HSMAI Foundation Campaign Brochure 2020

T H E C A M PA I G N F O R B U I L D I N G T H E TA L E N T AND LEADERSHIP PIPELINE IN SALES, M A R K E T I N G , A N D R E V E N U E M A N AG E M E N T F O R T H E H O S P I TA L I T Y I N D U S T R Y

AT T R A C T.

D E V E L O P.

E N G AG E .

Greetings, As we begin 2020, let us share our vision.

Last year, the HSMAI Foundation adopted a huge mission. We are seeking out collaborative partners across hospitality and tourism organizations, their suppliers and associations, to attract, develop and engage talent. In a people business, talent is essential, yet low unemployment and high turnover leave us with more job openings than any other industry.

For our industry to successfully create, capture, manage and optimize revenues, we need smart, innovative and creative professionals to choose hospitality careers. The compelling need to develop an employment brand for the industry is essential to change perceptions of the industry’s career potential.

Our newest initiative – Open Your World – offers unique and highly relevant resources to enhance the visibility of sales, marketing and revenue optimization as desirable career paths in hotels. Our boldest initiative, to date, is to attract new talent to the industry through a trailblazing partnership with the U.S. Chamber of Commerce Foundation’s Hiring Our Heroes Initiative to employ thousands of military spouses with hotel partners across the country and around the globe.

FRAN BRASSEUX President, HSMAI Foundation, Executive Vice President, HSMAI

In 2020 we seek to engage leading educational organizations as we seek out and disseminate best practices for developing our people resources. This spring we will begin building our first Empowerment Zone initiatives in Las Vegas. This September we will convene our second Chief Talent/Human Resources Officer Executive Roundtable. Our website, HSMAIFoundation.org offers continuously updated information, insights and opportunities for every organization and association interested in building the awesome and effective workforce for the future.

Let’s talk about the issues and find ways to work together to share the vision of attracting, developing and engaging talent to meet the challenges of the new decade and beyond.

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AGNELO FERNANDES Chair, HSMAI Foundation Chief Strategy Officer & Executive Vice President, Terranea Resort

B OA R D O F D I R E C TO R S IMMEDIATE PAST CHAIR

DOUGLAS ABBOTT

Director, Small Medium Enterprise, Global Sales IHG

KENNETH GREGER Partner Ward Howell International

BRUCE TRACEY, PH.D. Professor, Editor, Cornell Hospitality Quarterly Cornell University

BARB BOWDEN

LISA CHECCHIO

Complex Managing Director Loews Sapphire Falls & Royal Pacific Resort at Universal Orlando

Chief Marketing Officer Wyndham Hotels & Resorts, Inc.

CHRISTINE HIGHT

WARREN T. JAHN, JR., PH.D.

Senior Director, Customer Insights, Corporate Strategy Hilton Worldwide

AMANDA VOSS

Vice President Sales Bellagio, MGM Resorts

HR Business Partner AMER Commercial & Revenue Management, IHG

MICHELLE WOODLEY President Preferred Hotels and Resorts

MATTHEW CLYDE

DOROTHY DOWLING

President & Founder Ideas Collide

Chief Marketing Officer SVP Marketing & Sales Best Western® Hotels & Resorts

JOY ROTHSCHILD

STOWE SHOEMAKER PH.D.

Chief Human Resource Officer Omni Hotels & Resorts

Dean of the Harrah College of Hospitality, UNLV

JOHN FAREED

CHME ISHC, Managing Director Chairman North America Horwath HTL

JON TIMMONS

Chief Operating Officer STR

KAREN K. WOLLARD, ED. D., CHDM HSMAI Foundation Board Advisor Kelly, Wollard & Associates, Inc.

ATTRACT.

DEVELOP.

ENGAGE.

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Working Together for a Better Future What a difference a year makes! In January of 2019 at the HSMAI Adrian Awards, the HSMAI Foundation announced to the 1000+ hoteliers in attendance that they had a new mission. Armed with a miniscule budget and a part-time staff, the Board answered the call to find a way to bring the mission of attracting, developing and engaging talent into reality.

The first objective was to begin building an employment brand for the industry. So, how do you tell the world that hotel careers don’t end at the front desk or housekeeping? How could we tell the story of glamorous and fulfilling careers in driving intelligent, sustainable hotel revenue growth? How do you create awareness and excitement around revenue-driving careers? This year we asked many smart people for help. We asked top sales, marketing and revenue training and development people to record videos to help candidates from outside the industry qualify for professional positions in hotels. We asked top executives who came up through sales, marketing and revenue positions to share their experiences and advice for those who might follow in their footsteps. We asked leading public relations and marketing companies to champion our cause. And we asked, WHO WILL HELP US IN THESE EFFORTS? THE HSMAI Foundation Board and industry leadership continued to ask us to think differently which led to the discovery of a nearlyunknown and underserved population of potential candidates – Military Spouses. The lack of career employment for military spouses is a major reason that veterans leave the service. There are thousands of spouses ready to work and in 2019 we partnered with the U.S. Chamber of Commerce Foundation’s Hiring Our Heroes Initiative, on a strategic imperative to employ military spouses. We championed the very first hospitality military spouse fellowships in summer 2019 with the incredible support of Accor hotels. ASK US HOW.

Our Mission 4

H S M A I F O U N D AT I O N .O R G

TO ELEVATE THE OVERALL CALIBER AND PERFORMANCE OF SALES, MARKETING AND REVENUE MANAGEMENT PROFESSIONALS IN THE GLOBAL HOSPITALITY INDUSTRY BY DRIVING INITIATIVES THAT WILL ATTRACT NEW TALENT, DEVELOP EMERGING TALENT, AND ENGAGE EXISTING TALENT.

We were also asked to discover and disseminate talent and leadership best practices for the industry. The creation of a new Adrian Award category recognizing efforts to find new solutions to the myriad complexities of attracting and developing talent was one opportunity. Another was to create a new Executive Roundtable, bringing together C-Suite Human Resource Executives to discuss opportunities and practices for structuring, managing, and maintaining the workforce of the future. We expect a growing number of CHROs to join us who see the potential of working with their peers to address shared challenges. CAN YOU HELP US ENSURE THAT YOUR ORGANIZATION IS PART OF THE TEAM?

If you look at solving talent and leadership acquisition and retention in a traditional way, you will never solve it.

No one ever has.

Stop looking in the same places for different people.

Mike Leven Honorary Campaign Chair

ATTRACT.

DEVELOP.

ENGAGE.

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Focused on the Future The HSMAI Foundation is now laser-focused on addressing the top issue facing the industry today: talent and leadership workforce development.

Uniquely positioned to meet these needs, the Foundation will foster industry-wide collaboration to attract new talent, develop emerging talent and engage seasoned talent.

Building on an extensive network and knowledge base, the Foundation will: • Drive awareness and excitement about hospitality professional career paths in sales, marketing and revenue management; • Seek out best practices and new talent; foster collaboration with academia to develop curriculum and scholarship; • Create mentoring and leadership opportunities for high-performing emerging and seasoned executives; and expand the global presence to foster initiatives of the HSMAI Foundation.

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Why Does Talent Matter?

Why does talent matter more than ever before? The hospitality industry is changing dynamically in its ability to create, capture, manage, and optimize hotel demand. Consumers continue to demand innovation. The science of revenue management, distribution channel management, ecommerce and digital marketing continues to evolve overnight, while disruptive strategies and technologies erode margins. Customer acquisition costs have never been higher, while the efficiency and predictability of sales and marketing strategies continues to decline.

At the first HSMAI Curate Event held in April 2018, which was attended by representatives from 59 HSMAI Organizational Members, Talent Acquisition & Retention was voted as one of the top three priorities for hoteliers. Participants were asked, “What specifically about this issue gives you heartburn?” The answers – 117 of them – ranged from “companies reward tenure over talent” to “a lack of preparation in schools and colleges” and “outdated perceptions of the industry as old school and offering no work/life balance.”

The HSMAI Foundation is uniquely positioned to lead on this crucial Talent and Leadership topic for the hospitality industry.

Thank you for joining us in this important initiative.

ATTRACT.

DEVELOP.

ENGAGE.

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THE HOSPITALITY INDUSTRY NEEDS TO

3.9%

A 2017 report by the World Travel and Tourism Council predicted an average growth of 3.9% in the hotel industry for the next ten years.

Attract

1 IN 10

Tourism already accounts for 1 in 10 jobs in global economy.

AND

Retain TOP TALENT. 8

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370,000,000

By 2026, our industry will provide 370,000,000 jobs. This is the equivalent to one in every nine jobs on the planet.

20,000+

10,000+

in Los Angeles

in Atlanta

13,000+

10,000+

in Texas

in New York City

11,000+

8,000+

in Chicago

in Washington, D.C.

In 2009, the US Bureau of Labor Statistics estimated

353,000

Research by Deloitte shows the US travel industry has shown

STEADY GROWTH from 2009 to 2017 across all segments.

51 YEARS

since the employment rate was this low (1969).

job openings across the leisure and hospitality sector. As of 2018, with the travel industry surging, that number swelled to

1 ,139,000

3.5%

The unemployment rate as of April 2019.

OVER 70%

73%

The estimated rate of employee turnover in the industry which results in lost productivity, high replacement costs, and lower quality of service.

(National Restaurant Association, 2018)

ATTRACT.

of employed military spouses do not believe that their education or past work experience is being fully utilized in their current job.

DEVELOP.

ENGAGE.

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Develop

HELPING TO ADVANCE SALES, MARKETING AND REVENUE MANAGEMENT AS A CAREER

Attract 10

H S M A I F O U N D AT I O N . O R G

Engage

Working with Partners Drives Our Success PARTNERSHIPS WITH: • Executive consulting firm Aethos Consulting Group for help on introducing a new “Do You Have the Hospitality X Factor” quiz and hospitality partners like Accor Hotels, Preferred Hotels & Resorts, Best Western Hotels and Omni Hotels & Resorts for mission critical funding, and fellowship opportunities • U.S. Chamber of Commerce Foundation’s Hiring Our Heroes Initiative, for help sourcing new qualified military spouse talent for sales, marketing and revenue management • Hospitality schools for opportunities to provide input into sales, marketing and revenue management curriculums and foster externships and research • Leading public relations firm, Hemsworth Communications, and award-winning marketing firm, Ideas Collide, to share information about the industry and help us reach new audiences.

Passion.

Insight.

Connections.

ACCOR LOGO Nº dossier : 18J3476 Date : 4/07/18 Validation DA/DC : Validation Client :

C=0 M=26 J=56 N=0 C=22 M=42 J=65 N=20

ATTRACT.

DEVELOP.

ENGAGE.

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Attract

Two huge initiatives dominated the initial efforts of the HSMAI Foundation (HSMAIF) in 2019. First was the development of the website to begin building an EMPLOYMENT BRAND FOR THE INDUSTRY. Industry leaders asked us to better tell the story of glamour, portability and flexibility of careers in hospitality, while better telling the story of unlimited opportunities and horizons for career professionals. We must attract rising stars who can lead the changes in our ability to create, capture, manage and optimize revenues.

OPEN YOUR WORLD offers unique and highly relevant resources to enhance the visibility of sales, marketing and revenue optimization as desirable career paths in hotels. Open Your World includes a research-based Hospitality X-Factor quiz, regular podcasts from industry leaders, support for job seekers, links to partner career portals and much more.

Our boldest initiative to date is to attract new talent to the industry through a trailblazing partnership with the U.S. Chamber of Commerce Foundation’s HIRING OUR HEROES INITIATIVE to employ thousands of military spouses with hotel partners across the country and around the globe. Military spouses face an unemployment rate that is four times the national average! Our partners have funded scholarships that pay for 6-week fellowships to introduce hospitality careers to this untapped resource of capable workers.

In 2019 the first fellowships in Washington, D.C. helped create a roadmap for success. In 2020 the program is expanding to Las Vegas, San Diego, Dallas and more, along with additional activities through the partnership with Hiring our Heroes (HOH) for the co-creation of HSMAIF/HOH Empowerment Zones in select areas. Hotel partners are invited to explore the many ways they can benefit from involvement in these initiatives, including access to over 200,000 resumes and dozens of conferences and speaking opportunities.

TODAY, THERE ARE OVER 700,000 ACTIVE DUTY MILITARY SPOUSES. 12

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91%

are women

31.5

average age

85%

want or need to work

88%

have post-high school education

34%

have a college degree

15%

have a post graduate degree

Develop

Discovering and disseminating best practices for developing and retaining top talent led the Board to support two strategies in 2019 & 2020: explore options for working with hospitality and business schools to ensure career readiness and awareness; and empanel a first-ever Chief Talent/Human Resources Officer Executive Roundtable, focused on challenges for talent in sales, marketing and revenue optimization.

Well-respected academics have joined the HSMAIF Board for 2020 to help create and drive initiatives for sales, marketing and revenue optimization research and curriculum development. Further partnerships will encourage seasoned professionals to represent these career opportunities to students and faculty at schools, colleges and universities, using innovative materials and programming.

While HSMAI empanels CMOs, CROs and CSOs, our opportunity is to use their format to inform the HSMAIF Board, and to create a conversation between top hotel executives and the Board. The first Chief Human Resource Officer (CHRO) Executive Roundtable was held in Phoenix in September 2019, with 15 executives, 7 speakers and 5 Board Members. The focus was on the future and the common challenges across the industry in attracting, developing and retaining talent. The second CHRO Roundtable is being formulated and an advisory team is helping shape the dialogue.

HSMAIF Chair, Agnelo Fernandes, HSMAIF President, Fran Brasseux, and Michelle Woodley, President and Gregg Smith, SVP, Human Resources, Preferred Hotels & Resorts – a HSMAIF Pathfinder Partner.

Engage

2019 saw the launch of the HSMAIF Talent & Leadership Adrian Award to Foster and Celebrate Best Practices in attracting new talent, developing emerging talent, and engaging existing talent to be presented at the 63rd Annual Adrian Award Gala in 2020. The entrants were diverse, ranging from community hospitality training programs to extensive internal training, recognition, engagement, and development projects. The annual winners will be showcased onstage, on the website, and via best practices disseminated across social media and multiple outlets.

ATTRACT.

DEVELOP.

ENGAGE.

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THE CAMPAIGN FOR

HSMAI Foundation

Michelle Woodley, President of Preferred Hotels & Resorts, has stepped into the Campaign Chair position, accepting the challenge of asking for your support.

The hospitality and travel industry is facing a talent crisis. The sector already has over a million open positions. No one company can solve this shortage. We need industry solutions and across border collaboration. The Board of the HSMAI Foundation is leading this effort to ensure that the talent we need to create and lead sales, marketing and revenue optimization, our top-line revenue professionals, is in the pipeline. As the industry changes, as technology and data demand new solutions, as people make personal choices before corporate commitments, as the boomers retire and Gen Z finds its own future, we have a chance to shape our future together.

The HSMAI Foundation looks forward to your suppor t!

ATTRACT.

DEVELOP.

ENGAGE.

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T O L E A R N M O R E C O N TA C T: Fran Brasseux, President F B r a s s e u x @ h s m a i . o r g | 7 0 3 . 8 6 7. 1 8 0 3 Al l g i f t s a r e t a x d e d u c t i b l e t o t h e f u l l e st ex t e n t of t h e l a w.

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