Soft skills vs tech skills: Striking the right balance in hospitality education

The nature of the hospitality guest has changed. She is more demanding (even at lower price points); she is more well versed about offerings; she is more knowledgeable about reviews by fellow guests; she has money to spend; and she is more vocal. Hospitality managers have to solve for all these new changes.

The word "hospitality" originates from the Latin word hospitālitās, which means "friendliness to guests". Indian culture spells it out better than most other: “Atitihi Devo Bhavaha:”. To equate a guest at the level of the divine is the true essence of hospitality.
Hospitality is steeped in “experiences” for the guest. Memories must be created, even engineered, carefully. Experiences of a stay is a mind-memory. It must be a calculated mix of the utilitarian and hedonistic, both. The shower must work flawlessly as much as the warmth in the housekeeping person’s smile; the pillows must be soft as much as the feeling of indulgence in the restaurant’s ambience.

Soft skills vs technical skills: A critical discussion
As a domain, hospitality demands that empathy and efficiency, interaction and intelligence, and excellence and enthusiasm go hand in hand. Of late guests are generally used to a high level of operational efficiency, technological empowerment and quick turnaround times in the non-hospitality world. It is difficult for them to abandon those benchmarks and expectations completely when they enter a hotel or a resort. A vacation does not loosen the tightness of the expectations rope.

Therefore, in today’s fast-evolving hospitality industry, the discussion over soft skills in contrast to technical skills in hospitality education is more relevant than ever. As technology transforms guest experiences, the emphasis on specialised expertise continues to grow. However, the essence of hospitality remains rooted in human interaction, emotional intelligence, and service excellence—qualities that can never be fully replaced by automation (hopefully). Achieving the correct blend of soft and tech skills in hospitality education is a strategic imperative for preparing the next generation of hospitality professionals.

The irreplaceable human touch: Why soft skills still matter
Technical skills are absolutely crucial in modern hospitality. From tracking customer journeys to property management systems, data analytics to artificial intelligence-driven customer services and revenue management tools, the industry has embraced technology-driven solutions in a major way. Hospitality students have to be skilled in using digital tools, decoding important performance metrics, and optimizing operations through technology. The increase of contactless check-ins, AI-powered chatbots, and smart room automation further emphasises the need for technical proficiency in ensuring efficiency and guest satisfaction.

However, technological sophistication cannot replace the impact of the personal, human connect in hospitality. Communication, adaptability, cultural intelligence, empathy, and leadership are skills that will always remain the keystone of extraordinary guest experiences. A warm welcome at the reception desk, resolution of a guest’s concerns with grace under pressure, or a customised suggestion from a well-trained employee can make a big difference in building customer loyalty.

In a people-centric industry, these interpersonal skills differentiate a good hospitality professional from a great one. Hospitality education must first choose people for its courses based on the “attitude to serve” as the legendary hotelier JW Marriott, Jr. says in his book “The Spirit to Serve: The Marriott Way”. And then train them appropriately.

The challenge for hospitality education is to seamlessly integrate both skill sets – soft & technical - into a well-knit curriculum. Institutions must ensure that students not only master digital, technical and culinary (where applicable) competencies but also cultivate essential human skills. The best way to achieve this is through experiential learning, role-plays, and industry apprenticeships and internships where students interact face to face with guests and navigate real-world scenarios.

Incorporating leadership training, crisis management simulations, and cultural awareness modules can further refine their soft skills, while technical certifications in revenue management, digital marketing, and automation tools prepare them for the industry’s technological advancements.

The future of hospitality education: A harmonised approach
Ultimately, hospitality education must evolve to reflect the industry’s dependence on both – technology savviness and human engagement. A curriculum that develops both technical expertise and emotional intelligence will produce well-rounded professionals capable of thriving at the cusp of an increasingly digital yet deeply personal field. The future of hospitality belongs to those who can seamlessly merge the precision of technology with the warmth of human connection, making the right balance between soft and tech skills not just an advantage, but an absolute necessity.

The author Jones Mathew is principal and head of the Institute of Management, Great Lakes Institute of Management, Gurugram. The views expressed in this article are those of the author and do not necessarily represent those of ET HospitalityWorld.