Tourism as an attractive employer

CONVERSATIONS

TOURISM OFFICE AS AN ATTRACTIVE EMPLOYER

Round-table discussion

Tourism is considered one of the most important economic factors in the Montafon. Around 1,500 people are employed in the commercial tourism businesses in the Montafon, plus the employees in the private sector. However, the image of the tourism industry as an attractive employer has suff ered a downturn in recent years. We explained the reasons for this, where the truth is to be found and what is being done to create a positive employer image in the course of a round table discussion.

Interview guests (from left to right)

Adrian Bargehr, pupil and deputy school spokesman Tourismusschulen Bludenz Heike Ladurner-Strolz, ÖHV National Chair Vice-President and host Nicole Okhowat-Lehner, Director GASCHT – Hospitality School for Tourism Professions Manuel Bitschnau, Managing Director Montafon Tourism

#1

What makes tourism an attractive employer? How does tourism diff er from other industries?

#2

And what are the disadvantages of working in tourism?

Manuel: The tourism industry has been discredited as an employer for a long time. This was partly self-induced, but has changed dramatically in recent years. In the meantime, the working time models, pay, planning and accommodation situation are the same at most companies. There’s still work to be done, but the tourism industry off ers advantages that other industries can’t. In tourism, we can off er many diff erent training programmes and, accordingly, a wide variety of professions that can be pursued afterwards or that allow for a change. You have the opportunity to operate internationally, to develop yourself further, to learn foreign languages and so on. There are lots of benefi ts such as staff accommodation, meals, use of the Starcard and much more. People who enjoy dealing with people fi nd fulfi lment here when they get direct feedback from a satisfi ed guest. The important thing is to be passionate about it. It certainly won't work without it.

Adrian: Exactly, that's also what makes it for me: the passion. In all my internships so far, I’ve felt that this is my destiny. For me it's wonderful, especially after the coronavirus pandemic, to see people happy again, dancing at the bar and having a good time. That's what makes me happy in my job.

Manuel: You have the impression that the grass is always greener on the other side. Every sector has advantages and disadvantages. If I work in tourism, I have to like dealing with people and providing service. Working hours are certainly the biggest stumbling block, although there are many industries with similar working times, and companies have become very fl exible in the meantime. However, it’s clear that especially in the catering and hotel industry, guests also need services in the evening or at the weekend.

#3

Skills shortages and staff shortages exist in all sectors. In tourism, too, of course. Why is that?

Heike: I partly blame the image of the industry here – low pay and lots of overtime. But if we take a closer look at these points, we see that it’s no longer the case. We have moderate pay rates with meals, accommodation and benefi ts that are not available in many other industries. Tourism is considered a bad industry because of the working hours. It’s said that employees are exploited, etc. It must be made clear, especially to the locals, that this is not the case.

Manuel: Basically, it’s important to know that tourism has grown by about 20 percent in the last 20 years. This means that we currently have more people in employment than 20 years ago. There are also fewer young people and other sectors have also grown signifi cantly and have more people in employment. People also often want to work fewer hours, which in turn leads to a higher demand for employees.

recent years. I also notice that conversations with parents are diff erent recent years. I also notice that conversations with parents are diff erent from what they were 10 years ago. The image of tourism as an employer from what they were 10 years ago. The image of tourism as an employer and trainer, on the other hand, still lags behind reality, but with many and trainer, on the other hand, still lags behind reality, but with many measures and the corresponding communication, the businesses and measures and the corresponding communication, the businesses and other actors are on the right track to moulding the image in a positive way. other actors are on the right track to moulding the image in a positive way.

Heike: Heike: Of course there are black sheep, like everywhere. But I know Of course there are black sheep, like everywhere. But I know that there are a lot of white sheep that need to be brought to the fore. that there are a lot of white sheep that need to be brought to the fore. And the rest will follow suit. This change will take time, but it’s the right And the rest will follow suit. This change will take time, but it’s the right way to go. The measures we’re currently taking to make tourism even way to go. The measures we’re currently taking to make tourism even more attractive as an employer are the right ones. As Nicole has already more attractive as an employer are the right ones. As Nicole has already said, only the image is still lagging behind a bit. said, only the image is still lagging behind a bit.

Nicole: Nicole: The association “Mensch im Tourismus” (People in Tourism) The association “Mensch im Tourismus” (People in Tourism) was founded for this reason, among others, and has since developed was founded for this reason, among others, and has since developed into a quality network. Quality criteria for association membership into a quality network. Quality criteria for association membership were defi ned from the very beginning, such as the staff surveys. Once a were defi ned from the very beginning, such as the staff surveys. Once a year, the employees of about 80 tourism businesses in the country are year, the employees of about 80 tourism businesses in the country are surveyed to fi nd out where there is potential for development, what surveyed to fi nd out where there is potential for development, what can be improved and what is already going well. It’s precisely with meacan be improved and what is already going well. It’s precisely with measures like these that we’re sure to turn many black sheep into white sures like these that we’re sure to turn many black sheep into white sheep, thus making the tourism industry increasingly attractive. sheep, thus making the tourism industry increasingly attractive.

#4

Nicole, can you briefl y tell us about the association "Mensch im Tourismus"?

Nicole: Nicole: The association was originally founded as a partner for comThe association was originally founded as a partner for company training at GASCHT – Gastgeberschule für Tourismusberufe. It was pany training at GASCHT – Gastgeberschule für Tourismusberufe. It was always important to me to make sure that not only the teachers do a always important to me to make sure that not only the teachers do a good job, but that the companies also off er quality during the training good job, but that the companies also off er quality during the training process. It all began with about 12 to 15 companies that were certifi ed process. It all began with about 12 to 15 companies that were certifi ed as so-called “excellent training companies”. Over time, more and more as so-called “excellent training companies”. Over time, more and more companies came to participate in GASCHT training and were also concompanies came to participate in GASCHT training and were also convinced that quality in training, as well as the quality of the workplace, vinced that quality in training, as well as the quality of the workplace, must be objectively verifi able and that jointly defi ned quality criteria are must be objectively verifi able and that jointly defi ned quality criteria are therefore important. That was a really exciting process. In the meantime, therefore important. That was a really exciting process. In the meantime, the “Mensch im Tourismus” network has become an instrument for all the “Mensch im Tourismus” network has become an instrument for all those who are interested in working with quality businesses. Not only those who are interested in working with quality businesses. Not only GASCHT, but also other schools and institutions recommend companies GASCHT, but also other schools and institutions recommend companies to this quality network and work together with them. By controlling the to this quality network and work together with them. By controlling the quality criteria, we have certainty about the quality of the training and quality criteria, we have certainty about the quality of the training and the workplace. The network currently consists of 80 companies, and the the workplace. The network currently consists of 80 companies, and the number is growing. number is growing.

#5

Meanwhile, flexibility in the job is becoming more and more important. Can tourism offer an employer flexibility?

Heike: OK, working from home is a bit difficult for a cook, that's true. But working in tourism is of course much more than cooking or service. There are many more jobs in tourism. Our receptionist, for example, also does our social media work for us in her home office, so she doesn't have to be on site for that. So flexibility is completely possible. Hourly modules of four to 48 hours do offer some possibilities. What I personally see as more of a problem is the two-season operation. But then you’re also fighting for a change to be able to offer flexibility for the whole year, and at the same time to be able to build a bond with the company through year-round positions.

Manuel: Flexibility is becoming more and more important. However, a business can only offer this if the guest (i.e. the customer) is a little more flexible. Sometimes there’s a lack of appreciation of tourism employees. They provide excellent services and are often taken for granted. How rare it is to hear a “please” or “thank you” or a brief conversation with a tourism staff member. It’s no longer a matter of course that someone works for you late at night or on a Sunday, cooks, cleans or serves a good meal. This must be valued more again. Then our professionals can also enjoy their profession more and be great hosts.

Heike: Of course, we’re also personally responsible for being able to offer our employees reliability. If the duty roster says that duty ends at 10 pm, then it does. We must also be able to expect a certain understanding and a kind of discipline from our guests, as they also expect quality from us and our business. It still needs a bit of work here to meet as equals, but a lot has changed in the past few years and we’re really in a state of flux here.

#6

Tourism employees in training: What are the important points, so that applicants actually choose a company?

Adrian: For me personally, the reputation of the company is one of the important points. It should be assessed by the employees, as should positioning of the brand and the company itself. What we take for granted in Austria, such as staff accommodation, is anything but the norm in our neighbouring countries, and many people don't know that.

Heike: I also think we should keep the labour market of our neighbouring countries under closer observation. For example, we’re increasingly looking for staff in eastern European countries, but perhaps we forget from time to time that there are also many interested people from Germany, for example, who would like to work with us.

Nicole: We have to do a lot of educational work in part because many of our students are quickly infl uenced by the level of income. For example, when someone hears that you earn more in Switzerland, many want to take advantage of this opportunity for an internship in Switzerland. You can understand that. But they don’t think about the additional costs for accommodation, lodging, taxes and insurance. Here, we’re very much ahead.

Adrian: I’ve never taken much in the way of salary from an internship. For me, the experience has always been more important than the money. The quality of the training is clearly in the foreground for me and I also expect that from the company where I do the training.

#7

Have the demands on employees changed? Or vice versa – have the demands on employers changed?

Heike: Of course, we also have to move with the times. The generations have changed. But we have good ways of dealing with it and are responding to the future.

Manuel: I’m convinced that we need to focus on the businesses that are doing the discussed points right. We have so many great examples of companies that are doing a great job of meeting the needs of employees. And even the companies where these messages have not yet fully sunk in will follow suit in the coming years. That will certainly benefit the entire industry.

Nicole: I find the question very exciting. I sense this in my students: they want a job where they can develop. They want incentives and perspectives. They want to go abroad and the like. Training and development opportunities and variety are high on the job selection list.

#8

Does tourism also offer the possibility or enough flexibility to develop away from the job?

Nicole: I recently heard an exciting lecture by sociologist Thimon de Jong about how young people definitely don't want to work 100 per cent in one job any more. Things will develop in such a way that young people will want to have time for different aspects of their lives and will also focus on that quite clearly. However, this doesn’t mean Netflix and the couch, but time for activities in clubs, sports, other jobs and possibly self-employment in addition to a part-time job. Is that the same for you, Adrian?

Adrian: It's exactly the same for me at the moment. I also work for a student organisation in project management and once a week in the service industry. And for me, that’s a balance with everyday school life.

Heike: Here we are again with the well-known work-life balance. The four-day week, for example, is becoming more relevant for pursuing other interests apart from the job. To study or do training on the side, to be in a sports club, in the fire brigade or rescue service, or to have an additional job. As employers, we also have a part to play.

#9

Briefly summarised once again: Why is working in tourism so special?

Manuel: For me, it’s important for the next generation to be aware that tourism is much more than kitchen, reception and service. If I no longer find fulfilment there, our industry offers so many opportunities for change. From guest services in a tourist information office, marketing positions and product development to event management. And if that's not enough, then maybe I'll choose a profession in cable car technology or guide guests on a hiking or mountain tour. Especially in times of high energy prices, it may be worthwhile to take a look at jobs close to home.

Nicole: Graduates from tourism schools have a strong presence wherever they show up. They are young people who can communicate with others as equals and also know how to deal with people. Personality development, but also etiquette and cultural diversity play an important role in my GASCHT.

Manuel: Training in tourism gives you so much for life. You learn how to deal with people, how to communicate, how to appear, how to present yourself, etc. This is lacking in many other training programmes and that’s why other industries like to use trained tourism employees, because the prerequisites are simply different. This helps you for life. These are essential things for your entire professional and private career.

Nicole: Tourism is “more” and I’m sure that this will also contribute again to a better training image in the longer term. Potential students and their parents need to know what opportunities an education in tourism actually offers. This goes far beyond the manual skills.

Heike: We deal with people every day who spend the most beautiful time of the year with us. To live hospitality here and also to receive direct praise and recognition is simply heart-warming. The training path or the attitude towards it have also changed in my opinion. In the meantime, there are also many high school graduates who come to us after their school education and want even more. That has changed compared to the past. For many parents, an apprenticeship in a tourism business was often not enough. The school-leaving qualification was a prerequisite and nothing else.

What makes working in tourism different for me is clearly the passion.

Adrian Bargehr