Paula Mellon, Criterion Hospitality

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

I started off as a teenager as a hotel receptionist. From there I went to Reservations, and then on to Sales, via a couple of tour operators and an OTA. The experiences have given me a great all-round view of the business, as I know what buyers need.

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

It’s always seeing younger people I’ve trained going on to great things!

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

It’s not advice, it’s my mantra. “I’ll either find a way. Or make one.” Legend credits this fierce, problem-solving mindset to the Carthaginian general Hannibal, who declared it to his generals when they claimed it was impossible to cross the Alps with war elephants.

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

I originally wanted to be an English or History teacher, those were my favourite subjects as my teachers were inspirational.

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

AI without a doubt, it has rocketed since Covid. Since the pandemic, AI has evolved from a simple “contactless” safety measure into an industry-wide operating system. Hotels use AI to automate front-desk operations, power intelligent guest messaging and predict dynamic pricing based on demand.

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

Eco-conscious practices, smart lighting, and local sourcing are now baseline expectations. Guests also seek dedicated wellness offerings, including fitness studio partnerships and sleep-enhancing room features. We already have sustainability credentials in most hotels and the new offering are being created with this specifically in mind.

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

We have lots of exciting things happenings, including openings in Manchester, Trafalgar Square, Haymarket, Shoreditch, Edinburgh, Canary Wharf, Westminster, York, Bank, Oxford and Tower Bridge

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

Zedwell Piccadilly is house in the Trocadero. The site's history of entertainment dates back to 1744 when it featured a tennis court, a circus, and a private subscription theatre. By 1878, a section of the site was known as the Royal Trocadero Music Hall, it had a rich entertainment history, and in 1984 became SegaWorld.

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

The workshops, both IRL and online. They are an excellent opportunity to meet qualified buyers.

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?

Costs are rising at astronomical rates across the board in hotels, affecting all types of guests, not just the student market. We adapt by offering access, not excess. We can sell the basic of a room in a key central location, you can add on any extras you choose, rather than paying for things you don’t need and won’t use.