The Value of Training & Certifications in Coastal Hospitality

In the ever-evolving hospitality industry, the importance of training and professional certifications cannot be overstated. A well-trained workforce enhances guest experiences, improves workplace efficiency, and creates opportunities for career advancement. Yet, data from the Department of Labor Critical Sector Job Quality research grant highlights disparities in training opportunities along the Oregon Coast. Addressing these gaps could be a key strategy for improving job satisfaction and employee retention.

The Training Gap: What the Data Shows
Survey responses from coastal hospitality employees reveal a mixed landscape when it comes to access to training and certification opportunities:

• More than half of respondents expressed interest in additional training but cited financial constraints or lack of employer support as barriers.
• Employees in tipped positions were less likely to have access to paid professional development opportunities, despite their critical front-line roles.
• Food safety certifications (ServSafe, OLCC permits) and customer service training (Guest Service Gold, Front Desk Training) were among the most commonly required certifications, yet not all employers provide funding for these programs.
• A significant number of employees reported that access to certifications such as first aid, management training, or cross-training in multiple roles would improve their chances of promotion and long-term career growth.

Why Investing in Training Matters
The survey data suggests that structured training programs can help address some of the key workforce challenges along the coast, including high turnover rates and a lack of advancement opportunities. Here’s why investing in employee training makes business sense:

1. Increased Employee Retention – Businesses that offer professional development opportunities tend to retain employees longer. When employees see a path for growth – personal and professional, they are less likely to leave for competing opportunities, even when formal promotions are not possible.  
2. Better Service, Higher Guest Satisfaction – Well-trained employees contribute to higher guest satisfaction scores, leading to increased revenue and repeat customers.
3. A More Competitive Workforce – Employees with specialized certifications are more attractive to employers, improving both hiring quality and business performance.
4. Stronger Industry Perception – Providing training demonstrates a commitment to professional development, which enhances the overall perception of hospitality as a viable, long-term career choice.

Bridging the Training Gap: Next Steps for Employers
For hospitality businesses along the Oregon Coast, there are several strategies to ensure employees have access to necessary training:

• Funding Certification Programs – Employers can offset costs for critical certifications such as food handling permits, first aid, or customer service training.
• Partnerships with Workforce Boards – Collaborating with regional workforce development boards or community colleges to provide subsidized training can be a cost-effective solution.
• On-the-Job Training & Cross-Training Initiatives – Encouraging employees to gain skills in multiple roles can help businesses address seasonal staffing shortages and prepare employees for promotions.
• Recognition & Career Pathing – Highlighting employees who complete certifications and setting clear paths for advancement can improve motivation and workplace culture.
• Utilizing ORLA’s Training Programs – The Oregon Restaurant & Lodging Association (ORLA) offers a range of training products, including ServSafe Manager Certification, Alcohol Service and Food Handler Training, Guest Service Gold, and hospitality management courses. Employers can leverage these resources to enhance staff skills and maintain compliance with industry standards.

Final Thoughts
The findings from the Department of Labor Critical Sector Job Quality research grant underscore the need for stronger investment in training resources. By addressing training gaps, hospitality businesses can create a more stable workforce, improve service standards, and strengthen the industry's reputation as a rewarding career choice. Investing in training isn't just an employee benefit—it's a long-term business strategy that enhances the entire coastal hospitality sector. | Rebecca Donley, Oregon Coast Workforce Strategist for the Oregon Hospitality Foundation