This week saw some interesting shifts in the hospitality labor market and a continued push toward high-tech operational tools. We also saw some major brands make strategic moves, from prioritizing renovations over new acquisitions to opening new doors in popular tourist spots. Here’s what you need to know.
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Hiring Cools in Hospitality Sector
The latest Job Openings and Labor Turnover Summary from the Bureau of Labor Statistics shows a notable decrease in job openings for the accommodation and food services sector. In June, openings in the sector fell by 308,000, signaling a potential cooling in the hiring frenzy that has characterized the industry. This shift could impact staffing levels and operational strategies moving into the fall season.
Published: July 29, 2025
https://www.bls.gov/news.release/jolts.nr0.htm -
Park Hotels & Resorts Pivots to Renovations
Park Hotels & Resorts is shifting its focus from acquiring new properties to renovating its existing portfolio. The hotel REIT plans to invest heavily in its core assets, believing they can generate higher yields through development and upgrades than through acquisitions at current market prices. This strategy reflects a broader trend of reinvesting in established properties to enhance guest experience and value.
Published: August 4, 2025
https://www.costar.com/article/484020994/5-things-to-know-for-aug-4 -
Drury Hotels Opens New Resort in Pigeon Forge
Drury Hotels has expanded its presence in Tennessee with the opening of a new 252-room resort-style hotel in Pigeon Forge. The Drury Plaza Hotel offers scenic views of the Smoky Mountains and is the sixth Drury property in the state. This opening highlights the continued investment in high-demand leisure travel destinations.
Published: August 4, 2025
Drury Hotels Opens New Hotel in Pigeon Forge, Tennessee | Hotel Online -
“Digital Twins” Tech Reshaping Hotel Operations
Hotels are increasingly adopting “digital twin” technology to drive efficiency and improve guest experiences. This tech creates a virtual replica of a physical property, allowing leaders to manage everything from staff training and renovations to direct bookings and brand audits remotely. The goal is to reduce costs and streamline complex operations without needing to be on-site.
Published: August 4, 2025
https://hospitalitytech.com/why-hotel-brands-are-turning-digital-twins-solve-their-toughest-operational-challenges -
IRS Emphasizes Need for Data Security Plans
The IRS and its Security Summit partners issued a reminder about the federal requirement for businesses, including hotels, to have a Written Information Security Plan (WISP). This plan is crucial for protecting sensitive client and guest data from identity theft and data breaches. As hotels handle vast amounts of personal information, having a robust WISP is a critical part of front desk and operational security.
Published: July 29, 2025
IRS, Security Summit remind tax pros they must have a Written Information Security Plan to protect client data | Internal Revenue Service
Tools & Tips
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Get Smart on AI:
Artificial Intelligence is no longer just a buzzword; it’s showing up in our software, from chatbots that answer basic guest questions to tools that help personalize a stay before the guest even arrives. Getting familiar with what AI can (and can’t) do is key to staying ahead of the curve. This article gives a great, no-nonsense overview of the hotel tech that’s reshaping our jobs.
https://www.innsight.com/blog/future-hotel-tech -
The $50 Upsell Trick:
With occupancy rates flattening out, upselling at check-in is more important than ever. The easiest and most effective technique is quoting the incremental price. Instead of saying, “The suite costs $300,” try, “For just $50 more a night, you can upgrade to our suite with a private balcony.” It reframes the cost and makes the luxury feel much more attainable.
Fun Fact
Think your PMS is complicated? Before computers, the front desk was an analog marvel. The “room rack” was a physical wall of slots or pockets, one for each room, holding paper slips to show if a room was occupied, vacant, or dirty. Some grand hotels in the early 20th century even used a system of pneumatic tubes—like the ones at a bank drive-thru—to shoot messages, mail, and guest charge slips between the front desk, housekeeping, and the hotel restaurant.
We’d love to hear from you!
Have you participated in any Front Desk events or utilized new Front Desk tools recently? Share your experiences or insights with us—we’re featuring selected community voices in next week’s edition.