People 1st has published research showing that the UK hospitality industry must “shake off the Fawlty Towers’ image of poor customer service” and “rid itself of the ‘Manuel’ factor” in a bid to make the most of opportunities afforded by the 2012 London Olympics.

According to the government-backed report, customer service skills within the hospitality, leisure, travel and tourism industries must be improved to boost its image abroad, following research showing that the UK is currently ranked 17th by overseas visitors, out of 35 developed countries.

The sector skills council recommends that waiting staff enhance their skills and knowledge in timekeeping and understanding cultural differences and train in improved communications and language skills.

This outlook is supported by almost two-thirds of London employers who believe that their staff customer service skills require further development.

Chief executive Brian Wisdom said: “It’s vital we look to eradicate the ‘Manuel factor’ now, by promoting the right skills in the hospitality, leisure, travel and tourism industries.

“The welcome we give the millions of visitors flocking here will be pivotal in helping change long-held perceptions and ensure that the UK becomes globally renowned for its gold standard customer service.”

Hitting back at the report, the chief executive of Travelodge, Grant Hearn, said: “We most definitely agree that there is action required to improve skills in our industry, we all know this. However, I personally have a problem with using an outdated comedy character to epitomise our workforce, when really we should be looking to engage them. It makes for headlines, but sends the wrong message to our staff and our customers.

“People 1st should be continuing their policy of engaging industry leaders to find solutions to the skills challenges that lay ahead, rather than trying to pressure us in public.”

The hotel company’s director of communications, Grant Dawson, added: “I would think that People 1st will be trying to distance themselves from the ‘Manuel’ press release. I could not think of a quicker way to alienate an organisation from the rest of the industry.”