A new era of training for the Leisure Attractions and Hospitality industries

Ben O'Hara

October 14, 2020

C19 may be the straw that broke the camel’s back, but implementation of remote learning has been a long time coming for industries such as hospitality, leisure attractions, tourism and entertainment. Combining siloed, travelling or isolated teams with the demographic that these unique trades attract means that ‘old hat’ face-to-face, conference, white-board coaching and training are neither cost-effective or optimal for retention of the subject that’s being delivered.

THE CHALLENGES OF OUR INDUSTRY

A long distance relationship; While some businesses within this trade are independent, perhaps with just a single site, the huge majority have multiple sites, sometimes spanning the globe, which makes delivery of consistent training difficult. Some businesses resort to large-scale events, flying staff in for an intense training period, incurring enormous travel, accommodation and subsistence costs along the way. Others opt for a ‘trickle down’ approach, having ‘train the trainer’ sessions that see dissemination of the content, varying levels of expertise, different delivery styles and, therefore, varying success from one trainer to the next. Some traditional training methods can work, but we know we can do better.

Not your average learners; Our beloved industry is often staffed by creative, enthusiastic and individual personalities, be it entertainers, cabin crew, hospitality staff and hosts. These valued employees deserve to have their unique learning requirements considered when delivering training. We’ve listed a few of these considerations below, along with some actions that could be implemented to best cater for them;

  • Education. A lean towards the arts may mean a lean away from traditional academia. Whilst skilled or talented in many ways, learning may not be a forte.
    • Will respond better to bitesize learning
    • Narrated versions of content will assist low-level readers
    • Better engagement and retention will be achieved through use of multimedia such as imagery, video, movement and sound. Online learning in itself has been proven to increase content retention from 25%<60%.
  • Age. A large proportion of trainees in this industry are younger, sometimes straight from school or college.
    • Cross-device learning will allow them to use the tools that they are more comfortable with and attracted to.
    • Again, micro-learning is recommended for Generation Z and younger Millennials.
    • Allowing self-discovery is important for younger learners who absorb information better when they search and find it themselves.
  • Multi-lingual. Businesses with global locations will often recruit locally, meaning training will be better delivered in their first language.
    • Translated content should be your first port of call.
    • Narrated content second, as often second or third languages are stronger aurally than written.
    • Again, image and video content will help to remove language barriers.
  • ‘Always On’; younger people and creative personality types are both prone to being mentally active throughout the entire day.
    • Capitalise on this by implementing a looser learning timeline and allowing learning to take place on their own timetable.
    • Make sure you have awesome training content and they may even choose it instead of watching Love Island!
  • Siloed; not a demographic or learning style, but isolated staff and teams often need reminding that they are part of something bigger and are the customer-facing side of a brand or proposition.
    • Consistent training touch points throughout the year/season (as opposed to yearly training conferences etc.) will help make learners feel part of the business at large.
    • Inject your brand voice, ethos, mission or vision, house rules etc. into your visual learning assets to remind staff of the behavioural expectations of your brand.

It’s not easy being lean; In 202/21, now more than ever our industry needs to be thinking commercially and focussing on maximising the revenue of locations whilst massively reducing overheads. Here are some of the things that make training so costly, and how remote learning can help to resolve them;

  • Siloed; already mentioned above, teams are not always in the same place at the same time.
    • Solve the ‘location’ issue and the need for costly, single location training seminars, induction events and large-scale conferences by delivering remote training directly to the team members devices.
  • Keeping content/trainers up-to-date; Whether creating physical training manuals, or delivering a ‘train the trainer’ program, keeping things up-to-date is costly and time-consuming.
    • Remote learning can be delivered via a single investment in Digital Training Content, delivered from a central hub.
    • Updates are quick and rolled out immediately to every learner.
  • Longevity & scalability; not only does training content go out-of-date, but the traditional training methods are not built with longevity or scalability in mind.
    • Remote learning allows you to add more users/learners at the click of a button
    • Increase content quickly and easily, and in the same style as your existing courses and training documents
  • Trainers/speakers/; often businesses may need to bring expert speakers into their training, or even worse may have to send them to a variety of training locations to deliver their course.
    • If external expertise is required then you can engage the speaker once to help create the Digital Training Content and remove the cost of repeat bookings or lengthy ‘training tours’
    • The reduced need for on-site in-house training representatives may also help reduce overheads
  • Staff turnover; a problem for every industry that can be addressed with better training.
    • Reduce staff churn and save re-recruitment costs by increasing touch points with your teams via your chosen Learning Management System
    • Regular training is proven to aid retention of staff as it shows investment in their development, making them more engaged and invested in your brand/business.

THE SOLUTION FOR OUR INDUSTRY

If you’re not too familiar with Digital Training Content and LMS’s then say ‘hello’ to ‘iLO’. iLO stands for Interactive Learning Online and is a Learning Management System built with the leisure attraction and hospitality industry in mind, and a tool that will help you deliver the kind of awesome training that your team deserves while solving the kind of training challenges that we’ve covered above.

THE TEAM BEHIND iLO may well be familiar names and faces to you. The Business Creative have worked behind the scenes (and sometimes in front!) for several decades across the entertainment, hospitality, tourism and leisure attraction industries and have built iLO to address the challenges that they meet on a project-to-project basis. Whether training TUI’s global Hotel and entertainment teams or delivering large scale events in Las Vegas or Dubai for the likes of JCB or Ferrari World, the challenges remain the same. Delivery of training in this industry requires something better than the norm. A creative industry demands a creative solution.

HELLO iLO

iLO is everything you need to deliver engaging, memorable content on a local or global scale. It is an LMS to house your Digital Training Content;

Digital Training Content is what you need to deliver the ultimate in training standards. Imagine developing new content or taking your existing training content from Word, Powerpoint or wherever else it may be housed, and transitioning it into an interactive document that a learner can not only access from their phone, tablet or laptop, but engage and interact with. Perhaps they would click on multiple choice answers, pinch/drag to explore rooms or maps (self discovery), drag and drop a list or process into the correct order or complete some statements after watching a short video.

The Digital Training Content is limitless in their opportunities for creativity – each document is bespoke to your requirements, built to deliver your objectives clearly and concisely, designed using your branding and voice and raised to a new level of engagement by allowing the iLO team to inject their fresh learning techniques. If you’re looking to create employee training that has maximum impact and is guaranteed to leave a lasting impression on your learners, iLO’s highly skilled content development team is on hand to help out.

LMS; The hub of iLO is a Learning Management System that houses the Digital Content and allows cross-device access to them at any time and from any location. iLO also;

  • Allows assignment (and blocking) of courses to certain users
  • Can house non-iLO documents too (word/excel/pdf/ppt etc.)
  • Can divide content/files in different areas, such as ‘training’ and ‘resource’ libraries
  • Includes assessment tools that can be used to gauge the success of the training and give developmental feedback to the learner
  • Includes a powerful reporting tool to assist you in monitoring your employees learning progress and allow you to draw out the data you may need for your stakeholders

If iLO sounds like the tool for you (and if you’ve read this far then it almost certainly is!) then why not have a watch of our brief introductory video, and then get in contact to discuss further – we’d love to help you bring a training revolution to your business and allow your learners to unlock their true potential.

 

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