The chief executive lambasted the responses to a survey of parents, which showed a whopping 42% of those asked said they would discourage their kids from pursuing a career in the sector, compared with the 12% who saw it as a viable path.
Hospitality was the third least popular career choice among parents, behind sales (10%) and farmer (11%), closely followed by chauffeur (13%) and cleaner (14%).
Of the Best Western Great Britain Survey, Ibrahim said: “Hospitality is a successful and growing industry, which offers a fantastic range of career opportunities to young people. However, there are still widespread misconceptions among many outside the industry who don’t understand the variety and potential that a career in hospitality can offer.”
Outdated viewpoints
It was vital the public looked beyond the “outdated” viewpoints and saw the breadth of roles and training available in the industry.
She added: “Hospitality has created one in five new jobs over the past five years and through the ongoing initiatives, such as the BHA’s Hospitality Works programme and the Big Hospitality Conversation, we aim to facilitate the growth of the hospitality industry and economy as a whole, introducing the benefits and opportunities of a career in hospitality to people of all age groups up and down the country.”
Careers viewed as desirable by parents for their children to pursue included doctor (47%), accountant (39%), architect (37%) and engineer (36%).
Statistics from the BHA showed one third (34%) of the hospitality workforce is aged under 25, compared with 12% in the economy as a whole.
Employment rise
Employment in the hospitality sector rose by 331,391 between 2010 and 2014 to 2,919,450.
The BHA said: “Hospitality and tourism serves all – in coffee shops, restaurants, bars, exhibition halls and leisure facilities.
“As an industry, we provide the best way to directly market and demonstrate the excellence of the UK as a product, our services, intellectual capital and as a welcoming, open destination of choice.”
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