Rather awkward statements are made by HR managers and CEOs in traditional hotel industry about labor market’ lack of professionals worthy to take a position in top management among people of color. With such approaches, hotels put themselves at risks of continuing loss of market positions, as clients will give increasing preference to alternative services such as Airbnb. The Airbnb vision concerning workforce diversity is clear, comprehensive, and sounds attractive: they say that feeling of home goes hand in hand with ethnic and sociocultural diversity. “To truly make the whole world our common home, we first need to create jobs where everyone’s opinion is important and everyone will be heard” – the website declares (How Airbnb is building its culture through belonging). As to 2018, almost 44% of Airbnb employees are women, and whites constitute only 48%.
At the same time, it should be noted that the crisis is a time to strengthen the hotels’ positive image as employers. Building the hotel’s internal image and employee perceptions of it is complex and ambiguous. However, it should not be neglected, because if the statements and actions of the organization, its positioning in the market do not coincide with the reviews of its employees about it, then the negative internal image will overlap the whole positive. As a result, the hotel will lose part of the consumer market, its reputation in the eyes of potential candidates for existing vacancies in the hotel, as well as its clients.