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Special Report: Apprentices hailed for bringing ‘fresh thinking’ to travel sector
Industry employers say investment is ‘worth its weight in gold’. Juliet Dennis reports
Travel firms have hailed apprentices for bringing fresh thinking to the workplace while helping to solve the skills shortage and providing a pipeline of potential future leaders.
Businesses said investment in apprentices was “worth its weight in gold”.
Gold Medal Travel Group has six apprentices set to graduate this summer with a Level 3 travel consultant qualification.
Trading director Simon Owen said: “We believe they bring something special to the business through their enthusiasm and the questions they ask, which make us as long-serving industry personnel think differently. Travel needs fresh thinking – and apprentices give us exactly that.”
He described apprenticeships as the “solution” to recruitment challenges, noting: “The investment in time and mentorship is worth its weight in gold, and it would be great to see the wider industry take advantage of these valuable courses.
"If we want young people to see travel as a career, not just a job, we need to give them proper training, development, and a clear path forward. These aren’t just employees we’re training, they’re the future leaders.”
Fred Olsen Travel learning and development business partner Sharne Algar, who welcomed apprentices’ energy and “new perspectives”, said: “They help us build future leaders from within and strengthen our workforce at a time when skilled travel professionals are in high demand.”
She cited time spent helping and mentoring apprentices as “worthwhile investments”.
More: New apprenticeship course to develop future managers
Panache Cruises director James Cole (pictured with son Charlie) urged businesses to consider the long-term benefits, while stressing the importance of building ties with schools and colleges.
He said firms should not expect apprentices to “hit the ground running”.
“We’re not looking for a day-one return. You have to over-invest at the start. Apprentices need to be trained and understand what it’s like to work,” stressed Cole, whose son Charlie works in Panache’s partnership team, after passing his Level 3 apprenticeship at the company.
“Apprentices give the business a really different perspective and we’ve some good stories of apprentices who have learnt about the luxury cruise environment and gone on to bigger and better things within the business," he said.
Shevaun Joy, director of Destination, said the agency had gained “brilliant staff” from apprentices.
More: Fred Olsen Travel hosts MP to mark National Apprenticeship Week
She admitted there were time-related challenges for completing coursework, but added: “We always try to make sure they have the opportunity to come off the counter to achieve this.”
Iain Kirkbright, co-owner of Sunlounger Travel, which has four apprentices, said agencies could not expect new starters to sell holidays immediately but cited the rewards after agents had progressed for making it all worthwhile.
A key benefit to taking on apprentices was the lack of ‘bad habits’, he added. “They come without pre-conceived ideas and can be trained, developed and moulded to how we run the business. We also find they become very much an integral part of the business quite quickly and bring in fresh, new ideas of benefit to all.”
Barbara Kolosinska, managing director of travel recruitment firm C&M Travel Recruitment, said: “The apprenticeship scheme is an excellent way to attract talent. Unfortunately, not all companies can incorporate them into their models, due to business needs and skills required. I know the organisations that have it in place have may success stories.”
Former apprentices credit training in real workplaces
Former apprentices have credited their training with providing a solid grounding in the profession and a springboard for career progression.
Harriet Thompson, head of Hays Travel Independence Group
Harriet started at the company two decades ago as a 16-year-old apprentice at the Hays Travel branch in Vine Place, Sunderland.
“College was not the right fit for me, and I knew I didn’t want to continue in traditional education. I loved travel and holidays, so an apprenticeship felt like the perfect way to learn while getting stuck into a real job,” she said.
She soon progressed to assistant manager before joining Hays Travel IG as a support assistant in head office.
She rose up the ranks to supervisor, assistant manager and manager, taking a new role as business development manager for the north in 2021 as well as overseeing office operations as sales and operations general manager.
She landed her current position after completing Hays Travel’s nine-month Aspiring Leaders programme.
“Looking back, my apprenticeship truly set the foundation for everything that followed,” she said. “It gave me a solid understanding of the travel industry, taught me how to work with customers, to manage responsibility and to see the company from the inside out.”
Harriet added: “Many of our senior leaders began their careers as apprentices, which makes them fantastic role models for the next generation.”
Nicki Tempest-Mitchell, managing director, Barrhead Travel
Nicki also started in the industry at 16, on a Youth Training Scheme at Lunn Poly in Blackpool.
“It was very much an on-the-job learning experience, combining practical work in a retail environment with structured training – I absolutely loved it. That early exposure to the industry gave me a real understanding of how travel businesses operate at ground level and sparked what has become a lifelong career in travel,” she said.
Nicki went on to hold various roles with companies including Royal Caribbean Group and Thomas Cook before joining Barrhead parent Internova Travel to work on expansion projects in 2019. She became sales and marketing director at Barrhead Travel in 2021 and managing director last year.
She credited the hands-on training for providing a solid foundation for her career. “It taught me the importance of customer service, resilience and teamwork, as well as the commercial realities of the travel industry. Learning in a real working environment meant I developed practical skills very quickly, and that confidence helped me take on new challenges and progress into leadership roles over time,” she said.
Ellie-Morgan Bailey-Mason, assistant manager, Auria Travel
Ellie-Morgan joined Polka Dot Travel on an apprenticeship in 2023, only to be promoted almost immediately on completion to assistant manager. "I have never technically been a travel consultant," she said.
Now assistant manager at Auria Travel – where she helped to open the agency’s first shop, in Ashby-de-la-Zouch – she is starting a Level 3 team leadership course to prepare for the next stage of her career.
She credited her travel consultant apprenticeship with giving her confidence to succeed in her job.
“My first apprenticeship helped me so much – and it doesn’t hurt to learn more skills and get one step higher," she said, adding she hoped to make manager and regional manager in the future.
Georgia Benedict, travel consultant, Holiday Lounge
Georgia completed her level 3 travel consultant qualification with AS Training, gaining a distinction in September 2024.
She said the training helped her gain the knowledge and confidence to do her job.
"I was completely new to the trade when I started, but AS Training were incredibly supportive and helped me develop both my knowledge and confidence from the very beginning," she said, adding: "Through my training, I gained a strong understanding of destinations, bookings, customer service, and the overall travel process."
She also credited her employer for giving vital support. "I was also very well supported when securing my apprenticeship. Holiday Lounge were incredibly encouraging from the start and worked closely with AS Training, which made my transition into the travel industry smooth and enjoyable, especially as someone new to the sector," she added.
She has since been on an educational trip to Mexico with the Palladium Hotel Group and said her experiences so far have served to make her more passionate about working in the sector.
"I love that no two days are the same and that every day is a learning opportunity. Helping clients achieve their dream holidays is extremely rewarding, and that’s what motivates me to consistently deliver excellent customer service."
She encouraged others to consider an apprenticeship in the sector, adding: "I believe apprenticeships are a fantastic way to bring new and younger talent into the travel industry, as they combine hands-on experience with professional training. From my own experience, they are an excellent way to build confidence, develop skills, and establish a successful career in travel."
Paige Richardson, consultant, Butterfly Travel
Paige completed an apprenticeship last October and is already into a second apprenticeship in content creation.
“We’d like to do more marketing for Butterfly Travel, so this works perfectly,” said Paige, who works on the agency’s Facebook and Instagram accounts as well as sales.
She added: “I chose to do another apprenticeship as there is still lots to learn that I can use in my job in the travel industry. Content creation will benefit my career at Butterfly Travel and in future, as it’s a modern qualification and most industries are developing a marketing team.”
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