The study, revealed during National Apprenticeship Week, represents a positive change in perceptions that could help employers attract and retain young staff.
According to the research both parents and teachers believe the hospitality sector should be given a greater focus in schools. One in five teachers say they have noticed an increase in pupils asking for information about jobs in the hospitality industry.
Jill Whittaker, managing director at HIT Training, said: “We know there’s still a lack of understanding about what careers in this industry can offer in terms of progression, satisfaction and reward, which has resulted in a number of barriers preventing new talent entering the industry.
“However, there’s a huge opportunity for hospitality employers to maximise these encouraging perceptions from parents and teachers to attract and retain top talent and work towards closing the skills gap crippling the industry.
“Key ways employers in the sector can do this is by ensuring they’re making effective work experience opportunities available, forging stronger relationships with schools to offer first-hand hospitality experiences, and providing more sector specific information to schools and parents.
“The aim of these initiatives is to shine a spotlight on the industry and showcase the different roles and progression opportunities available.”
Some 86% of parents say food subjects should be on the school curriculum and over on third of teachers believe schools do not provide enough advise about jobs in hospitality.
However 35% of parents believe hospitality careers involve unsocial hours and over a quarter see a job in the hospitality industry as a ‘stop gap’ between school and university.
HIT Training launched a report, Don’t Waste: The Future of Hospitality, which features tips and advise from hospitality leaders on how businesses can attract the next generation of talent.
Kate Nicholls, chief executive of UKHospitality, commented: “Hospitality has struggled to fill gaps in recent years and the challenges are not going away. Too often we have an undeserved reputation problem, which undermines recruitment even further.
“This report by HIT Training outlines the challenges and opportunities we face as a sector when it comes to securing our future. It gives insight into understanding the workforce, the younger generation’s perception of the sector and how you can attract them.”