The hospitality industry needs an image overhaul

Hospitality is a great industry to work in - it's people-based, fast-moving and offers employees the chance to progress quickly.

But the reputation of the sector as a career choice must improve in order to tackle the skills shortage it's suffering from - and the industry needs to work harder at promoting itself to young people.

Part of the solution has to be about investing in staff and improving the retention level of employees through training, particularly those in front-of-house roles.

Front-of-house personnel are our ambassadors. More effective training will not only give them the additional skills they need to perform their jobs better, but will improve their loyalty to their employer and the industry.

Unlike other European countries, the UK lacks a government-recognised craft-based training course.

In other countries recruits attend hospitality school for up to three years before they even speak to a customer - in the UK they go straight out on to the restaurant floor.

Training must focus more on the craft and customer focus skills that are so crucial to good service.

The 2012 London Olympic Games will put the spotlight on the capital with thousands of visitors and journalists sampling the capital's hotels and restaurants.

The sector needs to be ready for this, with enough well-trained, front-of-house people to cope.

Nick Scade is chief executive of the Academy of Food & Wine

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