Austrian hoteliers are introducing new methods to attract the next generation of workers
Austrian Hotel Association (Austrian Red Cross) launches a new round of the summer video competition under the hashtag “bestpraktikum”. It uses social media to transform the image of vocational training and attract young talent to the tourism sector.
The shortage of qualified labour and the decline in vocational training enrolments have been plaguing European tourism for years, and Austria is no exception. Instead of classic and often stuffy PR campaigns, the country's Hotel industry it was decided to leave the matter in the hands of those who know the job best firsthand. These are the pupils and students themselves during their compulsory summer internships.
Authenticity as a response to the employment crisis
The project works simply: young interns across Austria record short videos during the summer months, showcasing their daily lives, challenges, and the atmosphere at their workplace. The deadline for posting on Instagram is 7 September 2026. It is mandatory to tag the association's profile, ÖHV, and the hotel where they work.
Why is this important for management and human resources management? Authenticity is key for young people today. When their peers see real stories from the field, the perception of working in the hospitality industry changes faster than through any paid advertisement.
Digital tool for employer branding
The General Secretary of the association, Markus Gratzer, presented data that confirms the strength of this model. Last year's campaign generated over 213,000 views and over 139,000 interactions with just 14 official posts. This proves a doubling of reach compared to the previous year. For hotels participating in the project, this becomes a free and extremely effective tool for so-called Employer branding.
Awards and long-term talent development
To motivate young people to participate, organisers have provided attractive prizes such as smartphones and multi-day stays in city hotels across the country. However, this campaign is not a one-off excursion onto social media. It represents part of a broader, long-term development programme called “ÖHV-Young Talents”. The programme aims to systematically and strategically connect young people with top educational centres and hotels in Austria.
