Filling the hospitality skills void through apprenticeships

The UK hospitality and tourism sector is battling a critical talent shortage – with 82% of people believing the sector only offers short-term career opportunities, according to research conducted by Arden University. This is causing talent to leave the industry faster than ever: 28% for better opportunities elsewhere, 20% for more stability and 15% for a more long-term career option.

That said, there is a good chance that apprenticeships can play a role in solving the industry’s talent crisis. 

It’s no secret that the hospitality industry has faced significant challenges in recent years, due to the uncertainty brought about by the pandemic, Brexit and the cost-of-living crisis. As a result, many businesses in the sector have found it difficult to recruit suitable candidates to fill their job vacancies, with the number of job openings in the industry standing at 101,000 in April 2024.

A key part of the challenge is the misconception that the hospitality industry offers a temporary job role – or what some will call a ‘stop-gap’ career, as opposed to a long-standing career choice. We looked into people’s perceptions of hospitality and tourism.

Our research surveyed 1,100 people with an interest in hospitality and tourism – including those currently working in the sector, those who have previously worked in the sector and those who are open to working in these roles. We found that nearly half (49%) say better career options, and over a third (35%) say better education opportunities are needed for those working in the industry.

A solution that has been underutilised in the hospitality industry is degree apprenticeships. By investing in staff training and development, and enhancing the industry’s reputation, businesses can attract and retain top talent. 

This is exactly what Westbury Street Holdings (WSH) – the parent company of BaxterStorey and other leading brands in the food services and hospitality sector – has done. They’ve turned to onboarding staff on degree apprenticeships to upskill, retain and attract people to their company.

Investing in staff is not only a key way to retain talent, but it also helps attract people to your business. Not only this, but it will ensure that those you hire and decide to onboard on a degree apprenticeship will have up-to-date insight on how to tackle current challenges within the hospitality industry.

As the hospitality sector is rapidly changing with the pace of technological advancements, the skills required also change. That’s why degree apprenticeships can play an important role in ensuring employees have access to bespoke learning and development.

As such, it’s important to partner with an external training provider that knows your industry well – one that can tailor the courses to the demands, legalities and issues the hospitality industry may present. If you’re enrolling employees on a Level 6 Chartered Manager Degree Apprenticeship, for example, you want to make sure the course is tailored to the ongoing changes and challenges hotel businesses are facing to ensure the knowledge they bring back is readily applicable. 

Degree apprenticeships will also offer your employees a pathway to advance in their careers while on the job. This creates opportunities for those who previously didn’t have access to higher education, and as a result, didn’t have the chance to obtain a degree or postgraduate qualification. As a result, it will naturally help foster a more diverse workforce throughout the managerial hierarchy.

But a big reason why some may not opt for a degree apprenticeship is due to concerns that it may take additional time and resources – especially as an aspect will be trying to learn while on the job. And from an employer’s point of view, training apprentices can be resource-intensive, requiring significant time and effort from experienced staff who may feel overworked or unable to commit.

This is why partnering with a flexible education provider is vital. For example, hospitality businesses should make sure their education provider offers the opportunity to access course materials online, so they can better fit learning around their work and life responsibilities. Some may feel apprehensive about studying online due to a ‘lack of community’, which is why making sure that there is strong support, as well as effective communication with the training provider and business is also essential. This will allow your employees to manage this balance and the demands of working toward a degree.

The flexibility to fit their work around their busy schedules will also help if staff are on shift schedules that often alternate each week. On top of this, if the business is based throughout different areas of the UK, it will ensure all staff are upskilled with the same knowledge – regardless of how far they are from one another. This level of consistency is key when creating a strong, connected business.

There are a few things the hospitality sector needs to tackle: improving diversity at leadership level, boosting staff retention and developing a team that can keep up with the changes of the industry – especially amidst the technology revolution. 

While hospitality’s labour challenges won’t be solved overnight, by focusing on investing in the development and training of those currently in the sector and showing the learning and development opportunities available in the career to those who aren’t, businesses can start to ensure they retain talent, attract new recruits and ultimately, help future-proof their business in a competitive market.