Profile: AA Hotel Services MD Simon Numphud

Reflecting on his early days, Numphud describes how hospitality initially found him. “I left school and I didn’t really know what to do,” he recalls. His path began unexpectedly, with a push from his sister, who worked as a head receptionist, encouraging him to attend catering college in Bournemouth. This decision would lead to a six-month placement in France at just seventeen—a transformative experience. “Looking back, that was really my epiphany moment in terms of falling in love with hospitality,” he says, citing the intense yet rewarding environment as a key factor that sparked his lifelong passion.

After earning a degree in hotel management from Oxford Polytechnic (now Oxford Brookes University), Numphud’s journey continued through roles in restaurants and hotels across the UK. His early years included managing country house hotels and a restaurant in the Cotswolds, roles that allowed him to “hone [his] skills” and eventually transition into general management. This hands-on experience across different levels of hospitality prepared him for his eventual role at the AA, where he joined in 1997. Since then, he has risen through the ranks to become the head of AA Hotel Services, overseeing inspection standards across the UK.

A New Perspective on Hospitality

In his role at the AA, Numphud experienced a different side of hospitality—one that involved assessing the industry rather than directly operating within it. Becoming an AA inspector wasn’t a path he had planned, but one he was ready to explore. He reflects on the shift, saying, “I think I got to a point in my career where I was ready for a change… and I was fortunate to connect and have a really good interview.” His first few years as an inspector offered a learning curve he hadn’t anticipated, exposing him to the diversity of establishments across the UK. “Until you get to see the whole remit of hospitality across the whole of the UK, you then fully appreciate and understand the uniqueness and diversity that our industry has to offer,” he explains.

“You have to have true empathy for the people and professionals you’re delivering feedback to.”

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Numphud’s transition into inspection brought fresh challenges and broadened his view of hospitality. As an inspector, he learned to benchmark standards across a wide array of establishments, from “landmark five-star hotels in London” to “husband-and-wife-run bed and breakfasts.” The role not only deepened his understanding of hospitality but also strengthened his empathy for the individuals behind each business. “You have to have true empathy for the people and professionals you’re delivering feedback to,” he emphasizes. This, he believes, is why the AA values inspectors with at least five years of management experience—they bring firsthand knowledge and can genuinely connect with hoteliers.

Modernizing Accreditation and Raising Industry Standards

As Numphud advanced to Managing Director of AA Hotel Services, his focus shifted to modernizing the AA’s rating system and addressing the evolving needs of the industry. “In February this year, we modernized the schemes… recalibrated the star rating from 3 to 5 stars,” he shares. He notes that the shift reflects consumer and industry preferences, as traditional one- and two-star ratings had become less relevant. Numphud has also championed the launch of a new entry-level accreditation called Visitor Ready, an entirely digital compliance program aimed at small businesses. “We felt there was a need in the marketplace to have a free scheme,” he explains, noting that it boosts confidence for both consumers and small business owners by providing an accessible yet credible accreditation.

The Visitor Ready scheme has been enthusiastically received. Numphud reveals that “we’ve got several hundred already in the scheme” and a pipeline of over 3,500 businesses showing interest. This program, which checks essential compliance elements such as fire risk assessments and food hygiene, highlights his commitment to inclusivity in accreditation. “It’s a handy tool,” he says, adding that it even reminds businesses when documents are due for renewal. By simplifying compliance, Numphud aims to support the industry’s smallest players—cafes, farm shops, and boutique accommodations—giving them a pathway to compete with larger establishments.

Passion for Mentorship and Building the Next Generation

Beyond accreditation, Numphud is deeply committed to mentoring the next generation of hospitality professionals. “I’ve always been passionate about giving back,” he says, reflecting on his years as a mentor at Oxford Brookes University and his work with industry professionals. Numphud believes that mentorship should be driven by the mentees themselves, empowering them to outline their goals. “I ask any mentee to think about three key objectives they want to get out of mentoring,” he advises, emphasizing the importance of self-directed growth.

Numphud’s efforts extend to advocacy for young people considering careers in hospitality, a mission he feels strongly about. He points out that many young people are unaware of the industry’s vast potential. “One of the exciting things about our industry is that you can go in so many different directions,” he explains. Hospitality, he says, is a “great leveller,” with paths open to those with or without formal qualifications. “It’s just down to your passion, your fortitude, your dedication… to actually doing that.”

Supporting Industry Through Challenges

Throughout his career, Numphud has seen the hospitality industry face numerous hurdles, from the foot-and-mouth outbreak in the early 2000s to the more recent challenges of COVID-19. During the pandemic, he led the AA’s response by developing a COVID Confidence Scheme, providing reassurance to businesses and consumers alike. This initiative, like Visitor Ready, was free for businesses, reflecting his belief that the AA should act as a support system in times of crisis. “We’re a membership organization. If our members can’t operate, we can’t operate,” he explains, emphasizing the symbiotic relationship between the AA and the businesses it supports.

“How do we encourage more of the industry to get on the sustainability journey?”

Numphud also sees the industry’s resilience as one of its greatest strengths. Despite the difficulties posed by inflation, labor shortages, and rising operational costs, he is hopeful about the future. He cites efforts by industry leaders, like Kate Nicholls of UK Hospitality, in advocating for reforms that would help businesses thrive. “I think some of the burning issues are reforming business rates, reforming the apprenticeship levy… and reforming VAT,” he says. Numphud believes these changes are essential to sustaining growth in hospitality, an industry that he describes as one of the country’s most significant economic drivers.

A Vision for the Future: Sustainability and Growth

Looking ahead, Numphud sees sustainability as a crucial challenge for hospitality. He is optimistic but acknowledges that the industry still has progress to make. “I think a lot of the industry is still behind the curve,” he admits, emphasizing the need for tangible actions rather than superficial greenwashing. His question to the next generation of hospitality leaders is one he considers essential: “How do we encourage more of the industry to get on the sustainability journey?” For Numphud, this journey is about making genuine changes, from measuring carbon footprints to implementing meaningful recycling programs.

Numphud’s approach to leadership is both pragmatic and passionate. His journey from an uncertain teenager to the head of a nationally respected accreditation service showcases the power of dedication and empathy in driving industry-wide change. As the hospitality sector continues to navigate complex challenges, Simon Numphud remains a guiding force, championing high standards, inclusivity, and mentorship.

For Numphud, hospitality isn’t just a career; it’s a calling. “I connected with hospitality at a very young age,” he says, reflecting on his path. And through his work with the AA, he continues to inspire others to connect with an industry he believes offers endless possibilities.