First impressions matter, but in hospitality and tourism, focusing too much on appearances when hiring can backfire. A study from Flinders University highlights how “lookism”—bias based on someone’s appearance—still shapes recruitment practices, harming both workers and employers.
The study analyzed 47 reports from around the world and found that hiring managers often favor candidates who fit certain aesthetic standards, even when company policies discourage this. In many places, there are no laws preventing appearance-based discrimination in the hospitality and tourism industries, leaving workers vulnerable to unfair treatment.
What is Lookism?
Lookism is prejudice based on how someone looks, such as their age, gender, attractiveness, tattoos, or style of dress. It can lead to hiring decisions that prioritize looks over skills, causing problems like lower job satisfaction, worse mental health, and fewer career opportunities for those who don’t match certain standards.
In hospitality, where staff interact directly with customers, appearance is often seen as part of the brand. But choosing employees mainly for how they look can limit diversity, harm workplace culture, and reduce the overall quality of service.
A Smarter Way to Hire
The researchers suggest focusing on professionalism rather than looks. “Lookism can have both good and bad outcomes,” they note, “but good diversity practices can maximize the positives and minimize the negatives.” To tackle this issue, the study recommends:
- Anonymous Applications: Avoiding photos on resumes and using neutral job descriptions to reduce appearance-based bias.
- Clear Standards: Creating inclusive policies that focus on professionalism instead of physical traits when appearance matters for branding.
- Bias Training: Educating managers about unconscious bias and using performance measures that emphasize results, not looks.
- Inclusive Culture: Encouraging workplaces to celebrate diversity in how employees look.
Why It Matters
Despite being a major employer, the hospitality and tourism industry is understudied when it comes to its hiring practices. Fixing the problem of lookism isn’t just about fairness—it’s about building stronger teams and delivering better service.
