Purpose: This paper aims to present the findings from a European study on the digital skills gaps in tourism and hospitality companies. Design/methodology/approach: Mixed methods research was adopted. The sample includes 1,668 respondents (1,404 survey respondents and 264 interviewees) in 5 tourism sectors (accommodation establishments, tour operators and travel agents, food and beverage, visitor attractions and destination management organisations) in 8 European countries (UK, Italy, Ireland, Spain, Hungary, Germany, the Netherlands and Bulgaria). Findings: The most important future digital skills include online marketing and communication skills, social media skills, MS Office skills, operating systems use skills and skills to monitor online reviews. The largest gaps between the current and the future skill levels were identified for artificial intelligence and robotics skills and augmented reality and virtual reality skills, but these skills, together with computer programming skills, were considered also as the least important digital skills. Three clusters were identified on the basis of their reported gaps between the current level and the future needs of digital skills. The country of registration, sector and size shape respondents’ answers regarding the current and future skills levels and the skills gap between them. Originality/value: The paper discusses the digital skills gap of tourism and hospitality employees and identifies the most important digital skills they would need in the future.
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This research analyses the current self-reported level of proficiency of environmental skills, the required future level of proficiency, and the gaps between them. Given the increasingly urgent need for the tourism industry to take action to support environmental management practices, this research provides evidence of key environmental skill gaps. Mixed methods research is applied where the sample includes 1404 respondents to a questionnaire and 264 interviewees from senior management of organisations from five tourism sectors (accommodation establishments, food and beverage outlets, destination management organisations, tour operators and travel agents, visitor attractions) in eight European countries. Analysis of variance, t-tests, correlation and cluster analyses, and Pearson Chi-square tests were employed for data analysis. The findings revealed that the country of registration, the size and the tourism sector type influence significantly the current and future proficiency levels of environmental skills, and the gaps between them. Most respondents did not receive environmental skills training. Theoretical, managerial and policy implications are also discussed.
This report provides an overview of the research (survey, interviews, best practices analysis) conducted to explore the significance of digital, socio- cultural, and environmental/green skills development in the Dutch tourism industry.
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Background:Many business intelligence surveys demonstrate that Digital Realities (Virtual reality and Augmented Reality) are becoming a huge market trend in many sectors, and North America is taking the lead in this emerging domain. Tourism is no exception and the sector in Europe must innovate to get ahead of the curve of this technological revolution, but this innovation needs public support.Project partnership:In order to provide labs, startups and SMEs willing to take this unique opportunity with the most appropriate support policies, 9 partner organizations from 8 countries (FR, IT, HU, UK, NO, ES, PL, NL) decided to work together: regional and local authorities, development agencies, private non-profit association and universities.Objective of the project:Thanks to their complementary experiences and know-how, they intend to improve policies of the partner regions (structural funds and regional policies), in order to foster a tourist channeled innovation in the Digital Realities sector.Approach:All partners will work together on policy analysis tasks before exchanging their best initiatives and transferring them from one country to another. This strong cooperation will allow them to build the best conditions to foster innovation thanks to more effective structural funds policies and regional policies.Main activities & outputs:8 policy instruments are addressed, among which 7 relate to structural funds programmes. Basis for exchange of experience: Reciprocal improvement analysis and 8 study trips with peer-review of each partner’s practices. Video reportages for an effective dissemination towards other territories in Europe.Main expected results:At least 16 good practices identified. 8 targeted policy instruments improved. At least 27 staff members will transfer new capacities in their intervention fields. At least 8 involved stakeholders with increased skills and knowledge from exchange of experience. Expected 17 appearances in press and media, including at European level.
The Hospitality, Tourism, Innovation & Technology Experts Network (HTIT-EN) is a pivotal initiative aimed at unlocking societal impact potential. The Dutch hospitality and tourism sector, which employs over half a million individuals and annually hosts more than 40 million guests, ranks as the Netherlands’ 8th largest economic sector. However, this sector faces numerous challenges, including the uncertain impact of emerging technologies and issues such as unethical behavior, workforce attrition, and staff shortages, which have been exacerbated by the COVID-19 pandemic. The advent of emerging technologies like service robots, immersive experiences, and artificial intelligence has brought the sector to a critical juncture. These innovations pose significant disruptions, challenging the traditional concept of hospitality and questioning the positive societal impact in terms of ethical considerations, inclusivity, affordability, and data privacy.Strategically positioned to address these challenges, HTIT-EN focuses on leveraging emerging technologies to create impactful scenarios and shape the future of hospitality and tourism. Our motivation stems from the sector’s societal importance and its continuous influence on our daily lives. By harnessing technology and innovation, we aim to tackle industry-specific issues and extend the positive societal impact to related human-centered service industries.The overarching mission of HTIT-EN is to empower the Dutch Hospitality and Tourism sector to serve as a driving force for technology-enabled societal impact. The primary objective is to align research activities and promote collaboration. Key objectives include bringing together leading professors specializing in technology-driven impact within the hospitality and tourism sector, initiating research projects in line with a shared research agenda and in collaboration with local and international industry partners, and collaboratively developing expertise in emerging technologies that empower the role of hospitality and tourism as catalysts for societal impact. This endeavor contributes to the development and acceleration of the Knowledge and Innovation Agenda (KIA) ‘Key technologies’ & ‘Digitalization’. The aim is to foster an excellent reputation for Dutch hospitality and tourism as a global leader in technology-driven societal impact.We have strong support from CELTH, the Centre of Expertise within the domain of leisure, tourism and hospitality for the overall ambitions of the research project.Societal issueThe HTIT-EN project bridges societal importance and cross-cutting issues in the tourism and hospitality sectors. It’s fueled by the ambition to leverage emerging technologies to tackle industry-specific challenges, including knowledge and skills gaps, labor shortages and replacements, and evolving consumer expectations.Benefit to societyThe platform brings together professors and researchers from MBO, HBO and WO knowledge institutes as well as diverse set of professional partners to stimulate collaboration, align research lines and establish joint a joint research agenda on how technology-driven impact may become a catalyst within hospitality and tourism.
i-DEMO aims at supporting EU tourism professionals in acquiring and developing key competences in game-based tourism in order to foster innovation and improve overall tourism organizations’ performance by: enhancing specific skills and competences in game-based tourism; designing an i-DEMO course "Game-based Tourism"; creating an i-DEMO toolkit to apply gamification to tourism; enhancing the application and replicability potential of innovative game-based solutions.Societal IssueThe tourism and hospitality industry has rapidly evolved with technological advancements, especially through ICT and the rise of the sharing economy. Digital platforms, social media, and mobile technologies have popularized gamification in tourism, creating engaging experiences and enhancing consumer loyalty. Gamification immerses tourists in simulated travel worlds, improving satisfaction, behavior, and involvement. Benefits include increased visitor engagement, loyalty, improved marketing, and support for sustainable tourism. However, despite its potential, gamification adoption remains limited in tourism. To address this, initiatives like i-DEMO aim to enhance skills and competences, improving employability in the evolving tourism market.Benefit to societyThe benefits that gamification can offer in the travel and tourism industry are: 1: More Engaged Visitors: we must not underestimate the immersion level that games can offer to travelers; 2: Increased Visitor Loyalty: when somebody is truly satisfied with their experience, they are much more likely to come back; 3: Improved Marketing for Hospitality and Tourism: tourism and hospitality have been the biggest ones impacted by all of the lockdown restrictions; consequently they are using all kinds of marketing methods to motivate people to start travelling; 4: Sustainability: gamification could help promote more environmentally, socially and culturally sustainable forms of tourism, supporting the twin green and digital transition.
