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What makes an Acorn?
What qualities unite the group of young hospitality professionals who achieve one of the industry’s most coveted awards?
Receiving an Acorn Award, which recognises hospitality’s most promising 30 under 30, is not just about exceptional performance at work, but a combination of qualities that demonstrate a winner’s ability to create meaningful impact beyond their own success. Acorns are not just high achievers, they are also role models already shaping the future of the industry. But what makes them stand out?
Here are seven attributes that make an Acorn – and if you spot someone in your team who shares these characteristics, be sure to nominate them to join the coveted group in this year’s awards.
People-first leadership
Acorns place team, mentoring and wellbeing at their heart of their role – both in what they receive and what they give back.
After winning his Acorn last year, Benoit Raffi, director of revenue at Kimpton Fitzroy London, says that while he has been supported by “several incredible people”, he attributes a significant part of his success to Garreth Walsh, the hotel’s general manager.
Raffi, who went on to win a Hotel Catey last year, says: “His knowledge of every aspect of the business and his ability to encourage me to step outside my comfort zone have been instrumental to my success.”
Elsewhere, David Morgan, assistant conference and banqueting manager at voco Grand Central, says it is vital to lead by example: “When my team sees that no job is beneath any of us, it resonates with them and fosters a strong sense of teamwork.”
Purpose-led impact
Acorns measure success by more than targets or titles. Whether it is raising standards, championing health or shaping culture, they show a strong sense of responsibility to the wider industry.
For Ellie Olds, company nutritionist at Holroyd Howe, feedback from students, teachers and parents on her advocacy for nutrition education was the real win, and that making healthy eating as “accessible to as many people as possible is amazing”.
Her work in reaching out to others has been recognised beyond the Acorns, and she is also a Foodservice Catey award winner.
Confidence grounded in humility
Many past Acorns recognise that progress is built on collaboration and often credit teams, mentors and organisations. As Raffi says: “Be humble, be ambitious. Don’t be scared of aiming higher, but make sure you keep the support bubble around because you cannot work alone.”
Curiosity and appetite for growth
As someone who describes herself as “massively driven”, Charlotte Karadag, rooms division manager at De Vere Tortworth Court and Hotel Catey winner, embraced every opportunity that came her way. “Even if at the time I thought I didn’t want to do it, I just said yes to everything,” she says. A willingness to say yes, step outside comfort zones and keep learning is a recurring characteristic in many of our Acorns.
Belief in hospitality as a career
Acorns are passionate about showcasing hospitality as a long-term, meritocratic profession. They champion the sector’s ability to offer opportunity, progression and fulfilment. As Ellie Dimes, senior restaurant manager at Lucknam Park Hotel & Spa and Hotel Catey award winner, says: “A career in hospitality has no ceiling. Unlike many industries where progression can be slow and limited, in hospitality, with hard work, dedication and commitment the world is literally your oyster.”
Modern leadership mindset
Acorns embrace the sector’s evolution and embed purpose, wellbeing, sustainability and technology into their operations. Tom Howkins, principal power platform developer at caterer CH&Co, says: “The future of hospitality is increasingly digital, and I’m excited to be helping shape that evolution. As technology becomes more embedded in the guest and employee experience – from mobile ordering to AI-driven insights – there’s so much potential to improve efficiency while still elevating the human touch.”
“For me, the real magic happens where service meets smart systems,” he adds.
Role models for the next generation
While all our Acorns are driven towards personal professional success, they also strive for collective success, with a determination to help their team grow. Raffi says: “The real win for me, as a mentor, is seeing people grow. Sharing what I know and watching someone level up is the kind of success that sticks.”
This year the Acorn Awards celebrate 40 years. If you would like to join our alumni of Acorns, or you are working with someone who you think deserves recognition, make a nomination for an Acorn Award
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