How to future-proof the Travel & Tourism workforce

The global Travel & Tourism sector stands as a colossal engine of employment, yet it is facing a critical challenge that threatens its growth: a widening gap between the demand for workers and the available supply of skilled talent. To secure its future, the sector must adopt a multi-pronged strategy that not only attracts new people but also nurtures and retains its existing workforce. This involves a fundamental rethink of everything from career perception and working conditions to the integration of technology and flexible staffing models.

Reimagining the sector to attract talent

A primary hurdle for the sector is the persistent negative perception among young people, who often view tourism careers as high-intensity for low reward, with limited opportunities for advancement. To counter this, a collaborative effort between businesses, governments, and educational institutions is essential. This means proactive measures such as launching awareness campaigns and attending career fairs to showcase the diverse and rewarding career paths that extend far beyond entry-level positions. By highlighting successful professionals as ambassadors and demonstrating opportunities in fields like finance, law, and marketing, the sector can appeal to a broader talent pool.

Education is a powerful tool in this effort. Embedding attractive, structured career pathways into secondary education can introduce students to the sector's potential early on. Organisations like the Global Travel & Tourism Partnership (GTTP), which provides free skills training to 16-19-year-olds and collaborates with governments in places like Oman to inspire youth, serve as an excellent model. Furthermore, establishing entrepreneurship incubators, such as the Tourism Innovation Incubator created by the Jamaican government, can empower a new generation to build innovative, travel-related businesses from the ground up.

Retaining talent through progression

Attracting talent is only the first step; retaining it is crucial for long-term stability. A key driver of staff turnover is the lack of clear and credible career progression. Businesses can tackle this by offering robust leadership development programmes and ensuring pathways for advancement are transparent. This can be achieved by prioritising internal candidates for vacancies, training managers to support talent development, and offering mentoring and job rotation opportunities. Showcasing senior leaders who have risen through the ranks provides tangible proof that a long-term career is not just possible but actively encouraged.

Simultaneously, the sector must ensure its pay and working conditions are genuinely competitive. Companies like Intrepid Travel are leading the way by committing to pay all staff a standard family living wage, setting a benchmark for the sector. Beyond salary, fostering a positive and supportive work environment is paramount. This includes celebrating achievements, encouraging a feedback-friendly culture, and providing employee care programmes with access to mental health resources and wellness initiatives.

Embracing technology and flexibility

The modern workplace is defined by technology and a demand for flexibility. Strategically using Artificial Intelligence (AI) and automation can significantly boost productivity, improve customer service, and, crucially, free employees from mundane tasks to focus on more meaningful work. For instance, Destination Canada uses AI to handle translations, allowing its human translators to focus on higher-value editing tasks, while the Indian Hotels Company has deployed a virtual AI assistant to handle HR queries, saving valuable time for both staff and the HR team.

While large corporations and government initiatives are crucial, small and medium-sized Enterprises (SMEs) are the backbone of the Travel & Tourism sector. Lacking the vast resources of larger players, SMEs can leverage their agility, personal touch, and deep community ties to attract and retain top talent.

• Build strong community partnerships: Forge relationships with local schools, colleges, and community centres. Offer internships, apprenticeships, or even part-time jobs to give young people their first taste of the sector.

• Showcase broader skill development: In a smaller company, employees often wear many hats. Frame this as a key benefit, a chance to gain hands-on experience in marketing, finance, and operations simultaneously, which is a powerful resume-builder.

• Become a brand ambassador: The owner or manager of an SME can act as a direct mentor and role model, personally attending career fairs to share their passion and demonstrate a tangible path to success.

SMEs can create an environment that larger companies struggle to replicate. Instead of formal leadership programmes, SME leaders can provide direct, one-on-one mentorship, investing personally in an employee’s growth and creating a clear, albeit less formal, path for advancement.

Technology is no longer just for large enterprises. SMEs can strategically adopt affordable tools to boost efficiency and improve the employee experience. By adopting these forward-thinking strategies, the Travel & Tourism sector can build a resilient, skilled, and motivated workforce capable of navigating the challenges of the future and capitalising on its immense potential for growth.

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