Training and HR experts have hailed the success of apprenticeship schemes in the travel sector but some have warned many businesses are still missing out on the opportunity to train new and existing staff.
Travel firms and training providers marked this week’s National Apprenticeship Week with activities ranging from college visits to virtual career fairs as well as plans for apprentice graduation ceremonies and dedicated fam trips.
Abta head of education and career development Vicki Wolf said the industry was embracing apprentices but said concerns about time, administration and bureaucracy were putting off smaller firms.
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“Travel companies are certainly very positive about apprenticeships and they value apprentices hugely. But it is still primarily the larger travel companies that take on apprentices,” she said.
She called for more firms to consider apprenticeships, insisting: “It’s not as onerous as people think.”
Miriam D’souli, HR director at Jet2.com and Jet2holidays, backed her plea, saying: “We’d encourage other companies to invest in apprenticeships to help expand and develop their workforces, as well as bring through the next generation of talent.”
Ste Bracegirdle, TUI’s head of retail, agreed: “As an industry there’s always more we could be doing. The current crop of apprentices are the next generation of leaders and the future of the industry.”
It’s not as onerous as people think
Abta partner and training provider Damar Training reported apprenticeship uptake had not “increased as much as it could”.
Managing director Jonathan Bourne said: “Many employers are still missing out. SMEs in the travel sector often have more reservations.”
He stressed training companies could eliminate much of the “paperwork, cost and hassle” involved in the process.
“Our message to travel companies is while apprentices do require support from their supervisor or line manager, it’s probably not as much as you think, and what you get back really makes it worthwhile,” he added.
However, training provider AS Training said its uptake had risen from around 50 four years ago to 200 to 250 anticipated apprentices this year due a change in employers’ perceptions and increased popularity of travel apprenticeships among school leavers.
Managing director Michelle Van Sprang said: “We’re finding employers are getting behind apprenticeships.”
The company is now planning its first ‘graduation’ and awards ceremony in the autumn. The Apprentice Awards Celebration will recognise up to 60 recently qualified apprentices and hand out ten awards to ‘stand out’ apprentices.
Barrhead Travel has also announced its first graduation ceremonies, in April and November. In total, 20 apprentices graduated last year. It plans to take on another 20 this year.
“That is helping our resource and also giving new, fresh, young blood the opportunity to come into this fantastic industry,” said new managing director Nicki Tempest-Mitchell.
But the Scotland-based agency said it continued to lobby the Scottish government for a review of the Apprenticeship Levy in Scotland.
‘Thousands’ of applications
Hays Travel noted clear demand for apprentices, citing “thousands” of applications in its latest recruitment drive. Online and in-person sessions about its apprenticeship scheme this week attracted an audience of 960 young people, parents and carers, it said.
The agency currently has 520 apprentices. This year it aims to recruit around 420 apprentices for its branches – similar to last year – and 46 for its head office departments. It is taking head office apprentices on board Fred Olsen Borealis in March for their ‘graduation’ while hosting ship visits for retail apprentices.
Chief operating officer Jonathon Woodall-Johnston said: “Throughout the business there is a sense of pride in our apprentices and a culture of support and encouragement as they progress through their programme. Apprentices are so important to travel, and they bring innovation and fresh new ideas to our business.”
Jet2 has more than 200 apprentices currently and will take on 169 in the 2025-2026 financial year. Jet2holidays has also funded industry apprenticeships under its Appoint An Apprentice levy share scheme.
D’souli said: “As a business, we’re totally committed to apprenticeships, and place apprentices at the heart of our business, which is why we are always looking at ways to expand our apprenticeship programme.
“Apprenticeships are a fantastic way for businesses to grow and they also help to support our incredible industry.”
Tui is targeting an increase in the proportion of apprentices in its workforce from 3.5% to 5% by the end of 2026. It has 428 apprentices currently. Retail apprentices account for 46% of the overall number. Bracegirdle said: “We’re consistently looking at ways we can expand our programme.”
Northeast agency Dawson & Sanderson hopes to recruit five to 10 apprentices later this year and plans a fam trip, cruise ship visits and behind the scenes tour of Newcastle Airport for new recruits. It currently has two apprentices after five recently qualified.
Training and development general manager Julie Cloe said: “Apprentices are an integral part of our future as a business. They bring new ideas and inspire us daily.”
Specialist agency Panache Cruises last month took on four new apprentices and plans to have trained 100 by 2030.
Meanwhile, the Association of Touring and Adventure Suppliers (Atas) has announced it will once again offer places to two apprentices on its ‘Experiences’ trips this year.
More: Comment: Apprenticeships can benefit all involved
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