Hospitality Recruitment for a Changing World
The hospitality industry has always thrived on creativity, adaptability, and people-first thinking. But in today’s climate of uncertainty, from economic shifts to rapidly advancing technology, every hotelier faces a new challenge: how to design guest experiences, business models, and hospitality recruitment strategies that are both resilient and future-ready.
In a recent E&F TV episode, Tom sat down with Neil Stone, founder of Leapstone Limited and one of the masterminds behind British Airways’ lie-flat business class bed. Their conversation revealed why design thinking isn’t just for products or interiors; it’s a critical tool for hoteliers navigating commercial strategy, hospitality recruitment, and guest experience in a rapidly evolving world.
From Flatbeds to Hotelier Insights: Neil’s Journey
Neil’s career has spanned aviation, rail, broadcasting, healthcare, and hospitality. He began as a product designer with British Airways, eventually leading the design team that pioneered the iconic lie-flat bed in business class, a breakthrough born not from incremental improvements but from reimagining long-haul travel through the lens of guest needs.
After 12 years at BA, Neil founded Leapstone, a boutique design and innovation practice. Unlike firms that specialise in one niche (graphic, product, or interior design), Leapstone operates at the design management and service design level.
For hoteliers, this approach is powerful: it shows how cross-sector design expertise can fuel transformation in hospitality recruitment, revenue management, and guest experience.
Redefining Design: A Business Tool for Hoteliers
Neil is clear: design is not just about aesthetics. It’s a structured form of problem-solving. At its best, it helps businesses clarify challenges, test solutions quickly, and align teams around meaningful outcomes.
“Good design practice means really thinking through the problem before you get going,” Neil explains.
“It’s people-centred, collaborative, and shines a light on what’s really happening in the business.”
For hoteliers, this means applying design thinking not only to guest-facing touchpoints (lobbies, rooms, and F&B) but also to hospitality recruitment, staff onboarding, and commercial strategies.
Why Design Matters for Hospitality Recruitment
Clarifying the Real Problem
In hospitality recruitment, the temptation is to “fill vacancies fast”. But design-led thinking challenges hoteliers to ask: What’s the deeper issue?
- Is staff turnover high because of limited training or career progression?
- Is guest satisfaction dipping because of understaffing at peak times?
- Is commercial performance hindered by outdated processes, not just headcount?
By defining the root issue, hoteliers can design recruitment and retention strategies that are sustainable and effective.
Creating Journeys, Not Just Jobs
Neil emphasises journey mapping. For hoteliers, this isn’t limited to guests. Staff, too, have a journey from application to training to career growth. Hospitality recruitment should therefore be designed as an experience, ensuring candidates feel valued and supported from day one.
Adapting to Uncertainty
The pandemic reminded every hotelier how volatile the industry can be. Traditional revenue management models built on historic data suddenly became irrelevant. Neil argues that design thrives in uncertainty by:
- Encouraging scenario planning (“What if demand shifts suddenly?”).
- Prototyping small solutions before scaling.
- Building resilience by giving teams “permission to play.”
The Desirable–Viable–Feasible Framework for Hoteliers
Innovation succeeds when it meets three criteria:
- Desirable – Do guests and staff want this?
- Viable – Is it financially, socially, and environmentally sustainable?
- Feasible – Can it realistically be delivered with current resources?
For hospitality recruitment, this means:
- Desirable: Does the role match candidate expectations (flexibility, growth, purpose)?
- Viable: Can hotels sustain competitive packages?
- Feasible: Do managers have tools to support staff properly?
When aligned, recruitment strategies become far more effective for hoteliers.
Design and Revenue Management: A Hotelier’s Fresh Perspective
Revenue management in hospitality is often dominated by numbers. Neil argues that design thinking can unlock innovation beyond incremental growth.
Hoteliers could ask:
- Are there more creative ways to design the meetings and events booking process?
- Could the guest journey from enquiry to booking be reimagined for better conversions?
- How might cross-sector learning (e.g., Formula 1 efficiency) inspire smarter hotel operations?
This mindset not only improves revenue but also boosts hospitality recruitment by attracting candidates who want to join innovative employers.
The Human Element in Hospitality Recruitment
While AI is reshaping hospitality, Neil warns against losing sight of people:
- AI can accelerate data analysis.
- Creative coaching can help senior hoteliers adapt quickly.
- But hospitality is still people serving people. Recruitment must prioritise empathy, mindset, and cultural fit.
This is why hospitality recruitment remains unique: every decision still connects back to the guest experience.
Key Takeaways for Hoteliers
- Think like a designer. Define problems clearly before rushing to solutions.
- Map the journey. Apply journey thinking to guests, staff, and candidates.
- Embrace uncertainty. Use prototyping and scenario planning to adapt.
- Balance the three lenses. Ensure every innovation is desirable, viable, and feasible.
- Stay people-first. Hospitality recruitment must value human connection above all.
Conclusion
Neil Stone’s insights show why design thinking is a critical asset for hoteliers and hospitality recruitment alike. By reframing challenges, embracing uncertainty, and focusing on journeys, hotels can attract and retain top talent, strengthen guest loyalty, and future-proof their strategies.
For Edwards and Finn, the message is clear: in a competitive recruitment market, those hoteliers who adopt a design mindset won’t just survive, they’ll lead.