The travel and hospitality sector needs to understand Generation Z to recruit and retain younger staff, the Leaders of Luxury Conference has heard.

Speaking at Aspire‘s conference, Filip Boyen, independent luxury hospitality advisor and ambassador for Forbes Travel Guide, said the next generation of recruits had different expectations from their employers and urged company bosses to nurture and inspire them.

He said: “For Generation Z, loyalty has a different meaning. The work-life balance is very important to them and they want to know what is in it for them. They ask questions at the interview on what you [the employer] are doing; when can they be promoted; can they work from home?

“If we don’t start meeting some of these expectations we will not retain any bright and talented employees. We need to understand them.”

Putting purpose before profit was also important for firms, such as hoteliers, he added.

“Graduates tell me they are looking for things with a purpose, working towards a shared objective. If we put purpose ahead of profit, the profit will come,” he said.

“It all starts with how you employ, train and treat employees. Once we have trained them, let’s not try to control them, let’s inspire them,” he added.

“No-one comes to work to do a lousy job. Our job is to fill that purpose.  They want to join in the vision to achieve the company’s objectives. Our employees need to be confident, competent and feel good in their own skin.”

While salary is not the only motivation behind joining the hospitality and tourism sector, the days of giving a basic salary are gone, he said.

“They deserve a competitive salary. Now more than ever is the time to walk the talk,” he added.