Exploring The Effects That Aesthetic Labour Has On The Tourism Industry With A Specific Focus On Female Workers.
Author: Melissa Norton
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Abstract: The purpose of this conference paper is to explore the impacts that aesthetic labour has on the tourism industry and working life style from the workers perspective with a specific emphasis on the female workers. The paper will similarly be evaluating the existing research surrounding the subject, in order to assess which areas, need additional research to help with implement positive change within the market when concerning aesthetic labour.
Key Words: Aesthetic Labour, Airlines, Hospitality, Gendered Discrimination, Employee Attributes
Aesthetic labour is the practise in which an organisation employs individuals based on their physical attributes and traits to gain competitive advantage within their sector (Warhurst and Nickson, 2007). Furthermore, some of the appealing attributes possessed by favourable job candidates are examples such as being ‘good looking’ or ‘well spoken’ in order to benefit the company for financial gain with improved profitable sales. Individual organisations will have their own specific ideology of the ‘perfect’ employee to represent their corporate image. Additionally, dependant on their core values, the individuals that are recruited due to their personal aesthetic will vary business to business.
One sector within the tourism industry that is heavy involvement in aesthetic labour is the airline industry. Although, this isn’t necessarily a positive thing to be associated with, as in recent years there has been negative media coverage explaining the darker side to aesthetic labour and the impacts it has on employees in companies implementing restrictive regulations and dress codes. Large airlines such as Virgin Atlantic, British Airways (BA) and Emirates have been involved in allegations and scandals surrounding discrimination towards female employees due to their rooted views on the image and appearance which is influenced by traditional views within the company (Paris, 2015). Unfortunately, many of the airlines have avoided any major backlash in regards to accusations made.
EasyJet are ahead of their competitors morally due to their changed regulations on work uniform through the extensive research and testing of multiple materials and styles. This process was to ensure they would acquire the most suitable and appropriate uniform for cabin crew to perform their job roles to the best of their ability, including the option for women to wear skirts or trousers free of choice (Paris, 2015). This therefore suggests that EasyJet’s organisational culture is heavily based around the wellbeing and safety of their employee team and their customers which is a strong USP for their brand image which should in turn encourage a specific clientele to use their airline if they share a similar moral standing. In comparison, Ryanair do not display the same ethical characteristics as EasyJet as they still implement the need for women to wear skirts on-board flights. Similarly, BA allowed for women to wear trousers in 2007, however have recently reevoked these rights with a ban on skirts on short haul flights. A case study mentioned within the conference paper was an ex BA cabin crew member who made a statement expressing her worry for her ability to safely perform CPR in an emergency situation while she is restricted in a ‘tight pencil skirt’.
A second sector of the tourism industry explored was hospitality and their involvement in aesthetic labour. There has been research that suggests when customers are interacting with an attractive employee, they will experience a ‘special’ feeling and will be encouraged to return specifically due to the physical features of the employee. This occurs a lot within the nightlife industry, and is largely an issue for women. The expectation to wear makeup and dress code encourages the sexualisation of the workers, as guests believe that they have the right to receive a level of service when a woman is presented in a way in which a primarily male audience would be encouraged (Warhurst and Nickson, 2007). Despite all this, there are some positives for workers including the opportunity to get greater tips or job promotion as their attractive traits are appealing to customers therefore creating a better customer – service provider relationship. However, there are multiple other strategic methods to gain a competitive edge or a growth in profit without exploiting employees.
To conclude, after evaluating the information found in various literature surrounding the highlighted topics, it was clear that aesthetic labour is a problem being faced by multiple airline employees daily but can a change be made? BA still implement the regulation of wearing red lipstick as a minimum as well as Emirates enforcing specific up routine. This therefore suggests that further research into the topic of how aesthetic labour can be adapted to have a positive impact on the employees without the use of sexualisation or exploitation. Alternative methods were suggested in the paper for businesses to gain their competitive advantage in ways such as food appearance that can be unique and will encourage customers to capture images of their dishes and share it on their social media pages which itself is a clever free marketing tactic. The moral standing of all companies needs to be evaluated further and research into the wellbeing of employees is crucial and possible regulations in the sector could be implemented (Spiess and Waring, 2005).
Paris, N. (2015) Why do flight attendants still have to wear skirts? Available from http://www.traveller.com.au/flight-attendant-uniforms-why-do-airlines-still-make-female-flight-attendants-wear-skirts-13dwz7 [accessed 6 May 2019].
Spiess, L. and Waring, P. (2005) Aesthetic labour, cost minimisation and the labour process in the Asia Pacific airline industry. Employee Relations, 27(2) 193-207.
Warhurst, C. and Nickson, D. (2007) Employee experience of aesthetic labour in retail and hospitality. Work, Employment and Society, 21(1) 103-120.
Key Words: Aesthetic Labour, Airlines, Hospitality, Gendered Discrimination, Employee Attributes
Aesthetic labour is the practise in which an organisation employs individuals based on their physical attributes and traits to gain competitive advantage within their sector (Warhurst and Nickson, 2007). Furthermore, some of the appealing attributes possessed by favourable job candidates are examples such as being ‘good looking’ or ‘well spoken’ in order to benefit the company for financial gain with improved profitable sales. Individual organisations will have their own specific ideology of the ‘perfect’ employee to represent their corporate image. Additionally, dependant on their core values, the individuals that are recruited due to their personal aesthetic will vary business to business.
One sector within the tourism industry that is heavy involvement in aesthetic labour is the airline industry. Although, this isn’t necessarily a positive thing to be associated with, as in recent years there has been negative media coverage explaining the darker side to aesthetic labour and the impacts it has on employees in companies implementing restrictive regulations and dress codes. Large airlines such as Virgin Atlantic, British Airways (BA) and Emirates have been involved in allegations and scandals surrounding discrimination towards female employees due to their rooted views on the image and appearance which is influenced by traditional views within the company (Paris, 2015). Unfortunately, many of the airlines have avoided any major backlash in regards to accusations made.
EasyJet are ahead of their competitors morally due to their changed regulations on work uniform through the extensive research and testing of multiple materials and styles. This process was to ensure they would acquire the most suitable and appropriate uniform for cabin crew to perform their job roles to the best of their ability, including the option for women to wear skirts or trousers free of choice (Paris, 2015). This therefore suggests that EasyJet’s organisational culture is heavily based around the wellbeing and safety of their employee team and their customers which is a strong USP for their brand image which should in turn encourage a specific clientele to use their airline if they share a similar moral standing. In comparison, Ryanair do not display the same ethical characteristics as EasyJet as they still implement the need for women to wear skirts on-board flights. Similarly, BA allowed for women to wear trousers in 2007, however have recently reevoked these rights with a ban on skirts on short haul flights. A case study mentioned within the conference paper was an ex BA cabin crew member who made a statement expressing her worry for her ability to safely perform CPR in an emergency situation while she is restricted in a ‘tight pencil skirt’.
A second sector of the tourism industry explored was hospitality and their involvement in aesthetic labour. There has been research that suggests when customers are interacting with an attractive employee, they will experience a ‘special’ feeling and will be encouraged to return specifically due to the physical features of the employee. This occurs a lot within the nightlife industry, and is largely an issue for women. The expectation to wear makeup and dress code encourages the sexualisation of the workers, as guests believe that they have the right to receive a level of service when a woman is presented in a way in which a primarily male audience would be encouraged (Warhurst and Nickson, 2007). Despite all this, there are some positives for workers including the opportunity to get greater tips or job promotion as their attractive traits are appealing to customers therefore creating a better customer – service provider relationship. However, there are multiple other strategic methods to gain a competitive edge or a growth in profit without exploiting employees.
To conclude, after evaluating the information found in various literature surrounding the highlighted topics, it was clear that aesthetic labour is a problem being faced by multiple airline employees daily but can a change be made? BA still implement the regulation of wearing red lipstick as a minimum as well as Emirates enforcing specific up routine. This therefore suggests that further research into the topic of how aesthetic labour can be adapted to have a positive impact on the employees without the use of sexualisation or exploitation. Alternative methods were suggested in the paper for businesses to gain their competitive advantage in ways such as food appearance that can be unique and will encourage customers to capture images of their dishes and share it on their social media pages which itself is a clever free marketing tactic. The moral standing of all companies needs to be evaluated further and research into the wellbeing of employees is crucial and possible regulations in the sector could be implemented (Spiess and Waring, 2005).
Paris, N. (2015) Why do flight attendants still have to wear skirts? Available from http://www.traveller.com.au/flight-attendant-uniforms-why-do-airlines-still-make-female-flight-attendants-wear-skirts-13dwz7 [accessed 6 May 2019].
Spiess, L. and Waring, P. (2005) Aesthetic labour, cost minimisation and the labour process in the Asia Pacific airline industry. Employee Relations, 27(2) 193-207.
Warhurst, C. and Nickson, D. (2007) Employee experience of aesthetic labour in retail and hospitality. Work, Employment and Society, 21(1) 103-120.