As youngsters across the country eagerly pick up their A-Level results, how can travel position itself as a more attractive prospect to them – or as a prospect at all? Writing for TTG, Advantage's Lee Ison-Ainsworth says it's vital the industry starts telling a better story.
'We are a sophisticated, global, technology-driven industry – we're just not telling that story well enough'
Thousands of young people will tear open their A-Level results letters this week and make one of the biggest decisions of their lives – what comes next?
University, an apprenticeship, a first job? For our industry, it is one of the most important days of the year, and most of us aren't even in the room.
That should worry us. Travel rarely features in the conversations happening in schools and colleges.
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