From my experience the HSE work in two ways, one is based on the RIDDOR reports they receive and there are various categories which they are hot on. For example put a report in for contact dermatitis and you will receive a visit. Then they run campaigns on different areas, a couple of years ago they were hot on back injuries etc.
It would seem to be a logical thing for the Fire Service to follow a similar path and go for target areas to increase the visability and get people in those areas to do their stuff and then switch to another area. Hence go for a well publised blitz on Hotels, then when all the hotelliers are busily getting their premises up to date, switch to retail shops and so on.
It is very much like guerrilla warfare, don't go for a long campaign to defeat the enemy just get him to commit his resources to one area then switch to another. Its a case of trying to get maximum results for minimum effort.