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The hospitality industry faces persistent structural challenges, including low pay, demanding working conditions, seasonality, unsociable hours, limited career progression and poor work–life balance. Additionally, AI, labour mobility, economic pressures and employment uncertainty create new challenges that contribute to high employee turnover, increasing recruitment costs, loss of expertise, reduced operational efficiency and compromised service quality.During the “Great Uncertainty”, organisations must move beyond traditional engagement approaches, recognising that employees are more likely to care for guests when they feel cared for themselves.

Employee engagement depends on whether people feel secure, valued and respected at work. During the “Great Uncertainty”, hospitality employers need to give employees confidence that their effort will be recognised, fairly rewarded and supported.This starts with good working conditions, manageable workloads and decent salaries, particularly at the lower end of the pay scale.

The level of uncertainty in today's workplace is unprecedented. Social media promotes unrealistic lifestyles and income opportunities, causing many employees to question their current jobs and contributes to the "grass is greener" phenomenon.