Top 10 Tips to Boost Your Awards Application
1. Be specific – always show the “how”
Instead of saying “we’re friendly”, show what that looks like: a review, a quote, or a small gesture that made a big impact.
2. Don’t skip accessibility or sustainability
They’re not optional. Even a short statement on your website makes a difference.
➡️ Create an Access Guide (AccessAble)
➡️ Free Accessibility Training (Tourism For All)
➡️ VisitEngland Toolkit
3. Align your website, Google profile and socials
Judges will look. If your website looks premium but your TripAdvisor hasn’t been touched in months, it sends mixed signals.
4. Add 3–5 great customer quotes
Pull strong quotes that reflect your values and back up what you’re saying in your application. Add them to your site or social media too.
5. Share what’s changed – and why
Whether it’s new signage, quieter sessions, or a new booking system, explain why you made the change and how it helped.
6. Talk about your ambitions
You don’t need a five-year plan. Just show that you’re thinking ahead – for your visitors, team or business.
7. Respond to some online reviews
Even a few thoughtful replies show you’re listening. Focus on the most recent or most impactful.
8. Create a one-page accessibility and/or sustainability statement
It doesn’t need to be perfect – just honest and informative.
➡️ VisitBritain Regenerative Tourism Guide
9. Avoid copy-pasting from your website
Your application should sound like a conversation, not a brochure. Rewrite it to tell your story in a clear, engaging way.
10. Get a second pair of eyes
Ask someone outside your business to read your application – if they don’t understand what you do or what makes you special, judges might not either.
Frequently Asked Questions
Q: I’m not very accessible – will I be marked down?
No – but if you say nothing about accessibility, it will limit your score. Accessibility isn’t just about wheelchairs; mention things like parking surfaces, quiet spaces, large print menus or anything you do offer. Be open and honest – it shows you care.
Q: Our building is listed or historic – what if we can’t make physical changes?
That’s fine. Judges understand limitations. The key is to clearly explain what you can offer and how you communicate that to visitors. Listing doorway widths or stair info can go a long way.
Q: I don’t have time to respond to every online review. What should I do?
Responding to every review is ideal, but not expected. Aim to respond to a few – particularly recent ones or any that raise concerns. Acknowledge the challenge in your application and show that you’re making an effort.
Q: Our social media isn’t perfect – should I still include links?
Yes. Judges will look for them anyway. It’s better to show what you’re doing and update where you can, even if it’s a work in progress. Transparency scores better than avoidance.
Q: Do I need to post about accessibility or sustainability on social media?
You don’t have to – but it helps. Even occasional posts showing what you’re doing (or planning to do) can reinforce your application and help tell your story.
Q: We haven’t made big improvements – is that a problem?
Not at all. Improvements don’t need to be expensive. Updating signage, introducing quiet hours, or tweaking a booking system all count – especially if you explain why you made the change and what impact it had.
Q: Our future plans aren’t finalised yet – should I include them?
Yes. Future plans are about ambition and direction, not polished five-year strategies. Even a short paragraph on what you’d like to do (and why) is better than leaving it blank.
Q: How important is including stats or data?
It’s helpful, but not essential. A clear before-and-after example, a customer quote, or even anecdotal evidence is useful. If you have figures (e.g. review scores, return visits), include them – but story and context matter too.
Q: Do I get feedback if I apply?
Yes. Everyone gets three actionable tips based on your application. If you’re shortlisted and go through to a site visit, you’ll receive detailed written feedback across all judging areas.
Q: Can I view previous winners’ applications?
Not at the moment – but we’re exploring options to share anonymised examples or themed case studies in future.
Q: How important is tourism in the answers? We’re more locally focused.
That’s absolutely fine. The awards aren’t just about attracting tourists – they’re about providing great experiences. Talk about your visitors, whether local or from further afield.
Q: Our website needs work – will that affect our score?
It might, particularly if it’s out of date or hard to navigate on mobile. But acknowledging this in your application, and outlining plans to improve it, can still score you points.
