In the competitive and ever-evolving world of hospitality, Louise Tawadrous, Client Services director at BVA BDRC, has carved out a niche that combines her passion for the industry with a rigorous focus on data-driven feedback and improvement. With nearly a decade of experience at InterContinental Hotels Group (IHG) before making her mark at BVA BDRC, Tawadrous’s career reflects a deep commitment to enhancing customer experiences, both in meetings and events and through the development of industry standards. In this feature, she offers a glimpse into her career journey, her current role at BVA BDRC, and her thoughts on the future of hospitality as the industry continues to adapt to a post-pandemic world.
Tawadrous’s love for hospitality began unexpectedly while she was studying at university. Working part-time at a Holiday Inn in Hull, she found herself drawn to the energy and dynamism of hotel life. “As with many people…I kind of fell into working in hotels,” she recalls. Starting in the Food & Beverage (F&B) department, she worked breakfast, lunch, and evening shifts, gaining experience in all aspects of service. “I loved the atmosphere, I loved the people…something sparked inside me,” she says.
After finishing university, Tawadrous moved to London, where she transferred to Holiday Inn Mayfair. The move was significant, not only for her career but personally as well. “As somebody from the north, moving to and living in London for the first time was amazing,” she says. At Holiday Inn Mayfair, she quickly progressed from F&B supervisor to event planner, a role that gave her hands-on experience in organising events from start to finish.
It was during her time at Crowne Plaza London Kensington that Tawadrous encountered BVA BDRC’s Venue Verdict program, a platform that would later play a pivotal role in her career. “We received test inquiries from BVA BDRC from their mystery shopper programme…and after about a year or so, we had the highest score from 105 participating venues in London,” she proudly recalls. This experience with Venue Verdict stayed with her and would later influence her move to BVA BDRC.
A Rapid Rise at IHG
Tawadrous’s career at IHG saw her rise through the ranks rapidly, taking on increasingly senior roles across the company’s portfolio of hotels. By 2019, she had become Meetings and Events Performance manager for IHG’s UK & Ireland Managed Portfolio, overseeing 19 hotels. In this role, she standardised and implemented key processes across the properties, including inquiry handling, show-round standards, and sales trackers. “My role was to create and implement standards…and improve commercial performance,” she explains.
Tawadrous also served as MICE Sales Project Manager for IHG’s Principal Portfolio, where she oversaw the integration of 12 hotels into IHG’s Meetings & Events systems. “A key focus was ensuring the teams understood and utilised all IHG sales tools and systems,” she says. Her attention to detail and ability to manage complex transitions helped ensure a smooth integration across the portfolio.
Transitioning to BVA BDRC: Embracing the Power of Feedback
In 2021, the pandemic led to a period of uncertainty for Tawadrous, as it did for many in the hospitality industry. After being placed on furlough and eventually made redundant by IHG, she used the time to reflect on her career goals. “I never thought of leaving [IHG]…but I was kind of forced to,” she admits. However, her experience with Venue Verdict during her time at Crowne Plaza stayed with her, and she saw an opportunity to turn that interest into a career. “I decided that my ideal job would be to work for BVA BDRC,” she recalls.
In August 2021, Tawadrous joined BVA BDRC as client services manager, overseeing the day-to-day operations of Venue Verdict and a brand compliance audit program. By July 2022, she had been promoted to Client Services director, a role that put her in charge of multiple feedback and mystery shopping programs, including Venue Verdict, hotel and attractions mystery shopping, and brand compliance audits.
Leading Venue Verdict and Beyond
As Client Services director, Tawadrous has become a champion of Venue Verdict, a program designed to help hotels improve their meetings and events offerings by gathering post-event feedback and placing mystery inquiries to measure how well teams handle the inquiry process. “We place regular mystery inquiries into the meetings and events teams…to see how well the teams are handling the inquiries,” Tawadrous explains. This data provides hotels with detailed reports that highlight their strengths and areas for improvement.
One area where she believes many hotels can improve is the follow-up process after sending proposals, she notes that after the initial inquiry many hotels fail to reach out again, missing a crucial step in securing business. “If you can just build into your sales process that follow-up stage…it would really make you stand out,” she advises.
In addition to Venue Verdict, Tawadrous oversees hotel and attraction mystery shopping programs and brand compliance audits. These programs allow hotels to assess everything from guest experience to adherence to brand standards. “Mystery shopping covers everything from how the guest is welcomed to the service provided in the outlets,” she explains. Brand compliance audits, on the other hand, ensure that hotels meet specific brand standards, from signage to the amenities offered in guest rooms.
Post-Pandemic Trends and the Future of Hospitality
As the hospitality industry recovers from the impact of COVID-19, Tawadrous has noticed some interesting trends. Quoted rates for 2023, for example, have increased by 38% compared to 2019, signaling a rise in demand. However, satisfaction scores haven’t always kept pace. “Satisfaction levels are not the highest,” she acknowledges, but she emphasises that understanding client priorities and delivering personalised service can help hotels stand out in a competitive market.
One ongoing challenge is the perception of value for money, which has remained low even as rates increase. Tawadrous advises hotels to focus on adding value to their packages: “Given the increase in quoted rates…it’s more important than ever to show value in your packages.” She encourages venues to find ways to differentiate themselves without drastically increasing costs.
Looking ahead, Tawadrous sees domestic travel remaining strong as economic uncertainty and rising costs push people toward staycations. She also believes luxury hotels may fare better, as higher-earning guests continue to spend on premium experiences. “Luxury hotels might be better equipped to manage evolving customer expectations and deliver the personalised experiences guests are looking for,” she says.
The Importance of Personalisation
When asked what makes a hotel experience stand out, Tawadrous is quick to highlight the power of personalisation. “I really do think it’s people,” she says, emphasising that hotel staff have the ability to create memorable experiences through small, thoughtful gestures. Whether it’s remembering a guest’s coffee order or leaving a personalized note, these details can make all the difference. “Those small things that show you’re noticing can have a huge impact,” she notes.
For hotels looking to improve their service, Tawadrous recommends gathering and sharing guest feedback with staff. “It’s really important to listen to guests and take on board what they’re saying,” she advises. Building a culture where staff feel empowered to make guests’ experiences special is key to creating lasting memories.
A Bright Future Ahead
Tawadrous’s journey from a part-time F&B assistant to Client services director at BVA BDRC is a testament to her dedication, passion, and ability to adapt in an ever-changing industry. Her deep understanding of both the operational side of hospitality and the analytical side of customer feedback makes her uniquely positioned to help hotels succeed in a post-pandemic world. As she continues to lead Venue Verdict and other feedback programs, it’s clear that Tawadrous’s insights will be invaluable in shaping the future of the meetings and events industry.
Her advice to hotels is simple yet powerful: focus on the details, listen to your customers, and always aim to exceed expectations. As the hospitality industry continues to evolve, it’s these small but impactful actions that will set successful venues apart from the rest.
