Acorn Awards 2024: Adam Howard, 29, general manager, Mollie’s Bristol

Age 29

Position General manager, Mollie’s Bristol

Nominator Trudi Parr, head of people and development, Mollie’s Motels

Mollie’s recruited Adam Howard as a diner manager for the opening of its second site in 2021 and neither side has looked back. By 2022, thanks to his adept management skills, he had been promoted to general manager and now oversees a team of 102 across the diner and the 123-bedroom motel.

In this role, Howard has demonstrated impressive revenue management across the whole site, resulting in Mollie’s Bristol achieving a robust boost in average daily rate, occupancy rates and average spend per guest, generating more than £5.6m in revenue in 2023.

Howard has also positioned the business as a leader in delivering guest experiences. With nearly 2,500 customer reviews, Mollie’s Bristol registers an impressive average rating of 4.62/5 across all channels.

A Level 2 qualified mental health first-aider, Howard’s empathetic management style has had an impact on the team, as reflected in the 98% employee engagement rate. In the recent staff survey, his creation of a positive work culture saw employee satisfaction rise by 15%, with 87% saying they feel Mollie’s cares about them. Similarly, his skill in nurturing talent has led to the promotion of 15 employees in the past year, resulting in 84% of the team expressing a desire to stay and grow at Mollie’s.

And 95% of Howard’s team believe Mollie’s embraces diversity and inclusion, thanks to his inclusive leadership style, which has created a supportive environment – all of which has affected the retention rate, which is around 90%.

As a member of the Bristol Hoteliers’ Association, Howard contributes his expertise and time to benefit the broader hospitality community.

How do you get the best out of your team?

"I need a culture where everyone feels empowered to try without fear of making mistakes. I emphasise learning from setbacks, provide support and resources, and celebrate both effort and progress, fostering an environment conducive to personal development as well as meeting business needs."

What excites you most about the future of your role?

"Witnessing the incredible innovations and achievements happening within the industry. Having a deeper understanding of the dedication and hard work behind these accomplishments gives me a greater appreciation for the passion and creativity driving hospitality forward. And I am very proud to be a part of it."