With Youth Day in South Africa being celebrated on June 16, we look at the important role that youth play in the hospitality industry
The hospitality industry, a cornerstone of global economies, is undergoing rapid transformation fuelled by technological advancements, shifting consumer expectations and evolving service standards. In this dynamic landscape, the role of youth has emerged as not only crucial but transformative.
Says Renee Hill, CEO of the IIE School of Hospitality & Service Management (IIEHSM): “Young people, with their fresh energy, creativity and tech-savvy outlook, are driving innovation and ensuring the sector remains agile and relevant in a fast-changing world.”
Indeed, one of the most significant contributions of youth to the hospitality industry is their ability to adapt quickly to new technologies. From contactless check-ins and mobile room keys to artificial intelligence-powered customer service, the modern hospitality experience increasingly depends on digital solutions. Young professionals, having grown up in a digital world, are naturally inclined to embrace and implement such technologies. Their fluency in digital tools allows for smoother integration of innovative systems, helping businesses streamline operations and enhance guest experiences.
Creativity is another hallmark of the younger generation. Youth bring new perspectives to traditional hospitality models, often reimagining services and experiences in ways that appeal to a broader and more diverse audience. This is especially valuable in areas such as marketing, branding, and event planning.
“The use of social media influencers, immersive virtual reality tours and sustainability-driven brand narratives are often pioneered by young minds who understand contemporary consumer behaviour, and their innovative ideas not only differentiate brands in a competitive market but also attract a younger customer base seeking unique and personalised experiences,” says Hill.
In addition, the energy and enthusiasm of youth infuse vitality into the hospitality workplace. Their passion for learning, willingness to work flexible hours, and openness to cross-cultural experiences make them ideal candidates for roles that demand adaptability and interpersonal skills. Whether as front desk staff, event coordinators, or digital marketing specialists, young professionals often serve as the face of the brand, delivering memorable guest interactions that drive customer loyalty.
Furthermore, the values held by younger generations, such as inclusivity, sustainability, and social responsibility, are reshaping the priorities of the hospitality industry. Youth-driven initiatives often lead to more eco-conscious practices, diversity in hiring, and community engagement programmes. These values not only align with global trends but also enhance a brand’s reputation and appeal to ethically minded consumers.
“The role of youth in the hospitality industry is both impactful and indispensable. By bringing energy, innovation, and a deep understanding of technology, young professionals are not only enhancing guest experiences but also steering the industry toward a more sustainable and inclusive future. Investing in youth through training, mentorship, and leadership opportunities will ensure the continued growth and relevance of hospitality in an increasingly interconnected world,” concludes Hill.
IIEHSM currently offers eight different courses including the IIEHSM Bachelor of Service Management; the IIEHSM Advanced Certificate in Hospitality Management; the IIEHSM Bachelor of Hospitality Management; the IIEHSM Higher Certificate in Hospitality Management; the IIEHSM Higher Certificate in Service Management; the IIEHSM Advanced Diploma in Hospitality Leadership; the IIEHSM Higher Certificate in Event Management; the IIEHSM Higher Certificate in Travel.
Campuses:
- 3 Keyes Ave, Rosebank, Johannesburg. Tel: +27 86 111 2433
- The Quadrant, 146 Campground Road, Newlands, Cape Town. Tel: 021 881 3792
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For more information, visit the IIEHSM website or email info@iiehsm.com