Simon has spent his entire career in the hospitality industry, from managing hotels and restaurants through to the last twenty-five years with AA Media. As Managing Director, he is responsible for both AA Hotel and Hospitality services and VisitEngland Assessment services. This includes the various AA and VisitEngland classification and award schemes which in total numbers over 8,000 hospitality businesses. Wider industry involvement includes Fellow of the Institute of Hospitality, Fellow of HOSPA, Chair South West Board of Hospitality Action and Ambassador, Room to Reward Ambassador and regular judge for various national hospitality awards. Simon is passionate about mentoring, having been a mentor for Oxford Brookes University hospitality management students, having studied hospitality there himself during his formative years.