Many hospitality businesses are struggling with a long-standing challenge that the rapid adoption of AI and automation is compounding: finding and retaining the right people.
AI, automated booking systems, cloud-based management platforms, smart scheduling and inventory tools – and more – are reshaping hospitality operations. And, as technology takes care of the administrative burden that has traditionally consumed large portions of employees’ efforts, staff have more time to create genuine emotional connections and deliver the personalised service that guests remember.
But there is a disconnect. In a recent publication, the South African Hoteliers Report indicates that 77% of South African hoteliers are exploring new technologies, 76% do not yet have a formal AI strategy – often leading to a skills gap. Globally, 76% of hotels report staffing shortages, and 77% of South African hoteliers identify human capital as the biggest obstacle to long-term sustainability.
Anthony Joss, Managing Executive at Zest by Adcorp, says that demand is growing for employees who can deliver exceptional guest experiences and perform confidently in dynamic environments: “Technology can enhance efficiency, but it cannot replace empathy, adaptability, and interpersonal connection. We see many organisations embracing technology, only to find that they struggle to source the right people to maximise its value.”
Finding staff members who combine service excellence with strong interpersonal capabilities is becoming a critical competitive advantage in the industry. This highlights the importance of ensuring that workforce planning evolves alongside technological investment, and it is where strategic recruitment partnerships are becoming increasingly important. “Experienced, industry-specific recruiters understand that hospitality businesses require more than access to candidates. They recognise that hoteliers and event providers need solutions that align staffing requirements with operational realities,” says Joss.
This tech vs. talent imbalance is, in no small part, deepened by guests’ expectations. They are increasingly expecting convenient seamless digital experiences, but the moments that shape their overall perception of an event and venue remain deeply human.
“A warm welcome, a staff member resolving an unexpected issue in real time, or a banquet team anticipating needs before they are voiced – these are all aspects that cannot be automated,” says Joss. “As a result, the skills that hospitality employers prioritise are changing. Traditional administrative competencies remain important, but emotional intelligence, communication skills, customer-centric thinking, and problem solving abilities are becoming increasingly valuable.”
Joss also notes that, because demand can change significantly within short timeframes, the ability to scale staffing levels quickly without compromising service standards is particularly valuable in hospitality operations.
The right staffing partner brings a deep understanding of the industry’s unique pressures, including fluctuating occupancies, seasonal demand, and the need to maintain service quality during peak periods. And, because they build and retain talent pools, their clients can recruit, develop, and manage the right staff at short notice while being confident that these people have the skills to hit the ground running.
The need is particularly acute in South Africa, where the sector continues to contend with talent shortages, employee burnout, and retention challenges. The disruption caused by the pandemic accelerated the loss of experienced hospitality professionals, and concerns around career progression and work intensity continue to affect workforce stability.
“The hospitality industry faces a deepening human capital challenge, but it is also entering an exciting new era,” says Joss. “Technology is creating opportunities for people to focus on the aspects of hospitality that matter most. Success will come from combining digital efficiency with exceptional interaction. Because premium experiences still depend on human connection, the right people remain the ultimate differentiator, and the right staffing partner is the ultimate enabler.”