Circular cropped photo of Alison from AJ Lakes

I am Alison J. Magee-Barker F.I.H.

I’m the owner of AJ Lakes Consultancy, helping hospitality & tourism businesses grow.

About AJ Lakes About Alison

Do you need expert input to aid your business?

If you’re looking for a highly skilled and experienced business manager of 30 years in the hospitality and tourism industry, you’ll be pleased to hear, I’ve managed quality hotels, improved and developed their businesses, teams, revenue, profit and standards along the way.

I know you’re looking for someone you can trust.

When bringing someone in to your business, you need someone you can trust. I am an expert in my field, especially in sales and marketing, management, occupancy & revenue. You can relax knowing you’ll have me problem solving, looking after your cost control, & training.

Your business is unlike any other

I understand every business and every team is different. At times you’ll need extra help to ensure goals and objectives are not only met, but are exceeded and maintained.

Find out more Get in touch

Multi Award-winning hospitality consultant, coach & trainer

If you’re looking for the magic of business success, with clarity, focus, vision & drive, Alison Magee-Barker, is the North’s answer to the Hotel Inspector.

Do you want to increase direct bookings? Are you willing, open and ready to embrace change to make your business even better? Are you passionate about your business, your people, your customers, where you are located? If you’re looking for help, strategies, and a plan to make game-changing results, look no further then Alison at AJ Lakes Consultancy & Training.

Alison helps large and small businesses from all around the United Kingdom. She’ll bring you her wealth of knowledge, and over 30 years experience in the hospitality industry, to help you achieve game-changer results: by enhancing revenue, profit, operating standards, efficiency, exposure, and creating a solid foundation in your business.

If you’re looking for an outstanding peoples person, with a natural ability to mentor both individuals and teams, Alison helps everyone she works with enjoy and live their best lives. With her newly created 6 star step to hospitality business success programme, you can produce at least an additional £100K results in 6 months or less, plus she has founded The AJ Lakes Training Academy with online courses for hospitality businesses along with innovating new exciting opportunities to help her clients to continue to grow and develop.

Alison is one of the Hospitality judges on the Inspire Women Awards and is one of the business leaders on the Cumbria Innovation Forum.

Alison was awarded the first Pink Link Ambassador for her invaluable support for women in business. Alison’s passion is to raise the profile of hospitality as one of the leading career choices in the UK.

So who is Alison?

I’m not just another faceless corporate advisor. I am a mum of two of the most gorgeous children; Sarah & Samuel. I am married to my husband of 12 years Graham, but most of all…

I am an ambitious individual who loves working with people.

I have a great reputation as a highly professional, positive, friendly, approachable, experienced, intuitive, very capable, perceptive person.
I love a challenge and love helping you achieve your desired results. Many clients who I work with are amazed at how quickly their business is transformed for the better.

Whilst working in my last position as a Hotel General Manager, I wrote and directed a short film “Celebrating Beatrix Potter” which was enjoyed globally for Beatrix Potter’s 150th Anniversary.

Later that year I was nominated by the Lake District Hotels Association to lead the Sales & Marketing Winter Campaign to attract visitors back to the area, a year on after the floods.

The hospitality & tourism industry is my life and I enjoy the buzz it has always given me, and I want to help to improve all businesses to be the best you can be.

Lets Work Together,
Contact me!

  • This field is for validation purposes and should be left unchanged.


Don’t take my word for it, hear what people in your industry say about Alison & AJ Lakes Consultancy…

“Alison is like the Hotel Inspector but great personality, very knowledgeable about the business and gets to the problem with a practical solution in a no nonsense way. Her ability to remember details and pick the smallest problem up is amazing.

What I liked about her is her actions and solutions were based on reality and, not like many consultants, who propose recommendations that are pie in the sky and completely devoid of reality. That’s because she comes from years of experience working in the hospitality business, so everything is well grounded.”

Philip & Mary Burton, Proprietors, 1 Park Road

“We worked with Alison as members of the LDHA, on the Winter Marketing Campaign for 2016, following on from the floods of Winter 2015, where Alison led the team to pre-empt any negative press, and to present the lakes in a positive light.

She was incredibly professional, very focused and organised, with a clear vision of what was needed, and how to achieve it. The resulting campaign was a masterpiece of organisation in coordinated al the contributing businesses, thank you to Alison. It became the basis for CT’s own Winter campaign. We found her a pleasure to work with.”

Heather James, Marketing Manager. Sharrow Bay, Ullswater

“I worked with Alison on the LDHA Winter Campaign following the Cumbria floods in 2015.

Alison brought enormous enthusiasm to the project, and was able to create buy-in from the Member hotels.

Her local contacts and marketing experience helped us create a multi-faceted campaign which achieved hugely successful exposure for the businesses involved.”

Tim Rumney, Managing Director, Castle Green Hotel

“Alison’s vision enabled her to see her Beatrix Potter film idea through from concept to completion. The success of the film was a credit to her and her commitment to producing this sometimes challenging project.

Her passion for Beatrix Potter and the Lake District shone through throughout all of 2016 as we worked as part of a wider partnership to celebrate the special anniversary year.”

Rona Webster Marketing & Communications Co-ordinator, South Lakes, National Trust