Training and Education in Hospitality A Case Study

Training and Education in Hospitality A Case Study of Macdonald Hotels Dr. Craig Thompson Managing Director Centre of Applied Tourism & Hospitality Management Macdonald Hotels and Resorts

Training & Education Within Macdonald Hotels n The HR time-bomb n Macdonald Hotels & Resorts n Potential solutions n Stairway to Success n HNCs and HNDs n Capstone programmes n Quick to the Cut Chef programme n CATHM, Centre of Applied Tourism & Hospitality Management n Outcomes n Conclusions

Macdonald Hotels and Resorts § Over 40 hotels throughout the UK § 10 resorts in the UK and Southern Spain § 4* and 5* market, wide range of styles, locations and products § AA Hotel Group of the Year 2007 -8 § Over 4000 employees

The HR time-bomb § HL&T generate £ 4. 5 bn for Scottish economy § Objective to increase to £ 6 bn by 2015 § 200, 000 employees, 9% of total Scottish workforce But… § Unfilled vacancies are 5. 3% of numbers employed § 60% of vacancies are ‘hard to fill’ § An estimated 30, 000 to 50, 000 additional trained supervisors required in the UK by 2010 § The number and quality of applicants to hospitality and tourism programmes is declining

Potential solutions § Non UK workforce § Greater emphasis on tertiary education § Industry driven response

Stairway to Success § 5 stage programme, fully integrated programme § Induction, Core standards and three levels of management § Range of one and two day courses offered at each stage § Capstone programme for ‘high achievers’ offered at each level § Short courses are pre-requisites for capstone programmes

Capstone programmes § Supervisory, Head of Department/ Operations Manager and General Manager levels § Externally awarded by the UK’s leading provider of leadership qualifications § Candidates selected by application from across the Group § Requires manager’s backing and support § Assessment is based on, and feeds back into, actual operations

HNCs and HNDs § Partnership initiative with leading practical college § Utilises college expertise and industry resources § Programmes available to Macdonald Hotels staff and external employees § 2 days each week for 10 months § Hospitality Management and Professional Cookery § Requires commitment from employers and employees

Quick to the Cut Chef programme § Response to key shortage in the industry § Partnership of public sector, Macdonald Hotels and leading practical college § 12 -week intensive, residential, professional, workbased programme (3 x per year) § Targeted at unemployed = new entrants § Offers externally recognised qualification, work experience and certificate, guaranteed job interview

CATHM, Centre of Applied Tourism & Hospitality Management § Swiss style, private centre of excellence for hospitality and tourism § Backed by wide range of leading industry partners § Offers applied certificates, diplomas and degrees § Degrees are awarded by leading Scottish university § Programmes are residential, professional, applied and contemporary § Each stage comprises 15 -week intensive taught programme and a 5 month+ managed industry internship

Outcomes § Increased retention § Increased motivation § Increasing skill base § Platform for succession planning And for the future? … § Increasing number and quality of applicants

Conclusions § Education and training are essential for the future of hospitality, leisure and tourism § Industry must take the lead § Utilise partnership approach § Programmes should be applied, integrated and progressive § Qualifications should be externally recognised § Industry backed, private hotel school may serve to raise interest in hospitality as an attractive area of study and viable career