In the hospitality industry, the guest journey is the ultimate differentiator. Yet, behind every memorable stay, seamless check-in, or personalized recommendation is an empowered employee. As leading hotel brands navigate a landscape shaped by digital transformation, labor shortages, and evolving guest expectations, the link between employee experience (EX) and customer experience (CX) has never been more critical. Hospitality leaders are discovering that investing in their workforce—through technology, service design, and flexible work models—not only elevates the guest journey but also drives measurable business impact.
Exceptional guest journeys are not created in a vacuum. They are the result of well-orchestrated interactions between guests and staff, supported by digital tools and thoughtful service design. When employees are engaged, equipped, and inspired, they deliver the kind of service that turns first-time visitors into loyal advocates. Conversely, high turnover, understaffing, and outdated systems can quickly erode guest satisfaction and brand reputation.
Recent industry trends underscore this reality. The "great resignation" and ongoing labor shortages have left many hotels struggling to maintain service standards. According to a 2024 industry survey, 76% of hotels reported staffing shortages, with 13% experiencing severe gaps. In this environment, the quality of the employee experience directly impacts the guest journey—and, ultimately, the bottom line.
Leading hotel brands are reimagining service delivery by integrating employee and guest journey mapping. This holistic approach, known as service design, considers both the frontstage (what the guest sees) and the backstage (the employee processes and tools that enable service). For example, when a loyalty app alerts staff to the arrival of a high-value guest, employees are empowered to deliver a personalized welcome—turning a routine check-in into a moment of delight.
Digital transformation is not just about guest-facing technology. Hotels are investing in AI-powered employee management platforms that streamline workflows, automate routine tasks, and provide real-time insights. These platforms can optimize scheduling, facilitate cross-brand mobility, and even deliver personalized training and recognition. By reducing administrative burdens, staff can focus on what matters most: creating exceptional guest experiences.
For instance, cloud-native platforms and mobile apps now allow employees to access guest preferences, manage requests, and coordinate with colleagues from anywhere on property. This agility translates into faster response times, fewer errors, and more meaningful guest interactions.
The future of hospitality work is flexible. Forward-thinking hotel groups are exploring integrated employee ecosystems—alliances with airlines, restaurants, and even other hotel brands—that allow staff to move between locations and roles. This approach not only addresses labor shortages but also appeals to a new generation of workers seeking variety and growth. Unified employee platforms make it easy for staff to transfer, pick up shifts, and access benefits across brands, increasing retention and satisfaction.
As technology and guest expectations evolve, so too must employee performance metrics. Traditional KPIs focused solely on speed or efficiency may not capture the full value of personalized service. Involving employees in the creation of new CX initiatives and KPIs fosters engagement and ensures that digital transformation aligns with real-world needs. Cross-functional teams, workshops, and feedback loops help bridge the gap between strategy and execution.
The business case for EX transformation is compelling:
Moreover, digital tools that empower employees—such as AI-driven scheduling, mobile service apps, and real-time guest data—reduce turnover and enable staff to deliver the kind of personalized, anticipatory service that today’s travelers expect.
Marriott International exemplifies the power of connecting EX and CX. By viewing the customer experience through the lens of the associate, Marriott ensures that every touchpoint—digital or physical—is supported by empowered staff. The company’s investment in cloud-native platforms, AI-driven personalization, and integrated loyalty programs not only enhances the guest journey but also gives employees the tools and data they need to anticipate and exceed guest expectations. This holistic approach has driven significant growth, loyalty, and resilience—even in challenging times.
As the hospitality industry continues to evolve, the most successful brands will be those that recognize employees as the linchpin of the guest journey. By investing in digital enablement, service design, and flexible work models, hotels can create a virtuous cycle: empowered employees deliver exceptional guest experiences, which in turn drive loyalty, advocacy, and business growth.
In a world where every interaction matters, the future of hospitality belongs to those who put employee experience at the heart of their guest journey strategy. Publicis Sapient stands ready to help hospitality leaders design and implement EX transformations that unlock new levels of service excellence and sustainable growth.