The English language factor as a litmus test for placement with luxury hotel brands in India

Abstract

Purpose

Travel and tourism has played an instrumental role in the growth of a progressive Indian economy. Contributing 6.3 per cent to the total Indian gross domestic product in 2015 and expected to rise by 7.3 per cent in 2016, the sector has exhibited positive signs of growth and is delivering to its forecasted potential (WTTC, 2017). To manage this growth, it is estimated that there is an incremental need of 4.9 million people to take up varied job roles. To cater to the growing need and take advantage of being the youngest economy, Skill India mission was launched with a view to training 400 million people by 2022. This paper aims to explore the recruitment of Skill Initiative-certified candidates for Luxury Hotels in India, identify the challenges in recruiting Skill Initiative candidates and explore whether the knowledge of the English language is important to the recruitment of skilled personnel by employers.

Design/methodology/approach

Primary information was gathered via conversations with industry practitioners to gauge the effectiveness of the hospitality-based curriculum design and to explore the concept of employability and the challenges they face. To measure the effectiveness of a course designed to develop English language proficiencies, interviews were conducted with language trainers.

Findings

Skill India initiative is not delivering the promise that was expected. The key findings were that the initiative is being perceived as a program for those not willing to help themselves or the marginalized who would have opted out or failed to complete formal education. There should be structural changes in primary education to develop English language skills in particular. The program needs to reconsider the time it allocates to developing soft skills. The biggest barrier to the absorption of candidates after being skilled and certified via the Government’s skilling agenda is poor English language communication, especially verbal expression.

Originality/value

Although the issue discussed is a genuine bottleneck, there has been no prior formal research on this topic in relation to the Skill India initiative. There is an abundance of literature on the topic of communication skills as it relates to employment and growth, but there is very limited work in the Indian context, especially in relation to the Skill India Initiative. The research forms a platform for various stakeholders, government planners/agencies (for understanding gaps and making necessary changes), training providers (to identify requisite profile of trainers), researchers and industry specialists (to recognize their role and contribution) to build upon and develop.

Citation

Singh, A. (2019), "The English language factor as a litmus test for placement with luxury hotel brands in India", Worldwide Hospitality and Tourism Themes, Vol. 11 No. 1, pp. 68-77. https://doi.org/10.1108/WHATT-10-2018-0060