As such, jobs in the hospitality and tourism industry, which require direct contact with customers, can become very demanding in terms of the emotional load and requirements for aesthetic labour. The concept of aesthetic labour includes physical appearance and engaging in pleasant speech. Hotel and travel managers have become very aware of this and, therefore, educating staff on aesthetic labour has become a vital part of human resource management. Moreover, the employees’ pleasant appearance and their ability to maintain and improve their appearance is an important commercial advantage for the hospitality and tourism industry