Recruitment & Retention in the European Tourism Industry

European tourism is experiencing a red-hot summer in 2024. With travel restrictions a distant memory, tourists are flocking back to iconic destinations across the continent. This surge in visitor arrivals is a welcome sign for the industry, but it also exposes a critical challenge: a significant dearth of qualified staff.

The data paints a clear picture. While the World Travel & Tourism Council (WTTC) reports that Europe’s Travel & Tourism sector is on track to surpass pre-pandemic levels in 2024, exceeding its initial forecasts, a survey from the European Travel Commission reveals that staffing issues in the European Tourism industry are notably higher than the global average at 53%. In Greece alone, tourism businesses are facing a staffing shortage of over 50,000 workers this summer season.

A Multi-faceted Challenge

Several factors contribute to this staffing crisis:

• Wage competition: The tourism industry has historically offered lower wages compared to other sectors. This lack of competitive compensation makes it difficult to attract talent, especially in a booming job market.
• The Great Resignation: The global trend of employees re-evaluating careers has impacted tourism. Some former workers may not be interested in returning to an industry known for demanding schedules and potential instability.
• Work-life balance concerns: Long hours and split shifts are hallmarks of many tourism jobs. This can be a major deterrent for potential employees seeking a better balance between work and personal life.
• A seasonal struggle: The seasonal nature of tourism in many European destinations adds another layer of complexity to the staffing challenge. Businesses often require a significant influx of workers for a few short months, followed by periods of reduced activity. This can make it difficult to attract and retain qualified staff, especially when wages and benefits might not be as competitive as year-round positions in other sectors.

Opportunities to Seize

Despite the challenges, there are opportunities for businesses in the tourism industry, including those in Greece, to overcome the recruitment and retention hurdles. Here’s what our experts at LMW recommend:

• Invest in your workforce: Offer competitive salaries and benefits packages that align with the current market standards. Prioritise employee well-being and create a positive work environment to boost retention. Establish clear career development paths and internal promotion opportunities to incentivise long-term commitment. Businesses should also consider offering additional incentives tailored to seasonal workers. This could include signing bonuses, subsidised accommodation, or opportunities for professional development.
• Embrace flexibility: Consider offering flexible work schedules, including compressed workweeks during peak season, to cater to a wider range of candidates. Additionally, explore options for part-time positions and job-sharing arrangements to create a more attractive offer for those seeking a temporary work experience.
• Showcase the positives: Highlight the unique perks of working in tourism – the chance to interact with people from various cultures, the opportunity to travel (in some roles), and the dynamic environment. Especially for seasonal positions you can also emphasise the chance to work outdoors in beautiful locations and the potential for earning significant income during the peak season.

Best Practices for a Sustainable Future

Recognising the challenges, our experts also recommend strategies to build a more sustainable future for tourism businesses. Technology can be a powerful ally. By utilising online recruitment platforms and social media, businesses can target a wider talent pool, both locally and internationally. This expands their reach beyond the traditional applicant pool and helps them find the right talent, even for seasonal positions. Additionally, investing in applicant tracking systems streamlines the entire recruitment process, allowing businesses to efficiently manage the influx of applications during peak hiring seasons.

But recruitment is just one piece of the puzzle. Developing a strong employer brand is equally important. This means reflecting your company culture and values in a way that resonates with potential employees. Showcase your commitment to employee well-being – competitive compensation and benefits are a must, but a positive work environment goes a long way. This could include offering opportunities for professional development, highlighting the potential for long-term employment for high performers, and fostering a culture of respect and support. By prioritising employee well-being, businesses can attract top talent, even for seasonal positions.

Finally, partnering with a reputable recruitment agency like LMW HR Group can be instrumental. They can provide access to a network of qualified candidates with the specific skills you need. Their expertise can also help you navigate the complexities of European recruitment regulations, ensuring you comply with all legal requirements. More importantly, LMW can help you develop targeted strategies to attract and retain seasonal workers, ensuring you have the workforce you need to thrive throughout the year.