Throughout recent challenges the industry has faced, she has been front and centre, representing through thick and thin.
Nicholls put herself forward to continue to ensure the industry remained relevant and visible in the minds of political leaders and the media at the most crucial of times.
She continued to fight the industry’s corner and be an important advocate for all hospitality businesses, keeping the spotlight firmly on the challenges faced.
Nicholls and the UKHospitality team have spearheaded campaigns and lobbied Government on issues including taxation and licensing.
She has provided a voice for the hospitality sector across her time as the trade body boss, particularly amid the pandemic.
In recent months (February), the association called for a new hospitality tax to be introduced in a bid to aid the recovery of the sector alongside a sales tax for online businesses.
In addition, it welcomed the Commercial Rent (Coronavirus) Bill and Nicholls described it has “decisive Government legislation to deal with the £7bn-plush rent debt accrued during the pandemic by businesses across all sectors.
She said: “As our sector tries to recover, it is imperative rent debt is dealt with, otherwise it will hamstring our recovery.”
Furthermore, she also called on the Government to consider the scale of operations and resource requires for firms to comply with the proposed regulations on meeting the Government’s biodiversity and carbon net zero aims.
Nicholls said: “This could include financial help, particularly for smaller businesses, set to incur significant implementation costs.
“The planning processes are already too cumbersome, stifling investment. It should be simplified, with streamlined requirements placed on businesses in providing biodiversity core information, to minimise costly and time-consuming administrative burdens.”