Simon Numphud

Simon is Managing Director of AA Media, the hospitality services and ratings division of the AA. Widely recognised across the UK hospitality industry, he has become a respected voice on hotel quality, guest experience, standards and tourism trends. Simon works closely with Hotels, Restaurants, Inns and hospitality operators throughout the UK, helping businesses enhance quality, improve customer experience and strengthen commercial performance. He is regularly involved in industry conferences, judging panels, awards programmes and media commentary, offering practical insight into the challenges and opportunities facing the sector. Under his leadership, AA Media has continued to evolve its trusted inspection, accreditation and advisory services while maintaining the long-standing reputation associated with the AA’s hospitality schemes. Simon is particularly passionate about supporting independent hospitality businesses and championing excellence, innovation and consistency across the UK