Collaborative work with the Lincoln Accommodation Guild boosts local hospitality sector

Local hoteliers and accommodation providers have been working together and sharing their expertise to boost the hospitality sector in Lincoln over the last year.

Destination Lincolnshire set up The Lincoln Accommodation Guild in January 2024.

The role of the group is to facilitate higher-level discussion and share expertise whilst representing the interests of the visitor economy across Lincoln. The Guild also helps to paint an accurate picture of the state of trade that can be used to lobby for more sector support at a local and national level.

The Guild meet monthly and support the continuous development of the city as a tourist destination. The meetings provide a forum for discussion and exchange of views on short-term challenges and long-term strategic activities.

The meetings are arranged and managed by Destination Lincolnshire and led by an independently elected private sector Chairperson. The current chair is Parry Rathod, who is the General Manager of DoubleTree by Hilton Lincoln.

He said: “For us this group is about bringing likeminded people together and being able to discuss some of the key issues we are facing together and finding solutions.

“The important thing for this group is for accommodation providers and hoteliers of Lincoln having a voice for making the city a big tourist destination.”

Yvonne Ives, General Manager at Holiday Inn Express in Lincoln, also attended the most recent meeting.

She said: “I was at one of the first meetings and there were only a few of us, so it’s great to see more accommodation providers now participating.

“We have a broad spectrum of branded hotels to more independent and it’s great that a group like this can benefit everybody.

“We are getting more information and it’s important that we are working together to do the best for the city and all of us collectively. It’s about building relationships and networks.”

Vickie Adsetts, General Manager at Holiday Inn in Lincoln, echoed the sentiments of her fellow group members and added: “It’s also about the bigger picture. We are in competition, but also friends as well. It’s important to share everything and support and look after each other.”

Parry, Yvonne and Vickie all praised the importance of the partnership with Destination Lincolnshire.

They said: “I think working with Destination Lincolnshire in tandem is key and one couldn’t work without the other. It’s a crucial relationship.”

Destination Lincolnshire’s Senior Relationship Executive Holly Christian said: “The Lincoln Accommodation Guild brings opportunities to connect, collaborate and make a real impact.

“We bring together stakeholders and businesses to build valuable relationships and stay ahead of the curve with insights into upcoming events and activities.

“The Guild works directly with city leaders and stakeholders to drive meaningful change and advocate for the sector.”

Guests at previous meetings have included representatives from Lincoln Castle, Lincoln Cathedral, and Cuffe & Taylor, as well as stakeholders City of Lincoln Council and Lincoln BIG.

Michelle Andrews and Ruth Creasey from Lincoln Cathedral attended the most recent meeting held at DoubleTree by Hilton Lincoln on Wednesday, January 8, 2025.

They spoke about how they can work collaboratively with the hoteliers to create joint itineraries for visitors.

The list of group members continues to grow with DoubleTree by Hilton Lincoln, Holiday Inn Express Lincoln City Centre, Holiday Inn Lincoln (Brayford), Washingborough Hall, The Castle Hotel, Premier Inn Lincoln (Canwick), Charlotte House, White Hart Hotel, Tower Hotel,The Poplars, Ibis Hotel Lincoln and The Bentley all providing valuable contributions.

The next meeting is scheduled to take place on February 26 at a venue to be confirmed soon.

For more information about the Guild, become a member, and to attend the next meeting, please email Holly Christian at holly.christian@destinationlincolnshire.co.uk.