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In 2023, Destination Madison commissioned Future Partners to conduct a professional research study aimed at gaining a deeper understanding of perceptions and specific workforce challenges within the greater Madison hospitality and tourism labor market. The results of this study were compiled and distributed to Destination Madison’s partners and stakeholders via a webinar presentation in addition to posting the results on Destination Madison’s partner website.
Ellie Westman Chin, CEO & President puts it this way, “Destination Madison engaged Future Partners to help us in our efforts to address the tremendous workforce issues facing our local hospitality industry. Workforce is a new, but critical focus of our destination management work. Future Partners was able to help us identify reasons why attracting and retaining talent is a challenge for the hospitality industry. In fact, their findings disrupted some of the standard thinking regarding workforce mindset. The Future Partners study is a valuable tool that has helped us design a path to success as we look to grow and strengthen our local hospitality workforce.”
Workforce is a new, but critical focus of our destination management work. Future Partners was able to help us identify reasons why attracting and retaining talent is a challenge for the hospitality industry. In fact, their findings disrupted some of the standard thinking regarding workforce mindset.
Future Partners implemented a three-pronged approach to get insights into challenges faced on all sides of the workforce. We leveraged an online study sent through Destination Madison’s owned channels to industry stakeholders like business owners, managers, and employers. Qualitative online in-depth interviews were conducted with the stakeholders to explore the issue more thoroughly. Last, an online Madison workforce survey was distributed to Madison area workers to get the employee perspective.
Destination Madison was able to share key insights and learnings with the industry and deploy initiatives as part of their Master Plan. This research provided clarity on challenges faced within the city and established key performance indicators for the growth and development of the workforce. Destination Madison discovered previously unrealized insights including how to best attract and retain talent, distinctions between the local workforce challenges and needs, comparison to the national average, and critical issues that assure staff they are valued as part of the team and the overall industry.
The insights gleaned from this comprehensive research endeavor are not only invaluable to Destination Madison but also serve as a beacon for the entire industry. By understanding and addressing the unique challenges faced within the Madison hospitality and tourism labor market, we pave the way for sustainable growth and prosperity.
