Acorn Awards 2024: Matty Carter, 26, conference and events sales office and reservations manager, the Grand Hotel Birmingham

Age 26

Job title Conference and events sales office and reservations manager, the Grand Hotel Birmingham

Nominator Charlotte Horler, hotel manager, the Grand Hotel Birmingham

Matty Carter has always been a strong performer, achieving a head of department role at Hilton Birmingham Metropole aged just 20. But since joining the Grand Hotel Birmingham in early 2022, Carter has really started to fly, achieving two promotions in six months and now overseeing all meetings, events, banquets and weddings.

Carter is responsible for driving revenues of £16m this year and was integral to the success and over-achievement of the 2023 financial results which, through initiatives including conversion weeks, strategy days and a robust internal incentive programme, came in over budget by £500,000.

His engagement in generating revenue and cost-saving initiatives – including a new customer relationship management system, a QR code-based drinks ordering platform and a troubleshooting contact centre – also enhanced guest experiences, internal efficiency and profit conversion.

This quest for excellence is clearly infectious, with Carter promoting three team members in the past 12 months, as well as setting regular review meetings to oversee personal development plans. To ensure each team member is empowered to move beyond administrative roles, he has enrolled them all into the hotel’s Commercial Academy.

Carter also works with the local community and notably has been an advocate for diversity and inclusion by spearheading initiatives including Pride Weekend, an Asian wedding partnership, and being a member of the Love Brum board, which spearheads activities for the city.

Who has been your biggest champion in the industry?

"My career journey was ignited by Marie Pollock, Liz Leech and Derek McDonagh, previously of Macdonald Hotels, who set a precedent in delivering the best possible service and experience to guests – fulfilling their expectations was my addiction. Moving to Hilton Birmingham Metropole, sales manager Victoria Fagan opened my eyes to the commercial world of hotel sales. Her support and knowledge have opened numerous doors for me."

How do you get the best out of your team?

"I aim to understand everyone’s learning and working style to ensure my delivery and the tasks I allocate are specific to their strengths. I lead from the front to set an example of the standards I expect, and this empowers them to make day-to-day decisions about tasks and communications with guests or clients."

What excites you most about hospitality?

"It’s ever-changing. You need to evolve and adapt to different ways of working, whether that’s responding to the high expectations of guests or the jigsaw puzzle that is managing trends, demands and rates to maximise experience and operating profit."