What's next on your people strategy?

Travel Trends

Our latest insights -thanks to Jo Harley, one of Founding Team at HR in Travel, Co-Founder at Best Workplaces in Travel, Co-Founder at Korero and Hendrick & Hyde

Jo and Gail also run Best Workplaces in Travel. The data and insights gathered can be invaluable in helping to focus and prioritise what's next on the People Strategy depending where you are on your journey to build a people-centric, best in class organisation.

So, what's important to our people?

One of the things that draws people to the travel industry is a sense of excitement and purpose. Most people understand the industry from a consumer perspective, and it's an aspirational industry to be a part of (who at 15 didn't want to work in the Croydon branch of Thomas Cook for work experience - just me?!). 

As you know, this sector isn’t just about selling holidays or filling seats and hotel beds, it’s about creating experiences, building connections, and creating memories for people. The Best Workplaces in Travel survey data from 2023 to 2025 shows exactly how important that sense of meaning is for people across the sector.

Perhaps the biggest shift we've seen in the three years is around belonging and purpose. In 2025. "There is a sense of belonging" entered the list of things that are important to people for the first time, and debuted high at 4th. At the same time, “well-defined company purpose” has held steady in the top 10 (6th or 7th across all years). People are telling us it’s not enough to have values on the wall, they want to feel part of something bigger every day.

Leadership also stands out. "Leaders are supportive, positive and inspiring" has consistently been near the top across the three years, with employees putting huge emphasis on managers who check in regularly, senior leaders who listen, and role models who create a respectful and inclusive workplace. "Recognition and thanks for a job well done" has remained in the top six every year, proving that even in fast-paced environments, people still want to feel seen and appreciated.

"Great brand reputation" was 2nd in 2023, 1st in 2024, and 3rd in 2025, proving that external brand strength continues to fuel employee pride and confidence. But what matters more now is that the internal lived experience matches the external story.

Teamwork is another constant theme. "Being part of a team that works well together" ranked 3rd in 2023 and 2024, climbing to 2nd in 2025. In a sector where seamless service is everything, employees want to feel like they’re part of a team that’s got their back – especially when things get tough.

The survey data is clear; retention, engagement, and performance in travel all rely on a great employee experience, not just brand promise. If you’re an HR leader, here are three actions, if you aren't already doing, that you could prioritise:

1. Turn purpose into practice – don’t just tell people what your values are. Show them, daily. Give leaders the tools to have meaningful conversations, celebrate teamwork, and connect individual roles to the bigger picture.

2. Review fairness and belonging – pay equity, recognition, and inclusion are no longer 'nice to have',  they’re shaping whether people stay or go. Review your recognition culture, benchmark pay regularly, and listen hard to how people feel about belonging.

3. Ensure you know 'what good looks like here' - leaders at all levels should be consistent in their approach, take time to have one to ones with teams and ensure people understand why decisions are made, and how it will impact them.

   
   

The best workplaces in travel are already doing this. And the data proves it’s not just good for employees, it’s good for business too.

We welcome thoughts from our HR in Travel community.

#employee engagement #teamwork #employerbrand #leadership #travelindustry #companypurpose #equity #inclusion #diversity #employeerecognition #employeeretention #hrmanager #peoplemanager #humanresources #hrstrategy