By Chad Kearns
FiredUp! Culture has once again partnered with SearchWide Global on a detailed report for leadership in the destinations industry.
This report focuses on how the industry can engage with, and retain, emerging talent. Since 2011, Destinations International has honored an annual 30 Under 30 class, recognizing high performers early on in their professional careers who represent the future leaders of this industry. Each year’s class represents the destination industry’s best young talent, providing honorees with the opportunity to expand their reach and impact within the travel and tourism ecosystem.
In this first excerpt from our report, we dive into just why the industry is currently struggling to hold onto highly talented individuals.
Finding 1
Talented and emerging leaders continue to leave the destination industry, although a resoundingly high number would consider coming back.
What 30 Under 30 Honorees Are Saying:
“The industry needs to learn to adapt and change with the changing landscape of work. The old school culture of many CVBs leads to rapid turnover due to toxic culture. They need to offer better pay and benefits such as working from home, flexible schedules, and appreciation.”
Finding 2
Lack of opportunity for career growth and development was listed as the primary factor forcing people to look elsewhere and, ultimately, depart their destination and the industry as a whole.
30% of respondents who no longer work in the industry listed “lack of career path opportunities” as the primary reason for their departure.
What 30 Under 30 Honorees Are Saying:
“There needs to be consistent professional development opportunities, workshops, conferences, or specialized training… There also needs to be a clear career path for all employees. That should be discussed after the first 60-90 days to show that the organization is committed to their growth.”
Finding 3
Ineffective leadership is a substantially growing reason why 30 Under 30 honorees are leaving the industry.
23% of respondents who no longer work in the industry listed “ineffective leadership” as the primary reason for their departure. One year ago, ineffective leadership was the primary factor in just 5% of industry departures.
What 30 Under 30 Honorees are Saying:
“I truly loved the work I did but had to leave due to a toxic culture.”
“Senior leaders need to really embrace retaining emerging leaders, not just saying so at conferences or giving it lip service.”
“I’ve heard many CEOs express a desire for our voices to be heard, but I question whether they are truly willing to listen and act upon our insights.”
Finding 4
Poor compensation continues to be a core contributor to talent departing the industry and is listed as a core reason why emerging talent left the industry.
What 30 Under 30 Honorees Are Saying:
“If the compensation package were competitive and I wanted to move, I’d consider [returning]. Otherwise, I’d need a remote position to make it worthwhile.”
Finding 5
30 Under 30 Honorees who left their destinations tend to stay in the travel and tourism industry, working on the supplier side.
66% of respondents who’ve left their destination organization now work in the “Tourism Supplier” industry
33% of respondents left the travel and tourism industry altogether.
What 30 Under 30 Honorees Are Saying:
“An internal struggle I have is that I am very passionate about the industry and my particular destination, and I love the work I do, but I haven’t had any upward mobility at my DMO and I see zero opportunity for that in the near future.” </blockquote>
The full report, Destination Leaders of the Future: Engaging and Retaining Emerging Talent, is available here.
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