“As National Apprenticeship Week draws to a close, I’m taking an opportunity to reflect on how this year’s theme – skills for life – couldn’t be more relevant for the hospitality sector. Few industries offer the same breadth of opportunity, from kitchen teams crafting unforgettable meals to maintenance teams keeping accommodation in top condition.

And yet, one of the biggest challenges the sector continues to face is attracting and retaining talented team members. Having a strong product or service is one thing, but without engaged, well-trained staff to bring it to life, even the best hospitality offering will struggle.

Apprenticeships are part of the solution to overcoming this challenge. They are long-term commitments to upskilling teams, empowering them with knowledge and giving them clear career paths within the business. We see first-hand the impact apprenticeships have, not just on individuals, but on the wider business.

Apprenticeships provide structured learning, hands-on experience and nationally recognised qualifications. They also help to challenge outdated perceptions about hospitality jobs being short-term or lacking career progression. The reality is quite the opposite – this industry offers some of the most dynamic and rewarding career paths out there.

Within companies like ours, there is such a wide range of jobs and skills across the board. At Parkdean Resorts, we have a variety of apprenticeship programmes including the Kitchen Academy, Leadership Academy and Maintenance Academy. Each one has three levels designed to get the best out of our people, no matter their age, level of experience or job role. In addition to teaching practical skills, the programmes develop life skills such as English, mathematics and communication, and build wider awareness through topics including safeguarding, equality, diversity and inclusion.

“Our people can take on an apprenticeship at any level, from junior to manager, and take the skills they learn with them through their entire career. And the company loyalty it inspires in people shows – 90% of our general managers, 75% of our assistant general managers and 73% of our complex managers have been promoted internally. This isn’t by chance – it’s the result of continual investment in training, mentorship and a belief that our people define who we are. If more hospitality companies adopted this approach too, in time, I’m hopeful staff retention could improve across the industry.”

Learning for all levels

“It’s important to squash the misconception that apprenticeships are only for junior team members. You’re never too far along in your career to learn new skills, and retention is just as important as attracting new talent. Offering apprenticeship qualifications for all levels is a fantastic way to keep staff invested.

These team members can then become champions for training and development within the company. One of our holiday park general managers, Alex, recently became our first team member to complete a Level 5 apprenticeship. He started working with us in 2020, began a two-year operations management apprenticeship in 2022 and finished with a distinction grade. The experience led him to join the Institute for Apprenticeships and Technical Education apprenticeship panel, representing the hospitality industry in policy discussions and promoting apprenticeships as both a route into employment and a way to gain further experience and accelerate career progression while on the job. He now inspires team members to follow in his footsteps – seven members of Alex’s team are currently on apprenticeships.”

Force for change

“Alex and representatives from our learning and development team were proud to attend the Hospitality Apprenticeship Showcase at the House of Commons this week, showcasing the value of hospitality apprenticeships to MPs. It is pleasing to see that government agree on the importance of such schemes, and we welcome the plans it has announced this week to ease entry requirements to boost the number of apprenticeships offered per year.

As a business, we’re taking our commitment even further this year with the relaunch of our Kitchen Academy apprenticeship programme as Best in Kitchen. This enhanced programme introduces three newly structured tiers for chefs at different experience levels, with set cohort enrolment and graduation dates. By creating a more structured pathway, we’re making it easier for aspiring chefs to see a clear route for development and progression.”

Closing thoughts

“Hospitality is built on people. As an industry, we must continue investing in apprenticeships – not just for the short-term benefits, but for the long-term sustainability of our workforce. Skilled, engaged teams lead to better customer experiences, stronger businesses and a more vibrant industry overall.

As we look ahead to the rest of 2025, I hope to see more hospitality leaders prioritising apprenticeships, creating opportunities and helping shape the next generation of industry professionals. Because the best investment any business can make isn’t in products or services – it’s in people.”