Andrea Daniels, Global Director, Distribution Partnerships & Strategy – Commercial & Technology, IHG Hotels & Resorts, member of the HSMAI Global Distribution Advisory Board
The Distribution area currently faces major challenges in recruiting talent. This topic was brought to the HSMAI Global Distribution Advisory Board in the United States to discuss various strategies to overcome these obstacles and promote growth in distribution-related roles.
Internal vs. external hiring
Some members highlighted the advantage of internal hiring, noting that employees who migrated, for example, from the chain's Reservations Center or the Reception team, demonstrated higher retention rates compared to external hires. This preference reinforces the importance of internal mobility and leveraging existing talent to maintain team stability.
Others commented on the complexities of external hiring and the need to implement a structured in-person work schedule to align expectations and avoid disparities between different teams.
Remote work: blessing or curse?
The change to home office This has had a profound impact on distribution teams. Some members shared their organizations' approach, hiring remotely only in states where they have operating hotels. This strategy allows for greater flexibility while ensuring compliance with regional labor laws. However, the pressure many companies face to return to the office represents a significant challenge. Members noted that such demands can alienate talent that prioritizes flexibility.
There was debate about the delicate balance between operational needs and employee preferences. While some team members voluntarily return to the office for the camaraderie and collaborative environment, talent in technical roles generally prefers to remain remote due to the nature of the work.
Opportunities for growth and career development
A recurring theme in the discussion was the limited vertical mobility in distribution functions. Some members observed that, in smaller organizations, growth opportunities are scarce, often leading talented professionals to seek advancement in other areas. This lack of clear career paths can lead to dissatisfaction and higher turnover. One question posed was: "How many distribution managers or directors are there in the industry?" The realization is that this position, in most cases, simply does not exist, and that, at that level, Distribution It is often combined with other functions such as Revenue Management, Sales, General Commercial, etc.
Effective training programs are essential to maintaining a competent and adaptable distribution team. However, many organizations lack dedicated resources for ongoing training. This led to a discussion about the importance of certification and continuing education, highlighting that trained employees are more efficient and confident in their roles.
Participants also discussed how declining enrollment in hospitality schools poses a long-term threat to the industry's talent pipeline. Collaborative efforts with educational institutions and industry organizations, such as HSMAI, can also help reduce the training gap.
Summary
Our discussion pointed out the main challenges in talent management within the distribution area, highlighting the importance of internal hiring, the impact of remote work and limited career development opportunities. The need for effective training programs and collaboration with educational institutions to address these challenges was also emphasized.
Questions for your reflection
- How can we improve our internal recruiting processes to leverage existing talent and improve retention rates?
- What strategies can we implement to balance operational needs with employee preferences for the home office, especially in technical roles?
- How can we create clear career paths and growth opportunities within distribution functions to reduce turnover and increase job satisfaction?
