Jobs transformation map launched for S’pore hotel workers as tourism continues to recover

SINGAPORE – With travel and tourism expected to return to pre-pandemic levels by 2024, but with changing demands and emerging technology, the Singapore Tourism Board (STB) and Workforce Singapore have developed a Jobs Transformation Map (JTM) for the hotel industry.

Launched on Thursday, the road map will identify the impact of trends and technologies on job roles and help workers remain relevant and competitive, amid concerns that artificial intelligence-enabled automation and other developments could heavily impact the sector.

Speaking at the launch of the JTM, Manpower Minister Tan See Leng said the STB estimates

visitor arrivals in Singapore in 2023 will reach about 12 million to 14 million,

and tourism receipts will climb to around $18 billion to $21 billion.

The hotel industry accounted for more than 20 per cent of total tourism receipts in 2022, and is the sector’s biggest employer with 44 per cent of its workforce as at December 2022.

Under the JTM for the industry, resources will be made available for employers and employees to access skills upgrading and job transformation programmes.

It will also enable hotels to redefine roles, and redesign jobs to take advantage of improvements in technology.

Dr Tan said: “We want workers to take on better jobs with higher pay and career progression.”

So far, 135 hotels with more than 18,000 local workers have committed to transforming their jobs. They include the Pan Pacific Hotels Group, which is piloting a three-year workforce transformation road map to achieve business and manpower outcomes.

The group will redesign roles, implement new initiatives to reimagine hotel operations and address manpower challenges. 

Mr Chris Teo, second vice-president of the Singapore Hotel Association, said the industry needs to transform as it tends to be reliant on manual skills and is traditionally a low-tech service industry.

Since the Covid-19 pandemic, the industry has realised that many changes are needed to improve efficiency, especially given the small pool of manpower, which is a shortage that needs to be addressed, Mr Teo told reporters on the sidelines of the JTM launch at the Hotel Human Capital Conference 2023 at Parkroyal on Beach Road hotel.

Mr Philip Wong, general manager of Mercure Singapore Bugis, told The Straits Times that manpower is one of the biggest challenges, particularly in terms of attracting talent. He said the hotel industry “cannot depend on foreign workers forever”, and will need to draw local talent.

But with salary levels lagging compared with other industries, and with an economy where job opportunities are aplenty, hotels struggle to attract workers, said Mr Wong.

He said that with the JTM, resources will be available to help workers upskill and climb the career ladder faster, which will then translate to better salaries and opportunities for progression.

But the change will take time, and support from hotel management and government subsidies will be vital in helping to push the transformation forward, Mr Wong added.

Mr Christopher Chew, a hotel worker who went through a previous career conversion programme, said: “We had the opportunity to be exposed to various technologies, such as the metaverse, using a green screen for virtual reality, as well as the chance to meet other people both in and out of the industry.”

Mr Chew, an assistant director of sales at Mercure Singapore Bugis, said he has been able to apply the skills and information he acquired in his job, especially now, as more clients are looking for hybrid and tech-enabled options for meetings and events.

In the case of Ms Kennis Ong, her job at Capella Singapore involves being a concierge and a guest relations officer, as well as a curator of experiences for guests.

She enjoys it as it allows her to experience various facets of being a hotelier. She believes the JTM will inspire workers.

“I feel that the reconfiguration of existing jobs and placemaking through the Jobs Transformation Map can help to inspire more people in the hospitality industry to find greater meaning in their work,” she said.

Placemaking in the industry refers to the role of hotels in creating meaningful experiences in partnership with the community.

STB chief executive Keith Tan said: “As travel continues to recover, it is timely for hotels to reimagine their business models.

“We hope the Jobs Transformation Map for the hotel industry will help them envision what their hotel of tomorrow could look like, and we look forward to supporting them on this exciting journey.”