Bridging the Gap – Insights from HOSPACE 2024

As proud sponsors of HOSPA, we were delighted to attend HOSPACE 2024 at the Royal Lancaster London last week. Many of you may have already seen some of the event highlights, including UK Hospitality‘s Kate Nicholls in conversation with James Stagg of The Caterer and the Leader’s Panel discussion that closed the afternoon programme. For us, the day was more than just an opportunity to connect and network with industry leaders. It was a chance to reflect on the unique value we offer our clients. We understand that our role goes beyond simply filling vacant positions. Instead, we focus on working in partnership with our clients to support their overall people strategies, utilising our industry experience and insights offer additional value and drive meaningful results.

Design Thinking in Recruitment
We were particularly interested in the engaging fireside chat with Neil Stone of leapSTONE on “Innovation Through Strategic Design”. He provided a compelling analogy that really resonated with our own methodology. Neal challenged attendees to rethink conventional problem-solving: rather than simply building a bridge, first understand whether a bridge is truly the best solution for crossing the river. This mindset connects with our approach and reminds us of the old medical phrase “Prescription without diagnosis is malpractice.”

This ethos drives our work. By engaging deeply with clients to diagnose the root challenges—whether it’s high turnover, a lack of leadership diversity, or difficulties adapting to market changes— we ensure that solutions are both strategic and impactful. Our role is not just to connect businesses with candidates but to understand the overall challenges and help create lasting solutions.

Elevating the Recruitment Process
Another critical takeaway from HOSPACE was the importance of partnerships over transactional relationships. We understand how some businesses still use mass recruitment strategies, inviting hundreds of CVs without offering meaningful feedback or collaboration. While this transactional approach can potentially save some upfront costs (and of course we are slightly biased) it sacrifices the potential value that a strategic recruitment partner can bring.

We have often seen examples where companies can overwhelm their HR team with hundreds of CVs from multiple sources, including our carefully curated candidates. This can understandably lead to frustration and burn-out. By engaging directly with the team and fostering a trusting relationship, we can emphasise the benefits of a consultative partnership, where fewer but higher-quality candidates are presented with context and rationale. This collaboration ensures a much more effective process and inevitably results in a better cultural fit for the workplace.

Addressing Industry Challenges
Unsurprisingly, HOSPACE also highlighted several pressing challenges for the hospitality sector, including the recent budget, workplace culture and evolving regulations. These issues underscore not only the importance of a strong financial strategy, but the significance of a holistic people strategy. For example:

  • Budget: With minimum wage increases and changes to National Insurance rates and thresholds, many hospitality businesses face tightening margins. FM Recruitment helps clients navigate these complexities by identifying candidates who have a proven track record of driving efficiencies and innovation within their organisations.
  • Workplace Culture: As we have discussed in previous blogs, inclusion and workplace culture was again a key topic at HOSPACE, especially in the Prioritising People discussion and Kate Nicholls’ conversation. It is a topic that we are passionate about and work with clients to ensure that hires align with their values and contribute to a cohesive team environment.
  • Regulatory Changes: From the new tipping legislation to employment classifications, the regulatory landscape remains complex. Our industry expertise ensures that our clients are not only compliant but also well-positioned to adapt to these changes and any opportunities that may appear.

Personalisation
One of the standout themes at HOSPACE was personalisation. Discussions emphasised understanding customers on a deeper level—beyond the superficial perks of an upgraded room or complimentary champagne. As highlighted in the panel “Maximising Profit Potential Through Clever Marketing,” hospitality leaders stressed the importance of tailoring guest experiences by understanding the “why” behind their bookings. The same principle applies to recruitment: effective hiring requires more than just matching skills to job descriptions. It demands an understanding of the organisation’s culture, objectives, and challenges.

At FM Recruitment we adopt this approach by digging deeper into clients’ unique needs. For example, instead of simply providing a list of qualified candidates, we collaborate with clients to try and uncover the motivations and goals behind each hire. This ensures that every placement contributes to the client’s long-term success, not just immediate operational needs.

Value Beyond Recruitment
One of the most compelling insights from HOSPACE was the idea that service—both to guests and employees—should be a company’s guiding principle. By viewing recruitment as a service rather than a transaction, we help clients build stronger, more resilient teams. The goal is not just to fill vacancies but to support broader strategic objectives, such as:

  • Ensure a diverse leadership team
  • Reducing employee turnover
  • Improving employee engagement
  • Supporting long-term business growth

Building Bridges
Ultimately, our value proposition is about connection. Just as the hospitality industry seeks to create meaningful experiences for guests, we strive to create meaningful partnerships with clients. By making it our mission to understand each client’s unique set of challenges and opportunities, we can help build the bridge between problems and solutions, supporting businesses as they look to thrive in an ever-changing environment.

And as many of the insights from HOSPACE 2024 show, the hospitality industry’s future health depends heavily on its ability to innovate, personalise, and adapt to these challenges and opportunities. With a strategic partner like FM Recruitment, businesses can ensure that their people strategies are not just aligned with these goals but positioned to exceed them.

If you would like to discuss how FM Recruitment can support your people strategy, then please get in touch.

Chris Denison Smith, Managing Director
+44 20 8600 1160 / +44 7775 711923
[email protected]

Andrea Shaw, Director
+44 20 8600 1161 / +44 7714 236469
[email protected]

Tairona Lattanzi, Recruitment Consultant
+44 20 8600 1164
[email protected]

The Taylor Swift Effect:  Taylor Swift’s Eras World Tour and its Impact on the Hospitality Industry

As the UK & Ireland prepares for Taylor Swift’s highly anticipated ‘The Eras Tour’, excitement is building not only among fans but also within the hospitality industry. The tour, which has already achieved phenomenal success globally, is set to bring a significant economic uplift to the cities graced by the pop icon’s presence. This article explores the impact of the tour on the hospitality industry, highlights innovative business strategies that have emerged, looks at some instances where fan exploitation may have occurred, and offers insights into how the industry can harness the positive potential of such mega-events. 

The “Swiftonomics”of ‘The Eras Tour’
Taylor Swift’s ‘The Eras Tour’ has been a business phenomenon, with its ripple effects extending far beyond concert venues. As the tour weaves across the UK, beginning in Edinburgh and culminating at London’s iconic Wembley Stadium, it brings a wave of economic benefits. Hotels, restaurants, and local businesses are poised to experience a surge in patronage, with fans, affectionately known as Swifties, travelling from near and far to witness their beloved star in person. Barclays have noted that the UK is set to see a £1.2B bounce from the 15 concerts. 

While these ‘swiftonomics’ also cover a boost to retail, the majority of revenue will be going towards hospitality and tourism. The latest figures from STR suggest that Occupancy on the Books for June in the host cities of Edinburgh, Liverpool, Cardiff, and Dublin are all at least 10% ahead of this time last year. London, always more resistant to mega events due to a much larger supply, is also seeing a double digit difference for the concerts in August. Some hotel chains, such as Whitbread’s Premier Inn chain, have been completely sold out since the tour was first announced. In North America, hotels in the cities of Atlanta, Chicago, Detroit, Pittsburgh, and Cincinnati hotels saw an average uptick in ADR of 71% between 2022 and the U.S. Leg of The Eras tour in 2023. 

Swift Leverage
Businesses have been quick to adapt to the influx of Swifties, implementing creative strategies to attract increased business. For example, retailers have stocked up on Swift-inspired apparel in response to reports that one in five ticket holders would purchase new outfits specifically for the concerts . Restaurants have crafted special menus and cocktails named after Swift’s hit songs, turning ordinary dining experiences into celebrations of her music. 

Hotels have introduced themed packages, like Royal Champagne Hotel and Spa’s exclusive ‘Champagne Solution’, named after a song on Taylor’s latest album and designed to appeal to Swifties who may wish to follow Taylor’s lead, and find solace in high-end bubbles after heartbreak.  Likewise, a bakery in Paris is being inundated with special orders of “Taylor Swift on a stage with a microphone in fondant, Taylor Swift riding a unicorn, and cakes with her face on them …”. Liverpool has taken this creativity a step further as the whole city transforms itself into a Taylor Town Trail with art installations representing each Era set to be placed across the city centre as Anfield hosts three concerts in June. These creative efforts not only attract more business but also enhance the overall concert-going experience for fans. 

Employee Engagement
Much of Taylor Swift’s stock with her loyal fans has been built through a long term emotional connection. Her music and her interactions with fans has connected with fans who trust her so much that many re-purchased almost identical recordings of albums they already had, in order to support her in her battle with the owners of her original recordings. Hospitality businesses can further enhance customer experiences by leveraging their employees, many of whom may be huge fans, to offer some real authenticity to their guest offering.  

Communicating with your team and empowering employees to engage with guests about Taylor Swift’s music, tour dates and related local events could make interactions more engaging for guests and fans. If appropriate, employees could wear themed attire or participate in Swift-related activities, creating a festive and welcoming atmosphere. In hotels, concierge services may want to brush up on their pop culture and could offer personalised recommendations for local attractions or Swift-themed experiences, to ensure visitors make the most of their stay. 

A Reputation at Risk
Despite the successes, there have been instances where businesses have damaged their reputations by exploiting fan enthusiasm. The most notable example is the Ticketmaster fiasco, where fans faced a chaotic and frustrating ticket-buying experience, leading to public outcry and a tarnished reputation for the ticketing giant.  

In some cities, hotels dramatically increased room rates once tour dates were announced, resulting in backlash on social media. Hotel prices in Sydney and Melbourne in the week of concerts averaged nearly double the price of the next week. In Dublin, hotel prices are nearly triple what they are when the Taylor Swift tour isn’t in town. While this is likely the result of dynamic pricing and very normal in the industry, it has sparked widespread frustration among fans. Such opportunism can backfire, damaging the long-term reputation of these establishments. 

Lessons Learned
The ‘Eras Tour’ offers valuable lessons for the hospitality industry. It underscores the importance of preparedness for handling large-scale events and the need for innovation in customer engagement. Businesses that strike a delicate balance between capitalising on the opportunity and respecting the consumer by investing in their experience, will likely reap long term rewards. By fostering a positive environment and creating memorable experiences, hospitality businesses can ensure that the ‘Taylor Swift Effect’ translates into long-term loyalty and not just a fleeting ‘Love Story’. 

Fair Pricing Strategies
Businesses should balance capitalising on increased demand with maintaining fair pricing. Overcharging can lead to negative reviews and long-term reputational damage. Offering value-added packages that justify higher rates without seeming exploitative is a better approach. 

Creating Unique Experiences
Fans appreciate creative and thoughtful touches. Developing themed packages, limited-time offerings or in-room amenities that celebrate the event can enhance the customer experience and generate positive word-of-mouth.  

Employee Engagement
Leveraging enthusiastic employees to enhance the customer experience can be highly effective. Empowering the team to be knowledgeable and engaging with Swifties while incorporating themed attire or activities can create a memorable atmosphere. Concierge services offering personalised recommendations can further enrich guest experiences. 

Engagement and Transparency
Engaging with fans on social media and through direct communication can build a positive relationship. Transparency about pricing and availability prevents misunderstandings and builds trust. Responding to feedback, both positive and negative, shows that a business values its customers. 

Collaborations
Partnering with local businesses can create more comprehensive and attractive packages for visitors. Collaborations with transportation services, local attractions, and merchandise vendors can enhance the overall experience for fans. 

Taylor Swift’s ‘The Eras Tour’ has highlighted the tremendous potential for economic uplift and innovative strategies within the hospitality industry. By learning from both the successes and missteps associated with the tour, businesses can better prepare for future large-scale events.  

The Hospitality People Group, remains dedicated to exploring all facets of the hospitality industry to provide relevant insights and support our clients’ people strategies. This commitment ensures that businesses can harness opportunities like the ‘Eras Tour’ to create lasting value and positive experiences for their customers. 

 If you would like to discuss your people strategy further, then please get in touch. 

Chris Denison Smith, Managing Director – FM Recruitment 
+44 20 8 600 1160 / +44 7775 711923
[email protected] 

Andrea Shaw, Director – FM Recruitment 
+44 20 8 600 1160 / +44 7714 236469 
[email protected] 

Taylor Swift – Image Courtesy of Paolo Villanueva

Briefing: Guest satisfaction – Meeting expectations

A new study from J.D. Power has found that the overall hotel guest satisfaction score in the US has risen to a record high of 804 out of 1000 in 2015.

It is a different story in the UK. A survey by Hotel Info looked at guest satisfaction scores in Europe. The UK only scored 7.39 out of 10, which put them second from bottom in the list and far behind the top ranked Slovakia, which had an impressive score of 8.22.

So what makes the difference in these scores, and how important is guest satisfaction anyway? Our experts discuss how to ensure guests have what they want:

J.D. Power’s 2015 North America Hotel Guest Satisfaction Index Study is in its 19th year and this is the first time the overall score has passed the 800 point, having risen 20 points from 2014. The factors covered in the score are; the reservation, check-in/check-out, guest room, food and beverage, hotel services, hotel facilities, and cost and fees.

The study suggests that there are two very important elements in achieving good scores. One is that staff anticipate needs and offer friendly service. The second is that the overall operation meets the guest’s expectations of that hotel. The expectation element will vary depending on the branding of the hotel, whether it is a luxury or a budget hotel, and the cost. Guests expect to get what they pay for, and seek out good value.

The survey put The Ritz-Carlton top of the luxury segment, and put Microtel Inn & Suites by Wyndham top of the Economy Segment in the US.

Hotel Info’s survey of six million guest evaluations compared guest satisfaction in cities in the UK.  Sheffield had the highest score in the UK at 8.03 whereas the UK’s biggest market and capital city, London, lagged behind with a score of 7.12.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: The real estate perspective

A survey by Berwin Leighton Paisner earlier this year found that, 70% of hotel professionals believe hotels will continue to outperform “traditional” commercial property investments.

A separate survey by PwC ranked hotels number 6 for investment prospects in a list of 20 real estate sectors. 62% of respondents to the survey said hotels had either good or very good prospects. Serviced Apartments came at number 9 with 59% of respondents saying the prospects were good.

This briefing features professionals from the hospitality industry whose focus is on investment and ownership:

The Emerging Trends in Real Estate Report from PwC showed that London was the most active European real estate market in 2014. A global ranking showed New York was the top city for commercial property investment in 2014 with a sales volume of $57,012, and London was second with $42,889.

The report also highlighted issues and concerns in the real estate industry. 47% of property professionals said a ‘shortage of suitable assets to acquire’ was a significant issue impacting real estate business. 78% of European respondents and 80% of US respondents said ‘demographics and social change’ would have an impact on business decisions in the coming years.

In the US, real estate business prospects for multifamily developers were rated as good (3.9 out of 5). Business prospects for real estate brokers where rated at 3.91 out of 5, and private local real estate owners had prospects of 3.86 out of 5. Prospects across all business sectors listed showed an improvement on the previous year.

Within the hospitality industry, BLP’s European Hotel Market Survey 2015, found that; 80% of hotel professionals say hotels are becoming more of a valued asset class for investors, but are still perceived by many as risky. In the survey, 89% of respondents foresaw increased competition from the residential market with short term lets.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: The urban planning revolution

Modern developers and investors are thinking about urban space differently. Mixed-use builds are maximising space in cities, and some hospitality companies are doubling up assets in new projects.

In Manchester, proposals have been made for a new “community” on the site of the old ITV studios. This will have 2-3 new hotels, including an event hotel called Manchester Grande. Nearby, Cycas Hospitality is planning to open two IHG hotels, a Crowne Plaza hotel and a Staybridge Suites, in The University of Manchester‘s campus development.

Our experts give their perspectives on new developments:

The St John’s community development in Manchester is being planned by Allied London, who now have control of the former ITV/Granada studios site. They have also proposed plans for a ‘vertical village consisting of 1,200 homes within six interconnected towers.’ This would be built on a separate area of former ITV owned land.

The University of Manchester‘s campus development is a £1billion project. The Crowne Plaza business hotel and the Staybridge Suites extended stay accommodation will adjoin Manchester Business School’s new two-storey Executive Education Centre. The hotels will serve university visitors and business travellers.

These large scale projects reflect the developments in Stratford for the 2012 Olympics, where IHG also placed two asset classes together; Holiday Inn and Staybridge Suites.

Mixed-use projects and new “communities” are being developed across the globe, often in high rise buildings when space is tight. In Dubai a new ‘Cayan Cantara’ development by Cyan Group will have two towers and an adjoining bridge. The project includes branded residences, hotel apartments, shops, and a spa.

These clever developments will continue to offer hotels, serviced apartments, and other asset classes more and more different ways to fit into the changing urban landscape.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: hospitality is more than a job

Traditional career paths are changing and new roles are opening up within hospitality. Still there are some pieces of advice that will always be relevant. Grasping opportunities and experiencing how a business works is important. Having an understanding that extends beyond your own role or department is invaluable.

The industry has its own set of values and core skills. In this briefing four experts share their experience and offer insight into hospitality careers:

  • Paul Pisani, SVP – Hotel Development, Corinthia Hotels on the wide range of the hospitality industry

  • Michael Devereux, Director – Acquisitions & Development, Starwood Hotels & Resorts on the hospitality industry offering many career paths

  • Sinai Pedreschi, Director of Sales & Marketing, The Stafford London by Kempinski with advice for new recruits to the hospitality industry

  • Mohammed Al Nashwan, Chairman & Managing Director, HARTT Hotel Consulting on hospitality being a lifestyle, not a job

 


If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do see here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: the hotel industry in the UK

The hospitality industry in the UK is not a unique one. However, the gap between London and the rest of the country is seemingly getting larger. In fact the BBC reported this week that ‘London’s top ten boroughs alone are worth more, in real estate terms, than all the property of Wales, Scotland and Northern Ireland, added together.’

Where is the future of the UK market? How has it been impacted by the continuing lack of deal-making? What hotel product will work well in this market? All questions raised and answered in this week’s briefing, with:

  • Chris Boulton, CEO of yoo on the UK polarisation
  • Joe Stenson, of Queensway Group and the growth in the budget sector
  • Peter Malone, Managing Director of Madison Mayfair on the UK fragmentation
  • And John Brennan, CEO of Jurys Inn Hotels on what he understands the UK market to be like
 


If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: is it time for free internet?

Is it time to offer free internet across the board?  This briefing focusses on an issue which has recently polarised the hospitality industry. The following interviews are courtesy of yourBusinessChannel, the company behind the Hospitality Channel. In a round of interviews in London and Berlin over the last few months, yBC asked key people in the industry to share their thoughts on the topic. Here’s how some of your peers answered …

Loading playlist …


If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Briefing: how will your hotel make money?

Let’s face it: we’re all in this to make a profit.  This briefing focusses on success strategies to keep profitable in the hospitality industry. The following interviews are courtesy of yourBusinessChannel, the company behind the Hospitality Channel. In a round of interviews in London and Berlin earlier this year, yBC asked key people in the industry to share their top strategies. Here’s how some of your peers answered …

Loading playlist …

If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Briefing: always room for service with a smile

People make the business – at least that’s what these experts say.  This briefing focusses on the importance of people in the hospitality industry. The following interviews are courtesy of yourBusinessChannel, the company behind the Hospitality Channel. In a round of interviews in London earlier this year, yBC asked key people in the industry to share their thoughts on just how important people are in the business. Here’s how some of your peers answered …

Loading playlist …

If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Chat Button