The pressure to perform in the hospitality industry is at an all-time high! There is pressure to keep labor costs down while maintaining high levels of guest service. There is pressure to cut costs and minimize expenses while squeezing every ounce of profit out of every dollar of revenue generated.

There is pressure from owners and management company executives to increase revenue, sell more rooms, increase average checks and the number of turns, increase occupancy and revpar numbers, and on and on. There is pressure from employees for pay and benefit increases. Will it ever stop? They answer is: no. The reality is: no.

What we as professionals forget many times in dealing with these pressures is how do we take care of our own motivation and keep our skills sharp. The pressures stated have been, are not new, and will continue to be around for a long time. The pressure is a part of business and a part of every manager's job. If we don't work at keeping our own motivation high, the result will be frustration, high levels of anxiety and stress, and ultimately career burnout.

To handle everything that is thrown at us in our restaurant or at our hotel, we must be on top of our game all the times. Like a professional athlete, we must train ourselves and work hard to stay at the top of our game. Whether is it baseball, football, soccer, tennis, or even golf, we must hone our skills, keep our focus, and work hard at maintaining our high level of professionalism.

Just like millions of people who make resolutions each year, we need to vow to stay "professionally fit." To improve our own job satisfaction and to keep our own motivation levels high, we must take care of ourselves. We must exercise our professional development muscles to remain sharp, fit, and at the top of our game.

What is Professional Development

Professional development is a broad term that refers to a variety of education and training opportunities. The term applies to a full range of activities that have the common goal of increasing the knowledge and skills – the overall performance – of a person working in the hospitality industry. Professional development programs target many specific outcomes, including increasing knowledge about operations and the industry, use of effective strategies for improving operational performance, and enhancing relationships among staff members in the organizations we serve. Many professional development initiatives focus both on operational performance as well as individual performance. The result is improved performance.

What constitutes "professional development?" Professional development includes any activity that enhances or strengthens a knowledge, skill or ability relevant to your current position, or to an aspired position. The activities can be formal or informal. Some can be expensive and include well designed materials and resources, while others can be free! The outcome of the activity, whether formal or informal, fee-based or free, is job-related professional growth that enables you to advance professional goals, increase effectiveness of your company or organization, and improve the quality of service you provide.


Exercising Our Professional Development Muscles

Several times a week, I get up early and work out at our university's recreation and fitness center. I do this to stay physically fit. I use the treadmills, bikes, and elliptical machines. Occasionally, I use the weight machines. Athletes do the same to stay on top of their games. I see the ladies golf and volleyball teams, as well as the men's baseball and soccer teams, running, stretching, and training for their specific sports. To be the best, they devote themselves and discipline themselves to become the best they can be both mentally and physically. They perform exercises to develop their minds and bodies. This development, both physically and mentally, increases the opportunity for improved performance in competition.

How do we exercise our professional development muscles? What "exercises" can we do to make sure we stay professionally fit? Take a look at these exercises and see which ones you can use to develop yourself professionally.

EXERCISE CATEGORY: EDUCATION AND TRAINING

• ATTEND EDUCATIONAL CONFERENCES, SEMINARS, OR WORKSHOPS: There are numerous educational programs for industry professionals to attend. Franchise conventions conduct seminars, as do corporations, associations, and even local groups such as convention and visitor's bureaus and chambers of commerce. Research who is offering them and take advantage of the programs offered.
  
  
• READ A BOOK: Reading a book can provide you great information. As a college instructor, I've read several books recently to improve my skills in teaching. Read the biographies of industry professionals such as Conrad Hilton, J.W. Marriott, Dave Thomas, and Ray Kroc to discover their secrets of success. Books don't have to be industry specific to make you a better professional. Write in them like a textbook to improve your understanding. Take notes and underline or highlight the lessons you learn from reading.
  
  
• COMPLETE A SELF-STUDY PROGRAM: The American Management Association, the Educational Institute of the American Hotel & Lodging Association, and the National Restaurant Association provide self-study programs on management and industry topics. These programs can be completed on your own time without the pressure of a schedule. The resulting knowledge and information can be put to great use immediately on the job!
  
  
• TAKE A CLASS: Check with your local college or university to see if they have hospitality-related programs or management related programs that fit into your schedule. Recently, Grand Valley State University began offering classes in becoming an entrepreneur – maybe I'll join in such classes. Find a topic of interest… earn a degree… or simply expand your horizons in an area that will improve your performance and the profitability of your organization.
  
  
• PARTICIPATE IN ON-LINE TRAINING: Associations and institutions of higher learning are offering programs on-line which allow you to complete a degree or simply take a program at your leisure. Hoteltraining.com provides on-line programs that are industry specific and can be completed when you have the time or taken in portions and completed over a period of time.
  
  
• REVIEW VIDEOS, DVDS, AND AUDIO PROGRAMS: Many industry associations offer multimedia programs which can be viewed or listened to at your leisure. Motivational tapes are available at local libraries so you don't have to buy them yourself. On a regular basis, I listen to the audiotapes of a program I heard several years ago by John Cassis. His message is as relevant to me today as it was the day I heard him for the first time. When you hear a good speaker with a message that impacts you, get the tape and review it occasionally as it will refresh you and remind you of the lessons learned.

EXERCISE CATEGORY: NETWORKING

Learning and developing professionally does not have to be done in a formal program or setting. Meeting with and discussing the industry with others in the community or industry typically leads to informal learning that generates surprising results.

• PARTICIPATE IN LOCAL, REGIONAL, AND NATIONAL BOARDS, COUNCILS, OR COMMITTEES: Whether these committees, councils, or task forces are local, regional, or national, they provide great opportunities to network with other professionals who deal with the same problems and issues that you deal with.
  
  
• JOIN INDUSTRY-SPECIFIC AND POSITION-SPECIFIC PROFESSIONAL ASSOCIATIONS: The Society for Hospitality Management is just one network of industry professionals. If you are in the accounting and technology field, consider joining the Hospitality Financial & Technology Professionals (HFTP). If you are in sales and marketing, join the Hospitality Sales and Marketing Association International (HSMAI). There are groups for housekeeping, reservations, food service, consultants, asset managers, engineers, and human resource executives.

These organizations provide opportunities to meet with others, in person or electronically, to share and discuss common issues, problems, and concerns.

EXERCISE CATEGORY: INDUSTRY UNDERSTANDING

Being a professional means understanding what is happening in the industry and not having a narrowly defined focus. Professionals need a broad understanding of industry issues to remain competitive in the industry.

• SUBSCRIBE AND READ TRADE PERIODICALS AND MAGAZINES: The industry has many industry periodicals to choose from and can be extremely valuable in keeping current on industry topics and trends. Most major trade associations have a periodical or magazine which they publish. Each is filled with educational information, industry news, and tips and ideas that can be used to improve the performance individually and organizationally.
  
  
• SUBSCRIBE TO ON-LINE INDUSTRY NEWS SERVICES: There are several electronic news bulletins / services that regularly distribute industry news and information. These services provide information to your email on a periodic basis. Some of the services are daily, some are weekly, and some are delivered on a need-to-know basis. From a professional development standpoint, screen the information for its use and apply it to your situation when you can.

EXERCISE CATEGORY: EDUCATE OTHERS

One of the best ways to develop professionally is to give back to the hospitality community by participating in the educational process of others. Through such activities, you will learn more about the industry and will keep yourself abreast of industry trends, changes, and issues.

• PARTICIPATE WITH THE HOSPITALITY MANAGEMENT EDUCATION PROGRAM: Volunteer to speak in a class at a local college or university or even at a high school or trade school. Serve on an advisory board for these programs. These opportunities force you to stay up on the industry and also allow you the chance to share what you have learned through your experience. This act of reflective learning will refresh your desire for your job and provide incentive for learning more.
  
  
• HOST TOURS OF YOUR PROPERTY: Open your doors for students pursuing careers in the hospitality industry to touch, taste, and feel this profession. Invite programs to visit your restaurant or hotel instead of meeting in the classroom. Speak to them in your environment and visually show learners what it is like to work in the industry and the benefits of such a career.

Develop a Plan

Take time to create an action plan for yourself on how you are going to grow professionally. How can you flex those professional development muscles? The Society for Hospitality Management has created a sample form for you to use to start the process (see attached document, or email info@hospitalitysociety.org for a copy).

Grow. Stretch. Explore. Discover! Work those muscles and develop yourself professionally!


Chris Longstreet, CHA, is President & CEO of the Society for Hospitality Management. Chris is also a visiting instructor for the Hospitality & Tourism Management Program at Grand Valley State University in Allendale, Michigan.

© January 2005 – Society for Hospitality Management