Gen Z sees potential in hospitality apprenticeships

A new study conducted by UK pub company and brewer Greene King indicates a rising interest among individuals aged 18-24 in pursuing apprenticeships in hospitality due to the industry’s flexible working patterns and early career earning potential.

The data arrived as millions of teenagers received their A-level results in the UK yesterday (15 August) and planned their long-term career paths. School leavers are increasingly exploring non-traditional career options.

Based on a July 2024 survey of 2,000 adults in the UK, the research revealed that more than four in five (83%) people view apprenticeships as a viable alternative to university, while 62% say they’re a better option altogether.

Furthermore, nearly two-thirds of people (63%) believe hospitality jobs provide young people with better early career earning potential than jobs requiring a degree.

According to the research, when it comes to why young people value working in hospitality, socialising (48%), having fun (46%), and teamwork (41%) are the top three drivers. Around 87% say it offers valuable transferable skills.

Overall, the study found that nearly six in 10 Brits (59%) currently work in or have previously worked in hospitality, with around four in five people saying it was or is a fun job.

As a result, more than half the nation (56%) sees hospitality as a good long-term career option. Of people aged 18-44, 62% say they have or would consider a career in the industry, compared with just 39% of over 45-year-olds.

The top three things about apprenticeships, according to the data, are learning while earning (74%), gaining hands-on experience (71%), and developing lifelong skills (54%).

More than two-thirds (67%) of Gen Z want to work in a hybrid capacity, compared with one in 10 (11%) who want to work in an office. Health and wellbeing (36%) and reduced burnout (35%) are cited as key drivers of flexible working.

The trend is especially evident among youngsters aged 18-24, with half (48%) citing work-life balance as the most important factor in their career, followed by career progression (29%) and earnings (18%).

Graham Briggs, head of apprenticeships and employability programmes at Greene King, said: “There is a clearly recognisable shift in the way young people in Britain are viewing their careers, as flexibility, fun, and maintaining a healthy work-life balance take precedence over traditional working patterns. This trend could lead to millions more young people considering a career in hospitality, which offers them a viable and great alternative to university.”

Apprenticeship at Greene King

The findings come as Greene King – which owns 2,600 pubs, restaurants and hotels across England, Wales and Scotland – prepares to welcome its next influx of apprentices for cheffing, bar and waiting work and team leaders.

In 2022, Greene King pledged to achieve 20,000 apprentices by 2025. The pub company and brewer has so far supported more than 17,000 through its apprenticeship scheme since 2011.

Briggs encourages young people to give the industry a chance: “If you’re one of the young people receiving their A-level results, why not give hospitality a go? We welcome people from all walks of life and backgrounds to come and work for Greene King, and if you like it, you can always start an apprenticeship while in your role, meaning you can earn while you learn and have fun at the same time.

“At Greene King, we can offer this generation of workers the flexibility they are looking for – providing practical apprenticeship schemes that provide hands-on experience, skills development and long-term options.

“We’re excited to continue this legacy of nurturing the nation’s talent and helping young people fulfil their career goals.”

By Miona Madsen