Travel & Tourism. Industry megatrends and tomorrow's talent

According to the study carried out by the World Travel &Tourism Business Association, tourism has become the sector that contributes most wealth to the Spanish economy, with a total of 176,000 million euros per year, representing 14.6% of GDP, as well as 2.8 million jobs. In fact, he points out that "the tourism sector in Spain employs almost seven times more jobs than the automobile industry, and almost three times more than the financial sector".  

In the rest of the world, tourism is one of the most powerful industries, ranking third in export volume, second only to the chemical and fuel industries. In fact, did you know that tourism generates 10% of the world's jobs?  

In addition, they have identified some key aspects that we would like to highlight: The importance of the sector in job creation. The use of new technologies as allies of development Strengthening air connectivity Enriching the tourism offer with, for example, "conscious", green, ecological and healthy tourism. Promoting social tourism with quality services and increasingly personalised offers.  

61% of travellers worldwide say they prefer offers where they can add tailor-made options.  


Technology and innovation can be great allies for these companies that do not want to be left behind. As a sector that evolves as fast as the "traveller", it needs to incorporate technology to adapt to its customers, who increasingly demand greater digitisation and personalisation.  

These are some of the key technologies in the sector:  


In short, there are three main challenges facing the tourism sector: 

Among the hard skills most in demand are the skills and competencies acquired in specialised tourism schools and universities, especially with programmes abroad, and which introduce innovation and technology as a fundamental element of the sector. A clear example is JSF Travel & Tourism (www.jsftraveltourism.com), an initiative in which Catenon collaborates to provide greater knowledge to leaders and innovators in the tourism sector, attending to its changing needs. 

As for soft skills, communication skills are the most in demand. The ability to motivate people, persuasive communication, empathy, attention to detail, emotional intelligence, creativity, leadership, negotiation, conflict resolution, negotiation, the ability to anticipate needs, etc. In short, a very customer service oriented attitude, and it will often be the personality that determines whether the candidate is chosen or not. 

What about profiles? Due to the important changes in the sector, and these mega trends, we can find new profiles: 

What are the profiles focused on meeting the hyper-personalisation demands of tourists? 

What are the profiles that enable companies to respond to the demands of environmental sustainability so necessary in the tourism industry?

What are the profiles that enable companies that will lead the change? 


At Catenon, with 20 years of experience, we have a deep knowledge of the tourism sector. We have worked with leading companies in the sector around the world, and these are just a few of the many profiles we have worked on: 

Attracting and retaining the best talent is becoming increasingly important in the travel industry. It is therefore essential for organisations to be increasingly proactive and innovative in order to have the best team. And, given its complexity, having an expert partner can be key to achieving a competitive advantage with the best talent attraction and recruitment strategy.

Íñigo Pérez

Travel & Tourism Executive Director


(+34) 639 151 234 

The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.

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