Acorn Awards 2026: Jack Bumstead, GuestHouse Hotels

Position Digital marketing manager, GuestHouse Hotels 

Age 29

Nominator Elliott Wakefield, GuestHouse Hotels & Pearly Cow Restaurants 

Jack Bumstead directs digital strategy for four hotels and three restaurants under family-owned hotel brand GuestHouse Hotels.

Since joining the company in 2024 Bumstead has taken full ownership of the group’s digital marketing strategy, overseeing websites, paid channels and a database of more than 82,000 subscribers. His work has delivered strong results, including a 135% increase in email-driven revenue, a 523% increase in upsell revenue through redesigned pre-arrival and post-stay journeys and webpage views up by 132%.

His impact spans multiple channels. Targeted campaigns across Google Ads and social media have generated seven-figure revenue growth, and he also played a key role in launching a tiered loyalty programme, with 8% of the 82,000-plus subscribers identified as returning loyal guests.

Bumstead’s impact isn’t purely about the numbers. For example, when GuestHouse launched No 124 Brighton in late 2024, Bumstead collaborated with the restaurant manager to create a training workbook covering operational processes, brand standards and key resources. The workbook is now rolled out across the group and has become a coaching tool for all new starters. 

In addition, as a champion of inclusive culture, Bumstead spearheads the GuestHouse Newspaper, which spotlights employee’s diverse skills and passions. From chef recipes and cocktail features to charity work, the newspaper has given more than 15 colleagues a platform and a voice. 

Bumstead led the planning of the hotel’s Pride events, managing social media, in-hotel teams, external entertainment, LGBTQIA+ speakers and creatives, budgets and multi-channel promotion and strategy. All this was entirely outside his core remit and helped to generate thousands in incremental revenue.

Outside the business Bumstead supports the wider industry through university talks, mentoring and charity work, such as by volunteering at London homeless charity Single Homeless Project, where he helps redecorate homes for people previously experiencing homelessness, imprisonment or addiction. 

In addition, as a member of both the Hotel Marketing Association and HOSPA, Bumstead actively engages with the wider hospitality marketing community, attending industry events, immersing himself in emerging trends and connecting with peers across the sector.