Skift Take
The answers vary but there's at least one overriding shared sentiment. Even if times are good, there's always room for improvement in any industry.
The U.S. hotel industry continues to break records.
In fact, according to data from STR, 2017 was another record year. In 2017, U.S. hotels saw a 0.9 percent increase in occupancy levels to 65.9 percent nationwide; a 2.1 percent bump in average daily rate to $126.72, and a 3 percent increase in revenue per available room of $83.57. All three metrics were the highest STR has ever recorded.
The U.S. hotel industry also set records in supply and demand, with approximately 1.87 billion room nights available, and 1.23 billion room nights sold.
With all of these exceptional numbers, you'd think the industry would be content to continue doing what it's been doing for the past nine years of the current lodging cycle. However, smart hoteliers know that there's always room for improvement, especially given ever-present threats to the hotel industry such as online travel agencies and Airbnb.
At the most recent Americas Lodging Investment Summit (ALIS) conference in Los Angeles, Skift spoke to a number of hotel industry executives and asked them what they thought the hospitality industry isn't focusing on right now — but really should be.
The answers ranged from employment issues to technology and everything in between, but they certainly reflect an industry that, despite enjoying incredible levels of profitability and success, knows that it can't afford to rest on its laurels.
Talent
Several executives said the industry needs to focus on the next generation of hoteliers.
Tony Capuano, Marriott International's executive vice president and global chief development officer said, "I don't think the industry's doing as good a job as it should educating prospective employees about the dignity of service. I think we suffer in some areas of the world where people sort of look at hospitality jobs as a job of last resort or as a transitional job, as opposed to saying, 'There is a real dignity in serving others and enhancing their travel. And really extraordinary careers can be made.'"
Capuano noted that at Marriott, a large number of managers have worked their way up from hourly jobs. "We try to do our best to tell that story if you have had the chance to meet Bill Marriott or listen to him speak, he always quotes statistics about more than half our global general managers having started as hourly associates. And so, I think the industry as a whole needs to do a better job highlighting what an extraordinary career opportunity it is."
Jay Stein, CEO
