Mystery Shopper

Once all applications have been reviewed by our esteemed judging panel, those who make the shortlist will then go through the Mystery Shopping round of judging. 

An integral part of the selection process, mystery shopping will commence on Friday, September 30th and continue until Tuesday, December 31st, 2024. This crucial step will ensure that our finalists are rigorously assessed in line with the VisitEngland criteria, so that we know they uphold the highest standards of excellence, creating memorable experiences for every guest. 

Our Mystery Shopping Partners 

Our mystery shopping round will be carried out by the experts at insight6.  

Founded in 1998, insight6 was born from a strong desire to transform companies to become the destination of choice for their customers. The team is passionate about people and learning about what makes them tick and the things they value. They put all this passion into developing advanced customer experience (CX) solutions that enable businesses like yours to create a customer experience like no other. The type of experience that drives engagement, promotes loyalty and builds meaningful relationships. 

Today, insight6 is the largest customer experience (CX) consultancy in the UK with a network of 25+ local CX specialists, covering every region.  

Terms and Conditions 

For an in-depth look at what the mystery shopping round entails, you can refer to the Terms and Conditions, however, we’d like to take this opportunity to remind you of one clause in particular: 

As part of the terms and conditions, you will reimburse the judge and his/her partner (or family/companions in the case of some visitor attractions or experiences) on departure for the cost of the mystery visit/overnight stay, any meals taken (alcoholic drinks only for Pub of the Year, Taste of England Award and Hotel of the Year categories), or any admission or ticket cost as appropriate to the category on the production of identification from insight6.