Judges
Bringing the best of the tourism, visitor economy, regional and national business worlds to the table, this year's judges reflect a broad mix of experience which spans the entire industry and reflects how visitors experience Greater Lincolnshire and Rutland.
Meet our esteemed panel...
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Michelle Rust
Website: www.insight6.com
Email: michelle.rust@insight6.com
LinkedIn: linkedin.com/in/michellerust1
Following a 21-year career in the pharmaceutical industry as an award-winning, experienced sales leader and qualified coach, Michelle joined insight6 to partner with businesses in Lincolnshire to support them in gaining a better understanding of the customer experience they give to their customers, enhancing customer satisfaction and loyalty; all delivered through Customer Journey Mapping, Mystery Enquiries, Customer Listening Programs and Team Training and Coaching.
In the past 10 years at insight6, Michelle has honed her skills to assist organisations in maximising their profits by delivering outstanding customer experiences. We are thrilled that insight6 is once again delivering the mystery shopping element of our tourism awards, extending their expertise across Rutland for 2024-25 too. Michelle will join the judging panel following the mystery shopping round taking place, in order to remain impartial.
I am so excited to be back for my third year supporting Destination Lincolnshire with the awards for the Lincolnshire visitor economy. Each year I have seen the high levels of dedication and commitment from all the applicants to make it through the rounds to the final. It is a true celebration of all that is fantastic about Lincolnshire, and I’m honoured to be involved. Good luck to everyone!
— Michelle Rust, insight6
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Rebecca Alley
Website: www.ratedtrips.com/our-ratings
Email: Rebecca.Alley@aamediagroup.co.uk
Instagram: @aaratedtrips | @aa_hospitality
As well as graduating from the University of Lincoln back in 2006, with a BA Hons Degree in Tourism, Becky has 23 years of experience working within the hospitality industry, in a wide range of roles including; hotel/restaurant management (working under Ch4’s Hotel Inspector Ruth Watson between 2008-2010), HR, training and the delivery of work-based hospitality qualifications, and an 18-month stint at Destination Lincolnshire as partnership executive, before returning to her previous AA Hotel and Restaurant inspector’s role.
Lincoln and Lincolnshire will always hold a special place in my heart. As an 18-year-old tourism student, this is where it all began for me! All these years later, what an honour to be invited to sit on the judging panel. The county's visitor economy comprises some truly incredible businesses, so it's fair to say we will have our work cut out!
— Rebecca Alley, AA -
Susie Brindley
Website: www.willowbusinesssupport.co.uk
Email: susie@willowbusinesssupport.co.uk
LinkedIn: https://www.linkedin.com/in/susie-brindley-6b935521/
Susie Brindley has worked for over 30 years at a senior level within the visitor economy and has delivered hospitality, tourism and culture initiatives across the North of England and is a Master Trainer for Welcome to Excellence.
She is the Managing Director of Willow Business Support, a company she has been running since 2006. Susie is also a champion of service excellence and an experienced judge and professional Mystery Shopper of hospitality, catering and visitor attractions. Susie is committed to supporting the hospitality industry and works with many businesses as a coach and trainer and she has worked across Lincolnshire for many years.
I am absolutely delighted to be asked to be a judge for The Tourism Excellence Awards 2024-25. This opportunity allows me to celebrate and recognise the outstanding contributions of those who work tirelessly to make Lincolnshire a premier destination. As someone who deeply appreciates the area's rich history, vibrant culture, and breathtaking landscapes, I am honoured to play a role in highlighting the achievements of individuals and organisations that enhance our tourism sector. Being a judge not only allows me to give back to the community, but it also inspires me by witnessing the innovation and dedication that drive our local visitor economy.
— Susie Brindley, Willow Business Support -
Tom Haughton
Email: tom@good-roots.co.uk
LinkedIn: https://www.linkedin.com/in/tomhaughton/
Tom is the founder of Good Roots, where he drives social impact through strategic collaborations with celebrities, creative partnerships, and support for non-profits. With over 15 years in the charity sector, he has supported national and international organisations, including some of the most recognisable not-for-profits.
Tom has worked with a wide variety of influencers and celebrities on numerous campaigns, witnessing firsthand the impact of these relationships on organisational and campaign successes.
He has a wealth of experience in cause-related campaigns, maximising and developing talent relationships, and working with talent across sensitive issue areas and in extreme environments. Tom has also worked directly with talent and influencers to understand their priorities and help identify and develop meaningful partnerships with specific causes.
Notable achievements include managing the creative studio and partnerships team at The Global Fund during their 2022 replenishment, raising $15.7 billion. He also led the Paddington Trail in partnership with Studio Canal, Paddington Co., and Premier PR, recruiting over 40 celebrities to design Paddington Bears for auction, raising £1 million.
“I am thrilled to be on the judging panel for this year’s awards. I was born in Lincolnshire, studied at the University of Lincoln and still have family here. This county holds a special place in my heart. Lincolnshire’s rich history, stunning landscapes, and vibrant communities are truly unique, and I am passionate about showcasing these amazing places and people. I am excited to help highlight and celebrate the incredible efforts that contribute to making Lincolnshire a premier destination for visitors.”
— Tom Haughton, Good Roots -
Jane Cooper
Website: https://accessandinclusion.com/
Jane Cooper is the founder and Managing Director of Access & Inclusion UK which provides professional access consultancy, training, auditing and inclusive design services to clients in all sectors throughout the UK. Previously a Director of Access For All UK, Jane is also a Chartered Member of the Institute of Personnel and Development (Chartered MCIPD) and a Centre For Accessible Environments (CAE) trained access auditor, with over ten years of auditing experience working with clients throughout the tourism sector. Jane is also mum to a severely disabled daughter meaning that she brings first-hand insight, lived experience and a practical, down-to-earth approach to everything the company does.
Jane is Chair of the England Inclusive Tourism Action Group, of which she is also a founder member. She is also a reviewer for the Rough Guide to Accessible Britain and counts VisitEngland, VisitScotland, Failte Ireland, the National Trust, English Heritage, Merlin, IMG, and Centerparcs among her Access & Inclusion UK clients.
The company’s most recent projects include the development of an accessible tourism destination toolkit for VisitEngland, a project to identify Key Accessibility Features, also for VisitEngland, and the development of a training programme for event volunteers for VisitScotland.
Combining her professional expertise in access consultancy, training and development and business improvement with her first-hand experience of disability, Jane’s insight provides a unique contribution to the improvement of accessibility and inclusion in the UK.
I have a real ‘soft spot’ for Lincolnshire and the wider region, having spent many happy family holidays at the coast as a child and I am delighted to have the opportunity to support the destination as a judge for the Awards for Excellence. The UK aims to be the most accessible tourism destination in Europe, so I am particularly keen to help recognise those businesses that are going the extra mile to provide the warmest of welcomes for visitors, including the 1 in 4 of us who are disabled or have accessibility requirements.
— Jane Cooper -
Tracey Stringfellow
Website: Heritage Lincolnshire
LinkedIn: Tracy Stringfellow | LinkedIn
Tracy is a passionate advocate for heritage and culture across Greater Lincolnshire, with deep roots in Grimsby. Tracy has worked in the heritage sector at attractions across the UK with experience in museum and collections management, as well as heritage education at sites across Birmingham, Medway, Greenwich and North Lincolnshire, and was formerly the manager at the Fishing Heritage Centre.
Returning to Lincolnshire in 2023 as CEO of Heritage Lincolnshire, Tracy collaborates with local districts and authorities across Greater Lincolnshire, and more widely, to help communities better understand our cultural heritage and the role of heritage-led regeneration.
Tracy has a background in board service, including roles on the Boston Town Board, Spalding Town Board, and as a Director of Nutkhut, an Arts Council NPO. She also serves on the board of the new South East Lincolnshire Council Partnership NPO and previously chaired WSUP, a charity supporting those at risk of homelessness in South East London where she remains a trustee.
A lifelong advocate for Lincolnshire, Tracy is committed to promoting the region and all the fabulous opportunities it offers. With a dedication to advocating for the amazing initiatives happening across greater Lincolnshire, Tracy is proud to join the panel for the Tourism Excellence Awards.
I’m so excited to be invited to be part of the 24/25 Tourism Excellence Awards judging panel. I’ve never made any secret of my love of all things Lincolnshire. The work of Heritage Lincolnshire across this great county allows me to regularly experience some of the best hospitality, visitor attractions, coastline and countryside in the UK, in my opinion. The Tourism Excellence Awards are a fantastic opportunity to celebrate what we have on offer and invite many more people to experience it and contribute to growing our visitor economy.
— Tracy Stringfellow -
Jayne Southall
LinkedIn: linkedin.com/in/jayne-southall-b03b9044
A local legend and former CEO of the Lincolnshire Showground and the Lincolnshire Agricultural Society (a registered charity) of 11 years, Jayne joins The Tourism Excellence Awards judging panel at an exciting time in her career.
Currently working on a consultancy basis to help businesses across multiple sectors secure new opportunities to help them grow and thrive, Jayne has founded JAY Consultancy Services Ltd.
Taking countless years of experience with her as she establishes her new business, Jayne is well-versed in operational, financial, organisational and strategic development. With a very hands-on approach, Jayne thrives on working with companies and their teams across all sectors, motivating them and sharing ideas and solutions to support them and drive their business forward.
A Board member of Destination Lincolnshire and Visit Lincoln too, Jayne brings a well-rounded experience and view of the visitor economy to the table.
I feel privileged to be asked to sit on the judging panel for the tourism awards. Anyone who knows me knows how passionate I am about Lincolnshire and all it has to offer for the local communities and visitors.
— Jayne Southall -
Craig Healey
Website: www.thehotelconsultants.co.uk
Craig's LinkedIn: www.linkedin.com/in/craighealeymih
The Hotel Consultants LinkedIn: https://www.linkedin.com/company/chhospitalitysupport/
Craig’s impressive background in the hotel and hospitality sectors within the UK is what landed him a place on our judging panel. With over 25 years of experience in senior roles within independent and global commercial operations relating to hotels and more recently, supporting independent SMEs through his hotel and hospitality consultancy, his dedication, passion and proactive approach make him a valuable asset to the hotel, hospitality, tourism industry and the wider visitor economy.
In 2020, following redundancy from his hotel area manager role, Craig founded CH Hospitality Support to assist hotels and restaurants during their reopening phase after the challenges posed by the Covid pandemic. Due to business levels and high demand, he and his team have transformed the business into a dedicated consultancy called The Hotel Consultants which specialises in strategic reviews, business growth/turnaround and project management for independent and small chain hotels.
Craig also has recent experience serving as a member of the executive committee for the Hull, Humber & East Yorkshire Hospitality Association and as a member of the Hull & Humber Chamber of Commerce area council where he represented hospitality, Craig further underscores his commitment to an industry and region that he is passionate and vocal about.
Having lived and worked in the area for nearly 20 years it is clear that Lincolnshire and Rutland have some outstanding businesses that operate within hospitality, tourism and the wider visitor economy. As a founding member of the Northern Lincolnshire Hoteliers Association (NLHA), of which I also served as the Chair, I know all too well the efforts that businesses in the industry go to, to bring visitors the very best experience. Being able to sit on the panel of awards which celebrate this, the people and efforts that go to make the region’s hospitality and tourism businesses excellent is a true honour.
— Craig Healey -
Katrina Pierce
Website: www.fsb.org.uk
LinkedIn: https://www.linkedin.com/in/katrinapierce82/
Katrina is the Development Manager for the Federation of Small Businesses, supporting the self-employed and independent businesses across Lincolnshire. She lobbies on behalf of SMEs, sole traders and start-ups throughout the county - in all sectors - and assists them in accessing on-demand advice, funding, guidance, care, events, and opportunities. She is also the area leader for the Local Skills Improvement Plan (LSIP) for Greater Lincolnshire & Rutland on behalf of the Department for Education.
As a Communications and PR specialist by trade, Katrina is the former Head of Communications of a large international membership body and brings 20 years of experience in member, corporate, charity and consumer communications.
I’m delighted to support the Tourism Excellence Awards for another year. Given my job championing all that makes our county’s businesses special, I can say it’s a genuine privilege and pleasure to take part in any celebration of our incredibly local economy, with visitor economy SMEs at its very heart. I’m a Lincolnshire lass, born and raised, so being a cheerleader for other yellow bellies is a real joy. I can’t wait to see the many entries for the awards and to see who makes the shortlist and final.
— Katrina Pierce -
Mike Newman
Website: www.b2me.net and www.traveltradeready.net
LinkedIn: https://www.linkedin.com/in/mike-newman-3b312a1/
Mike is the Managing Director of b2me Tourism Marketing. Founded in 2003 as a specialist tourism marketing consultant, through b2me Mike provides individual, group and DMO/LVEP/DDP pilot-level bespoke strategy, marketing, representation and travel trade training. b2me is UKinbound's travel trade training partner, providing trade engagement workshops and digital transformation expertise for the Discover Programme and Arival's digital connectivity toolkit - Get Connected! b2me also owns the digital platform Travel Trade Ready, the UK’s only portal to test any supplier businesses’ alignment to key criteria that trade buyers require.
Mike also spent 2 years as a lead consultant and mentor on connected distribution for Failte Ireland’s Digital That Delivers programme until late 2023.
Currently, Mike is working as a travel trade strategy consultant for the DDP Pilot on behalf of Destination North East England as well as across the Cotswolds, delivering travel trade engagement workshops for hotels and visitor experiences. He will be shortly starting a project with Birmingham City Council on coach and domestic groups engagement.
Mike has worked with businesses across Lincolnshire, most notably for the Mayflower 400 project and was a guest speaker at the Tourism Management Institute Conference which took place in Lincoln in October 2023.
I am extremely proud to have been asked to be part of the judging panel for such a fantastic region in England. I cannot wait to learn more about the experience providers, accommodation, food and drink and new tourism businesses that make up the extraordinary visitor economy landscape of Lincolnshire and Rutland.
— Mike Newman -
Andrew Doyle
Website: https://www.people1st.co.uk/skills-solutions/
Andrews LinkedIn - https://www.linkedin.com/in/andydoyle1969/
Business LinkedIn - https://www.linkedin.com/company/people1st
Andy has over 30 years of experience working in the service sector, with a strong background in supporting individuals and businesses to deliver exceptional service and visitor experiences. In his current role at People 1st International, Andy works with AA Hotel Services, educators and employers to help develop a robust talent pipeline for the visitor economy, playing a crucial role in ensuring a skilled workforce to support the industry’s growth.
Having worked closely with industry for more than a decade, I’ve gained a deep appreciation for the importance of recognising businesses and their staff for the incredible work they do in creating exceptional experiences for visitors. Since moving to Lincolnshire in 2021 I’ve gained a greater appreciation of the region’s rich and diverse tourism offering, and I am honoured to be invited to join the judging panel for the Tourism Excellence Awards for Greater Lincolnshire and Rutland this year. It’s a fantastic opportunity to highlight the efforts of local businesses and the sector as a key employer in the region.
— Andrew Doyle
