With more than 25 years at Bidfood and extensive experience across plenty of different sectors, our Sales Director for National Accounts has witnessed first-hand how the hospitality industry has evolved. Nicola Holden, reflects on her career journey, shares what makes hospitality such a rewarding industry to be part of, and discusses the importance of collaboration, leadership and adaptability in the hospitality industry.
How did your career in the hospitality industry begin, and how has it evolved?
I have spent over 25 years with Bidfood, and it’s genuinely been a journey I am very proud of. I started as a National Account Manager and have progressed through roles including Business Development Controller to my current position as Sales Director for National Accounts. Along the way, I have been fortunate enough to work across a wide range of sectors including education, healthcare, travel & leisure, with a particularly strong legacy in hotels. That breadth of experience has really shaped how I think about our customers and the different challenges they face.
What characteristics make the hospitality industry a rewarding place to work?
To me, I believe it’s the people and the pace. It is an industry that never really stands still, which keeps things interesting. You’re constantly meeting different customers, solving different challenges, and working as part of a wider team. There is also a real sense of community in hospitality, which I have always valued, and that is reflected in how the industry supports one another.
Why are industry bodies, events and charities important to hospitality?
They are a huge part of what makes this industry so strong. Hospitality has always been very good at coming together, whether that’s through organisations such as Hospitality Action and Springboard, or events like Arena where people connect and share ideas.
Personally, I have seen first-hand the impact these organisations have and it’s something Bidfood continues to actively support. Whether it’s fundraising, participation in events, or simply raising awareness, it is about giving back to an industry that gives so much to all of us. It’s not just about business, it’s about community and supporting people at every stage of their careers.
What advice would you give to someone starting a career in hospitality?
Be curious and say yes to opportunities. Looking back, the variety of roles and sectors I’ve worked in has been invaluable. Building relationships early on is also key. This is a people-first industry, and those connections really matter over time.
Throughout my career, I’ve developed a leadership style that is bold, dynamic, driven by passion, setting the pace, and inspiring those around me. This was particularly pertinent during behaviours we had to adopt during Covid and the challenging supply chain situations we had to navigate, when new behaviours and ways of working had to be adopted. In a stable market, this approach supports inclusively delivering on the Bidcorp business strategy.
The industry is facing several commercial challenges – what will help us succeed?
It comes down to staying focused on the customer and being willing to adapt. The market is constantly changing, so resilience and flexibility are critical. I also think collaboration across customers, suppliers and teams is more important than ever if we’re going to navigate those challenges successfully.
How do you approach building and maintaining strong client relationships?
To maintain strong relationships, it starts with really understanding what matters to each customer. Every business is different, so taking the time to listen is key. From there, it’s about being consistent, delivering on what you’ve promised, and always looking for ways to add value. Trust doesn’t happen overnight, it must be earned and over time it makes a huge difference.
What does effective leadership look like in a fast-paced hospitality environment?
I think it’s about being clear, approachable, and supportive. People want to understand the direction, but they also need the confidence to make decisions. I’ve always believed in empowering teams and creating an environment where people feel accountable but supported.
What trends are currently shaping the hospitality industry?
There’s definitely a continued focus on cost and efficiency, but alongside that I am seeing growing expectations around quality, sustainability, and innovation. Technology and data are playing a bigger role too, helping businesses make quicker and better-informed decisions.
Whether it’s leading teams, supporting customers or championing the wider hospitality community, Nicola’s career shows the impact of strong, people-focused leadership style. This is a nice reminder that while the industry continues to change and face challenges, success can be built on collaboration, resilience and a genuine passion for hospitality!
