Britain’s tourist industry is desperately short of staff – but it is also most likely to put off potential older applicants with age discriminatory language in their recruitment. That is a key finding in an analysis by HR News. The study, carried out with the help of Stephanie Lowry-Wilson, executive director of Age On, identified 17 frequently used words and phrases likely to deter. Top of the rankings, appearing in over 110,000 job ads was “innovative”. Second, used in more than 82,000, was “fast-paced”. The domestic tourist industry used ageist terms in 56% of job ads. But the advertising and media sector, which HR News says is “known to have issues with ageism”, is down at seventh with 23%.