Hospitality is in the midst of a revolution rooted in wellness and health-focused innovation. Fresh from a panel debate that explored this topical issue, Christian Salloum, managing director of BrandPortunity F&B Consulting, explains why products that were once mostly found in health-food stores have now gone mainstream, from beetroot hummus to cacao-nib granola.

Hospitality has always been an industry of people serving people. Whether in hotels, restaurants or resorts, the foundation of guest satisfaction lies not only in efficiency but in the ability to make someone feel at home. A smile, a warm welcome or a sense of genuine care are timeless. Yet the way professionals are trained to deliver these experiences is shifting dramatically. Academic institutions, training providers and employers now face the challenge of balancing human-centered skills with the digital competencies required in today’s fast-changing environment.

Two major forces are defining this transformation: the prioritization of soft skills such as emotional intelligence and creativity, and the digital revolution reshaping how education is delivered and how hospitality itself operates. Importantly however, these shifts are not erasing the human role in service but reinforcing it in new, future-ready ways.

Soft skills: the true differentiator

In academic literature, hospitality has often been described as an ‘emotional labor’ industry. Guests may not recall the exact thread-count of their sheets, but they will remember how they were treated. Research consistently shows that emotional intelligence (EQ) has a stronger impact on customer loyalty than technical perfection alone. For example: Emotional intelligence – allows staff to interpret subtle cues. Examples include a guest seeming anxious after a long flight, a family celebrating a milestone or a diner appearing hesitant about the menu.

Adaptability – ensures that employees can adjust quickly to changing circumstances, from last-minute dietary requests to pandemic-era health protocols.

Creativity – fosters small but memorable moments. Think of details such as a personalized birthday dessert in a restaurant or a handwritten welcome card in a hotel room.

Magazines often highlight the ‘magic’ of hospitality. However, behind that magic is a trained workforce that understands how to connect authentically. Smiling, remembering a name or making eye contact may sound simple. Yet in an industry built on fleeting interactions, these micro-gestures remain the bedrock of excellence.

Digital transformation: the new learning ecosystem

Alongside the human element, digital innovation is reshaping the mechanics of education and training. The future is blended, a mix of in-person practice and digital platforms. This combination offers several advantages, including:

Flexibility for learners – employees today expect learning to fit into their schedules. Pre-recorded modules, mobile apps and micro-learning tools allow staff to upskill during commutes or between shifts.

Empowering educators – educators themselves must master digital tools. Simulation platforms can replicate real-world challenges, from front-desk check-in scenarios to crisis management exercises. This provides students with risk-free practice before entering the workforce.

Immersive technologies – virtual reality (VR) and augmented reality (AR) bring a new dimension. A trainee bartender can practice mixing cocktails virtually. Similarly, a housekeeping student can walk through a digital hotel suite to spot safety hazards, enhancing experiential readiness.

Analyzed through an academic lens, this approach comes under the umbrella of constructivist learning theory. Knowledge is best acquired when learners build it through interaction, reflection and practice. Digital transformation amplifies this process, offering infinite opportunities to simulate and rehearse.

Digitization of admin: an essential shift

Importantly, digitization is not limited to guest-facing training. Back-of-house functions such as procurement, inventory management, scheduling and payroll are increasingly automated through specialized platforms. For hospitality professionals, this shift means training must also include digital literacy in administrative systems. A restaurant manager, for instance, may now spend less time manually checking stock. Instead, they spend more time analyzing real-time inventory dashboards to make better purchasing decisions. This efficiency frees up staff to focus on what matters most: human interaction with guests.

Case study: Marriott International’s digital pivot

Marriott International provides a strong example of this balance. Through the Marriott Development Academy, the company combined live webinars, pre-recorded learning and immersive simulations to maintain global training consistency. During the pandemic, VR housekeeping modules minimized in-person contact. Meanwhile, empathy-focused workshops addressed staff well-being and guest care.

From an academic perspective, this aligns with Kolb’s experiential learning cycle. This comprises: the concrete experience (simulation); reflective observation (feedback); abstract conceptualization; (theory modules) and active experimentation (on-the-job application).

Restaurants: a frontline of human interaction

If hotels represent the complexity of hospitality systems, restaurants are the stage where human connection plays out daily and vividly. Guests often spend less than two hours in a restaurant. Yet in that short time they expect warmth, attentiveness and creativity. Training for restaurants is increasingly putting emphasis on the fusion of digital and personal skills in several ways, including:

• Soft skills on the floor – a smile when presenting a menu, the ability to read a diner’s mood or remembering returning guests’ preferences builds loyalty. No digital tool can replace the feeling of being genuinely cared for by a server.
• Digital proficiency – at the same time, servers must now be fluent with handheld ordering systems, QR-code menus or AI assisted reservation platforms. Therefore, training programs are blending etiquette with tech literacy.
• Experiential upskilling – some progressive restaurant groups are creating ‘training restaurants.’ Here, new staff serve mock guests to practice handling complaints, upselling wine or accommodating allergies.

Danny Meyer’s Union Square Hospitality Group in New York is known for playing a trailblazing role in this field. The group successfully pioneered ‘hospitality quotient’ (HQ) training, emphasizing warmth, optimism and integrity as key performance indicators, rather than focusing solely on technical skills.

The ongoing role of experiential learning

Despite the rise of digital tools, the human apprenticeship model remains vital. From Michelin-starred kitchens to boutique guesthouses, trainees still learn the nuances of service by shadowing experienced mentors. What is changing is the hybridization of this model. Included here are:
• Micro-internships – expose students to a variety of roles within weeks rather than long single placements.
• Simulation plus reality – prepare learners digitally before testing them in live environments.
• Industry-academic partnerships – ensure students are learning the skills employers actually need, not just abstract theory.
This model ensures that hospitality education remains dynamic, bridging the academic and practical worlds.

Overcoming the challenges

However, the transformation is not free from hurdles. High on the list of potential pitfalls are:

1. Digital divide – access to technology varies by region. In emerging markets, institutions must ensure inclusiveness.
2. Maintaining humanity – there is a risk of over-reliance on screens. A guest does not remember whether their server completed a digital training module. But they do remember whether the server smiled.
3. Continuous learning – hospitality evolves rapidly. Therefore, ongoing professional development, rather than one-time degrees, must become the norm.

Looking ahead: a human-digital partnership

The future of hospitality training will not pit humans against machines. Instead, it will be about machines enhancing humans. Digital platforms deliver consistency, scalability and efficiency. Human qualities such as empathy, adaptability and creativity deliver connection, authenticity and delight.

For educators and employers, the challenge is to train for both. They must ensure staff are as comfortable handling a guest’s emotions as they are operating a mobile ordering platform. For students, it means embracing lifelong learning, staying open to both new technologies and timeless human values.

Hospitality is an art of welcome. The industry may digitize, automate and globalize. However, the smile of a server, the warmth of a receptionist or the attentiveness of a manager will always be the heart of the experience. Training and education must therefore embrace digital transformation without compromising humanity.

The future of hospitality training lies in achieving balance: soft skills as the foundation, digital transformation as the enabler and experiential practice as the connector. This triad will shape the next decade, ensuring that future professionals are not only technically skilled but also true ambassadors of the timeless human spirit that defines hospitality.