Hospitality as an industry may often be perceived and described (by some) as a "Dinosaur of an Industry". Although in my experience we have come a long way in the last 15 years it can still be challenging to change such perceptions, but it is extremely important to attempt to do so, especially when those perceptions belong to adults who influence the career choices of young individuals.
I am thinking of the New Hospitality Diplomas, click here for more info an initiative that is arguably one of the best things that has happened for the benefit of our industry, in a long time. But what good is it if teachers may consider such a career as a second best choice and offer it to students that they consider academically weak that may not be able to make it into the traditionally respected careers of doctors, lawyers and engineers.
This passing year I have delivered hospitality related talks to students of eight different schools and I found it was the teachers I had to win over, the students all appeared keen to learn more about a profession they had not fully understood. I often wonder as to how many teachers would be offering the new hospitality diplomas as a career choice to all students irrespective of their own bias about a career in the hospitality industry? At the same time I can’t help but wonder as to how many of us would consider encouraging our own child to pursue a career in hospitality if that child has shown evidence of academic excellence?
Is cultural bias to blame and is there a difference of how a career choice in this industry is perceived in other countries? If such a bias exist can there be a link to bias and industry development? For example is the number of members of Executive Boards of top hospitality firms who have a financial rather than a true hospitality education or background an indication to what happens when our brightest are steered away from our industry?
Without new talent who will the future leaders of our industry be? Hospitality research shows that quality and transformational leadership are interlinked (see Clark et al. May 2009 Cornell Hospitality Quarterly Vol 50 No 2 Pages 209-231 or simply click here). We need transformational leaders although some may effectively argue we need more leaders, period. “Transformational” would be a bonus when often the quality of our product does not meet our aspirations.
Culture and perceptions may take lifetimes to change but we still have to start from somewhere, and the new national diplomas should reignite our professional pride and provide new and much needed talent into our industry. We need to be actively involved into promoting this industry not only to the younger generations but the existing ones as well. We must work with schools, colleges and universities. Visit schools and colleges and inspire interest and passion for our industry. Invite teachers to your establishments and showcase your success stories. Treat placement students as valued members of your team and let them become ambassadors of your business and the industry, seek out initiatives that you can help with.
So I guess this is as much a call to all hospitality professionals out there to act as ambassadors for our industry as it is a reminder to academics such as myself that we must also do our bit to promote an industry that has taken a secondary role within business schools when it has the potential to be a true leader. Hospitality after all is not just a job or even just a career, it’s a way of life. I urge you to share your life story with the young leaders of tomorrow.
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