Charlotte Bennett is a multi-award-winning Director at Healing Manor Hotel which she runs in partnership with her husband – renowned Chef Patron at the Pig and Whistle, and loves creating memorable experiences for guests and showcasing the best of local food and drink.

Charlotte is a member of the Greater Lincolnshire LEP Visitor Economy Board and is a passionate ambassador for tourism across the coastal area and talks to us here about her journey, along with her top tips for success:

Charlotte kick-started her career working as a fashion and celebrity stylist. “I was in my early twenties at the time and working with some of the most incredible people in the industry, with the most beautiful designer clothes, jewellery and accessories,” said Charlotte. Clients included the likes of Dannii Minogue, Nigella Lawson, Holly Willoughby, Caroline Flack, Christine Lampard, Jennifer Hudson and Kristen Wiig, amongst many others, as well as working with both printed and online publications.  

Fast forward to Lincolnshire, Charlotte very quickly identified a gap in the world of marketing and social media. “Growing up near Grimsby, it always felt like there wasn’t a lot going on, however moving back in my mid-twenties, I realised how many incredible businesses and brands we have based here, particularly in the food sector," she said. As well has handling brand and social media management in both the seafood and restaurant world, Charlotte set about transitioning her skills from fashion to food stylist, having work featured in the likes of Real Homes and Good Taste Magazine, as well as leading on campaigns for TUI. 

Five years ago, Charlotte and her husband and business partner Steven Bennett took on the reigns of a 37-bedroom hotel nestled on the edge of Grimsby and the Lincolnshire Wolds. This award-winning 2-Rosette, family and dog-friendly dining pub The Pig and Whistle and The Portman restaurant, employs a team of over 80 staff, boasts a green vision, and has a core focus on locally sourced and seasonal food, working with some of Lincolnshire’s best food producers.  

“Running a business in an industry which is in ‘crisis’ is challenging at the best of times,” says Charlotte. “But with every challenge and hurdle comes an opportunity."

The chef and recruitment crisis worsened during the pandemic and one of Charlotte’s core focuses along with her senior team was to work on new ways to address the employment issues, not only as an independent business, but working with a UK-wide vision to address this issue.  

“The cost-of-living crisis means businesses like ours are seen as a non-necessary expense, meaning our customer base and demand is ever changing. While supply chains are inconsistent when it comes to pricing structures and supply, this also brings a new opportunity to re-educate our audience in the importance of locally sourced produce. We are focusing on the story behind our suppliers and embracing our USP, with the likes of our ‘Meet the Supplier’ campaign, to tell the story behind the ingredients we stand by, rather than cutting costs.”  

In previous financially tough times, prices for accommodation have been reduced in a race to the bottom. This time, Charlotte believes that a new era of corporate travel set against our backdrop of large-scale production of both food and offshore energy, and with staycations still very much on trend, customers are looking for quality over quantity. “While it might mean that covers or occupancy is slightly less, this can be aligned with reductions in staff availability, and it going to be very much about finding that balance over the upcoming year," said Charlotte.

Charlotte has also implemented some bold ideas to tackle sector challenges. “We have transition into four-day working weeks and removed all salaries, replacing with better hourly pay, and have implemented a cultural group. This enables anyone from the team to step forward to become an ambassador in set areas of the business. For example, we have an opening for a Customer Service Champion, a Team Support Champion and so on, and whilst there are no supervisory or management requirements for this, it brings the idea of team-ship to the forefront of the business.”  

As well as leading on new ideas to encourage people from a young age to consider hospitality as a worthy career, Charlotte continues to work closely with the education sector to help bridge the gap between education and industry, to bring forward the right skills and hospitable heavy-weights of the future. 

When asked what her tips for success are, Charlotte responded with some key pointers for achievement:

“Create and grasp as many opportunities as you can,” advises Charlotte. “If you don’t ask, you don’t get (what’s the worst that can happen?!). In fashion this was an hourly occurrence and I think understanding that it’s business and not personal has opened so many gates for me. 

"Invest time into yourself and understand your purpose. Be a sponge for knowledge and learn from those around you, and if you are building a business or team, employ people that know more than you in specific areas and listen to them. And most importantly, do something you love!” 

Charlotte has been working closely with the Greater Lincolnshire LEP Visitor Economy Board to address the skills and recruitment crisis, tackling seasonality issues and marketing Lincolnshire.  

“I am humbled by all the incredible bodies and businesses within the sector who continue and build and work together, to put Lincolnshire on the international map as a key destination for visitors” Charlotte concludes. “I sincerely hope that we experience a change in attitude to labour based jobs and that government backs and supports the sector going forwards and finally recognise and support the importance and richness this sector brings to everyone’s lives - both as an important economic career driver, and in building quality infrastructure to enable enjoyable leisure time.” 

Charlotte Bennett  

Director, Healing Manor Hotel