Europe’s hotel industry faces a growing skills gap

Booking.com research suggests many hotels recognize the importance of digital, sustainability, and revenue skills but are not yet investing in training

New research from Booking.com highlights a growing disconnect in Europe’s accommodation sector between the skills hotels say they will need in the future and the training they provide today. The study surveyed around 5,000 accommodation professionals and included nearly 200 interviews with industry and labour market experts. While most hoteliers recognize that digital capabilities, sustainability knowledge, and commercial skills will be critical for future competitiveness, only a small share currently prioritize training in these areas. The findings suggest that without more structured upskilling, many hotels risk falling behind as technology and guest expectations evolve.

Key takeaways

• Digital skills acknowledged but rarely trained: While 82% of accommodation employers say digital literacy will be critical for their business in the future, only 16% currently prioritize digital training for their teams.
• Technology adoption outpacing staff development: Although 78% of employers believe technology will play a growing role in improving efficiency and guest service, fewer than one-third (29%) focus their training efforts on how staff can effectively use these tools.
• Sustainability skills lag behind expectations: Nearly 87% of employers expect sustainability and environmental management skills to become increasingly important, yet only 11% currently invest in training related to these topics.
• Commercial and revenue skills underdeveloped: While 78% of respondents say sales, marketing, distribution and revenue management capabilities will be critical for future success, just 9% prioritize training in these areas.
• Soft skills still matter on the frontline: Only 12% of employers say customer service is their biggest training need, but when asked which area of performance they would most like to improve, it becomes the top choice.
• Employee confidence may hide real gaps: Many employees report strong confidence in their digital and commercial capabilities, but 36% still say a lack of relevant skills is limiting their career progression.
• Operational barriers slow down training: High costs, staff turnover and the challenge of integrating training into daily operations remain major obstacles for many accommodation providers.
• Strong demand for practical online training: Both employers and employees show clear interest in accessible online learning, particularly programs that are affordable, available in local languages, and flexible enough to fit into busy hotel operations.

Source: Booking.com

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