The hospitality industry is losing too many degree-level graduates and is in a "state of ignorance" when it comes to the number of students that enter the industry said Bob Cotton, chief executive of the British Hospitality Association.

In a speech to students at the University of Surrey, Cotton voiced his disappointment at the lack of highly trained graduates making long-term commitments to the industry, and called for a strategy which "outlines the number of recruits needed every year and the qualifications they need."

"Of the 600 degree level hospitality students we believe we produce every year, how many will even enter the hospitality industry in this country? We don't know," said Cotton.

"How many will still be in the industry in five years time? We don't know. Some surveys and anecdotal evidence suggest that the number is alarmingly small," he added.

Cotton said the industry's priorities must be to raise the level of training in craft, front of house, supervisory and management.

"But not only training them. We have to nurture, encourage, motivate and develop them to their full potential," he said.

"Only if we care about the people we employ will we successfully recruit them into the industry – and retain them."