The People 1st Strategy

Our intent is to transform skills in the hospitality, leisure, travel and tourism industries.

We will work to ensure the development of world class qualifications in management and leadership, customer service and craft skills, and enable public funds to be shifted to programmes that are needed and respected by industry.

We aim:

• To improve communication with employers, signposting funded skills training with the best providers, and raising ambition and investment in skills.
• To improve communication with employees and entrants, helping them to understand and use the links between skills acquisition and career development.
• To facilitate the attraction and matching of skilled employees and good employers, building the self-esteem and loyalty of our workforce

This will lead to improved customer experiences, employee engagement and retention.

The ultimate measure of success will be that by 2013, international perception and experience of the sector's 'welcome and service' will have improved from its current ranking. National Brand Index research currently ranks the UK as 17th for perception and 16th for experience of welcome out of more than 30 developed countries.

In order to fulfil our strategic intent, we have laid out a number of objectives and key actions. Choose from one of the options below to find out more: