The AA | Simon Numphud

Simon Numphud has seen massive changes in the hospitality industry over his 18 year career at the AA. And one of those changes will be a new Head of Hotel Services as Simon steps down to take on a new challenge in January. The Staff Canteen spoke to him about leaving the AA, advice for his successor and how exciting the industry is right now.

Philip Newman-Hall & Simon Numphud, Belmond Le Manoir aux Quat'Saisons & AA Hotel Services

“I’ve been with the AA for a long time,” explained Simon. “I’ve had a fantastic career with the AA but I think I had sensed for a long time now that I needed a fresh opportunity to get my teeth into.” He added: “It was a really hard decision for me because I love the AA. We have a saying here that if you split most of our employees down the middle they bleed yellow and I would put myself in that camp. “I’ll be sad to leave but personally it’s a new development, new opportunity and a new challenge which I think is very important for me.” Simon who studied at Bournemouth College for a diploma in Hotel, Catering and Institutional Management and then at Oxford Brookes University for a degree in Hotel & Catering Management, had ten years experience working in the hotel industry before taking on his role at the AA. He said: “I’ve been very fortunate to eat some stunning meals over the years and obviously connect with some legendry industry people.

“Watching chefs evolve and develop their cooking say someone like Daniel Clifford. In terms of where his cooking is now and where it has been in the past and how he has evolved and learned and matured – it’s amazing and Daniel is just one of many names I could cite.” As Head of Hotel Services his responsibilities include overall management of inspection and head office teams and responsibility for the various AA classification schemes which in total numbers over 10,000 establishments. And let’s not forget the culmination of all those inspections which is the annual AA Hospitality Awards. He said: “It’s (AA Awards) a big part of what we do in the AA and I’ll miss all of that but probably won’t miss the headache of organising a table plan for 1100 industry people!” “I’m extremely passionate about the AA brand,” added Simon. “And what we have done over the years and will continue

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to be so when I leave.”

When Simon first started at the AA it was a non-profit organisation, run by the members for the members and he has witnessed a lot of changes over the years. He said: “It’s gone through a lot of different changes and finally in 110 years it’s the first time it has become a PLC. I’m leaving at quite an exciting time, there’s a lot happening in the group and there is a massive investment in our digital structure and proposition.” He added: “From an industry point of view, I’ve seen an immense change in the standard of cooking in the UK. I’m proud to say that the standard of cooking here can hold its own against any country globally, in terms of the strength and depth of cooking we’ve now got. “Twenty years ago beacons of excellence were few and far between. Now you take a look around the country and you have strength and depth wherever you look – not just legendry names but also real home grown talent which I think is really exciting.” On his new role as Director of Sales for PSL The Food Professionals, Simon said: “The opportunity came up and when I looked at it in more detail and heard the changes and ambitions Daniel Wilson the Managing Director had for it, I found that quite exciting. “But its mixed emotions, it was difficult to tell my team I was leaving having spent 18 years here and a lot of my team have been very loyal to me – we’ve had some great, successful years.” simon quote 2

Simon is yet to find out who his successor is but offers his advice to whoever takes over the role from him. He said: “It’s a fantastic opportunity. It’s such a privilege and an honour to look after the Hotel Services business. It’s very rare in modern times to look after a brand and a business that has so much heritage and history and works so closely alongside the industry. “To guide that quality agenda is incredibly rewarding when you see a business flourish over a period of time and you’ve been able to help that business in some small way. Seeing that journey is incredibly satisfying and something I will really miss.” By Cara Pilkington @canteencara

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