The impact of staff language skills on hotel guest satisfaction

Abstract

This research investigates the impact of hotel staff language skills, particularly English proficiency, on guest satisfaction within Malta’s hospitality industry. As English is one of Malta’s official languages and a key factor in attracting international tourists, the ability of frontline staff to communicate effectively is crucial in shaping positive guest experiences. This study adopted a quantitative approach through the use of structured questionnaires. This method was selected to gather a broad spectrum of data from a diverse participant pool, allowing for statistical analysis of trends and patterns. The questionnaire combine survey responses from hotel guests with insights from hotel employees. The research focused on perceived language barriers, the role of multilingualism, and the extent to which communication skills affect guest perceptions of service quality. Secondary data from academic literature, reports, and industry analyses was also reviewed to contextualise the findings. The results reveal that while most staff possess a basic command of English, inconsistencies in fluency and confidence can lead to miscommunication, reduced guest satisfaction, and increased operational challenges. Guests reported higher levels of satisfaction when staff demonstrated not only technical competence but also the ability to communicate clearly and empathetically. Conversely, poor communication often led to frustration and impacted the likelihood of repeat visits. These findings highlight the essential role of language skills in delivering quality hospitality services. The study concludes that hotels must place greater emphasis on language training and cultural communication development as part of staff onboarding and continuous professional development. It also suggests that hospitality education providers should integrate stronger language and communication modules within their curricula. Enhancing staff language skills not only improves the guest experience but also strengthens Malta’s positioning as an accessible, English-speaking destination in the competitive tourism market.