Hospitality Rising was created to tackle the sector’s challenging jobs crisis. As part of the industry backed campaign, Tik Tok creators were also engaged to create content that specifically targeted young job seekers. This alone generated 13.5m impressions, reaching 2.1 million young people.

Celebrity chefs including Tom Kerridge, Angela Hartnett and Raymond Blanc OBE supported the initiative. Hospitality Rising is backed by some of the biggest names in the UK, including Whitbread, Pret, Welcome Break, Hilton, Soho House, Prezzo, Revolution Bars Group, Parkdean Resorts, Claridge’s, J W Lees and The Pig.

Mark McCulloch, founder of Hospitality Rising and campaign director, said: “We are reaching the 18-30 audience in new ways and it’s working. We know what makes this age group tick and where their attention is. Communicating with them via TikTok campaigns, ads and content creator partnerships means we’re able to engage with them in the most effective way.

“We now need to focus on reaching all 18–30-year-olds at least four times in a short period because this is where you see consideration move to action. Whilst hospitality businesses are working hard on retaining staff, we’re here to support them in their efforts by finding new and effective ways to attract a new audience into the industry.”