Master Innholders Feedback Survey – The Results
We asked. You listened.
Earlier this year, we launched our Master Innholders feedback survey, asking our members for their thoughts and views on what we’re doing well and what could be improved.
The feedback was honest, thoughtful and encouraging. While there’s plenty more to share in the coming months, we wanted to share some of the key findings with you and, more importantly, some of the conversations they’ve started.
So, what did you tell us?
More than a membership
One of the clearest messages from the survey was that people join the Master Innholders community because they want to be part of something bigger than themselves.
Three-quarters of respondents (76%) said being part of a leading force in the industry was a reason for joining, while 73% wanted to help shape the future of the hotel industry. More than half (57%) also saw membership as a way to give back and support the causes championed by the Master Innholders.
By comparison, just 21% said recognition for their achievements was a reason for joining, while 26% cited career prospects.
While there are undoubtedly personal benefits to being part of the Master Innholders community, the survey suggests that its real appeal lies in the opportunity to connect, contribute and make a difference to the wider hotel industry.
And this isn't simply a community in name. Four in ten member respondents have been part of our community for more than a decade, a strong indication of the lasting value people place on being part of it.
Sharing knowledge
Mentorship came through particularly strongly throughout the survey, with 54% of respondents identifying it as an area where the Master Innholders could do more to support its members. It’s a finding that speaks to the wealth of experience within the community, as well as an appetite to make more of it.
That desire for shared knowledge also came through when we asked what members would like to see at future events. Rather than simply asking for more opportunities to network, 61% wanted group discussions around industry challenges and opportunities, while 57% were interested in more insight-led workshops and seminars.
Creating more opportunities for knowledge sharing across our community is something we are keen to explore further beyond our meetings and the Hotel Leadership Conference. One of the greatest strengths of the Master Innholders is the experience and knowledge our members bring, and we’re working hard to ensure we’re doing all we can to provide more opportunities to share them.
A stronger voice for hospitality
When asked where we could do more to support members, 44% pointed to policy influence, while 41% highlighted visibility. Both findings suggest a desire for the Master Innholders to have a stronger presence in the conversations that matter to hospitality and to make sure the experiences and perspectives of those working at the sharp end of the industry are heard.
It’s an important challenge, particularly at a time when hospitality continues to navigate significant change. With such a wealth of experience across our community, there is a real opportunity to use that collective voice to contribute to the debate, share insight and help shape the future of our industry.
Bringing people together
Events play a key part in the Master Innholders community, with 55% of respondents attending more than one a year.
When asked what they would like to see at future events, 61% wanted more group discussion around industry challenges and opportunities, while 57% were looking for more insight-led workshops and seminars.
There was also some useful constructive feedback, with suggestions for more events outside London, as well as ensuring events have enough actionable insights to take away. This is something we are continuing to work on, with recent changes including ensuring the next Innholder Graduates and Scholars spring meeting will take place outside of London, in York.
The feedback has given us plenty to celebrate, but also plenty to think about. Thank you to everyone who took the time to share their thoughts. We’ll be using what you’ve told us to help shape our plans in the months ahead, and we’ll be sharing more on that work as it develops.