LAUSR

This study investigated the importance of signature strengths of South African trainees in the hospitality industry who are the “Born Free” generation, who have only lived in a democracy, and were given equal opportunities. Utilising a cross-sectional research design, we sampled hospitality industry trainees (n = 290) attending a large South African university (females = 70.3%; black = 91%; mean age = 20.59 years, SD = 3.86 years). For the data analysis we rank order scored the hospitality trainees’ key strengths, and differentiating these by gender. Results indicated the participants to rank Honesty, Love, and Fairness as most important; while Love of learning and Self-regulation were ranked least important of the strengths. Both males and females ranked Fairness highly, while the males ranked Hope as most important, and the females viewed Honesty as an important strength. Moreover, the males scored Leadership significantly higher than the females, while the females scored Forgiveness and Kindness significantly higher than the males. Recognising the signature strengths valued by the South African “Born Free” generation may be important for their self-awareness to provide superior service to guests by using their positive skills.