Why Great Hospitality Starts with Great Hiring: Lessons from the Industry’s Comeback

If there’s one thing the last few years have proven, it’s that the heartbeat of hospitality isn’t the food, the decor, or even the brand name—it’s the people.

From boutique hotels to bustling restaurant groups, every guest experience begins and ends with human connection. But too often, hiring in hospitality still feels reactive: “We just need someone in that role.” The problem? That kind of hiring might solve a short-term gap, but it usually creates a long-term one.

The truth is, great hospitality starts with great hiring. And as the industry rebuilds, the companies leading the comeback are the ones who treat hiring as strategy, not a chore.

The Old Model: Filling Roles, Fast

For decades, hospitality hiring has been driven by urgency. A front-of-house manager quits mid-season, and HR scrambles. A new property opens in 60 days—cue the “now hiring” signs.

Speed matters, of course. Every open role costs you productivity and consistency. But when speed replaces alignment, you end up with employees who may have the right experience but the wrong energy—and in hospitality, that energy shows.

Guests can tell when a team is disconnected. You feel it in the service, in the culture, in the little details that make or break an experience.

The Shift: From Hiring for Skills to Hiring for Fit

The best hospitality brands I work with through BTGHR have one thing in common—they hire for fit first, skills second.

They understand that technical skills can be trained, but empathy, accountability, and brand alignment can’t.

Take boutique hotels, for example. Their charm lies in personality—the people who greet guests by name, anticipate needs, and reflect the property’s story in how they communicate. That kind of magic doesn’t happen because someone knows a reservation system; it happens because they believe in the experience they’re creating.

When your people believe in what they’re part of, they elevate the entire brand.

Culture Is the True Competitive Edge

Here’s the thing: culture isn’t what you write on the employee handbook—it’s what happens when leadership isn’t in the room.

It’s the tone set by your GMs, your sous chefs, your HR teams, your front desk staff. When hiring is handled thoughtfully, culture strengthens. When it’s rushed or inconsistent, culture starts to erode quietly.

A single disengaged leader can shift the mood of a team overnight. A passionate one can inspire the kind of loyalty that money can’t buy.

And in today’s world of high turnover and staffing challenges, loyalty is the new luxury.

Hiring as Brand Building

Think about your favorite hospitality brands. Chances are, they have a clear identity. Whether it’s the modern sophistication of Thompson Hotels or the creative pulse of Starr Restaurants, every brand has a personality.

Now think about this—who delivers that personality every single day? Your team.

Your front-of-house staff, your back-of-house crew, your corporate leadership—they are the brand experience.

That’s why hiring isn’t just an HR function—it’s a brand strategy. The right hire amplifies your identity. The wrong one chips away at it.

What Forward-Thinking Brands Are Doing Differently

In the past two years, I’ve seen a quiet revolution in how hospitality brands approach hiring. The most successful companies are:

1. Starting with values. They hire people who align with their mission before they even talk about experience.

2. Investing in training and mentorship. They understand that development drives retention.

3. Partnering strategically. Instead of juggling dozens of recruiters, they choose trusted partners who understand their brand voice, guest standards, and long-term growth.

4. Making hiring proactive. They’re not waiting for roles to open—they’re always building their bench.

   
   

This shift is changing how hospitality businesses grow, and it’s why some brands are not just surviving, but thriving.

The Bottom Line

Hiring well takes time, energy, and intention—but it pays off in every part of the business.

When your people believe in what they’re doing, they show up differently. Guests feel it, leaders stay longer, and the business becomes more resilient.

That’s the real comeback story of hospitality. Not just recovery, but reinvention—driven by people who care.

So if you’re scaling, rebranding, or just trying to stabilize after turnover, remember this: every hire you make shapes your guest experience. Don’t fill the seat—find the right person to carry your brand forward.

And if you ever need help doing that, that’s exactly why I built BTGHR.

Let’s build your bench before you need it.