We talk to Claire Steiner, a wonderfully personable and energetic person and a Director at the ITT UK, and find out about the Institute, her professional journey and the travel & tourism industry in the United Kingdom today.

Name: Claire Steiner
Current Company and Title: Director of Education and Training at The Institute of Travel and Tourism

[JJ] Please tell us a little about the Institute of Travel and Tourism

[Claire] The ITT is the largest professional membership organization in the UK for Travel and Tourism. The ITT is dedicated to raising standards for its members by working closely with employers to ensure the development of professionalism. In addition, the ITT provides members with a forum for the exchange of information as well as networking opportunities and member benefits.

[JJ] What are your main professional focuses?

[Claire] Raising standards in education and training for the ongoing development and success of the UK travel and tourism industry through a series of ITT initiatives. These include :

• the accessing of funding for industry leadership training and customer services NVQs.


• continuing the ongoing development of ITT’s relationship with education through providing and attending relevant trade seminars, meetings, etc.


• administering and assisting in ITT Accreditation of Training courses.


• helping organise and run the ITT Skills Zone at London’s annual World Travel Market.


• The annual Aspire Conference – the only conference for travel and tourism students and young professionals


• Working with the other professional bodies in the UK to ensure all our goals are met and raising the profile of the industry

[JJ] How did you get to where you are today? What academic and professional paths did you choose to take...and what were the highlights?

[Claire] I have worked in the Human Resources profession since 1991 and joined the travel and tourism industry in 1997 as Head of HR for the Travelbag Group of companies. I started my working life organising events in building and architecture. I passed the Chartered Institute of Personnel and Development professional qualifications in 1996. I have always been a strong advocate of education and development, both at a personal and organisational level. I am a member of the ABTA Education and Skills Group and the ABTA Gold Training Award Committee. I am also Project Manager for the Accredited Travel Professional Scheme, an industry-wide scheme to recognize professionalism and promote CPD and I chair the Technical Group.

Since 2004 I have worked independently as a Consultant working for a number of different travel and tourism companies, both in the UK and internationally. In my role at ITT, I chair the Education & Training Committee comprised of individuals from different sectors of the industry involved in training and education. I represent the ITT on the City & Guilds National Advisory committee for Travel and Tourism and also the new steering group for the proposed national Travel and Tourism Diploma for 14-19 year olds with the sector skills council, People 1st. I have also spoken for the ITT at a number of events, including the inaugural Middle East Travel and Tourism Summit, held in Jordan in February 2006. Highlights for me are always the opportunity to work and travel to other areas of the world, learn about new cultures and feel that I have made a contribution to an individual or a company’s success.

[JJ] What are your main challenges in your current role...and the greatest opportunities for personal development and helping others?

[Claire] I like to see all my challenges as opportunities – the main one currently being given the time and resources to do everything that needs to be done! Time management is crucial when you are self employed and often working on a number of different projects. Self discipline is something I have to work hard at!!

Everyday I learn something new and the huge amount of people I interact with all contribute to my personal development through sharing of knowledge and experience. Hopefully I do the same for them!

[JJ] What type and level of interaction do you have with the Travel and Tourism industry in areas beyond academics?

[Claire] The ITT membership is predominantly senior executives in the UK travel and tourism industry. The ITT holds a number of networking events such as our annual overseas Conference, dinners at the Houses of Parliament in London, informal networking evenings – usually in a bar or hotel – around the country, and we also run the Skills Zone at World Travel Market in London each year. Through these events I speak to individuals from every area of the industry.

Training and development play an important role in any successful company and an individual’s education does not stop when they leave school or college! It is an extremely sociable industry to work in and I have made many friends over the years. In addition, work I undertake from an HR perspective enables me to work with a range of different organizations from small travel agencies to large dot coms and therefore interact with staff at all levels of business. I also deliver training courses to industry.

[JJ] If one was to take a snapshot of Travel and Tourism in the UK today...what would be observed in terms of level of professionalism and education?

[Claire] I feel that one of the major challenges our profession has, is to increase the public’s perception of professionalism in the industry. By this I mean that, whilst there are a number of very professional people working in industry, this is often not recognized. One of the main objectives of the Accredited Travel Professional Scheme is to do just this and to allow people to actively promote themselves as knowledgeable industry professionals and to help provide a clear pathway to those looking to raise their own professional status and development.

There are currently too many educational courses in travel and tourism available and this causes a lot of confusion both to potential students and to employers. The ITT, together with other industry associations are working closely with the Sector Skills Council in the UK to address this issue. The number of travel and tourism students is dropping across the country and therefore the number of new entrants to industry is decreasing. We need to look at how we can better retain the talent we already have as well as encourage others in to travel and tourism. A major issue here is reward and recognition. Travel and tourism is traditionally not well paid, however there are a range of other benefits that must be taken into account and promoted. Many people have made a very successful career in industry which proves it can be done – and the opportunity for a successful career that is highly rewarding must be highlighted and promoted.

[JJ] What do you see in store for the future...for you personally and professionally?

[Claire] I’m currently up for re-election on to the ITT Board, so am openly canvassing for support! I really hope to be able to continue with the work I have been doing for the ITT at a Director level, though I will continue to Chair the Education and Training group so will still be involved. I am always looking for other career opportunities so if there is anyone reading this who is looking for help in HR, communications, organisation design, training or development – get in touch!!!

[JJ] Any wisdom to share with those looking to supplement or pursue personal development in the areas of Travel and Tourism?

[Claire] Do your research! Contact associations such as the ITT, who can provide you with information on career development and look at the benefits of membership of these associations. Many companies offer apprentice or graduate schemes and it is worth researching companies that have a strong training focus. There are also a lot of on-line training companies that can give people the opportunity to study for qualifications from home – a lot of these on-line providers are not restricted to their home countries so overseas students can also undertake the courses.

Be prepared to work hard for little reward initially – the benefits will come! If you get the opportunity to travel and experience destinations then this will help, not only with your own knowledge of the destination but you will also see customer service first hand and learn what works and what doesn’t. Learning through your own experiences will allow you apply this when you are dealing with your own customers. Also, take every opportunity you can to network with your peers and industry colleagues, this will lead to all sorts of opportunities for you.

Finally, if you can, find a successful, experienced person in the industry to act as an informal mentor to you. They will be able to share their knowledge and help direct you in your own development.

tags: ITT, talent-jungle, claire-steiner, people, interview, travel, tourism, leisure, hospitality, hotels, uk, united-kingdom, training, education, association