Frontline employees make up the vast majority of today’s workforce, playing a crucial role in fueling the global economy. Within the hospitality sector, they are the backbone of operations. However, many companies in the industry are struggling to recruit and retain these critical workers.
Without a steady pipeline of qualified employees, these organizations are vulnerable to operational disruptions that could impact their quality of service, threatening their long-term sustainability.
While hospitality has historically been slower to adopt digital transformation compared to other industries, Aimbridge Hospitality is leading the way in changing that narrative. In partnership with UKG, Aimbridge is pioneering advancements that are setting a new standard for how the industry supports and empowers its frontline workforce.
Over the past two years, Aimbridge has leveraged UKG’s AI-enabled technologies to introduce cutting-edge tools that redefine the employee experience. By prioritizing flexibility, enhancing communication, and fostering transparency and collaboration, Aimbridge is ensuring its workforce remains engaged and empowered, setting the stage for a more dynamic and resilient hospitality sector.
Investing in Flexible Scheduling
The way employees think about work is evolving, and that shift is not limited to the hospitality sector. Within corporate and office environments, for instance, some workers have found that the transition to remote and hybrid work has provided greater flexibility. As frontline employees, hospitality workers typically don’t have that option. However, there are other ways employers can give associates more autonomy.
In 2023, Aimbridge began offering AI-powered flexible scheduling to its frontline workforce. This system provides the company’s 45,000 hourly U.S. employees with more control over their schedules and work-location preferences via intelligent shift scheduling. In addition, associates can pick up or swap shifts, offering an extra layer of flexibility.
To date, approximately one-third of Aimbridge’s hourly workforce have used their mobile device to trade shifts across its U.S. locations, and that number continues to grow.
With hotels now competing with gig economy employers, such as Uber and Instacart, for talent, this investment in flexibility has given the company a competitive edge. Workers have more control over their scheduling and can pick up open shifts at their discretion, resulting in greater autonomy and improved employee satisfaction.
Reimagining Employee Communication
Beyond creating more flexible scheduling options for employees, Aimbridge saw an opportunity to reimagine its approach to internal communications. The company worked with UKG to roll out a mobile communications platform within its HR and workforce management suite.
Since associates were already using UKG to manage their schedules, timecards, pay stubs, and time-off requests, this was a natural extension of their existing workflow. The platform allows Aimbridge to streamline communications with employees at its corporate, management, and property levels, enabling a more consistent and positive communication experience for frontline employees.
Data has repeatedly shown that a well-connected workplace makes for a happier and more productive workforce. Research by McKinsey found that employees who receive more detailed communication are almost five times more likely to report increased productivity. Similarly, in a study conducted by the Harris Poll, 72% of business leaders said effective communication had improved their team’s productivity.
For Aimbridge, the investment in its communication systems has delivered benefits on multiple fronts. By streamlining communications, the company achieved stronger operational outcomes. Meanwhile, associates reported a greater sense of connection and collaboration, boosting employee satisfaction.
Enhancing Transparency
As a multi-state organization that employs union and non-union workers, Aimbridge offers multiple categories of paid time off (PTO). Navigating these various categories can lead to confusion between employees and supervisors, especially if PTO policies are not clearly understood. To combat this, the company plans to leverage an AI-powered assistant that uses generative AI to provide guidance on PTO policies to employees, managers, and leaders. This will improve transparency across the organization, helping associates feel confident in their understanding of company protocols.
These efforts send a powerful message to employees. By prioritizing qualities that workers value, such as flexibility and transparency, Aimbridge is demonstrating that it cares about its associates and their well-being. When employees feel seen and supported, they are more likely to perform at their best — in this case, delivering the exceptional service Aimbridge is known for.
If businesses want to appeal to the next generation of workers, they should start by enhancing the frontline employee experience. This will be particularly crucial for the hospitality sector, where approximately two-thirds of employers are facing staffing shortages.
As companies increasingly acknowledge the vital role of frontline employees, a wave of innovation is transforming how these teams are empowered and engaged. Investing in cutting-edge tools and technologies doesn’t just strengthen operations — it lays the groundwork for redefining the future of work itself.
Bill Bartow, UKG Group Vice President of Global Product Management also contributed to this article.
