At FITUR 2025, the International Tourism Trade Fair held in Madrid with 9,500 companies from over 150 countries participating, the latest data reaffirmed tourism’s role as a key driver of the global economy.
According to the World Travel & Tourism Council (WTTC), the industry was projected to contribute $11.1 trillion to global GDP in 2024, representing 10% of the global economy. This figure represents a 12.1% increase from the previous year and is 7.5% higher than the pre-pandemic peak in 2019 (Reuters.com). Meanwhile, UN Tourism reported a 4% increase in international tourist arrivals compared to 2019, signaling a full recovery and continued growth trajectory (UN Tourism, 2024).
The hospitality industry is experiencing a profound transformation – one where talent attraction, retention, and wellbeing are as critical as guest satisfaction. Global hotel development is reaching record levels, with over 15,000 hotel projects in the pipeline, reflecting strong investor confidence in the sector (Lodging Econometrics, 2024). However, sustainable growth depends not only on expansion but also on creating smarter, more adaptable work environments that enhance employee experience.
Companies that fail to prioritise employee experience risk falling behind in an era where digital transformation, AI-driven analytics, and workplace flexibility are becoming the norm.
Building a smarter, more flexible hospitality workplace
The hospitality industry has long prioritised optimising guest experiences. However, a sustainable business model must also focus on employees, ensuring they feel valued and engaged. Happy employees create happy customers leading to higher guest satisfaction and business performance, and mirroring the same level of care and personalisation given to guests within the workforce is essential for long-term success.
In today’s fast-evolving work culture, employees seek flexibility, career development opportunities, and a sense of belonging. Businesses are integrating real-time feedback systems to better understand workforce needs, while digital solutions help streamline operations and empower teams. Just as personalisation has become essential in guest services, companies must now adopt tailored professional development programs to enhance employee engagement.
Three key factors will define the future of employee experience in hospitality:
- Technology as an enabler: AI-driven platforms and automation tools help streamline operations, allowing employees to dedicate more time to meaningful guest interactions. Real-time feedback systems also enable organisations to adapt to workforce needs dynamically.
- Workplace flexibility and smart management: Adopting smarter scheduling, hybrid work models where applicable in operational roles, and more inclusive management strategies ensures employees feel empowered and motivated.
- Continuous learning and development: Investing in personalised training programs fosters engagement, equips teams with evolving industry skills, and boosts long-term retention.
Additionally, workplace strategies must align with sustainability and corporate social responsibility, areas that are increasingly important to younger generations entering the workforce. Organisations that foster a culture of purpose and innovation will attract and retain top talent while reinforcing their brand reputation.
At Les Roches, we continuously update our academic programs to reflect and to anticipate these evolving industry demands. Additionally, SPARK Innovation Sphere by Les Roches, launched in 2021, serves as a hub connecting students, startups, and industry leaders to explore and gain hands-on experience with the latest industry solutions. This collaborative model prepares future industry leaders to drive innovation while fostering a culture of adaptability and forward-thinking.
The future of hospitality work environments
As we look ahead to the remainder of 2025 and beyond, I believe the future of hospitality lies at the intersection of technology and human-centric service. Companies that successfully integrate technology, work flexibility, and continuous training into their workforce strategies will not only enhance operational excellence but also position themselves as leaders in sustainable, people-centric hospitality. Hospitality’s future thrives on meaningful connections not just with guests but also within teams. A thriving workforce will ultimately deliver exceptional service, ensuring long-term industry growth and resilience.
Carlos Díez de la Lastra is CEO of Les Roches. In the QS World University Rankings by Subject 2025, Les Roches was recognised as the number 2 institution globally in Hospitality & Leisure Management. It also secured the number 4 spot globally for employer reputation.
