Founded by Keith Knowles in memory of his late wife, Franca, whose passion for people and commitment to excellence left a lasting mark on the hospitality industry, the award honours an individual who has gone above and beyond to support, strengthen and champion the sector, often making a meaningful impact both behind the scenes and publicly.

The recipient is chosen by a panel of previous winners, chaired by Keith Knowles, ensuring the award reflects peer recognition and the values it was created to celebrate.