ABTA Strives to Bring Youth into the Industry

ABTA, formerly known as the Association of British Travel Agents, is working with a government-sponsored organization to improve apprenticeship and tourism diploma programs designed to attract young people into the travel agency profession in the U.K.

The apprenticeship program that was the main entry point into the profession “was outdated,” according to John Humphreys, project lead on the diploma in travel and tourism for the government-sponsored People 1st organization.

Until recently, he said, few people actually completed the program. According to a recent research report by People 1st, conducted on behalf of ABTA, only 13% of 500 agency employees surveyed participated in the apprenticeship program prior to becoming a travel agent.

People 1st worked closely with ABTA and some of the country’s larger travel agencies and suppliers to update the curriculum so it was more reflective of current industry trends and technology. “We hope the new program will be more successful because it better reflects the needs of the travel industry,” Humphreys told Travel Market Report.

Vicki Wolf, professional development manager at ABTA, said the association is actively promoting the updated apprenticeship program to its member agencies. The program is paid for in full by the government and allows employees “to study towards a recognized qualification while working,” Wolf said. It also puts participants on a fast track to promotion, Humphreys said.

Neither ABTA nor People 1st keep a record of how many ABTA-member agencies offer the new travel agent apprenticeship program. But ABTA did say its largest members all offer the program, including TUI, Thomas Cook and The Co-operative Travel.

Travel and Tourism Diploma
A new Diploma in Travel and Tourism, based on course work taught at the secondary school and college level, is also designed to bring more youth into the travel agent profession. The diploma program introduces potential future employees to the travel industry, including the travel agency profession, at a younger age.

ABTA’s chairman led the committee of agencies and suppliers that determined the curriculum for the diploma, which was launched in schools in September. At press time 60 networks (a network is a pairing of one secondary school with one college) have been approved to offer the program.

“Our hope is that this diploma will encourage talented young people to seek a career in the travel industry, as it will demonstrate the range of careers available to them within our sector,” Wolf said.

As in other countries, there is a need in the U.K. to demonstrate the viability of a career in travel.  “It has become increasingly important for the sector to demonstrate the range of professional careers on offer so that we can attract the best young people,” she said.

Humphreys agreed, adding that many young people associate the travel agency profession with poor pay and long hours. “That’s why we’re working closely with ABTA to promote the industry as a professional sector in which there are great opportunities for progression for young people,” he told TMR.