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What makes the hospitality industry unique ?

Hospitality is defined as “the friendly and generous reception and entertainment of guests, visitors, or strangers.”

Hospitality industry can be understood as an industry which provides facilities for stay, food and complete related services for the comfort and leisure of the travelers and visitors.


  • The Hospitality and Travel Industry employs more people than automotive, mining, financial services and manufacturing combined.

  • 1 out of 10 jobs currently are provided through travel and tourism.

  • 1 out of 5 new jobs are being created by the hospitality and tourism industry.

  • Travel and tourism industry contributes 10.6% of the Global Gross Domestic Product

  • The growth rate of the hospitality and tourism industry is over 150% of the global average

In Cambodia, as elsewhere in the world, the hospitality industry is rebounding from the COVID-19 crisis. Our sector is facing major challenges to recruit its workforce, an essential requirement for development.


For the employees, working in the hospitality industry remains attractive. For the firms, investing in human resources and skills development should be the first priorities.


Why embrace a career in hospitality ?
  • A diversity of jobs - The list of jobs in the hospitality sector is long, very long. It offers a diversity of jobs for all talents : Casino Host, Cruise Ship Attendant, Front Desk Associate, Front Desk Supervisor, Front Office Attendant, Front-of-House Manager, Gaming Dealer, Guest Relations Manager, Guest Services Associate, Guest Services Supervisor, Hotel Clerk, Hotel Receptionist, Reservationist, Reservations Agent, Events Manager, Executive Conference Manager, Executive Meeting Manager, Meeting and Convention Planner, Meeting Coordinator, Meeting Manager, Meeting Planner, Meeting Specialist, Special Events Manager, Wedding Coordinator, Cafe Manager, Catering Manager, Chef, Cook, Food and Beverage Manager, Kitchen Manager, Pastry Chef, Restaurant Manager, Sous Chef, Back Office Assistant, Catering Sales Manager, Director of Hotel Sales, Director of Marketing and Sales, Group Sales Manager, Guest Room Sales Manager, Hotel Manager, Lodging Manager, Sales and Marketing Manager, Shift Leader, Shift Manager, Spa Manager, Wedding Sales Manager, Director of Housekeeping, Director of Maintenance, Director of Operations, Executive Housekeeper, Housekeeper, Housekeeping Aide, Housekeeping Supervisor, Lead Housekeeper, Maid, Maintenance Supervisor, Maintenance Worker, Baggage Porter, Bell Attendant, Bellhop, Bellman, Driver, Parking Lot Attendant, Valet, Valet Attendant, Valet Parking Attendant, Waiter/Waitress, Back Waiter, Banquet Server, Barback, Barista, Bartender, Busser, Cafe Manager, Catering Assistant, Food Runner, Food Server, Head Waiter, Host, Hostess, Maître d'Hôtel, Server, Sommelier….

As new generations of clients are looking for experiences that match their lifestyle, a new generation of jobs is to be created : fitness teams, yoga teachers, nutritionists, events & art coordinators, virtual tour developers for instance will surely integrate the Hospitality sector in the very near future.

  • A fast-growing future - Hospitality industry in Cambodia is booming. Opportunities are present all over the country at every level : choose your lifestyle, your province, your sector, your company profile whether you want to contribute to the success of a local brand or integrate a worldwide company.


  • A multicultural environment - working in the hospitality sector offers the tremendous opportunity to evolve in an international context, both with clients and team members. Careers in multicultural environments are developing creativity, curiosity and a natural understanding of diversity.


  • A path for career development - choosing a career in hospitality is an insurance for a lifetime development with a rather quick access to responsibilities and management skills. It may also be a bridge over other industries such as the aviation sector, luxury retailers, banking industry, etc.


  • A possibility of an international career - a job in the hotel industry allows a great deal of freedom and mobility, as well as the rare opportunity to meet, service, and interact with people from all walks and corners of life. Employees working in the hospitality sector develop an international network faster and should they wish to move to a neighboring country from Asean or try a far away destination, they should not have a problem in finding new opportunities.


Why do companies looking for success invest in their employees ?

The unemployment rate in Cambodia is one of the world lowest rates. While the hospitality sector is booming, it has been facing difficulties to attract staff for a variety of reasons:


  • a job offer market in other sectors highly competitive

  • the lack of familiarity and attractivity with the hospitality profession

  • lack of curriculum and recognition of skills adjusted to a clear salary grid

  • lack of vocational schools, hence the loss of time for companies in the recruitment and the need for in house training

  • a post Covid era that has been shattering the hospitality workforce


To answer these threats, you might invest wisely in your HR and believe in your team’s potential. A long-term vision and training action plan will give you the opportunity to:


  • define a competitive job offer that will attract promising profiles and talents

  • promote the attractivity and diversity of hospitality careers within your company

  • establish a career development path

  • develop your companies standards and your employees’ skills

  • adapt your business to new trends and new consumers’ habits


An efficient recruitment strategy and a skills development program will drive long-term benefits and direct responses for your company:

  • build a skilled-workforce and adapt to new technologies

  • efficiency & attractivity for recruitment

  • decrease of staff turnover

  • development of internal promotions

  • remaining at the top of your business industry

Industry-relevant vocational training and on-the-job training will ensure to build a skilled-workforce who would meet the state’s demand in terms of international standards, hygiene, nutrition, culinary arts and culinary business administration. The advantages of training are numerous, all studies are unanimous : staff skills development offers multiple benefits to a company. If you want to reduce your staff turnover and stay at the top of your business, our training programs are surely something you’d like to look into.


For the last 3 years, b. Consulting has been developing for established companies and newcomers in the Hospitality market recruitment assistance services and tailor made training programmes for hotel and F&B outlets. Because we believe that each client is unique, our program, based on international standards and following the Asean curriculum, is tailor made to empower competences, enhance knowledge, train the middle management to grow up and build a multi-tasking team to reach your goal. Our dedicated trainers aim to share their core value: providing a quality training for our clients and their team to enhance your guests' experience.


“Thank you for b.Consulting Cambodia for hosting a training for Pavilion service staff. As a manager I can see how the power of skills development training inspires the team for greater performance. The trainer was good at facilitating and getting the best of every one of the team.”

Nassiba Alibaeva- General Manager The Pavilion


b. Consulting will publish testimonies and interviews of hospitality careers. Stay tuned !



 

For more information :





Florian Bohême


Hospitality Consultant











Women empowerment is one of our core values: we, at b.Consulting, promote women achievements, ensure salary gender equality, support women employment and facilitate their access to top management positions.


Gender equality: a myth in hospitality’s sector ?

International statistics in this industry are meaningful, according to the reference website, hospitality.net : “Even though women make 50% of the workforce in hospitality, gender equality remains a myth in our sector. There is a significant gap in terms of rank, pay, role and general progression in women's leadership positions and female representation falls as women rise in their careers with only 5% going on to make the top job of CEO.

Cambodia is no exception, even though we have been witnessing outstanding women success stories over the last decade.


Leading conglomerates or SME created or led by women:

The pioneer in this industry is probably Mrs Lauk Chumteav Neak Oknha PHEAP Heak, Founder of Chip Mong. This Cambodian leading conglomerate is managed by a woman. Chip Mong is one of the most important corporations with a wide range of assets and investment, including but not restricted to hospitality (Marriott, Kyatt, Grand Royal Golf), food & beverage (Chip Mong Retail) as well as brewery (Khmer beverages).


(8th March 2020 - Chip Mong video)


More recently, Madam Sarsileap Khieu, Chairwoman of Hanuman Beverages, distinguished herself with the launch of her beer brand and an investment of more than 160 million dollars.


However, these success stories should not make us forget that female entrepreneurship begins with successes with less investment.


Her motto is: “Our employees are from diverse backgrounds with great expertise and passion. We fulfill the needs of our team by creating a safe and entertaining environment for their workplace. We invest in our employees’ well-being and believe their intrinsic motivation will help them pursue their future goals and ensure maximum productivity.” (source : letter from our Chairwoman)


Women entrepreneurships are not only about huge conglomerates. Success stories of women achievements in the hospitality and food and beverage industry are very often stories of SMEs.

Last year, b.Consulting assisted Lim Group in its development strategy to face Covid 19 challenges. In a video prepared for 2021 International Women’s Day, Mrs. LIM Khieng, Lim Group founder and CEO, explained her business core values and how being a woman entrepreneur had shaped her vision for development.


(March 2021 : Ms Khieng, chairwoman of LIM Group)


How international groups can make an impact in Cambodia as role model:

In Cambodia, as elsewhere in the world, the tourism or Food & Beverage industry is no exception to the following rule: gender diversity at top management positions remains a challenge. It cannot be denied that a majority of the highest positions are held by men.


As an exemple, to accelerate gender equality, ACCOR has decided to implement a dedicated program (HeforShe commitment) and set up clear objectives: “In 2015, 27% of hotel managers were women when we launched our HeForShe commitments. In 2020, we reached 34%.”



Career opportunities for women in the hospitality and F&B industry are numerous.

A strategic gender equality policy from companies should include:

  • Mentorship and female role models

  • Easy access to talent development programs

  • Help women to develop their networking

  • Use of technology

  • Flexible working hours

  • Family leave policies

  • Try new recruitment channels

But not only.

These strategies for enhancing the place of women are useful when they irrigate the whole of a society. In Cambodia, TVET schools very often welcome young girls for initial training in the hospitality industry. Another example, apprenticeship streams with 70% girls.


(Les soeurs Kimsan Pol et Kimsan Sok)


The hospitality sector is one of the most accessible to women with many positions of responsibility and opportunities for self-development. Nevertheless, Gender equality cannot be achieved without setting up a roadmap to achieve it.


b.Consulting is involved in helping companies to promote female employees to access management positions thanks to our dedicated internal training programs.


Sources :



Following the organization of the Asean Tourism Forum from January 16 to 22, 2022, it is time to review the main tourism development issues for Cambodia.

Will Cambodian tourism get stronger from these difficult times? There are a few encouraging signs that the Kingdom could be a top winner for South East Asia tourism recovery. One of the most recent remarkable assets is surely a strong collaboration between Ministry of Tourism (MOT), governmental agencies and the private sector to define Cambodian tourism strategy.


Nevertheless, some issues and challenges remain and have to be resolved to ensure sustainable development.


In this new insight, b. Consulting & All Dreams Cambodia experts analyzed the following topics :

  • One of the highest vaccination rates in the world

  • Sustained investments despite a historic crisis

  • Cambodia must become a standalone destination

  • Private and public initiatives to boost tourism promotion

  • The incredible boom of domestic tourism


 
Valuable good crisis management

The Cambodian government's management of the crisis is certainly one of the main assets in the race to reopen to tourists.


source : ourworldindata.org


The Royal Government has conducted a voluntary and effective vaccination campaign. According to the Khmer Times newspaper, 91% of the population is now fully vaccinated (85% according to international institutes)*, allowing free movement throughout the country.


In addition, the continued operation of Phnom Penh airport even at the peak of the health crisis and the recent reopening of Siem Reap airport (definitively reopening on December 15, 2021) are encouraging signs of the country's willingness to open up.

At last, the recent decisions to ease the entry conditions makes Cambodia one the easiest destinations to travel. This strategy is much clearer than those of neighboring countries.

The Asian Tourism Forum, held in Sihanoukville, is a perfect example as it is one of the first regional events to be organized in person.


 
Steady public & private investments in infrastructure despite Covid 19

Many successful projects for transportation infrastructure upgrading throughout the country have been supported since 2020, showing the authorities' will to be ready for future challenges. In a very uncertain Covid-19 time, decisions to invest in existing or new infrastructure were made, to cite a few: the ambitious renovation of Siem Reap's 38 roads, the development of bicycle paths along the river, the expansion of national and main roads serving the country's major cities, the construction project of Sen Monorom (Mondulkiri) airport, the development of the Kampot deep water port…


Siem Reap, new roads project


In this momentum, other projects are being studied for the coming years such as the upgrading of the existing train routes (PP/ Sihanoukville - PP/ Poipet) into express railways and the opening of new railroads especially towards Siem Reap.

Small downside: in several provinces, road construction projects have been delayed and travel times with the capital remain long. In terms of national transportation, Cambodia has to catch up to neighboring countries like Thailand (roads and domestics flights) or Vietnam (domestics flights).


In addition, the construction of the 2 new international airports in the regions of Phnom Penh and Siem Reap are well advanced, Dara Sakor is already open, which suggests an increase in passenger traffic.


New Phnom Penh Airport project


The number of airports under construction necessarily implies the creation of a leading national company providing long-haul flights. It will take many more months of work to obtain IATA certifications and compliance before it is put into service. However, Cambodia is still dependent on international companies serving the country and still has no direct lines.

Meanwhile, Singapore Airlines, Asiana & Korean Air, Thai Airways & Bangkok Airways, Lanmei Airlines, Eva Air,... to name but a few of the airlines that serve the Kingdom which has just taken over the presidency of Asean for one year.


Continuous private investment in hotels has enabled a considerable improvement in Cambodian hosting offer. The recent arrival of international brands in Phnom Penh such as Marriott, Novotel, Hyatt, Ibis Budget, M Gallery, completes an already wide choice for tourists, from dormitories to all-inclusive luxury resorts. Chinese investment in Sihanoukville is just as remarkable. Surely a strong sign of international hospitality groups' interest to develop their portfolio in Cambodia.

In fine, these recent additions to the existing hotel accommodations will launch a new touristic image with upgraded international standards.


Click on the image to access the document


 
Towards a standalone destination

Today, as the return of international tourists is still in its infancy, it seems that the first requests are for an average stay of 10 days compared to a previous 4.5 days in 2017. An encouraging sign!?


The ecotourism development in addition to urban tourism is the winning package.


Wild landscapes, authentic rural way of life, white sandy beaches on preserved islands, cultural heritage sites... Beyond the iconic Angkor temples, "the little country with the big heart" has a lot to offer to visitors and is no longer considered as a simple 3-day extension in an Asian tour.


The country is now riding the wave of this “new green trend” and is multiplying sustainable tourism development projects such as the "Cambodia Sustainable Landscape and Ecotourism Project" planned for a period of six years (2020-2025) and aiming to improve the management of protected areas and enhance ecotourism opportunities through the Cardamom landscape and the Tonle Sap Lake.


In view of the multiplication of studies in this field (AFD, European Union, JICA, World Bank), this sector will be in very strong development in the years to come.


During the last 2 years that have deprived tourists of travel, professionals from the public and private sectors of tourism have relied on the Internet (digital campaigns, virtual tours, webinars ...) to highlight the assets of Cambodia and show that the country offers a complete experience and a diversity of landscapes and activities.

Yet, Cambodia will not be able to become a standalone destination, without developing long haul flights.


 
Private and public initiatives to boost tourism promotion

The Ministry of Tourism (MOT) has recently started with the support of Agence Française de Développement (AFD) to develop studies and actions such as campaigns with communication agencies, to promote Cambodia throughout the world. Among these positive indicators, we could cite the signature for a state-of-the-art international marketing campaign with the worldwide leader company MMGY Hills Balfour involving both MOT and Private Sector, the creation of Beyond Media Cambodia, a France-Cambodia press agency (which already led to a series of articles and shows) or the collaboration between MOT and Redhill Communications for the “Rediscover the Wonders of Cambodia” campaign aiming to increase domestic tourism.


The incredible boom of domestic tourism

Speaking of domestic tourism, this segment has seen a meteoric rise since 2020 and Cambodians who could no longer travel abroad have taken great pleasure in rediscovering their country.


The latest data show that provinces welcomed 1 million visitors during the 3 days Chinese new year holidays (February 1st, 2022 - respectively accounted for 931,308 and 16,189 trips to Phnom Penh (258,069), and the provinces of Battambang (193,567) Kampot (66,534) and Siem Reap (58,953). An increase of 6.15% compared to the same period last year.


Cambodia has seen its domestic tourism in steady rise over the last 2 years. It is now a real target segment to take advantage of.


With a young generation eager to discover new leisure activities, new concepts have blossomed in the country : camping, trekking, hiking, cycling are now activities appreciated by all.


Besides, b. Consulting recently conducted feasibility studies on all inclusive resorts and eco-farm in Mondulkiri and Kampot provinces, which clearly shows the interest of investors in the development of the rural tourism sector.


Yet, despite all this pretty good news, Cambodia will have to face many challenges to ensure sustainable development.


 

This article is co-written with All Dreams Cambodia, leading receptive agency in Cambodia.


For more information :


Benedict Ravel,


Senior Consultant,

Market trend analyst












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