3 min read January 2024 — Invest: was joined by Darryl Jett, general manager of Dallas/Fort Worth Airport Marriott, to discuss how the hospitality sector plays a vital role in the economic development of the region and how the hotel has navigated challenges lingering from the pandemic. “With group levels being back to pre-pandemic levels, we will see the business market ramp up over the next few years,” he said.
How is the hotel navigating the current economy?
The airport market has been stable, including customer demand and traffic. There has been a slight increase in group business as we compare it to pre-pandemic numbers. Transit business is starting to bounce back but has a way to go in getting back to those 2019 levels.
Over the last year, hospitality in the Dallas market has remained steady in terms of business levels and customer volumes. It gives the airport sector a lot more consistency, as well. The biggest opportunity continues to be staffing. The goal that hasn’t changed is retention and keeping the great people we have. It’s very difficult to go out and find candidates who are not working at this time because unemployment is very low. People who are out of a job right now are out of a job for a reason because there are a lot of openings right now. So for us, it’s about retention and taking care of the people we have.
What strategies have you implemented to recruit and retain talent?
The old recruitment strategy of placing an ad for qualified candidates really no longer applies. You have to rely on word of mouth and networking to reach out and see if people are open to new opportunities. You have to be creative, so when people get in the door, they have to feel valued just as if they were a paying customer. Employees need to be treated like a VIP so that they truly want to work. Otherwise, you’re just hanging on to hope that they’ll choose this or that opportunity. It’s about the value a company can bring and the culture that is fostered.
There is a lot of growth in this industry with companies opening new hotels. It’s all about the next person up now. I would tell anyone who is looking to develop leadership skills to look no further than hospitality. You must have patience and a passion for taking care of people, but if you have the heart for growth, it is a phenomenal opportunity.
What is your assessment of the growth of hospitality in the region over the past few years?
It brings a lot more competition, but you can’t argue with progress. A lot of research goes into data and market demands to determine the opportunity out there for everyone to get their share. I see it as a net positive that goes back to all of the great things coming on board in this market.
There is a lot this market provides. While we don’t have the walkability that other hotels might offer, we’re only minutes in driving distance to a large volume of food and entertainment options. If you’re looking to get into DFW Airport quickly, the Airport Marriott is only five minutes from the airport and provides 24-hour transportation, which is a major attraction for travelers. I will also put our people up against any staff in the region. Our employees are awesome and loyal and our leadership is dedicated to taking care of them.
What are the amenities and innovations guests are seeking out?
Guests are looking for consistency. They want to come back to a hotel where they know our people and we know them. It goes beyond cleanliness and efficiency, it’s about that personal touch and knowing our guests’ names. When they know their keys are ready to go without having to wait, they feel all the more welcome to be back. Especially from the stress of travel, people want somewhere that’s friendly and can get them to their room as soon as possible.
Right now, the mobile key has been a big technological innovation. It makes it so much quicker and easier for our guests, especially those who travel frequently. This is a global effort by Marriott that really sets us apart.
What is your outlook over the next few years?
Hospitality in North Texas will continue to improve. With group levels being back to pre-pandemic levels, we will see the business market ramp up over the next few years. The hospitality industry will grow with that. There is not a better time to get into hospitality because it will continue to get busier.
It’s about being able to visit all the different things North Texas has to offer. Whether it’s entertainment for kids or adults, there are pockets where anyone can visit. A lot of people might think of Dallas as primarily a football and ranches kind of place, but it’s a very fashionable city with a lot of fun things to do in the arts and music. The downtown market has become very trendy and the development around it has borne that out.
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