BHA champions 180,000 businesses and 3 million people working in UK hospitality & tourism.

The Challenge

The British Hospitality Association is the private sector forum for the UK’s 6th largest contributor to export earnings and 4th largest employer – that’s 10% of the workforce and over 180,000 businesses.

They champion the UK hospitality and tourism industry as the best in the world.  They do this by bringing together hospitality and tourism businesses with Government to secure valuable new jobs, grow the industry and create a competitive advantage for the United Kingdom.



The remit for the Creative Heads team was to design and produce a suite of printed collateral that communicated the current trends, historical research data and forecasts of the industry in a format that would capture the attention of hospitality, tourism, and government leaders.

These included the BHA Annual Report & Accounts, Trends & Development brochures, and Government Reports.  The brief required clever use of design, infographics, imagery and editorial in an easy-to-read format.

Simplifying Data

As some of the reports included huge amounts of data they were often in excess of 100 pages.  Busy industry and government leaders were unlikely to sit down and read from cover to cover so the design team split them into sections, each with a summary, infographics and soundbites that highlighted the key points – making it easy to get the full picture at a glance.

And for those analysts that required greater detail the information was repositioned at the back in tidy appendices.