Dr Juan F. Perellon,
chief academic officer at hospitality and business management university Ecole hoteliere de Lausanne
While the Covid-19 pandemic has applied the brakes in so many areas of business, one thing it has accelerated is the path to global digitalisation. All industry sectors are exploring how hybrid technologies can benefit their business and their teams – necessity really is the mother of a host of inventions that offer more flexible, secure and engaging remote-access technologies to facilitate meetings and events.
The hospitality industry, which has suffered so greatly, is actively investing in hybrid technology to support a gradual and safe resurgence of corporate events bookings.
Events agency Cheerful Twentyfirst, for example, delivered 50 virtual events in November alone, while creative communications firm DRPG delivered more than 450 virtual events to over a million viewers in 2020. Both have stated that they expect virtual and hybrid formats to account for more than 50 per cent of their business in 2021.
This opportunity to embrace virtual technology also presents a big challenge – and opportunity – for the training of hospitality staff. With technology taking an increasingly central role across all elements of the industry, educating staff in how to manage rapidly-evolving digital systems and solutions is a priority for any business recovery plan.
And with digital working embedded into the education model itself, hybrid systems naturally encourage the learner to master technologies and understand how they work, giving them the capacity to stand out at the forefront of digital changes as they evolve within their industry sector.
A stronger, more integrated use of hybrid technology not only reinforces reskilling possibilities for hospitality professionals, but also benefits the wider industry. Those embracing hybrid technology are best placed to predict the trends – and skills required – that will manifest in the hospitality industry of tomorrow and to respond to them.
We have introduced a 'HyFlex' (for hybrid and flexible) teaching model across EHL, allowing for interactive remote and classroom learning to occur simultaneously. Included is a ‘gamefication’ concept for practical modules that uses VR tools to recreate hotel spaces.
While digital programmes have been in place at the school since 2017, the onset of Covid-19 accelerated the swift roll-out of hybrid training. And there won’t be a coming back.
Virtual education encourages the learner to take responsibility for their learning and to develop skills in autonomy, professional curiosity, flexibility and critical thinking – core assets for any business leader.
It is of course a different type of interaction but it yields positive results. We have seen students who were previously more reserved in a traditional classroom setting excel in self-confidence through this set-up.
There is no denying the fact that some technologies will soon be able to carry out most practical tasks better than a human workforce. In some cases, they already are. With this in mind, it is crucial to identify where the added value of on-the-ground staff lies and to continue investing resources into quality soft-skills training.
In the hospitality world, digitalisation is already changing the client experience. Increasingly, and especially as a result of the pandemic, customers want more touch-free and virtual access to facilities and services. But this does not remove the need for multicultural social skills that make a superlative service stand out.
Integrating digital structures into the education system from the beginning introduces learners – the hospitality business leaders of the future – to the framework in which carefully applied soft skills will be more important than ever.
There are further benefits to hybrid learning too. Remote training has the potential to attract a wider audience of learners from across the globe who already are, or will become, hospitality professionals.
Attracting different talents from diverse cultural backgrounds naturally broadens the pool of innovative and unique ideas, which can help the hospitality industry transform itself and, ultimately, carve its road to long-term recovery.