Inclusive Hiring in Hotels Boosts Guest Loyalty and Experience

A recent study from the University of Surrey shines a light on the benefits of employing people with disabilities in the hotel industry, revealing how such practices not only reflect a commitment to social responsibility but also significantly enhance guest experiences.

The research, published in the International Journal of Hospitality Management, delves into how the inclusion of people with disabilities influences consumer behavior, particularly in terms of recommendations and loyalty to hotels.

The findings suggest that guests are far more inclined to endorse and return to establishments that prioritize inclusive hiring.

The Importance of Inclusive Employment

In the UK, where the employment gap for people with disabilities stood at an alarming 29% in the first quarter of 2023, this study underscores the urgent need for change.

Lead author Dr. Bora Kim, a Senior Lecturer in Hospitality Management at the University of Surrey, emphasizes that hiring people with disabilities goes beyond ethical considerations; it is a savvy business strategy.

The research highlights that guests tend to favor hotels demonstrating a commitment to inclusivity, sharing their positive experiences enthusiastically, and supporting these establishments through repeat visits.

Key Findings from the Research

The study involved a comprehensive approach, with two experiments engaging a total of 1,443 participants from across the UK.

Participants were divided into two groups: one assessed a hotel that actively employed people with disabilities, while the other evaluated a traditional hotel without such hiring practices.

The results were striking.

Hotels that embraced this workforce diversity were perceived as more socially responsible, creating a sense of moral duty among guests to support these businesses.

This sentiment translated into robust word-of-mouth endorsements and increased likelihood of return visits.

The research also revealed that ethical considerations heavily influenced guests’ decision-making processes.

Guests, recognizing the social implications of their choices, felt a heightened responsibility to back hotels that embrace inclusivity, fostering a culture of positive recommendations and repeat patronage.

Remarkably, the study found consistent favorable perceptions regarding PWD employment across various hotel types and ratings, indicating a widespread acknowledgment of the value of diversity in the hospitality sector.

Wider Implications for Businesses

The implications of this research extend far beyond hotels.

By demonstrating how employing people with disabilities can shape consumer perceptions and behaviors, the study encourages businesses in all sectors to reevaluate their hiring practices.

Embracing diversity can lead to not only a more inclusive workplace but also to a loyal customer base motivated by social responsibility.

This research resonates with the United Nations’ Sustainable Development Goals, particularly Goal 8, which advocates for sustainable and inclusive economic growth.

As organizations navigate the challenges of attracting and retaining skilled workers, employing people with disabilities emerges not only as a strategic solution to workforce demands but also as a pathway to substantial growth and community impact.

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Study Details:

• Title: Effects of disability employment on guest perceptions and behavioral intentions in the hotel sector
• Authors: Bora Kim et al
• Journal: International Journal of Hospitality Management
• Publication Date: 2024
• DOI: 10.1016/j.ijhm.2024.103993

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