Research from apprenticeship provider HIT Training and recruitment website Get My First Job revealed Generation Z view jobs in the sector as a ‘stepping stone to another career’, having ‘limited career prospects’ and as ‘a part-time job while studying’.
The survey found a majority of young people have chosen a career path before the age of 20, with three in five knowing what sector they want to go into.
Schools and work experiences play crucial roles in this decision, with teachers and parents also having an influential role, the research found.
HIT Training managing director Jill Whittaker said the sector needed to sell itself better and reach more schools.
She said: “What these latest findings show is that the hospitality industry needs to do more to shout about the benefits and development programmes available in the sector to make it a more attractive place to work for the younger generation.
"This same approach is also required for those working in hospitality on a part-time basis to encourage them to view the sector as a permanent career option.”
Whittaker continued: “Experiences, development opportunities and working culture are of greater importance to this workforce and all key attributes that need to be highlighted as part of the recruitment process.
“As professionals within the hospitality industry, we have a duty of care to showcase what a career in hospitality can offer to all ages.
“The research shows that key influences in the younger generations’ career choices are during school, work experience and the views of their teachers and parents – let’s maximise these opportunities and change perceptions to make sure that when they do consider their future occupation, hospitality is in the running.”
HIT’s Don’t Waste: The Future of Hospitality campaign seeks a cross-party solution to address the stigma attached to working in hospitality and help businesses reduce the skills shortage.
It has called on businesses that pay the apprenticeship levy to pledge to transfer a percentage of their fund to a smaller business in the sector.
Writing in The Morning Advertiser, Kate Nicholls, chief executive of trade body UKHospitality said the sector had an abundance inspiring stories but needed to become better at telling them.