Business Briefing: We must do all we can to make hospitality jobs attractive
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David Richardson on what needs to be done to keep the Highlands at the top of the tourism game.
What makes a holiday destination world class? Scenery? Activities? Natural and cultural heritage? Of course, and all are abundant in Ross-shire, but is it enough? What about accommodation? And people?
Situated just north of the Dornoch Bridge, the world class Carnegie Club at Skibo Castle attracts extremely wealthy customers from all over the world – people who can and do travel wherever they like. Twenty years ago, my role there was to convince as many as possible to return as members, and to help keep existing members loyal. Time and again customers would say that, while outstanding, Skibo was not the most luxurious place in the world. It was the warmth of the staff and the house-party style we created that made it world class. They would also say the people of Scotland were the friendliest in the world.
In short, the people one meets on holiday, especially friendly and welcoming locals, have vital roles to play in our enjoyment, but most important of all are the service providers who, by their actions, can make or break holidays.
Recognising that truly great, world-class destinations only occur where natural assets are matched by similarly outstanding services provided by skilled, motivated and customer-focused staff, great businesses seek to surpass expectations and provide superb value for money. But, they can only do so if they have enough staff with the right skills and attitudes.
Our recent tourism and hospitality survey highlighted a deep and significant problem. Forty-five per cent of employers across the region – worse in the west than the east - didn’t have enough staff to meet their needs, and were really struggling as a result. Worse still, half had been forced to cut services, opening hours or both. And the problem hasn’t gone away; lots are still struggling.
Customer satisfaction is suffering and bad reviews are being written simply because businesses are unable to provide the services their customers want, when they want it. This impacts directly on how much money visitors spend, and on whether they return and recommend the area to others.
But while staff shortages have been amplified by Brexit’s impact on migrant workers and Covid, the problem is not new. Behind the scenes, Ross-shire’s ageing, and in some areas declining, populations, together with increasingly lukewarm interest in hospitality jobs, are taking their toll on worker supply. Given tourism really does sustain communities we should all worry…a lot!
We must make it as easy as possible for businesses to attract staff. Public money should be used to assist with the creation of appropriate staff accommodation and improved public transport links. The UK government should adopt the Migration Advisory Committee’s 2020 recommendation and pilot a remote visa for the HIE area to enable more overseas workers to come here. And if tourism is to remain the only serious economic game in town for much of Ross-shire for the foreseeable future, we must raise its status, making it a first-choice career option for talented, home-grown young people who want to settle permanently – not jobs of last resort.
David Richardson is Highlands and Islands development manager for the Federation of Small Businesses.
