HGEM

Name

HGEM

Legal name

HGEM Ltd

Website

https://hgem.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Hospitality Guest Experience Management Software

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Management Services (8741)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

akta.pro secondary industry

Enterprise Case Management & Request Fulfillment Platforms (HDAEALAJ)

Keywords

• Guest experience management
• Mystery guest audits
• Hospitality feedback software
• Online review management
• Sentiment analysis platform

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Guest Experience Management Platform): HGEM's primary revenue is generated through annual SaaS subscriptions to The Hub platform, sold to hospitality operators on a per-venue or enterprise-wide basis. Pricing is quote-based and tailored to the size and complexity of each client's estate. Implementation, configuration, and account management are included as part of the 'Software with a Service' model.
2. Mystery Guest Audit Services: HGEM conducts mystery guest (mystery dining) assessments of hospitality venues, providing objective measurements of standards, processes, behaviours, and sales opportunities. Reports are validated in-house and released next working day. This is sold as part of the platform subscription or as a standalone service, particularly for major events.
3. Complaint Management Outsourcing: Outsourced response management for online feedback and complaints. HGEM responds to guest feedback on behalf of clients with guaranteed first response in 2-3 working days, using bespoke response templates reflecting client tone of voice. Can issue vouchers on behalf of clients to encourage customer recovery. Pricing is quote-based based on complaint volume and nature.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

HGEM provides a cloud-based guest experience management platform called The Hub that aggregates mystery guest audits, guest feedback surveys, online reviews, and product ratings into a single environment for hospitality operators. The platform is paired with a community of trained mystery guests who conduct audits across dine-in, delivery, and collection channels, and with Halo AI, an assistant launched in October 2025 that generates review responses, surfaces insights, and creates action plans. Offerings are sold as an enterprise SaaS subscription, bundled with hands-on client success, mystery guest assessment services, and outsourced complaint response.

Product overview

HGEM offers a platform-plus-modules architecture centred on The Hub, an award-winning Guest Experience Management platform. The Hub aggregates data from multiple modules including Feedback Sites, Mystery Guest Audits, Review Management, Product Ratings, Sentiment Analysis, Case Management, Complaint Management, Delivery Insights, Major Event Support, Employee Feedback, and the Key Results API. The proprietary Halo AI Assistant provides natural language querying, automated review responses, predictive insights, and action plan generation. HGEM serves diverse hospitality sectors including restaurants, pubs, quick service, hotels, leisure, events, catering, competitive socialising, and deliveries.

Differentiator

Problem solved

Functional benefit

Brands

• The Hub: HGEM's award-winning guest experience management platform that enables operators to track guest experience results from audits, surveys, reviews and more.
• Halo

Products and services

• The Hub Central SaaS platform for guest experience management that aggregates guest feedback, mystery guest audits, online reviews, product ratings, sentiment analysis, and competitor benchmarks into one place, enabling managers to track KPIs, compare sites, and create accountable action plans.
• Halo AI Assistant AI assistant embedded in The Hub that answers operator questions in plain English, generates on-brand review responses at scale, surfaces the top five actionable insights on dashboard open, traces root causes across data variables, benchmarks against peers, drafts responses to guest feedback, and creates action plans with named owners and deadlines.
• Feedback Sites (Guest Feedback Surveys) Fully configurable, branded guest feedback survey sites that engage guests and capture structured feedback on what matters to the operator, with personalisation and custom pathways.
• Mystery Guest Audits Objective measurement of standards, processes, behaviours, and sales opportunities through trained mystery guest assessments across eat-in, delivery, and collection channels, with next-working-day reporting.
• Review Management Monitors and improves online reputation by aggregating ratings, comments, and reviews from up to 12 review platforms, with competitor statistics and customisable on-brand response templates.
• Product Ratings Tracks the performance of each dish using league tables across presentation, portion size, temperature, taste, timing, and value-for-money to support menu development decisions.
• Sentiment Analysis Analyses unstructured guest feedback to identify sentiment towards specific subjects and to track how opinions change over time, surfacing recurring themes for proactive intervention.
• Case Management Enables teams to create actions against any assessment, survey, or review and assign them to accountable managers, tracking related conversations through to completion.
• Complaint Management Outsourced response management for online feedback and complaints, delivering a guaranteed first response in 2-3 working days using bespoke response templates in the client's tone of voice and issuing vouchers on behalf of clients to encourage customer recovery.
• Insight Lab Consulting service that provides deeper analytical insights and strategic guidance on guest experience improvement, complementing standard platform reporting.
• Major Event Support Live event monitoring and planning with on-site mystery guest teams, exit surveys via pre-loaded tablets, online review tracking, end-of-day debrief reports, and end-of-event reports with recommendations; designed for racecourses, stadiums, and large multi-outlet events.
• Delivery Insights Monitors off-premises guest experience for delivery and collection orders, distinguishing between internal team and delivery partner responsibilities, capturing photographic evidence of meal presentation, and integrating with Deliveroo to display app ratings alongside operational audits.
• Employee Feedback Surveys designed to track what matters to team members at each stage of their employment journey, keep staff aligned with brand values, and flag emerging issues early.
• Action Plans In-platform Action Plans feature that translates guest insights into structured, trackable actions with assigned owners, deadlines, and progress tracking, completing the close-the-loop workflow.

Quantifiable outcome

• Wagamama gained 12 NPS points and a similar increase in Google review ratings after a major insight project with HGEM.
• +9 more outcomes

Named customers24 records

Segments11 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• DeliveroocoreTechnology or IntegrationDeliveroo integration allows HGEM to display customers' delivery app ratings and comments directly in The Hub platform alongside operational audit results. This enables hospitality operators to correlate their mystery guest audit scores with actual delivery platform performance. Due to the complexity of the integration, it is currently available only to large multinational companies using HGEM's platform.

Scale indicators17 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Revinate: Revinate is a hospitality-specific guest experience and reputation platform offering guest feedback, review management, and marketing tools to hotels and restaurants. Directly comparable to HGEM in target customer (multi-site hospitality operators), solution set (feedback aggregation, online reviews, surveys), and go-to-market motion.
• GuestRevu: GuestRevu is a UK-based guest feedback and review management platform built specifically for hotels, B&Bs, and hospitality operators. Closely comparable to HGEM in geography (UK), vertical focus (hospitality guest experience), and core offering (feedback surveys and review monitoring).
• ReviewPro (Shiji Group): ReviewPro, part of Shiji Group, provides online reputation management and guest experience analytics primarily for hotels. Directly comparable to HGEM's review management and sentiment analysis modules, with a heavier tilt toward hotel chains than HGEM's restaurant/pub focus.
• TrustYou: TrustYou is a guest feedback and hotel reputation platform that aggregates reviews, surveys, and meta-reviews for hospitality brands. Comparable to HGEM in review aggregation, guest survey workflows, and benchmarking, with primary focus on hotel accommodation rather than F&B.
• SevenRooms: SevenRooms is a restaurant CRM, marketing, and guest experience platform serving multi-site hospitality operators. Directly comparable to HGEM in restaurant vertical, multi-site operations, and CRM/marketing integration for guest data, though it sits more upstream in the booking and loyalty stack.
• Travel Appeal: Travel Appeal is a hospitality-focused reputation and guest experience analytics platform for hotels, restaurants, and destinations. Comparable to HGEM in online reputation management, sentiment analysis, and benchmarking across hospitality operators, primarily in European markets.

Broad incumbents

• Qualtrics: Qualtrics is a broad enterprise experience management platform covering customer, employee, and brand experience. Overlaps with HGEM in guest feedback surveys, NPS, and sentiment analysis but operates across all industries with much greater scale and resources.
• Medallia: Medallia is a leading enterprise CX platform used across industries including hospitality, financial services, and retail. Compares to HGEM in feedback aggregation, sentiment, and action management, but serves a much broader set of verticals with horizontal capabilities.
• Trustpilot: Trustpilot is an open consumer review platform widely used by hospitality operators for online reputation. Overlaps with HGEM's review management module in monitoring and responding to reviews, but does not offer mystery guest audits or integrated operational feedback.

Emerging players

• Cvent: Cvent is an enterprise event management platform used for large hospitality events, conferences, and venue sourcing. Adjacent to HGEM's Major Event Support offering (Royal Ascot, Wembley), though Cvent focuses on event planning and sourcing rather than live guest experience monitoring.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HGEM