Hospitality Assured is the quality standard created by the Institute of Hospitality specifically for customer facing businesses. We enable businesses to reach and exceed their full potential by following world class processes, customer service standards and employee engagement.

Great service doesn’t happen by accident.


Our Values

Excellence:  Leading hospitality best practice and enhancing the reputation of assessed businesses

Collaboration:  Working with our community to encourage continuous improvement and share knowledge in partnership with the Institute of Hospitality

Making A difference: Through innovation and quality; assessments delivered with expertise, professionalism and integrity

Quality is Everything.  Quality is Hospitality Assured


Lancashire County Council’s School and Residential Care Catering Team wins national award

School lunches for Hospitality Assured's client in Lancashire are much more than hotpot and spotted dick with custard nowadays. The quality and variety of food [...]

BaxterStorey Kitchen Assistant Crowned 2019 KP of the Year

Hospitality Assured client BaxterStorey is celebrating as their kitchen assistant, Davie Fleetham, has been crowned winner of the 2019 KP of the Year competition. Organised [...]

Thinking out of the Box to Solve the Recruitment Crisis

Hospitality Assured Director, Max Lawrence encourages Hospitality organisations to think more broadly about how they can plug the gap in the current challenging recruitment crisis. [...]

The Victory Services Club selected for the Ministry of Defence Employer Recognition Scheme Silver Award

Hospitality Assured client The Victory Services Club (VSC) has been honoured with a Ministry of Defence Employer Recognition Scheme Silver Award. The Club will be [...]


A graduate of the University of Surrey, a Fellow of the Institute of Hospitality (IOH) and currently serving on the IOH executive committee.
Key account management, sales and quality management have been key roles whilst working for DeVere Hotels, Initial Style Conferences and Quality in Tourism. Now combining those skills to run a successful hospitality consultancy and manage a thriving and engaged professional association (ABPCO). Trained as a Hospitality Assured Assessor in 2011 and has assessed 40 businesses across the hospitality sector.
Over thirty years’ experience in business and hospitality management in the UK & overseas from international brands to country hotels.
Launched from concept and subsequently sold four highly successful hospitality business. Brings a specialist skill base in business and service performance to Hospitality Assured ensuring that the excellence agenda remains a top priority for clients.
A background within hospitality and tourism has included experience in management of privately owned and corporate hotels.
Marketing for Ramada Hotels, research as a food technologist and education through lecturing in food and beverage service and human resources are all underpinned by recognised Hospitality Management qualifications. Founded a successful business consultancy in 1988 focussed on people and business performance improvement. This included working as an Investors in People assessor/advisor and training/coaching to support a wide range of public and private organisations.

An HCIMA (IOH) member since 1987 and Fellow since 1998 included positions as Vice Chair of Surrey Branch, Professional Qualifications Moderator for four colleges, and Surrey Branch Administrator promoting membership.

Initially a trainee chef, rising to District Catering Manager followed by senior catering and hotel services managerial positions.
In 2004 gained Hospitality Assured Accreditation for Guys and St. Thomas’, the first NHS catering department in the country to gain Hospitality Assured Accreditation. Became an HA assessor in 2010 and taken part in numerous HA assessments and reviews in the UK and overseas.

Graduate member of the Institute of Hospitality since 1973 and member of the British Institute of Facilities Management. Elected to become a fellow of the Institute in 2004. Whilst in London elected to vice Chairman of the London Branch of the IOH for 5 years and Chairman and founder of the Greater London Branch of the Hospital Caterers Association.




Having been part of the journey with Hospitality Assured and 1Team @ Vodafone for over 4 years, I now reflect on my own development. I believe that in translating the framework into our business model, and transforming our operations, my professional capabilities have also evolved. On reflection, I wonder if my appreciation of driving business excellence by being customer focused, is in part as a consequence of the Hospitality Assured model. As well as informing our business strategy I feel that the framework has influenced my professional development.
Stephanie McGrory, Head of Facilities, Vodafone, Engineering Services
“I can say on behalf of my whole team that you made the process come to life in a positive, energetic and thoughtful way which
helped us not only achieve our goal but also enjoy the journey.”
Mack Allan, Regional Director, BaxterStorey
The Victory Service Club has greatly benefited from participation in Hospitality Assured – it has been the right catalyst for continuous improvement at the Club. The process encourages businesses to develop best practice by viewing their own operation from a customer perspective to see where improvements can be made to benefit the business. Understanding how our member, staff and business practices compare, finding gaps and opportunities for focus, has helped drive us forward in such a competitive market place. Hospitality Assured has played a major part in our success.
The process encourages our business to look at our own operation from the customer’s perspective and to see where improvements can be made to benefit the business.

Callum Smith, Duty Manager, Inverness Airport
Avenance City Region was absolutely delighted to receive the accolade of a successful reassessment of their Hospitality Assured status, and to receive such encouraging scores.

Chris Sprague, Regional Managing Director, Avenance City & Corporate
Michael Ditlbacher, Customer Experience Director for Mitie’s 1team stated: “We are thrilled to be recognised for delivering a world class facilities service. Making a positive impact on our customers’ daily lives, with a strong focus on making continuous improvements on the experience we deliver, has allowed us to gain the high score that we have”.

David Fry, Head of Property at Vodafone and Adam Stubbs, Vodafone Senior FM Contracts Manager said: “What a phenomenal achievement. Vodafone has been on a journey to introduce a more business-like approach to the way we deliver FM, ensuring we constantly seek to review and improve the service we offer to our customers.

Working closely with Mitie and Hospitality Assured has allowed us to be absolutely customer focused and ensure we are constantly redefining the FM delivery model. I am really proud of the team and have no doubt we can build on this success.”

Michael Ditlbacher, Mitie's 1 Team at Vodafone
Royal Holloway has been working with Hospitality Assured since 2005. Under the new assessment scheme, our first interim review took place in November 2017. We’ve since been going through the report as it has equipped us with some key areas to focus on over the year ahead. This will help shape our commitment to make ongoing improvements and enhance the experience of our students, staff, conference guests and visitors. We’ve also benefitted from some of Hospitality Assured’s networking workshops, which are a great opportunity to share ideas and knowledge with colleagues across many different sectors.

“Hospitality Assured has allowed Oxford Brookes University to focus on our customers’ needs in terms of our Customer Service promise. It is a framework which allows Brookes to review who our key customers are and what their service needs are across a diverse portfolio.”
Sebastian Blake, Oxford Brookes University


Corporate Social Responsibility and why it makes good business sense.

Hospitality Assured Director, Heather Lishman shares her insights into how hospitality organisations can incorporate Corporate Social Responsibility throughout the whole business.   Successful organisations understand [...]

What is Absorptive Capacity? Hospitality Assured Director Heather Lishman explains

How can your Absorptive Capacity determine your competitive advantage? What is absorptive capacity?  You may well ask! In a nut-shell it is an organisation’s ability [...]

Awards: How winning big can have a huge impact upon your business.

Hospitality Assured Director Max Lawrence on Why entering and winning awards can speak a thousand words for your business. The glitz, the glamour and of course [...]

Cleveland Clinic Abu Dhabi continues to raise the Hospitality Assured bar

Ijeoma Kareem of Cleveland Clinic Abu Dhabi about winning big at the Hospitality Assured awards and how the standard has had a positive effect throughout [...]


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Hospitality Assured is committed to providing the highest levels of service and professionalism to all our customers, at all times.  If you have any concerns that you would like to raise then please let us know as soon as possible.