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become a charter hotelier today

The purpose of the Hoteliers’ Charter is to raise the profile of our industry, advocating working in hotels as a great career choice. By becoming a Charter Hotelier you will be encouraging employment into the wider hotel industry.

Charter Hoteliers embody the values, behaviours and actions of a progressive hotel company. Becoming part of The Charter demonstrates a commitment to providing a workplace environment built on the foundations of respect, fairness, equality, diversity and opportunity; and to placing colleagues’ wellness and career development at the heart of your operation. We anticipate that The Charter, while focused on the hotel sector, will evolve into an exemplar for enlightened employment practices across the industry’s other sectors; supporting efforts to promote hospitality as a profession of choice to parents, schools, colleges, universities and careers influencers.

The Charter

Your pledge:

1. Commit to developing team members through training, apprenticeships, coaching and mentoring, positioning hotel roles as careers, not just jobs.

2. Support The Hospitality Commitment to respect team members’ work/life balance, rotas and working hours, providing sufficient notice for changes and requests.  As our members trade seven days a week, a range of shift patterns are available to support working families, students and part time working.

3. Support the ambition to end low pay, believe passionately in giving people opportunities to develop their careers, and give access to financial and pension guidance.

4. Champion a fair and transparent service charge/tronc/gratuities system where all monies are distributed with only agreed costs retained.

5. Offer colleagues access to an employee assistance programme, to provide confidential support across all facets of their physical and mental wellness, both in and outside the workplace.

6. Provide a positive and nourishing workplace environment and culture for colleagues, nurturing social networks around their teams and facilitating social activities to build cohesive workplace communities.

7. Support industry charities, and other charities relating to the community they serve, respecting and encouraging colleagues’ commitments to  additional community endeavours.

8. Drive environmentally sustainable businesses with a commitment to reduce, reuse and recycle, and champion the government’s commitment to be carbon neutral by 2050: and, as part of this, commit to supporting food and drink suppliers local to you  

9. Advocate diversity, inclusion and equality, offering English lessons to colleagues where required and taking practical measures to make hotels accessible for all disabilities.

10. Commit to the Modern Slavery Act and ensure that all suppliers act in accordance with the core values of the Hoteliers’ Charter and The Hospitality Commitment.

By becoming a Charter Hotelier, you are committing to apply its ten pledges to your hotel or hotels. You are also committing to actively advance the reputation of the hospitality sector as a career of choice, in your locality, with educational establishments and via all industry associations that you are involved in.

Our Board

Kate Nicholls, OBE

CEO, UK Hospitality

As chief executive at trade body UKHospitality, Kate and her team are a constant pillar of support to sector businesses, from pubs, restaurants and cafes, to hotels, tourist attractions and nightclubs.


Mark Lewis

Chief Executive, Hospitality Action

Since becoming chief executive of Hospitality Action in 2017, Mark has focused on growing the footprint of HA’s excellent employee assistance programme and welfare services.


Adrian Ellis, FIH MI

Chair of the Northern Hoteliers Association

 As an established hotelier with over 30 years’ experience, Adrian leads the Hoteliers’ Charter education panel, is the chair of Manchester Hotel Association and is a lecturer and ambassador for Manchester Metropolitan University.


Sue Williams, FIH MI

General Manager, Whatley Manor

Since joining Whatley Manor in 2016, Sue has been focused on transitioning the entire hotel and its operations to Net Zero Emissions and leads the Hoteliers’ Charters’ sustainability panel to support the industry in operating more consciously.


Michael De Jongh

Chief Commercial Officer, Avvio

A champion for digital transformation and encouraging innovative solutions, Michael is the commercial lead for Avvio, helping hotel customers drive profitable bookings direct to their website and drives commercial partnerships for Hoteliers’ Charter.


Petra Clayton

Creator & CEO, Custard

With more than 25 years of experience in strategic hospitality marketing and delivering strategic solutions to the hospitality sector, Petra is the current chair of the Hotel Marketing Association and spearheads the Hoteliers’ Charter communications panel.


Marc Crothall

CEO, Scottish Tourism Alliance

Marc was appointed as the first chief executive officer of The Scottish Tourism Alliance (STA) in May 2012 and during this time has led the organisation to becoming acknowledged as one of the strongest representative trade bodies in the UK.


Simon Numphud, FIH

Managing Director, AA Hotel & Hospitality Services

Simon is managing director of AA Hotel & Hospitality Services, which operates both AA and Visit England quality assurance schemes. Simon is an engaged member of the Hoteliers’ Charter communication panel, sharing high level industry insight.


Our Charter Champions

We welcome the support of those representing associations, hotel groups and industry communities. Each of these organisations has pledged their support to promote the Charter. They have offered to support our aims and objectives by reaching out to their audiences and helping us drive and evolve the work that underpins the ten Charter commitments.

We are grateful for the support of the following Charter Champions.

UK Hospitality

UK Hospitality

The single, authoritative voice of the broad hospitality industry, representing more than 700 companies in a sector that employs over 3.2 million people.

Institute of Hospitality

Institute of Hospitality

The professional body for managers and inspiring managers in the hospitality, leisure and tourism industry worldwide.

Master Innholders

Master Innholders

A leading force within the hotel industry - publicly recognised as a standard bearer for the industry offering career-changing training and support.

PACE Promoting excellence and innovation


Promoting excellence and innovation within hospitality and catering education and positively championing the sector and its priorities within hospitality and related industries.



Recognised rating schemes for hotels, B&Bs and campsites. Every year, thousands of establishments are quality assessed by the AA's team of inspectors and given a rating. Members of the AA schemes are also eligible for a range of scheme benefits

People 1st

People 1st

A trusted partner to employers, industry bodies, skills organisations, donor funders, NGOs, investment banks and governments, with over 50 years’ experience in skills development and technical vocational education and training.

The Innholders Charitable Foundation

The Innholders Charitable Foundation is the charity of the Worshipful Company of Innholders, a City of London Livery Company which was granted its first Royal Charter in 1514. The company's origins lie in hospitality, and it is proud to promote and support the modern hospitality industry and its people through its foundation.


Promotes careers in hospitality as a rewarding and worthwhile career path to futureproof the talent pipeline for hospitality and tourism.

St Julian Scholars

St Julian Scholars

Formed and developed to help rising stars with a passion for hospitality access management training opportunities.

Scotland Food & Drink

Nurtures, supports and champions the people and products of Scotland’s food and drink industry to help deliver growing success.

Scottish Tourism Alliance

The largest member organisation for tourism businesses in Scotland and the leading representative body for its tourism industry

Hotelier's Charter Promoting Hospitality
Hotelier's Charter Support our Team
Hotelier's Charter Connect with Hoteliers
Join the Charter

Photography across the Hoteliers Charter website is with credit to:

Whatley Manor:
Royal Lancaster Hotel:
Pride of Britain Hotels:
Calcot Hotel & Spa:


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