From bustling hotels in New York to family-run restaurants in France and beach resorts in Asia, the hospitality industry is united by a shared dilemma: a persistent labour shortage that shows no signs of easing. Kitchens stand half-staffed, front-of-house teams rotate endlessly, and hotel managers often spend more time recruiting than running their businesses. The question echoes around the world: where will the next generation of hospitality talent come from?

For years, the solutions seemed limited – higher wages, international recruitment, or aggressive hiring campaigns. Yet none of these have been enough to close the gap. Now, a different idea is emerging: inclusive recruitment that opens doors to people who have long been excluded from the labour market. It is not a quick fix, but a strategy that could redefine the future of hospitality.

Why traditional recruitment isn’t enough

The hospitality labour shortage is not only about numbers. It is about perception, too. Many young people view hospitality jobs as temporary, stressful, or lacking long-term prospects. Others leave the industry due to irregular hours or limited career pathways. The result: businesses search for workers in the same shrinking pool, competing with one another but never expanding the overall supply of talent.

What if, instead of fighting over the same candidates, the industry began looking in new directions? All over the world, there are groups who are motivated, resilient, and eager for opportunities – yet rarely considered by traditional recruitment models. Inclusive programmes prove that with the right support, these individuals can become some of the most reliable members of a hospitality team.

Stories of inclusion in action

In the United States, a hotel in Chicago partnered with a local non-profit to create training roles for people who had experienced homelessness. At first, it was seen as a social initiative. Within months, it became clear that it was also a business strategy. “These are people who know what resilience really means,” said the general manager. “Once they are given trust and training, they become some of the most committed staff we have.”

Across Europe, restaurants and small hotels have begun working with organisations supporting refugees and asylum seekers. In one French bistro, apprenticeships for young refugees have become part of daily life. Locals were initially sceptical, but the programme not only filled staffing gaps – it revitalised the restaurant’s culture. “We didn’t just find employees,” the owner explained. “We found a new sense of purpose for our business.”

In Asia, hospitality companies are experimenting with regional training programmes. A coastal resort in the Philippines started working with nearby villages to create pathways into housekeeping and front-office jobs. The initiative reduced turnover, created new career options for young residents, and strengthened ties between the resort and its community. One participant reflected: “Before, I thought I had no options. Now I welcome guests from all over the world – and I know I belong here.”

These examples show that inclusive recruitment is not charity. It is strategy. By welcoming people who have been overlooked, hospitality businesses secure talent while proving that hospitality itself is about more than service – it is about human connection.

The role of partnerships

The success of inclusive recruitment depends on collaboration. Businesses cannot do it alone, but they also do not need to. Municipalities and local governments can create supportive frameworks. Non-profits bring experience in social work, mentoring, and ongoing support. Hospitality companies provide the training environment and, crucially, the job opportunities.

When these forces align, the result goes beyond filling vacancies. Employees gain stability and dignity. Businesses gain loyal staff and reputational strength. Communities benefit from reduced unemployment and stronger social cohesion.

A long-term vision for hospitality’s workforce

By 2030, the hospitality sector could look very different if inclusive recruitment becomes the norm rather than the exception. Imagine hotels where a third of the team began their journey through social training programmes. Imagine restaurants where the story of the staff is as compelling as the story of the food. Imagine resorts where recruitment is not a crisis, but a partnership with the local community.

The hospitality labour shortage is often framed as a crisis with no solution. But inclusive recruitment shows that there is a way forward – one that builds resilience into the industry while creating opportunity for those who need it most.

Shaping the future, not reacting to it

Instead of treating the shortage as an endless emergency, the industry has the chance to redefine what opportunity looks like. By opening doors to overlooked groups, businesses not only secure the workforce they need, but also demonstrate leadership in an industry that is constantly under the spotlight.

This is not a temporary fix. It is a vision of hospitality as a sector that thrives by embracing diversity, building bridges where others see barriers, and proving that human connection is not only the essence of the guest experience – it is the essence of the workforce itself.

And in that vision lies the real competitive advantage: a hospitality sector that doesn’t just adapt to change, but actively shapes a more resilient and meaningful future.

From organic certifications to hotel star ratings, seals and labels are a familiar sight in the hospitality industry. They promise transparency, quality, and credibility. But how relevant are they in day-to-day business? Do guests truly notice them? And what role can they play in setting a business apart?

Germany’s new Bio-AHV seal: A quiet beginning

In October 2023, the German government launched a new certification aimed specifically at the out-of-home sector. The Bio-AHV seal allows restaurants, caterers, and institutional kitchens to label themselves as organic, depending on how much of their purchasing volume meets certified organic standards. The seal is awarded in three levels – bronze, silver, and gold – starting at 20 percent organic ingredients.

Although the initiative fills a gap between retail food standards and gastronomy, its uptake has been modest so far. A year into the programme, few businesses have adopted the label, and public awareness remains low. The case of the Bio-AHV seal illustrates a broader reality in the hospitality industry: while certifications can carry value, they are often underused, undercommunicated, or misunderstood.

What seals are out there – and who pays attention?

Globally, the hospitality sector is home to a wide range of certifications. Some address sustainability and environmental impact, such as Green Key or Green Globe, both of which are internationally recognised eco-labels for hotels and restaurants. In Germany, the DEHOGA environmental check and the Viabono certification highlight resource-saving and climate-conscious operations. Others focus on food sourcing and production standards. The EU organic label and the German Bio-Siegel are well established in retail and also used in some parts of the gastronomy sector. For allergy-conscious customers, the ECARF quality seal provides assurance that allergen management is taken seriously. Larger hotel operations may also seek environmental management certification through schemes like EMAS, while halal-friendly hotels can apply for accreditation such as the Salam Standard.

Not all certifications are focused on sustainability or health. Hotel star ratings, while not seals in the traditional sense, still serve as trusted indicators of quality and service level, particularly for international guests. In fine dining, recognition from guides such as Michelin or Gault-Millau can significantly influence perception, media coverage, and pricing.

Each label serves a different purpose. Their impact depends not only on the issuing body and the underlying standards, but also on how visible and understandable they are to guests.

The digital visibility gap

While seals have existed for decades, their role in today’s digital booking landscape is more complex. Online travel agencies (OTAs) such as Booking.com, Expedia, and Airbnb rarely prioritise certifications in their interface design. Most platforms do not offer filter functions based on sustainability or health seals. If certifications are mentioned at all, they are often buried in secondary tabs or require users to click through multiple layers.

On the operators’ side, many hospitality businesses fail to provide this information consistently to OTAs. The result is a missed opportunity: seals that could act as decision-making tools remain invisible to a large share of digital guests.

On their own websites, some hotels and restaurants feature their certifications prominently. Others only mention them in passing. Few create dedicated content that explains what these labels mean, why they matter, and how they reflect the business's values. Without explanation, even credible certifications lose impact.

Social media and influencer partnerships offer another channel to communicate certifications. Yet even here, businesses often miss the chance to create compelling, transparent narratives around their credentials. Collaborating with sustainability-focused travel influencers could be a way to increase both visibility and credibility.

Trust, transparency, and the risk of greenwashing

Seals are meant to build trust. But in an era of increased environmental claims, they can also backfire. Consumer scepticism around "greenwashing" is real – and growing. Many travellers question whether businesses that display sustainability claims are truly acting in line with those values.

This is where third-party verification becomes essential. Certifications issued by independent organisations carry more weight than self-created badges or vague marketing slogans. Auditing and enforcement mechanisms are equally important. If a seal is not backed by robust, transparent processes, it can damage rather than strengthen trust.

For seals to remain credible, their issuing bodies must ensure that standards are upheld over time. This includes re-certification, unannounced inspections, and clear consequences when criteria are no longer met.

The business perspective: Effort, investment, and internal alignment

Certifications often require significant investments of time and money. Application fees, audits, infrastructure changes, and ongoing documentation can add up quickly. For smaller businesses in particular, the cost-benefit calculation may not be clear.

Operational requirements vary widely between seals. Organic certifications may demand changes in sourcing, stock management, and kitchen processes. Eco-labels might require upgrades to water and energy systems, new waste protocols, or training programmes for staff.

Even with a certification in place, marketing it effectively is a challenge. Many hospitality businesses lack the communication resources to make seals part of their brand identity. Staff training is also crucial. When team members understand and can explain the meaning behind a seal, it reinforces authenticity and strengthens guest trust.

Looking ahead: Technology, personalisation, and the future of seals

The role of certifications may evolve as digital tools advance. Blockchain could offer new ways to make sustainability claims more transparent and traceable. AI-driven booking platforms may soon enable guests to filter accommodation or dining options by values, not just price or location.

We may also see the emergence of more specialised seals. As consumer demands grow more individualised, certifications could appear for vegan hospitality, carbon-neutral events, pet-friendly excellence, or locally sourced menus.

Conclusion: Still relevant, if done right

Seals still matter – but only if businesses communicate them well and align them with real practices. When backed by transparency, clear storytelling, and operational integrity, certifications can build trust and add value.

For owners, a credible seal can even boost the value of their property when selling. Hogahero is here to showcase exactly that and connect certified hospitality businesses with the right buyers.

In today’s competitive hospitality market, many hotels and restaurants still rely on traditional holiday promotions, but these occasions, while still profitable, have become somewhat overused. The key to success is not just to capitalize on seasonal events, but to create unique, year-round experiences that keep guests engaged throughout the year. By tapping into lesser-known days and creative themes like Berry Month or Sustainability Month, businesses can build long-term relationships, attract repeat guests, and create a sense of exclusivity that keeps visitors coming back for more.

Beyond the Common Celebrations: Stand Out with Fresh Ideas

Instead of relying on the same old Valentine's Day Specials or Christmas Menus, it’s time to think outside the box. Fresh ideas, like Berry Month, allow hospitality businesses to tap into seasonal flavors and create memorable guest experiences. Whether it’s a themed month focusing on regional produce, or a more niche celebration like "Forgotten Foods Month", these ideas will make your business stand out and give your guests something fresh and new to talk about. 

Creative Ways to Engage Guests with Themed Months and Special Days 

A Taste of the Unexpected: Regional and Seasonal Themes 

Consider dedicating a month to forgotten foods or local delicacies. A “Forgotten Foods Month” could highlight lost recipes or regional specialties that many people have never tasted before. Picture a special menu showcasing historical dishes, perhaps paired with a storytelling session about their origins or the ingredients that have been forgotten over time. It’s a way to bring history to the plate while engaging guests in a truly unique experience. For something seasonal, Berry Month (as a special seasonal focus) is the perfect way to celebrate local fruits. Create an immersive experience with berry-themed cocktails, desserts, and menus that highlight fresh, locally sourced berries. This can easily translate into special events like berry-picking excursions or workshops on how to make homemade jams. This type of event offers guests a chance to connect with the local culture, while still giving them something deliciously memorable. 

Sustainable Themes: Tap into the Growing Demand for Eco-Conscious Dining

With sustainability becoming more and more important, a Sustainability Month could highlight local, seasonal, and organic products. Offer plant-based menus that are not only environmentally friendly but also cater to the growing demand for healthy, conscious dining. You can even host farm-to-table experiences that highlight your commitment to sustainability, helping you connect with eco-conscious guests. 

Creating Truly Memorable Experiences for Guests 

The key to lasting guest relationships is not just about the food or the event itself, but about the emotions and memories it creates. A “Night Sky Dining” experience, where guests dine under the stars, or a “Sensory Dining Experience”, where flavors, sounds, and textures combine to stimulate all five senses, can provide an experience far beyond a traditional meal. Imagine a Literary Dinner where your guests enjoy dishes mentioned in famous novels, or a Botanical Cocktail Month, where guests explore the art of herbal cocktails. Offering experiences that are unique and tailored to your guests’ interests creates long-term loyalty and leads to organic social media exposure as they share their extraordinary experiences. 

Planning for Long-Term Engagement 

While these events offer short-term engagement, the real magic happens when you turn them into year-round traditions. Whether it's monthly-themed culinary journeys or seasonal special menus, these events should be part of a larger brand story that builds a narrative your guests can follow. Hotels and restaurants that offer consistent, creative experiences can create a community of return visitors, turning one-time guests into loyal fans. 

From Short-Term Gains to Long-Term Loyalty 

By integrating these unique themes and celebrations into your offerings, you create not just a one-off promotion, but a sustained experience that keeps guests excited to return. Your venue becomes known as a place where creativity, authenticity, and memorable experiences are always on the menu. As hospitality continues to evolve, the businesses that embrace these unique, immersive concepts will not only attract guests, but will build an emotional connection that keeps them coming back for years to come.

In a hospitality landscape shaped by changing consumer expectations, traditional dining is no longer enough to capture the attention of modern guests. Across the world, a powerful trend is emerging: urban food festivals that fuse gastronomy with entertainment, culture, and digital experiences. These events are becoming vibrant playgrounds for younger generations, blending food, music, art, and social media into unforgettable nights that redefine how we think about hospitality.

From Dining to Full Immersion

The model is simple but transformative. Rather than offering meals as isolated experiences, urban food festivals create multi-layered environments where guests don't simply eat — they participate. The recent example of Party Pier in Guangzhou offers a glimpse into how far this concept can evolve. Over the course of three days, the event combined international street food, live music, influencer live-streams, and digital engagement tools to build a high-energy, fully immersive destination that felt more like a cultural movement than a traditional food event.

Visitors explored curated food markets with local favorites and international flavors, while musical performances transformed the festival into a nightlife hotspot. Meanwhile, real-time influencer broadcasts amplified the festival far beyond its physical location, generating viral content and engaging a much broader digital audience. This combination of live experience and online amplification has created a new category of hospitality event — one that merges entertainment, gastronomy, and commerce into a single, highly profitable ecosystem.

Why Urban Food Festivals Work

At their core, these festivals satisfy multiple desires of modern consumers: they offer variety, informality, cultural discovery, and social interaction — all wrapped in visually rich, highly shareable experiences. For younger guests in particular, the traditional boundaries between dining, entertainment, and nightlife have blurred. Guests are no longer simply looking for a table; they want a story, a vibe, and the chance to be part of something dynamic.
Food becomes the gateway into these experiences. But it is the additional layers — music, design, digital interactivity, influencer engagement — that drive emotional connection and create long-term brand loyalty. These events tap directly into the experience economy, where participation is as valuable as the product itself.

Hospitality’s Untapped Potential

For hotels, resorts, and urban hospitality spaces, the opportunities are significant. While many properties already organize seasonal events or small-scale tastings, very few have fully embraced the experiential food festival model. Yet this approach offers a powerful tool for guest engagement, revenue growth, and destination marketing.

Hotels can transform open spaces into seasonal food markets, collaborate with local chefs and food vendors, host live performances, and integrate social media activations that extend the event’s impact far beyond its physical footprint. Partnerships with local producers, artists, and digital creators further strengthen the authenticity and shareability of the experience.

Even boutique properties can adopt scaled-down versions, organizing culinary weekends, rooftop food and music nights, or cultural pop-up series that invite both guests and locals to participate. The model is flexible and highly adaptable to different sizes and budgets.

The Digital Layer: Influencers and Live Streaming

What sets modern food festivals apart is the seamless integration of digital engagement. Influencers, live streaming platforms, and interactive promotions now play a central role in driving attendance and amplifying brand exposure. Social media platforms like TikTok, Instagram, and YouTube turn physical events into global phenomena, expanding reach, building anticipation, and creating highly authentic marketing content — often at minimal cost.

Hotels that understand how to collaborate with local content creators, design photo-friendly spaces, and build real-time social media excitement are not only generating buzz; they are building long-term digital communities that continue to engage guests well after the event concludes.

A New Chapter for Urban Hospitality

The evolution of urban food festivals signals a broader shift in hospitality: from service delivery to experience creation. Hotels and restaurants that position themselves as curators of culture — blending gastronomy with entertainment, community, and digital storytelling — are building far more than one-time visits. They are creating places that guests return to, share widely, and recommend passionately.

As hospitality continues to evolve, the message is clear: it's not just about the food — it’s about the stage you build around it.