Holly Dixon, UPP

Tell us about your role, your journey to this position, and how your work contributes to your organisation’s success

As Commercial Revenue Manager, I focus on revenue streams outside of our traditional term-time accommodation model, including summer schools, conferences and other commercial opportunities. I started at UPP as Accommodation Services Manager in Nottingham before moving into this newly created role four years ago. I love the variety and the chance to work with teams across our university partnerships, helping to maximise income while supporting partners to grow their own commercial activities.

What has been the most rewarding experience or achievement in your career so far?

I love seeing a new idea turn into a success story. One highlight has been helping to develop a new commercial agreement with Swansea University. It was a real team effort and, since its launch, we’ve increased both business and profitability while continuing to provide affordable accommodation for summer schools and conferences.

What’s the best piece of advice you’ve received, and how has it influenced your approach to work?

‘Show me the data.’ Having the right evidence behind an idea makes it much easier to bring people with you. I’d also say that good customer service is invaluable. Even simply acknowledging an email and letting someone know when you’ll respond can make a world of difference.

If you weren’t working in this industry, what other profession might you have pursued, and why?

A slightly unexpected one: a DJ! I’ve always loved house music, and growing up my dad Dj’d in his spare time, so there was always music playing and equipment around the house.

What trends or innovations are shaping your sector, and how has the landscape shifted since Covid?

One of the biggest shifts since Covid has been the decline in in-person English language programmes, with more provision moving online. We’ve responded by diversifying our summer business and focusing on areas such as summer schools, conferences, sporting events and leisure travel.

What changes have you observed in consumer behaviour, and how does your business adapt to stay relevant and connected?

Guests are increasingly focused on value, flexibility and choice. We’ve adapted by broadening our accommodation offer and tailoring our pricing and products to suit different group needs, budgets and lengths of stay, helping us stay relevant while continuing to deliver a high-quality experience..

What exciting projects, goals, or plans does your organisation have in the next 12–18 months?

We have an exciting programme ahead. UPP is progressing the University of Exeter West Park development, which will become one of the UK’s largest Passivhaus student accommodation schemes, and advancing the opportunity to deliver new accommodation for the University of Bristol following our appointment as preferred bidder. Alongside growing our university partnerships, we will continue investing in our existing accommodation and working towards our 2030 sustainability goals, including reducing carbon emissions, enhancing biodiversity and creating social value. From my perspective, there is also a significant opportunity to grow and diversify our summer offer – welcoming more summer schools, conferences, research and sporting groups, and leisure guests, while helping our university partners make greater use of their accommodation outside term time.

Tell us one unique fact or story about your business that people might not know.

UPP is best known for on-campus student accommodation, but every summer our residences welcome thousands of other guests from around the world—from summer school students and conference delegates to researchers, sporting groups and leisure visitors.

As a member of BETA, what have you found most valuable, and how has it supported your business growth?

The online networking event was particularly valuable. It helped us connect with organisations across the youth travel sector, raise awareness of UPP and gain useful insights into emerging trends and opportunities.

In your view, what are the biggest challenges, threats, and opportunities facing youth, student, and educational travel in the coming years, and how is your business preparing to meet them?

The cost of living will continue to be one of the sector’s biggest challenges, making value for money increasingly important. At the same time, there's a real opportunity for organisations that can offer high-quality experiences at accessible price points. We’re responding with flexible, affordable accommodation options and by working closely with partners to understand how customer needs are evolving.