This research paper aims to identify the factors that will increase the performance and professionalism of the associates by using the study of the Salaya Pavilion Hotel Training Center (SPH) in Thailand as a case sample. In the study, staffs with two roles, called associates, were assessed for their job performance and motivation. Employing qualitative methodology, the assessment of associate performance was conducted with the three key stakeholders: hotel guests, intern students, and the General Manager. Furthermore, the semi-structural in-depth interviews were conducted with the associates via content analysis to reveal how they perceive their current roles and identify their motivation factors to conduct and fulfill the role effectively, by using Herzberg motivation theory as a guideline. The finding indicates that all the motivation factors of Herzberg were fulfilled in SPH. However, other important elements were found to motivate associates. Pride, which is regarded as an intrinsic factor; and the challenges from working with Generation Y students, which is an extrinsic factor, have pushed associates to strive for better performance, even though certain shortfalls remain encountered. Strategies addressing the shortfalls of performance based on the findings are proposed in the recommendation. The contributions of this study can provide insights to other hotel training centers that share similar conditions to SPH.