What's Happening?
During the Beyond Borders Summit 2025 in Brisbane, industry leaders discussed attracting and retaining Gen Z talent in the travel sector. Gen Z jobseekers are calling for better benefits, flexibility,
and variety in their roles. Phoebe Champion, a Year 11 student, emphasized the need for clear reasons to choose travel as a career, highlighting the importance of pay and job variety. Jean Summers of Clean Cruising suggested reframing travel advisers as 'travel influencers' to attract young talent. The summit addressed the national shortage of travel advisors and the need for updated training pipelines.
Why It's Important?
The travel industry faces a challenge in attracting Gen Z workers, who prioritize benefits, flexibility, and meaningful roles. As the workforce evolves, the industry must adapt to meet these demands to remain competitive. The emphasis on seeing travel advisers as influencers could redefine the industry's approach to frontline roles, potentially increasing engagement and retention. Addressing the training crisis and national shortage of travel advisors is crucial for sustaining the industry's growth and meeting future demands.
What's Next?
The travel industry may need to revise its recruitment strategies and training programs to better align with Gen Z expectations. Initiatives like the Travel Gap Program, offering paid placements, could help showcase the diversity of roles in travel. Collaboration with state governments to revive structured work experience and career guidance in schools may also be necessary. The industry must continue to make career pathways visible and speak the language of young workers to close the talent gap.
Beyond the Headlines
The shift towards viewing travel advisers as influencers may have broader implications for the industry's marketing and customer engagement strategies. This approach could enhance storytelling and customer experiences, potentially leading to increased customer loyalty and brand recognition. The focus on Gen Z's demands may also influence other sectors to reevaluate their employment practices and adapt to the changing workforce landscape.
