Sally Whelan is the joint founder of HGEM, the Guest Experience Management solution for the hospitality industry. Since HGEM (or as it was known until recently, the Mystery Dining Company), was created in in 2003, the company has been at the forefront of the guest experience revolution in the UK. HGEM was the first to introduce mystery dining as a specialist form of mystery shopping, and the first to introduce next day reporting, enabling hospitality providers to action insights quickly. Sally has more than 25 years’ experience in hospitality. This includes key management positions in the restaurant, event and travel sectors, as well as product development management at Tesco and experience within airline catering management. Innovation and excellent standards of service have always been central to Sally’s career. She is passionate about supporting hospitality businesses with guest experience insights that can be actioned to drive improvement and growth.