Entries close 5pm on Monday, May 18th, 2026.
Click here to download the entry form
Event booking link click here or contact Emma Ellis emma.ellis@instituteofhospitality.org
Hospitality Assured clients are eligible for the member rate.
Why enter Hospitality Assured Team of the Year?
For Hospitality Assured accredited businesses, excellence is not an aspiration; it is an embedded way of operating. The discipline of continual improvement is already part of the rhythm of the organisation. Entering the awards, therefore, is not about chasing validation, it is about demonstrating the confidence and, importantly, the courage to step forward and be recognised on a prestigious stage.
That distinction matters.
Because the very act of entering signals something powerful. It reflects a leadership mindset that is prepared to stand behind its standards, to open its operation to external scrutiny, and to celebrate the quality that has been built through consistency, structure and commitment. In a sector where many talk about excellence, far fewer actively step forward to evidence it.
The application process itself creates clarity. It forces a step back from the pace of delivery and asks a more strategic question. In many cases, businesses discover that what feels routine is in fact, exceptional when viewed through an external lens and competitor comparisons are undertaken.
Articulation has value beyond the submission.
High performing teams often move quickly from one success to the next, rarely pausing to recognise what has been achieved. Entering an award introduces that pause. It provides a structured opportunity to reflect, align and present the business at its very best. In doing so, it reinforces standards internally and sharpens focus on what truly differentiates.
It also creates a moment of pride.
For teams who have worked hard to achieve accreditation and maintain high levels of performance, the awards represent a chance to celebrate. Not in a superficial sense, but in a way that acknowledges the collective effort behind the outcome. Categories such as Team of the Year bring that to life, recognising not just results, but the behaviours, consistency and collaboration that sit behind them. That pride is not insignificant. It strengthens engagement, reinforces belonging, and reminds colleagues that what they do matters.
From a customer’s and client’s perspective, the impact is equally important. Independent recognition builds trust. It provides reassurance that the quality being experienced is not incidental, but intentional and sustained. In an environment where choice is abundant and decisions are made quickly, that credibility can be the difference between consideration and commitment.
There is also a broader commercial reality. Endorsement matters.
Hospitality Assured organisations are already operating at a high level, but awards amplify that position. They extend reach, enhance reputation and create opportunities to engage new audiences who are actively seeking proven quality.
However, the most effective organisations do not view awards as an endpoint.
They use them as part of a wider performance cycle. The process of entry informs the next phase of improvement. It highlights where consistency can be strengthened, where innovation can be accelerated, and where the customer experience can be made even more deliberate. In that sense, entering becomes less about recognition and more about progression.
It becomes part of how excellence is sustained.
Because ultimately, the organisations that continue to lead are not simply those that perform well. They are the ones prepared to stand behind that performance, to share it, to celebrate it, and to build on it.
Entering the Hospitality Assured Awards is one of those moments.
A moment that reflects confidence, demonstrates courage, celebrates achievement, and ensures that the excellence already embedded within the business is seen, understood and valued by those who matter most.
