula, S., & Miglioretti, M. (2020). Work–Life Balance: Weighing the Importance of Work–Family and Work–Health Balance. International Journal of Environmental Research and Public Health, 17(3), 907. https://doi.org/10.3390/ijerph17030907
21. Gruman, J. A., & Saks, A. M. (2011). Performance management and employee engagement. Human Resource Management Review, 21(2), 123–136. https://doi.org/10.1016/j.hrmr.2010.09.004
22. Hein, I., Cecil, J., & Lermer, E. (2024). Acceptance and motivational effect of AI-driven feedback in the workplace: An experimental study with direct replication. Frontiers in Organizational Psychology, 2, 1468907. https://doi.org/10.31219/osf.io/uczaw
23. Hesse, D., Craig, S., Manchanda, N., & Young, B. (2025, January 22). Marriott Reimagines associate experience with HR transformation. Accenture. https://www.accenture.com/us-en/case-studies/travel/marriott-hr-transformation
24. Hjalager, A., & Andersen, S. (2001). Tourism Employment: Contingent work or professional career? Employee Relations, 23(2), 115–129. https://doi.org/10.1108/01425450110384165
25. Howard, M., & Zandt, E. (2021). A meta-analysis of the virtual reality problem: Unequal effects of virtual reality sickness across individual differences. Virtual Reality, 25, 1221 - 1246. https://doi.org/10.1007/s10055-021-00524-3.
26. Ivanov, S. H., & Webster, C. (2017). Adoption of robots, artificial intelligence and service automation by travel, tourism and hospitality companies–a cost-benefit analysis. Artificial Intelligence and Service Automation by Travel, Tourism and Hospitality Companies–A Cost-Benefit Analysis.
27. Jiang, K., Lepak, D. P., Hu, J., & Baer, J. C. (2012). How does human resource management influence organizational outcomes? A meta-analytic investigation of Mediating Mechanisms. Academy of Management Journal, 55(6), 1264–1294. https://doi.org/10.5465/amj.2011.0088
28. Kim, J. (Sunny), & Kizildag, M. (2011). M‐Learning: Next generation hotel training system. Journal of Hospitality and Tourism Technology, 2(1), 6–33. https://doi.org/10.1108/17579881111112395
29. Kim, S., Choi, S. B., & Lee, J. (2021). Corporate social responsibility and job satisfaction: The role of organizational commitment. International Journal of Hospitality Management, 94, 102892. https://doi.org/10.1016/j.ijhm.2021.102892
30. Kim, S.-Y., Shin, B.-S., & Choi, H. (2019). Virtual reality based education with mobile device platform. Mobile Information Systems, 2019, 1–1. https://doi.org/10.1155/2019/6971319
31. Kleefstra, A., Altan, M., & Stoffers, J. (2020). Workplace learning and organisational performance in the Hospitality Industry. International Hospitality Review, 34(2), 173–186. https://doi.org/10.1108/ihr-12-2019-0025
32. Kshetri, N. (2018). 1 Blockchain's roles in meeting key supply chain management objectives. International Journal of information management, 39, 80-89. https://doi.org/10.1016/j.ijinfomgt.2017.12.005.
33. Leung, X., Lyu, J., & Bai, B. (2020). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88, 102391. https://doi.org/10.1016/j.ijhm.2019.102391.
34. Marler, J. H., & Fisher, S. L. (2013). An evidence-based review of e-HRM and strategic human resource management. Human resource management review, 23(1), 18-36. https://doi.org/10.1016/j.hrmr.2012.06.002
35. Milman, A. (2003). Hourly employee retention in small and medium attractions: The Central Florida example. International Journal of Hospitality Management, 22(1), 17–35. https://doi.org/10.1016/s0278-4319(02)00033-6
36. Murphy, K., Torres, E., Ingram, W., & Hutchinson, J. (2018). A review of high-performance work practices (HPWPs) literature and recommendations for future research in the hospitality industry. International Journal of Contemporary Hospitality Management, 30(1), 365-388. https://doi.org/10.1108/IJCHM-05-2016-0243
37. Nazareno, L., & Schiff, D. S. (2021). The impact of automation and artificial intelligence on worker well-being. Technology in Society, 67, 101679. https://doi.org/10.1016/j.techsoc.2021.101679
38. Poulston, J. (2008). Hospitality workplace problems and poor training: A close relationship. International Journal of Contemporary Hospitality Management, 20(4), 412–427. https://doi.org/10.1108/09596110810873525
39. Salama, W., Abdou, A. H., Mohamed, S. A., & Shehata, H. S. (2022). Impact of work stress and Job Burnout on turnover intentions among Hotel Employees. International Journal of Environmental Research and Public Health, 19(15), 9724. https://doi.org/10.3390/ijerph19159724
40. SHRM (2025) Why companies are making VR/AR job training central to 2025 strategy. Welcome to SHRM. (n.d.). https://www.shrm.org/labs/resources/companies-making-vr-ar-job-training-central-to-strategy
41. Simpao, K. J. (2018). Labour productivity measurement and control standards for Hotel. Journal of Service Science Research, 10(1), 25–76. https://doi.org/10.1007/s12927-018-0002-1
42. Sivathanu, B., & Pillai, R. (2018). Smart HR 4.0 – how industry 4.0 is disrupting HR. Human Resource Management International Digest, 26(4), 7–11. https://doi.org/10.1108/hrmid-04-2018-0059
43. Stefanic, D. (2024, July 13). Virtual reality in onboarding: 5 innovative use cases. Hyperspacemv - the metaverse for business platform. https://hyperspace.mv/virtual-reality-onboarding-experiences
44. Stone, D. L., Deadrick, D. L., Lukaszewski, K. M., & Johnson, R. (2015). The influence of technology on the future of Human Resource Management. Human Resource Management Review, 25(2), 216–231. https://doi.org/10.1016/j.hrmr.2015.01.002
45. STR (2024, June 3). STR, TE downgrade U.S. Hotel forecast. Smith Travel Research. https://str.com/press-release/str-te-downgrade-us-hotel-forecast-0
46. TorstenFell. (2025, February 5) How is Hilton using VR to improve staff training?. Immersive Learning News. https://www.immersivelearning.news/2025/02/05/how-is-hilton-using-vr-to-improve-staff-training/
47. Tracey, J. B., & Hinkin, T. R. (2008). Contextual factors and cost profiles associated with employee turnover. Cornell Hospitality Quarterly, 49(1), 12–27. https://doi.org/10.1177/0010880407310191
48. Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., & Trichina, E. (2023). Artificial Intelligence, robotics, Advanced Technologies and Human Resource Management: A systematic review. Artificial Intelligence and International HRM, 172–201. https://doi.org/10.4324/9781003377085-7
49. Zaytsev, A. (2024, July 8). Case study: How Marriott leverages AI for Digital Innovation - Aix: Ai expert network. AIX | AI Expert Network. https://aiexpert.network/marriott-ai/z
50. Zhang, J.-X. (2022). Research on impact of Economy Hotel Service Quality on customer satisfaction and customer loyalty. International Journal of Business Studies and Innovation, 2(1), 31–38. https://doi.org/10.35745/ijbsi2022v02.01.0003
Published
2025/10/14
Section
Original Scientific Paper
