In an all-out effort to bolster female participation in UK hospitality and tourism, UK employers in partnership with industry experts and women’s organisations have developed a comprehensive toolkit.
This resource aims to address the gender disparity in the sector by offering targeted strategies for attracting, retaining, and advancing women within the industry.
Key Takeaways
A new toolkit has been developed to boost women's roles in UK hospitality by addressing gender disparity and promoting inclusivity.
- Women in UK tourism are often concentrated in low-paying roles with limited career progression opportunities, but a new toolkit aims to change this.
- UK employers are focusing on flexible work options, internal development programs, and targeted training initiatives to attract and support female talent.
- Highlighting real stories of career progression has proven effective in challenging industry stereotypes and presenting hospitality as a viable and rewarding career path for women.
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Tackling workforce barriers for women
While women constitute a large portion of the UK tourism workforce, they are often concentrated in roles with limited earning potential and advancement opportunities. Common deterrents, such as perceptions of long and unsociable working hours, a lack of clear career progression, and wellbeing concerns, have historically discouraged women from pursuing careers in hospitality.
To counter these barriers, the new Inclusive Workplace Toolkit suggests actionable methods for fostering a culture that supports and empowers women’s career development.
Key UK supporters of this toolkit, including Helen Crickard, Pamela Armstrong, and Deirdre Quinn of Women Breaking Barriers, have collaborated with multiple women’s centres and networks in Northern Ireland.
Their goal is to create an inclusive UK workforce by equipping businesses with tools and resources to attract and support female talent, making career progression a tangible reality.
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Promoting inclusivity with flexibility and growth
In response to the challenges women face in the industry, UK hospitality businesses are increasingly focusing on flexible work options and internal development programmes. For instance, Heather Graham from Titanic Belfast’s HR department highlighted the role of adaptable work schedules in helping UK employees manage family responsibilities while advancing professionally.
Flexible work not only accommodates personal obligations but also enables women to thrive both personally and professionally, making the sector more appealing to those who may have previously overlooked it.
UK employers are also taking steps to address misconceptions about the hospitality industry. By offering job opportunities at educational events and creating targeted training initiatives, businesses aim to equip women with the skills needed for higher-level positions. These strategies contribute to a more attractive workplace, countering stereotypes and illustrating hospitality as a viable and rewarding career path..png)
Inspiring UK talent through success stories
Highlighting real stories of career progression has proven effective in challenging industry stereotypes. Trudi Parr, head of people and development at Mollie’s hotel and diner group, emphasised the power of positive storytelling.
She cited examples like Liam’s career progression from bartender to senior sustainability coordinator, underscoring the diverse paths available within hospitality.
By showcasing authentic journeys of professional growth, UK employers are actively challenging negative perceptions and presenting hospitality as a career where women can flourish. This storytelling approach resonates with prospective employees and has encouraged broader interest in hospitality careers, particularly among young women who might not have previously considered the sector.
Promoting genuine success stories not only attracts new talent but also fosters pride within the existing workforce, reinforcing the industry’s commitment to inclusivity and progression.
Engaging audiences for the UK's future in hospitality
The UK industry’s proactive recruitment strategies are yielding promising results, especially among younger demographics. Mark McCulloch, a brand consultant, praised campaigns like Hospitality Rising for effectively connecting with the younger population through platforms such as TikTok.
These campaigns feature diverse employee experiences and career stories, allowing young people to see themselves in the industry. Hospitality Rising’s outreach reportedly resonated with nearly half of young adults aged 16-30, sparking approximately 300,000 job applications and inspiring a newfound interest in UK hospitality careers.
By investing in creative, youth-focused campaigns and providing clear pathways to development and progression, the industry has taken a crucial step towards addressing its recruitment challenges.
Highlighting stories of achievement, emphasising flexible career paths, and fostering an inclusive UK work culture all contribute to reshaping the hospitality industry’s image, making it a more attractive and viable choice for women.
As the toolkit gains traction, industry leaders hope to see a continued rise in female representation across all levels of UK hospitality and tourism, driving both workforce diversity and the overall appeal of the industry. Through a mix of practical initiatives and impactful storytelling, UK employers are setting the stage for a more inclusive and dynamic future in hospitality.