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It found that 53% of 16-20-year-olds wouldn’t consider a career in the hospitality industry because it’s seen as ‘a stepping stone to another career’, as having ‘limited career prospects’ and viewed as ‘a part-time job while studying’.

The research found as many as three in five know what they want to do as a career before the age of 20. Work experience has the biggest influence on this generations’ career choices followed by their teachers and parents.

When asked, two thirds of 16-20-year-olds claimed to be considering an apprenticeship, much higher than the 19% deliberating university, suggesting that development and on-the-job training are more attractive to young adults.

Speaking about the research results, Jill Whittaker, managing director of HIT Training, 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. Experiences, development opportunities and working culture are of greater importance to this workforce and all key attributes, which 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 Training has launched the Don’t Waste: The Future of Hospitality campaign to highlight varied career opportunities available and implement practical solutions to reduce the skills shortage.