The latest data from the U.S. Bureau of Labor Statistics revealed something striking for our industry: hospitality delivered 314,000 of the 374,000 new job openings last month, 84 percent of the nation's total increase. At the same time, hospitality's quit rate has trended upward this year so far and now sits at 4.6 percent, more than double the national average. This clearly shows the need for a fresh approach to attracting, engaging and retaining talent.
Why Associates Are Leaving
Our business is fundamentally about people. While many excel at caring for guests, as an industry, we haven't always provided the same level of attention to our associates on property. High turnover and rising quit rates reflect deeper challenges in the associate experience.
From my earliest days working with hotel teams, I've seen firsthand how demanding frontline hospitality work can be: long shifts, challenging interactions, and constant pressure to deliver exceptional guest experiences. These daily realities directly influence associates' decisions about whether to stay or leave.
Empathy as Essential
Empathy is a critical characteristic of hospitality leadership. Effective leaders know what their frontline associates experience day-to-day.
Spending time on-property, working shifts alongside staff, and experiencing their daily realities have always informed my leadership approach. As chief information officer at Two Roads Hospitality, Interstate Hotels & Resorts and Aimbridge Hospitality, I often worked directly with frontline teams, including spending time behind the front desk and learning about their daily challenges.
Now, as president and chief operating officer at Actabl, this approach continues to provide valuable insights into addressing the pain points of hoteliers proactively, building trust and loyalty along the way.
Prioritizing the Associate Experience
Hospitality traditionally prioritizes guests, but the associate experience deserves equal attention.
When I was CIO at hotel management companies, I noticed how even small adjustments, such as reducing repetitive tasks or streamlining cumbersome processes, significantly improved morale and productivity.
Enhancing workplace conditions and simplifying daily tasks demonstrates to associates that their experience matters, keeping them engaged and motivated.
Investing in Talent Development
Effectively addressing turnover requires investing actively in talent development.
Actabl works with more than 90 percent of the 50 largest hotel management companies in the U.S. In my current role supporting them, I consistently see how talent development involves intentional recruiting, comprehensive onboarding, clear growth paths, and continuous opportunities for advancement. I've repeatedly observed that employees who benefit from investment in their careers become loyal, productive, and committed contributors to the teams they work in.
Talent development can be a strategic advantage for you.
Technology to Improve Associate Experience
Technology has the potential to make life better for people working in hotels.
Most people join the hospitality industry because they genuinely enjoy taking care of others. Throughout my career, I've seen how frustrating it is when repetitive tasks or outdated processes prevent people from delivering on their passion for hospitality. The right technology removes these barriers, reduces daily frustrations, and creates more room for meaningful interactions with guests—the kind of work many were attracted to in the first place.
When we use technology thoughtfully to support the people working in hotels, we make hospitality jobs more fulfilling and enjoyable, ultimately improving associate satisfaction, retention, and the overall guest experience.
A Call to Action
The hospitality industry is facing a critical juncture today when it comes to talent. Leaders who embrace empathy, prioritize improving associate experience, and invest deeply in talent development will succeed while others struggle with high turnover.
The latest data from the Bureau of Labor Statistics reveals a compelling call to action. Now is the time to commit to a people-centric approach to ensure the sustainable growth and success of our organizations and our entire industry.
Andrew Arthus is the president and chief operating officer at Actabl. Previously was the chief information officer at Aimbridge Hospitality.