Top Tips for Applying for the GM of the Future Award

Entries are open for this year’s GM of the Future Award, shining a spotlight on the next generation of exceptional hotel leaders. Designed to recognise and support rising talent within the hospitality industry, the awards celebrate those who show drive, innovation, and a deep commitment to their teams and the wider profession.

But just what goes into a winning application? We spoke to our panel of judges for this year’s awards for their advice on crafting a strong and memorable submission.

Be Authentic

For past winner Brigitta Kovacs MIH IG, Assistant Hotel Manager at Lucknam Park Hotel & Spa, authenticity is key.

“Let your enthusiasm shine through. Reflect not just on what you’ve achieved, but on what you’ve learned along the way, as well as showing how you’ve supported and inspired your teams.

“Highlight how you’ve already given back to the industry, and how you hope to continue doing so, will make your application even stronger.”

Reflecting on her own experience, Brigitta says:

“Winning the GM of the Future Award has been an incredible honour,” she says. “It has opened doors to new opportunities, strengthened my professional network, and given me the confidence to continue pushing boundaries as a leader in hospitality.”

The Devil Is in The Detail

Gareth Banner MI, Group Managing Director at The Ned, reminds applicants that attention to detail makes all the difference. “Pick your words wisely — it’s sometimes harder to write less rather than more,” he advises. “The devil is in the detail. Good spelling, grammar and punctuation really do matter.”

He also encourages applicants to take the time to understand the criteria and ensure each answer demonstrates what they’ve achieved, who has inspired them, and where they’re heading next. And if you’re not successful this year?

“Be resilient,” Gareth says. “Reflect on what you can do over the next 12 months to strengthen your application next time around.”

A People First Approach

Alistair Sandall, Executive Secretary of the Master Innholders, explains that judges are looking for leaders who think ahead, embrace change and empower those around them.

“We’re looking to see how you’ve championed wellbeing, driven innovation and delivered measurable impact,” he explains.

He also says that applicants should highlight how they are looking to the future, showcasing how they are preparing and adapting to the changing hotel landscape, such as areas such as sustainability, technology and guest expectations.

Tell Your Story

For James B. Clarke MI, Chair of the Master Innholders and General Manager at the Park Plaza Westminster Bridge London, the most compelling applications come from those who share their personal story.

“We connect with genuine journeys over polished perfection,” he says.

“We don’t just want a list of achievements, we want to hear your own story of how you’ve gotten to where you are today, and how the GM of the Future Award will help you get to where you want to go in your career moving forward.

“Most importantly, think about your vision for the future of our industry and how you’ll play a part in shaping it.”

Ready to Take the Next Step?

Applications for the GM of the Future Award are open, with the winner receiving a fully funded scholarship for the prestigious Talent Development Programme at Cranfield University, Buckinghamshire, valued at over £11,000.

The runner-up will also receive a prize, which includes a place on Cranfield’s Impact and Influence programme to support and equip them with the knowledge, confidence and capabilities needed to meet their future ambitions.

Find out more and download an application form from our website here. Please note applications close 31 October 2026.