Our Story

Software with a Service

HGEM has been a pioneer for over 20 years. In 2003, we were the first to use the term ‘mystery dining’ as a specialist form of mystery shopping. It reflected the deeper and longer experiences that are typical in hospitality, as compared with retail. Hot on the heels of the dot.com explosion, we were the first to use the internet to provide next-day reporting.

Fast forward to the mid-2010's, and there are many more ways to gain insights from guests from surveys and reviews. We embraced these and were the first to use the term ‘Guest Experience Management’ (GEM). Our mission was to establish this as a core business discipline for hospitality businesses and to be the best source of expertise and tools. That mission has been achieved.

Now, in the mid-2020s, HGEM's award-winning platform, The Hub, is used by tens of thousands of venues, large and small. Guest Experience Managers with operations and marketing roles use it to engage with guests and gain insights that help them to grow sales.

But our growth is not just fueled by our amazing software. Because working in partnership with our clients comes as standard. We act as an extension to your team, interested in your strategy and playing our part to help you achieve it. It's how we learn and innovate. Many of our team have had careers in hospitality, so we understand the terminology and the challenges. We call this 'Software with a Service' and you won't find it anywhere else.

Let's see what we can achieve together!

Get to know the people behind HGEM

We’re incredibly proud of the work we do with our hospitality clients to improve guest experience through our insights platform, The Hub — but that’s not all we’re about. At our core, we’re a team of people, passionate about exceptional experiences. Check out who we are and why we’re obsessed with hospitality.

Jess Ward

Change Coordinator

I love helping others and solving problems, every day is different and there’s always a chance to learn something new and improve the experience of all users

Suzi Jordan

Senior Business Development Manager

I enjoy supporting clients to make the most of their guest feedback, identifying key trends to highlight where they can continually improve experiences, so their customers come back time and again.

Hollie Evans

Head of Finance

I look after HGEM's financial health, because a strong, stable business is exactly what our clients need from a long-term partner. Getting that right underpins everything else we do for them.

Tanisha Penney

Business Systems Architect

I oversee HGEM's internal AI capabilities to keep us running as efficiently as possible. This is what enables HGEM to be a hospitality partner that's always evolving.

Mia Jaques

Implementation Coordinator

I really enjoy onboarding clients and creating a partnership with them. It's also great to see how the data can give them insights into their guests experiences.

Louise Hallett

Client Success Manager

I love working with people, tackling challenges, and playing a part in creating amazing guest experiences—all while being part of the best team.

Rebecca Mason

Diner Support Coordinator

Being a friendly, reliable point of contact for our Mystery Diners - so they can get the most from their experience - is what I enjoy most.

Annabelle Simons

Diner Support Coordinator / Marketing Assistant

It’s fun to get an insight into people’s lives through their dining experiences and be a part of improving the dining world.

Paul Pritchard

Senior BI Developer

It’s really important to me that our data is secure and accurate, and that our reporting infrastructure is always reliable and actionable.

Lloyd Williams

Lead AI Engineer

Our Business Intelligence solutions are inspired by translating your needs into technical specifications. Our data drives actions through insight, allowing you to focus on what matters to you.

Megan Gibbs

Implementation Coordinator

Every hospitality business wants something different from Guest Experience Management. I really enjoy helping clients implement systems that help them reach those goals.

Chloe Walker

Business Development Manager

I care most about finding the solution for client's challenges - listening to their needs and designing a scheme that suits the brand gives me great enjoyment.

About Us

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