Careers in travel
Lufthansa welcomed more than 1,000 apprentices and dual study students in 2024, spanning roles from aircraft engineering to hospitality services, ensuring young people gain practical experience and recognised qualifications. The airline also regularly holds dedicated student fares to introduce young people to the world of aviation career opportunities. Government initiatives complement employer programmes: the Federal Ministry for Economic Affairs and Climate Action funds tourism SMEs to hire apprentices, while regional authorities in Bavaria and North Rhine Westphalia run school campaigns promoting tourism careers. Together, these efforts recast tourism not as low paid or seasonal, but as a diverse sector that includes sustainability officers, event planners, revenue analysts and digital experience designers. Europe: policy and partnerships driving skills Across Europe, the European Commission’s Jobs and Skills in Tourism initiative addresses workforce shortages via policy coordination, vocational training and support for SMEs. The Blueprint for Sectoral Cooperation on Skills in Tourism aligns curricula with the industry’s digital and green transitions. Pilot projects in Spain, Italy and Greece now offer micro credentials and modular courses tailored to seasonal workers, enabling upskilling in low periods and a stronger return each season. Meanwhile, the European Travel Commission (ETC) has partnered with the UK’s University of Surrey to launch a children’s book series promoting tourism careers, sparking interest well before students make career choices. HSMAI Europe: connecting and inspiring future leaders Industry associations are pivotal too. HSMAI Europe (Hospitality Sales and Marketing Association International Europe), for example, has built a robust ecosystem to support newcomers to
travel and hospitality. Connecting Future Leaders events – now in Oslo, London, and soon, Paris, Madrid, Amsterdam and Athens – inspire, connect and empower young professionals through lively, informal, after work networking across brands and companies. HSMAI’s FUTURE YOU programme is also making its mark, introducing students to careers in sales, marketing, 4 months LENGTH OF HSMAI EUROPE’S COMMERCIAL CAREER START PROGRAMME LAUNCHED IN MARCH 2025
revenue management and branding through panel debates and sessions with industry leaders. As HSMAI Europe President and CEO Ingunn Hofseth notes: “What began as a local initiative in Oslo has grown into a pan European platform connecting young professionals with mentors, role models and real world career insights. Our goal is to ensure that every student sees hospitality not as a temporary job, but as a sector offering lifelong growth and leadership potential.” Building on momentum, March 2025 saw HSMAI Europe launch its Commercial Career Start Programme, a four month course designed by students for students. Focusing on sales, revenue and marketing, it blends weekly online masterclasses with in person workshops led by hoteliers, tech providers and destination marketers. Students gain practical skills, from interpreting financial reports to crafting digital campaigns, while exploring
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