Sustainable transformation through equal opportunities - Kick-Off LIFT project "MoFeT"
The new project "Sustainable transformation of the tourism labour market through equal opportunities: Move for Female Transformation (MoFeT)" is being launched as part of ITB 2024. The project partners are the Eberswalde University for Sustainable Development (HNEE), B&B Hotels and the Federal Association of the German Tourism Industry (Bundesverband der deutschen Tourismuswirtschaft, BTW). The aim is to permanently improve career and promotion opportunities for women in the tourism industry.
The measure, which is supported by the Federal Ministry for Economic Affairs and Climate Action in the "LIFT Transformation" funding programme (Performance Improvement and Innovation Promotion in Tourism: Innovative Approaches for a Sustainable Transformation of the Tourism Industry in the Light of the UN Sustainable Development Goals), addresses the challenge of reducing the shortage of skilled workers in the tourism industry. At the same time, equal opportunities for women in the industry are to be increased. The project has €156,479.49 in funding available for a period from 1 February to 31 December 2024.
Building on two central levels - creating awareness and imparting expertise - MoFeT aims to empower employees and companies in the form of coaching in various gender constellations, increase the proportion of women at all hierarchical levels and raise awareness of gender equality.
While the pioneering case study with B&B Hotels to develop directly applicable solutions in the hotel industry has already begun, the Federal Association of the German Tourism Industry (Bundesverband der deutschen Tourismuswirtschaft, BTW) will act as a network partner and support the project with appropriate events and public relations work.
The public kick-off for the project will take place as part of ITB 2024, where the project will be presented on 7 March 2024 in the Future Work Track on the Green Stage. In addition to the presentation of the "Women in Tourism" study, a panel will discuss the possibilities of an equal working environment in tourism.
The initiator of the project and now project manager Prof. Dr Claudia Brözel (HNEE) is optimistic: "Over the years, I have recognised the need for a sustainable improvement in career prospects for women in the tourism industry and am firmly convinced that our work will make a significant contribution to promoting gender equality. The panels at ITB provide a unique platform to share our findings and work with other stakeholders to bring about sustainable change in the industry."
Lena Zell, "MoFeT" project coordinator at HNEE, has already conducted intensive research into the career development of women in the German tourism industry in her master's thesis: "I am delighted that we now have the opportunity to put the resulting findings into practice. As project coordinator, I endeavour not only to improve the career opportunities of women, but also to initiate a rethink in the industry. The ITB panels are the perfect starting point for this!"
Sven Liebert, Secretary General of the Federal Association of the German Tourism Industry: "As BTW, we are delighted to be a partner in this project. Many qualified and committed women are employed in almost all companies in our industry, but this is not yet reflected in the management levels everywhere. As an umbrella organisation, we want to make a small contribution to further sensitising companies to this issue and empowering women to take on management positions. The project's triad of scientific preparation, the implementation of coaching sessions and the establishment of a network of female supporters in the tourism industry harbours great potential. We are contributing accordingly with our network and our own formats."
Max C. Luscher, CEO Central & Northern Europe, B&B HOTELS: "We are proud to be part of the project. Talented women are already represented in all areas of our company, but we see particular potential for development at management level. The scientifically sound approach combined with practice-orientated coaching has convinced us that we will benefit from the project as a company. We want to achieve clear results with this step, which will be reflected in more women in management positions at B&B HOTELS."
About B&B HOTELS
B&B HOTELS is one of the most important economic hotel groups in Europe. Founded in Brest in 1990, the group has a network of more than 760 hotels in 16 countries in Europe and Brazil. B&B HOTELS is positioned in the Value for Money sector and aims to offer its customers comfort and quality at the best value for money. Corporate social responsibility is an important issue for the hotel group. In order to meet consumer expectations and ensure the credibility and transparency of measures that have a positive impact on society and the environment, B&B HOTELS has been certified by the independent organisation SOCOTEC in the area of sustainability. B&B Hotels Germany GmbH is a subsidiary of the international hotel group B&B HOTELS. The financially strong group - majority shareholder is the private equity company Goldman Sachs - is planning 400 hotels in Germany and Austria and 3,000 hotels worldwide by 2030. B&B HOTELS has been present on the German market since 1998 and currently has over 180 hotels in more than 100 cities.
About the BWT
As the umbrella organisation of the German tourism industry, the Federal Association of the German Tourism Industry represents the common and overarching interests of this diverse and strong sector. The tourism industry accounts for around 4 per cent of gross value added in Germany and employs 2.8 million people. In addition, there are 1.3 million people who produce inputs for the production of these goods and services. This means that around 9 per cent of all employees in Germany work directly or indirectly in tourism.
Further information and links
Project management and responsibility:
Eberswalde University for Sustainable Development
Facilitator (network partner):
Federal Association of the German Tourism Industry (BTW)
Sven Liebert, General Secretary
Practice partner:
Jan Grossmann, Head of HR Central & Northern Europe
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