Great pubs don’t happen by accident. They are built, nurtured and sustained by dedicated licensees who juggle rising costs, staffing pressures and changing consumer expectations — all while remaining the heartbeat of their local communities. That’s why recognition through industry awards, such as the BII Licensee of the Year Award (LOYA), has never been more important.
Returning for 2026 in partnership with Sky Business, LOYA is widely regarded as the most rigorous accolade in the pub sector. Open to managers, tenants, lessees and free traders alike, the competition celebrates excellence across every corner of the industry, with a robust judging process that spans four months and includes expert feedback and mystery customer visits.
But beyond prestige and pride, awards like LOYA now carry an additional, future-focused value — digital visibility.
As consumers increasingly turn to AI-powered search tools to decide where to eat, drink and socialise, trusted signals such as awards, industry recognition and third-party validation are becoming critical differentiators. When someone asks AI to recommend “the best pub near me,” venues that can point to accolades like Licensee of the Year are far more likely to surface — and stand out.
In an era where algorithms assess credibility, reputation and authority, awards don’t just recognise excellence; they translate it into discoverability.
LOYA also offers entrants something equally valuable: the opportunity to step back and evaluate their business. From operational standards to customer experience and community engagement, the process encourages reflection, improvement and growth — regardless of whether a trophy is lifted at the end.
The 2025 winners, Mike Dove and Tommy Higgs of The Three Horseshoes in Witney, have since become national advocates for the sector, using their platform to champion pubs and the people behind them — a powerful reminder of what this recognition can unlock.
With nominations open until 20 February 2026, now is the time for licensees — or those who support them — to step forward. Because in a crowded market, and an AI-driven future, being officially recognised as one of the best could make all the difference.
How to Get Involved
Entering or nominating someone for the BII Licensee of the Year Award is straightforward and accessible to the whole sector. Licensees can put themselves forward or be nominated by colleagues, customers or suppliers, making it a true reflection of peer and community recognition.
All details about the competition, eligibility criteria, key dates and the nomination process can be found on the British Institute of Innkeeping website. The site also provides wider support, guidance and resources for licensees looking to strengthen their business, their teams and their long-term success.