Hotels to Add Jobs and Boost Tech Use in 2025, AHLA Reports

The U.S. hotel industry is poised for workforce growth in 2025, while continuing to adopt advanced technology to meet guest expectations and improve employee retention, according to the American Hotel & Lodging Association (AHLA). Despite positive trends, most states are still not projected to return to pre-pandemic staffing levels.

Based on research from Oxford Economics and STR/CoStar Group, AHLA’s latest report anticipates more than 14,000 new hotel jobs will be created nationwide this year. However, only Montana and Washington, D.C., are expected to exceed their 2019 employment numbers. Over half of U.S. states are forecasted to see year-over-year job growth, but staffing shortages remain a major challenge.

Rosanna Maietta, president and CEO of AHLA, noted that while the industry is offering competitive wages and enhanced benefits, recruiting and retaining skilled workers remains difficult.

The 2025 State of the Industry Partners Trends and Insights Report outlines key factors shaping hospitality in the coming year. Industry contributors—including American Express, Ecolab, Encore, Hireology, Oracle, and Towne Park—highlight the need for tech-driven solutions and new service models.

Hireology emphasizes strategies to attract top talent, while Encore focuses on employee satisfaction. American Express reports that younger travelers are prioritizing experiences over material goods. Ecolab reinforces the importance of cleanliness, and Towne Park points to integrated guest services as a competitive edge.

Oracle notes the shift of AI from experimentation to real-world use, streamlining guest check-ins and improving operations. The report reflects a hospitality industry evolving through innovation and workforce investment.

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