While the customer experience is central to the hotel industry, the employee experience is just as important, if not more so. At a time of unprecedented labour shortages, the sector is seeking to regain its appeal. This is a twofold challenge, since it means adding new members to the hotel family while retaining those already on board. In this context, more and more players are playing the Employee Value Proposition (EVP) card. Accor, for example, is unveiling a new EVP tagline in its latest campaign: "Hospitality is an art for those with a heart".