Independent hotel operator Alternative Hotel Group (AHG) has launched a new education and training initiative for the UK hospitality sector.

Called De Vere Academy of Hospitality, the first location for the academy will be at De Vere Wychwood Park, near Crewe.

The Academy will be rolled out across the UK with three more openings planned in the next six months - at De Vere Venues in Milton Keynes, Liverpool and London (Greenwich).

AHG aims to train 10,000 people in the hospitality industry over the next three years to a professional and recognised vocational qualification standard (Level 2 National Vocational Qualification) and provide the students with the foundations for a career in the hospitality industry.

The ambitious scheme has the support of the National Apprenticeship Service ("NAS") and also local and central government.

Links have already been forged between the academy and the hospitality industry including Hilton Hotels, Crowne Plaza, Manchester City FC, the Trafford Centre.

Richard Balfour Lynn, founder of the Academy and CEO of AHG said: "We hope that we not only change the perception of the industry as a career but build an amazing talent pool of future hospitality stars.

"We are confident that by giving these young people the best start possible we may ultimately attract them to work for us in years to come."