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Singapore launches Jobs Transformation Map for the hotel industry

Singapore launches Jobs Transformation Map for the hotel industry

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"Ladies and gentlemen, I want to humbly suggest that in this new age, with the accelerated change, with the pace of disruptions increasing, we cannot afford for HR to play the defence strategy. We have to go on the offensive; we have to create our own future," Manpower Minister Dr Tan See Leng said at the launch.

 - with inputs from Arina Sofiah

Singapore's Minister for Manpower and Second Minister for Trade and Industry Dr Tan See Leng launched the Jobs Transformation Map (JTM) for the Hotel Industry today (Thursday, 18 May 2023), at the Hotel Human Capital Conference 2023 attended by  HRO.

Jointly developed by Singapore Tourism Board (STB) and Workforce Singapore (WSG), the JTM is supported by SkillsFuture Singapore (SSG), the Ministry of Manpower, the Singapore Hotel Association, and the Food, Drinks and Allied Workers Union (FDAWU), in consultation with 105 hotels and eight education institutions.

The JTM identifies how technology as well as global and local trends will impact job roles and skills over the next three years, and will serve as a guide to employers and employees on the skills and talent needed to remain competitive, innovative, and sustainable.

On the whole, the JTM will support the continued growth of the hotel industry, and allow the industry to seize new opportunities with a future-ready workforce. 

According to data shared by WSG and STB, the hotel industry in Singapore posted an encouraging year amid stronger demand for leisure and business travel. Zooming in, the average occupancy rate (AOR) for the first quarter of 2023 was 78%, which "compares well" against 2019’s pre-COVID AOR of 87%, while the average room rate and revenue per available room are higher compared to pre-pandemic levels.

Additionally, the hotel industry contributed more than 20% of the country's total tourism receipts (TR) last year, and employed 44% of its tourism workforce as of December 2022.

Commenting on this in his speech at the event, Minister Tan affirmed: "To sustain growth and meet consumer demand, the hotel industry must press on with efforts to continue to transform and build up capabilities.

"The Government will continue to give our unwavering support."

priyarina hotel jobs transformation map

What the JTM for the Hotel Industry entails  

Job redesign

The JTM identified four megatrends that will have a profound impact on the nature of hotel jobs:

  • changing guest expectations as lifestyles evolve,
  • sustainability,
  • an increasingly competitive landscape, and
  • changing workforce aspirations.

It also assessed 87 current job roles, of which 40 are likely to be redesigned. Out of these 40, seven are expected to require extensive redesign due to increasing automation enabled by artificial intelligence, the Internet of Things, and robotics.

These roles include sales coordinator, reservations officer, and housekeeping coordinator roles. Meanwhile, the other 33 roles still require human intervention but may be augmented by technology, it was shared. These roles – such as engineers and housekeeping managers – require moderate redesign to equip job holders with new knowledge and abilities.

Next, the remaining 47 job roles continue to be highly dependent on human intervention but will require some upskilling. For example, it was added, an operations manager who uses property management systems should acquire new capabilities in consumer intelligence and sustainable procurement to develop strategic plans.

As shared further, with the JTM, hotels could also reconfigure existing jobs by "stacking”, i.e. merging job roles and equipping jobholders with new skillsets. Jobs can be combined horizontally across different functions, so that employees can focus on value-added tasks: for instance, a catering sales coordinator and assistant events executive can be stacked to become a sales and events associate.

Hotels can also merge roles within the same function: for example, a reservations supervisor and reservations agent can be stacked to become a reservations specialist. 

'Hotel of Tomorrow'

To inspire hotels in their transformation journey, the JTM has envisioned the 'Hotel of Tomorrow' – where hotels are destinations in themselves, creating value with and for the community through novel concepts and thoughtfully-designed spaces.

This vision is influenced by three emerging areas: sustainability, technology, and placemaking. 

Taking a closer look at the three areas:

  • Sustainability:  Hotels should hire talents in sustainability, who can combine their green credentials with a keen business sense and financial acumen. They can create sustainable experiences and chart the hotel’s sustainability journey.
  • Technology: Hotels should hire and create roles for technophiles who are data-driven and innovative. These talents can develop guest-centric experiences and improve productivity.
  • Placemaking: Hotels can offer new roles that create meaningful experiences in partnership with the community. 

"Collectively, these give the hotel industry a competitive edge, while creating new and future-ready job roles," it was noted.

On this point, Minister Tan added at the event: "Apart from creating new and exciting job opportunities, I encourage employers in the industry to consider how you can continue to enhance and instill the excitement in the existing roles so that you can attract new talent and better retain experienced workers." 

Industry partnerships

Currently, 135 hotels, employing more than 18,000 local workers as a whole, have committed to the JTM. One example cited is Pan Pacific Hotel Group, which is piloting a three-year workforce transformation roadmap to achieve business and manpower outcomes. The Group will also redesign roles, implement new initiatives to reimagine hotel operations, and address manpower challenges.

Apart from the above:

  • STB and the National Trades Union Congress (NTUC), Employment and Employability Institute (e2i), WSG, and SSG are also helping hotels retain and attract talent through job transformation.
  • WSG has revamped its Career Conversion Programme (CCP) for Tourism Professionals, to support the hotels, MICE, attractions, and travel agent and tourist guides industries. The CCP will serve all tourism professionals across roles, comprising 100% on-the-job training, with optional facilitated training for existing workers and new hires. The CCP will also develop the capabilities of existing and prospective tourism workers to take on job functions with emerging skillsets in areas such as sustainability, wellness, and placemaking. About 1,500 workers from 60 hotels have participated in WSG’s CCP for Hotel Professionals since January 2020.
  • WSG has also extended its volunteer Career Advisors initiative to the hotel industry. To date, over 360 volunteers across nine sectors, including growth sectors such as electronics, healthcare, logistics, ICT, and sustainability, have been trained and appointed.

The above-mentioned initiatives are in addition to ongoing programmes including STB's Training Industry Professionals in Tourism grant scheme, WSG's Support for Job Redesign under Productivity Solutions Grant, the Tourism Careers Hub by STB, NTUC, e2i, and WSG, and more.

Appealing to HR leaders to embrace the job transformation journey, Minister Tan shared: "Ladies and gentlemen, I want to humbly suggest to you that in this new age, with the accelerated change and the pace of disruptions increasing, we cannot afford for HR to play defence as a strategy. We have to go on the offensive – we have to create our own future."

During a doorstop interview following the launch, Chris Teo, 2 nd Vice-President, Singapore Hotel Association (SHA) and Chair of the Hotel Human Capital Advisory Committee , elaborated on the potential challenges facing the industry in undergoing transformation, how SHA will be working with HR across hotels to encourage the uptake of the JTM, and how the infusion of technology in the industry and job roles will help Singapore retain its status as a Tourism Hub.

Right now, under human capital, the main objective is to bring human capital into the industry, Teo shared. "We need people – we need to attract people to the industry in a new way. Your hotel job is no longer about shift work."

Instead, he added, it is now about keeping flexibility, putting hours together, and how to tap on Singaporeans who don't really understand the industry, and to create more awareness that there are new things to do in the industry. "It's not just purely [about]  selling a cup of coffee. It's more than just service."

"And that will take time. This is just the beginning of it, but we see it as a very positive change for the industry."

Encouraging HR to take up the JTM

This is where the flow of information is very important, Teo notes. While the opening up of the market brings the need to deal with operational matters and certain issues, it is crucial that members [of SHA] continue to be informed. For instance, through house calls and visits, making personal contacts, or mini discussions with the industry. 

Importantly, it also comes down to ensuring the staff involved in the transformation journey are engaged and on board. 

"It's a constant process of engagement. And we do a lot of that. Even at our hotel level, we make sure our HR are correctly engaged with each employee to make sure that when it comes to job transformation, they are reskilling, going for classes, and so on.

"You have to understand that we are not changing the job skills or whatever, for no reason or no purpose. And I think gradually, the employees will feel the change and see the benefits of it. It takes time. Like I said, it's not changing someone's comfort zone or getting them out of their comfort zone. It's never going to be an easy task.

"But it takes time and it takes a lot of personal contact to do that. And it's our responsibility also, as owners and operators, to make sure that we have the right HR practices in place. Again, it's a human industry, right? We're not just dealing with machines, and everyone is in a way a little bit different individually.

"So yes, we do encourage them. We provide incentives for reskilling, and the benefits will be there in the future. 

Maintaining the status of ‘Tourism Hub’ 

Here, Teo shares, the infusion of technology in the industry will be helpful in areas such as analytics and looking at the market data, as well as planning, especially with Singapore depending greatly on inbound tourism to support the industry.

It also comes back to the manpower situation, wherein the industry will be able to become more efficient in deploying manpower resources in its capacity. That, he stresses, is a big push to adopt.

Thank you for reading our story! If you have any feedback, feel free to let us know — take our  2023 Readers' Survey here .   

All photos / HRO

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  • National guidelines
  • Business transformation

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STB unveils a new four-year Tourism Development Fund (TDF), designed to catalyse the creation of innovative and quality tourism products and experiences, and capability and employee upgrading efforts among tourism-related enterprises. 

Key enhancements to the latest tranche include increasing the grant cap to support new and innovative events under the Kickstart Fund, and supporting the development and enhancement of Singapore’s tourism experiences that are virtual or include pre- and post-visit experiences under the Experience Step-Up Fund to increase the attractiveness of Singapore to visitors.

With the focus for Singapore to become a sustainable urban destination, STB will support sustainable development of tourism hardware and software (i.e. events and experiences), which would create a holistic visitor experience that is sustainable across all aspects and touchpoints. To complement this, STB will also support building your workforce’s capabilities and development of innovative solutions to capture opportunities from sustainable travel.

With the enhancements made to TDF, STB is committed to partnering the tourism sector in driving tourism recovery and transformation efforts.

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WHICH FUND IS APPLICABLE FOR YOUR PROJECT?

To identify the right fund for your project, or check if your project has met the eligibility conditions, please utilise the  Grant Eligibility Checker tool.

TOURISM CAPABILITY DEVELOPMENT SCHEME

Business improvement fund (bif).

The Business Improvement Fund (BIF) aims to encourage technology innovation and adoption, redesign of business model and processes in the tourism sector to improve productivity and competitiveness. STB has expanded BIF to include sustainability initiatives in support of our tourism companies in their sustainability journey to build resource efficiencies, pivot business models to enhance competitiveness,  scale up adoption and development of sustainable solutions and pursue sustainability certification across the tourism industries.

Local Enterprise and Association Development Programme (LEAD)

The Local Enterprise and Association Development (LEAD) Programme supports efforts by Trade Associations & Chambers (TACs) to drive industry initiatives, focusing on areas like productivity, sustainability, technology & infrastructure, business collaborations, intelligence & research.

Training Industry Professionals in Tourism (TIP-iT)

The Training Industry Professionals in Tourism (TIP-iT) supports tourism companies in employee upgrading and leadership development.

TOURISM EVENT DEVELOPMENT SCHEME

Business events in singapore (beis).

The Business Events in Singapore scheme seeks to encourage the business events industry to anchor and grow quality events in Singapore as well as catalyse the innovation of new content. It also supports activities that will bring the foundation towards bringing quality business events to Singapore in the long term. 

Kickstart Fund (KF)

The Kickstart Fund supports the creation and test-bedding of innovative consumer-focused concepts and events with strong tourism potential and scalability. This is with the aim of adding to the existing quality tourism software and enhancing the vibrancy of Singapore as a tourist destination.

Leisure Events Fund (LEF)

The Leisure Events Fund (LEF) supports the launch and development of world-class, differentiated, and celebrated leisure event experiences in Singapore that deliver key tourism outcomes and establish Singapore as one of the world's most vibrant cities.

TOURISM PRODUCT DEVELOPMENT SCHEME

Cruise development fund (cdf).

The Cruise Development Fund (CDF) supports the deployment of cruise ships in Singapore and/or development of initiatives that will grow the cruise industry in Singapore. 

Experience Step-Up Fund (ESF)

The Experience Step-Up Fund (ESF) supports the development and enhancement of Singapore's tourism experiences that increase the attractiveness of Singapore to visitors.

Tourism Product Development Fund (TPDF)

The Tourism Product Development Fund (TPDF) supports the creation, and/or major rejuvenation of tourism products (such as standalone infrastructure development or major attraction to enhance Singapore's attractiveness as a tourist destination. 

Frequently Asked Questions (FAQ)

Please refer to the document here for frequently asked questions (FAQs).

About the Organisation

What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

  • Increase no. of sailings to/from Singapore
  • Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
  • Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
  • Increase capability of industry players via cruise-specific industry training programmes
  • Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia

Is the project able to achieve one or more of the following?

  • Improve visitor satisfaction (especially foreign visitors)
  • Increase footfall
  • Increase revenue
  • Significant branding and PR value

Is the project able to attract foreign visitors and contribute to foreign visitors' spend?

Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.

Based on your selection, the following STB grant/s may be applicable for your project:

Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:

  • Applicant has started work on the project e.g. tender has been called.
  • Applicant has made payment(s) to any supplier, vendor or third party.
  • Applicant has signed a contractual agreement with any supplier, vendor or third party.

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COMMENTS

  1. Overview

    The Singapore Tourism Board (STB) is the country's economic development agency for tourism, one of Singapore's most important service sectors. Offering enriching experiences to both visitors and locals through the constant enhancement of our tourism offerings and building a competitive and sustainable industry, STB helps create a vibrant ...

  2. How We Hire

    The hiring process will comprise up to 3 selection interviews. During these interviews, we will assess each candidate's job-person fit (technical expertise), person-organisation fit and motivational fit. The hiring manager or Human Resources might reach out to candidates for an initial phone interview to better understand your interest in STB ...

  3. gov.sg

    Singapore Tourism Board Tourism Court 1 Orchard Spring Lane Singapore 247729. 6831 3300. [email protected]. Member. Mr Arthur LANG. Group Chief Financial Officer Singtel 31 Exeter Road, #22-00 Comcentre Singapore 239732 PA: Jasmine Teo E: [email protected] Tel: 68383826. 6838 3826. [email protected].

  4. Singapore Tourism Board

    Singapore Tourism Board | 114,165 followers on LinkedIn. The Singapore Tourism Board (STB) is the leading economic development agency for Singapore's tourism sector. It aims to differentiate Singapore as a destination, delivering on its promise to provide a concentration of multi-faceted and user-centric travel experiences, as well as positioning Singapore as a future-facing and inspiring ...

  5. Manager (HR Development)

    Manager (HR Development) at Singapore Tourism Board Singapore. 307 followers 306 connections See your mutual connections ... Singapore Tourism Board May 2023 - Present 10 months. Public Service Division 4 years. HR Senior Executive (Talent Management) Public Service Division ...

  6. MyCareersFuture Singapore

    Singapore Tourism Board. HR System and Data Support Officer (12-month contract) MCF-2022-0735566. TOURISM COURT, 1 ORCHARD SPRING LANE 247729. Contract, Full Time. Junior Executive. 1 year exp. Admin / Secretarial, Human Resources, Public / Civil Service. $2,500 to $4,500. Monthly.

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    For TIH matters. Enquiries or Feedback. If you have enquiries or feedback about TIH, do reach us at [email protected]. Technical Assistance. For technical assistance, please visit our Help Centre or browse our FAQ. If you would like to reach our service desk team, please email [email protected] or call (65) 6684 9814.

  8. MyCareersFuture Singapore

    Admin / Secretarial, Human Resources, Information Technology, Public / Civil Service. $2,500 to $4,500. Monthly. 12 applications Posted 05 Jul 2022 Closed on 04 Aug 2022. ... The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade and Industry of Singapore. It champions the development of Singapore's tourism sector ...

  9. Case study: Singapore Tourism Board

    Case study: Singapore Tourism Board. published. 17 October 2013. author. Staff Writer. Nael Islam, executive director of HR at the Singapore Tourism Board, shares how the company keeps monetary rewards fair for employees across the organisation. By Sabrina Zolkifi. Nael Islam is aware his position as the executive director of HR at the ...

  10. Singapore Tourism Board

    The board now oversees all aspects of tourism, including resource allocation and long-term strategic planning. It establishes offices around the globe to actively market the Singapore destination. In the short term, the Singapore government has allocated S$905 million to STB for tourism developments until 2017.

  11. Singapore Tourism Board HR Department

    2 1. Susanah Toh. Deputy Director, Strategic Communications. 2. Looking for a particular Singapore Tourism Board employee's phone or email? Find Info. Singapore Tourism Board's HR department is led by Terrence Voon (Director, Communications and Marketing Capability) | View all 44 employees >>>.

  12. Singapore Tourism Board Management Associate Interview Questions

    I applied online. I interviewed at Singapore Tourism Board in Mar 2023. Interview. AC was tedious. Prior preparation for essay writting and slide decks were required. Actual day involves half day tour and case is based on that. Followed by individual presentation on the essay question. Interview Questions.

  13. Working at Singapore Tourism Board

    3.9. 443 reviews. Compare. Glassdoor gives you an inside look at what it's like to work at Singapore Tourism Board, including salaries, reviews, office photos, and more. This is the Singapore Tourism Board company profile. All content is posted anonymously by employees working at Singapore Tourism Board. Glassdoor.

  14. Singapore Tourism Board Jobs & Careers

    Search job openings at Singapore Tourism Board. 17 Singapore Tourism Board jobs including salaries, ratings, and reviews, posted by Singapore Tourism Board employees.

  15. Contact Us

    Singapore 247729. Operation Hours . Monday to Friday (excluding Public Holidays), 9am to 6pm. Tel: (65) 6736 6622. Fax: (65) 6736 9423 . Quality Service Manager: 1800-736 6638. Monday to Friday (excluding Public Holidays), 9am to 6pm. Tourist Information Hotline: 1800-736 2000. Monday to Friday (excluding Public Holidays), 9am to 6pm .

  16. 230 Salaries at Singapore Tourism Board Shared by Employees

    3.9. 441 reviews. Compare. A free inside look at Singapore Tourism Board salary trends based on 230 salaries wages for 70 jobs at Singapore Tourism Board. Salaries posted anonymously by Singapore Tourism Board employees.

  17. Board Of Directors

    Melissa Ow. Ms Melissa Ow assumed the appointment of Chief Executive of the Singapore Tourism Board on 1 June 2023. From 2020 to 2023, Ms Ow served as the Executive Vice President for Customer Experience, Marketing & Investment Facilitation Group at the Economic Development Board, where she played a key role in transforming the organisation's B2B sales and marketing model.

  18. Singapore launches Jobs Transformation Map for the hotel industry

    Singapore's Minister for Manpower and Second Minister for Trade and Industry Dr Tan See Leng launched the Jobs Transformation Map (JTM) for the Hotel Industry today (Thursday, 18 May 2023), at the Hotel Human Capital Conference 2023 attended by HRO. Jointly developed by Singapore Tourism Board (STB) and Workforce Singapore (WSG), the JTM is ...

  19. Singapore Tourism Board Intern Interview Questions

    The process took 2 months. I interviewed at Singapore Tourism Board in Mar 2021. Interview. 2 stages: (1) Video Interview consisting of 5 questions on Hirevue (2) Face to Face interview with reporting officers (Panel of 4) The video interview questions are quite standard, asking about the yourself and your thoughts on the industry Second ...

  20. Singapore Tourism Board

    Singapore Tourism Board, Singapore. 52,230 likes · 186 talking about this · 3,013 were here. The Singapore Tourism Board is the lead development agency for tourism.

  21. Singapore Tourism Board: Employee Benefits and Perks

    Provides many welfare activities for employers to de-stress and bond with others. Flexible work arrangemnts are available. Always encouraged and given opportunities by management to upskill. Good benefits for those with family & children e.g. leave, many activities organised for staff, gym in office, some staff perks & free tickets to exhibits.

  22. Home

    Singapore Tourism Board, TNG Digital and Alipay+ ink partnership to promote travel to Singapore. Klook scales up partnership with Singapore Tourism Board to promote events and attract Southeast Asian travellers. Uncover Singapore's Hidden Gems Through the Lens of Local Singer-Songwriter Nathan Hartono .

  23. Grants Overview

    Grants Overview. STB unveils a new four-year Tourism Development Fund (TDF), designed to catalyse the creation of innovative and quality tourism products and experiences, and capability and employee upgrading efforts among tourism-related enterprises. Key enhancements to the latest tranche include increasing the grant cap to support new and ...