More Needs To Be Done To Tap The Inherent Potential Of The Hospitality Industry

Over the past few years, the local hospitality industry has emerged as one of the most diverse and fastest-growing industries. Its economic potential remains infinite with its growth seeing an unprecedented level of employment creation and revenue generation for individuals and the country.  Its immersion into our daily lives makes it a key contact point for almost every other career available. For the fast pace of growth to be sustained meaningfully, more needs to be done in terms of aligning our curricula with industry needs and continuous training to match the ever-changing operating environment and market dynamics.

Considering the many challenges of the recent past, the hospitality industry has maintained an average Gross Domestic Product (GDP) contribution rate of 10%. The rate of GDP contribution rivals some of the most stable economies in the world. By implementing proper mechanisms and frameworks to scale marketplace operations, the hospitality industry could become the cornerstone of our growing economy.

Despite the raging macro and micro-economic challenges faced by Kenyans across the economic pyramid, the middle class has played a significant role in the growth and development of the hospitality sector. The middle class remains the most important stakeholder in the hospitality industry. The country’s geographical location and relative stability also make it a go-to destination for tourists flowing into the continent from Temperate countries. Indeed, a recent World Travel Awards (WTA) ranking placed Kenya top on the African continent as the most preferred tourist destination. This is a good prospect and perception; it leaves enormous room to revamp our industrial operations and take care of the supply-side shortcomings.

After having successfully won the bid to co-host the 2024 African Nations Championship (CHAN), how well we supply hospitality services to meet the demand before and during the tournament will be one of the biggest tests yet; especially given the huge followership of football in the country and across the continent.

With disruptions easing across the country, demand for hospitality services is expected to grow sustainably through 2027.  Ensuring the industry is well-positioned to address demand-supply disparities will be key in cementing our position as a global tourist destination.

High-end hotel keepers and bartenders retain a crucial role in shaping the perceptions of stakeholders and keeping the industry in motion. For many years, bartending has been seen as an expendable role within the hospitality industry. Recent market developments especially in the larger context of international and local tourism have made it one of the most important jobs in the hospitality industry.

Bartenders are front-line hospitality workers. Their importance in the creation of successful hospitality service encounters should not be underestimated. For many, experiences of service encounters in hospitality are influenced by several aspects out of the control of the contact person; but still, the interaction between front liners and guests remains the most important factor for guests’ perceived service quality and overall experience.

To sustain the growth of crucial pillars of the hospitality industry, we must establish an updated and standardized form of training and professionalism; over and above what we have had for years now.

Besides mobilizing higher education and curriculum requirements to increase professionalism in some jobs within the hospitality industry like bartending, we also need to scale our training initiatives to appeal to and reach out to competent personnel. Sorting that out will help us create more jobs and attract and nurture quality talent within the industry.

One of the most notable initiatives has been Diageo’s Bar Academy. Launched in 2021, the program is predicated on driving the industry forward through professionalization, elevating standards, and championing career development for bartenders with a vision to deliver 1.5 million training sessions by 2030. This initiative aims to provide skills and resources to help build a thriving hospitality sector that works for all. Such industry initiatives are crucial in growing the hospitality industry and ensuring people have access to the right resources and training materials to better their profession.

In Kenya today, there is a considerable gap between what is learned within our institutions of learning and what is supposed to be done within the hospitality industry. Many students are caught in limbo after graduating and have a mountain of stumbling blocks when trying to find a job within the competitive job market. Enriching our curricular and ensuring they are up to date with industry demands will be ideal for the upcoming generation.

To fully tap into the inherent potential of our hospitality industry, we must scale supply-side offerings like proper training to always match or exceed demand.

Read Also: Women Have A Critical Duty In The Hospitality Industry

Nancy Rita is the Premium Channel Manager, Diageo Bar Academy at EABL