In the latest instalment of our events industry executive interview series we spoke to Christine Ferris, Group Agency Sales Manager at Legacy Hotels and Resorts, about delivering unforgettable hospitality, the return to larger meetings and conferences, growing demand for personalised and experience-driven events, and the key trends driving the sector this year and next…
Tell us about your company, products and services.
Legacy Hotels and Resorts manages a unique collection of 17 properties across the UK, from the scenic landscapes of Kendal to the vibrant coastline Southampton coastline and Hampshire’s New Forest. Each hotel blends individual charm and character with modern amenities, offering tailored experiences for leisure and business travellers alike.
Highlights include beautifully restored heritage buildings, versatile event spaces, specifically designed conference centres and team-building activities. All in convenient locations in picturesque and culturally rich destinations. We are proud of our focus on delivering exceptional service and fostering local connections, Legacy Hotels ensures every stay is memorable.
Whether you’re seeking a dynamic conference, a corporate retreat, an elegant celebration, or relaxing break. Legacy Hotels and Resorts delivers unforgettable hospitality, focussing on excellence as standard, making it a trusted name in the industry.
At Legacy Hotels and Resorts, we believe that true service excellence starts with perfecting the basics. From a warm, genuine welcome at reception to consistent attention to detail in every meeting space and guest room, we’re focused on getting the fundamentals right every single time. By refining our core service standards, investing in training, and empowering our teams to take pride in the guest experience, we’re building a strong foundation that consistently delivers quality. This back-to-basics approach is not only enhancing guest satisfaction but also improving team confidence, operational efficiency, and repeat business. The results speak for themselves: higher service scores, positive feedback across all segments, and growing loyalty from both corporate clients and event planners who know they can rely on Legacy to deliver consistently excellent experiences.
What have been the biggest challenges the Events industry has faced over the past 12 months?
The event industry has faced several significant challenges in the past year. The return to larger meetings and conferences has required venues to adapt quickly after a period of smaller, more flexible gatherings. At the same time, budgets remain tight, with clients expecting more value while operating costs, including catering, staffing, and technology, continue to rise.
Sustainability has also become a key focus, with businesses striving to implement effective ESG policies while balancing financial constraints. Venues and suppliers are under pressure to operate more sustainably, reducing waste and energy consumption, all while maintaining high service standards.
Despite these challenges, Legacy Hotels and Resorts has remained agile and creative, ensuring exceptional service delivery without compromising on quality. Through innovation, adaptability, and a commitment to continuous improvement, Legacy has successfully met these demands while always striving forward, learning, and enhancing guest experiences. While remaining competitive.
And what have been the biggest opportunities?
Despite the challenges, the past year has also presented numerous opportunities for the event industry to evolve and better meet guest expectations. One of the most significant shifts has been the growing demand for personalized and experience-driven events, allowing venues to create more tailored offerings that enhance engagement and satisfaction. From immersive themed events to hybrid meeting solutions, businesses have been able to introduce new formats that cater to increasing diverse client needs.
Sustainability has also become a major opportunity, with companies focusing on green initiatives that contribute to the broader ESG agenda. This includes reducing food waste, sourcing local and sustainable produce, implementing energy-efficient operations, and offering paperless event solutions. More businesses are now prioritizing eco-friendly venues, giving hotels and event spaces the chance to lead in sustainability efforts and differentiate themselves in the market.
Technology has played a key role in enhancing events, with advancements such as AI-powered event planning, virtual reality experiences, and interactive digital engagement tools. These innovations allow for greater efficiency, improved attendee participation, and more seamless event execution.
Additionally, the return to larger in-person gatherings has allowed venues to rebuild relationships and foster stronger partnerships with corporate clients, event planners, and suppliers. Businesses that have remained adaptable and proactive have been able to secure new contracts and expand their client base.
Legacy Hotels and Resorts has embraced these opportunities by continuously innovating, enhancing sustainability efforts, and delivering creative event solutions that align with modern expectations. By listening to clients, staying ahead of trends, and maintaining high service standards, Legacy has not only met the challenges of the past year but has turned them into opportunities for growth and excellence.
What is the biggest priority for the Events industry this year?
For me the primary focus for the events industry this year is staying competitive in a world of rising operating costs while continuing to deliver high-quality, value-driven experiences for clients. With increasing costs in energy, staffing, food, and logistics, venues must find innovative ways to remain cost-effective without compromising service or guest expectations.
A key strategy is our commitment to delivering service excellence, ensuring we get the basics right first and foremost. Furthermore enhancing operational efficiency and optimizing staffing levels. Hybrid and creative event solutions can help reduce costs while improving the guest experience.
Another major priority is offering flexible and tailored event solutions. Clients are more budget-conscious than ever, so providing scalable packages, creative catering options, and customizable experiences will be essential for securing business.
Sustainability continues to be a driving force, with companies and attendees expecting venues to uphold strong ESG commitments. Implementing energy-efficient systems, reducing waste, and sourcing locally will not only help the planet but also attract more business from eco-conscious organizations.
Inclusivity has also become a key focus, with the industry striving to create welcoming and accessible events for all. This means considering dietary, cultural, and accessibility needs, as well as ensuring diverse representation in event programming and supplier partnerships.
Legacy Hotels and Resorts is committed to staying ahead of these challenges by focusing on innovation, cost-effective strategies, our relationships with our clients and continuous improvement. By balancing sustainability, operational efficiency, and exceptional service, Legacy will continue to thrive in an increasingly competitive market.
What are the main trends you are expecting to see in the market next year?
As the events industry continues to evolve, several key trends are shaping the way businesses plan and execute events in the coming year.
- Sustainable & ESG-Focused Events
Sustainability is no longer optional—it’s a key decision-making factor for clients. Venues and event planners will focus on carbon-neutral events, eco-friendly catering, reduced waste, and responsible sourcing to meet ESG commitments and attract environmentally conscious businesses. - Hybrid & Tech-Driven Experiences
Technology will continue to enhance event experiences with AI-powered event planning, virtual and augmented reality activations, and interactive digital engagement tools. Hybrid and virtual elements will remain relevant, allowing for wider audience reach and cost-effective solutions. - Personalization & Immersive Experiences
Attendees now expect highly tailored, experience-driven events. From curated content and interactive breakout sessions to immersive themed experiences, personalization will be key to engagement and satisfaction. - Budget-Conscious, High-Impact Events
With rising operational costs, businesses will look for cost-effective solutions that still deliver high impact. Scalable event packages, creative venue use, and streamlined operations will help maximize value without compromising quality. - Diversity, Equity & Inclusion (DEI)
Events will prioritize inclusivity, ensuring diverse representation in speakers, entertainment, and suppliers. Venues will focus on accessible design, cultural inclusivity, and dietary accommodations to create welcoming experiences for all attendees. - Wellness & Work-Life Balance
Corporate events will increasingly integrate wellness elements, such as mindful breakout sessions, healthy catering, and outdoor networking opportunities, to align with employee well-being initiatives. - AI & Data-Driven Decision Making
AI and data analytics will help event planners make smarter decisions, from predicting attendance trends to optimizing event layouts and personalizing attendee experiences.
Legacy Hotels and Resorts is embracing these trends, ensuring our venues remain innovative, sustainable, inclusive, and adaptable to evolving client expectations. By staying ahead of industry shifts, we continue to offer exceptional, future-focused event experiences.
What technology is going to have the biggest impact on the market this coming year?
There is no doubt that Technology is impacting and transforming our industry, making experiences more efficient, engaging, and cost-effective.
I believe the biggest innovations expected to have a major impact this year include:
- Artificial Intelligence (AI) & Automation
AI-powered tools are streamlining event planning, from automated scheduling and personalized marketing to real-time attendee insights. Chatbots, AI-driven matchmaking, and smart agenda recommendations will enhance the guest experience while reducing admin workload. - Augmented Reality (AR) & Virtual Reality (VR)
AR and VR are revolutionizing event engagement, allowing for virtual site visits, immersive brand activations, and interactive experiences. Hybrid and remote attendees can now feel more connected than ever. - Event Apps & Digital Engagement
Custom event apps are becoming the norm, offering real-time updates, digital ticketing, networking features, and live Q&A sessions. These tools enhance attendee engagement while minimizing printed materials for more sustainable events. - RFID & Contactless Technology
RFID wristbands, smart badges, and cashless payments are making event entry, networking, and transactions smoother and more secure, improving guest convenience while gathering valuable data insights. - Sustainable Tech Solutions
Technology is playing a major role in helping events meet their ESG goals, from AI-powered energy management systems to carbon footprint tracking tools that help measure and offset event impact. - Data & Predictive Analytics
Advanced analytics tools allow organizers to forecast attendance, optimize space utilization, and tailor content to audience preferences. Data-driven insights help businesses make smarter decisions and improve event ROI.
Legacy Hotels and Resorts is embracing these technological advancements to create more efficient, engaging, and sustainable event experiences. Of course this will not happen overnight and will be a project undertaken over the coming months and years. But by integrating cutting-edge tech into our venues and services, we are ensuring that events will remain innovative, impactful, and future-ready.
Next year we’ll all be talking about…?
I believe the biggest conversation in the industry this year will be how to stay competitive in a world of escalating operating costs while still delivering exceptional event experiences. This is a topic that will not be going away any time soon.
With increasing expenses for energy, staffing, catering, and logistics, venues and event planners must find innovative ways to maximize value without cutting quality. Clients are demanding more for less, expecting high-impact, experience-driven events while maintaining tighter budgets.
This challenge is driving discussions on:
- Smart cost management through efficiency and supplier negotiations and added value
- Technology adoption (AI, automation, hybrid solutions) to reduce costs and improve engagement
- Sustainability investments that meet ESG commitments while staying cost-effective
- Personalized and flexible event solutions to cater to varying budgets
Legacy Hotels and Resorts is embracing these challenges by remaining focused on delivering service excellence and building and strengthening our relationships with both our Clients and service providers.
What’s the most surprising thing you’ve learnt about the Events sector?
One of the most surprising things about the events industry is just how much psychology influences event success.
Beyond logistics and planning, human behaviour, engagement triggers, and neuroscience play a massive role in shaping memorable experiences. From the way room layouts impact networking to how colour psychology and lighting affect mood and energy levels, every detail can influence attendee engagement and satisfaction.
For example:
- People are more likely to remember an event if it includes a strong emotional connection—whether through storytelling, immersive experiences, or unexpected surprises.
- The “curiosity gap” keeps attendees engaged—teasing content before revealing full details increases interest.
- Even the placement of coffee stations can affect networking dynamics and movement patterns.
Understanding these psychological factors allows event professionals to design experiences that feel seamless, engaging, and unforgettable. It’s not just about hosting an event; It’s about creating moments that truly connect with people.
You go to the bar at the Event Organisers Summit – what’s your tipple of choice?
OOOohhhhh Great question When it comes to choosing a drink at the events bar, champagne will always be my go-to for a celebratory start, but when I’m in the mood for something a little more refreshing, I’ll always reach for a Limoncello Spritz. It’s the perfect balance of zesty and bubbly and a vibrant way to kick off the evening! And to wrap things up on a high note, there’s nothing better than finishing the night with an Espresso Martini a rich, smooth, end to a great event. It’s all about those little moments that make the night unforgettable!
What’s the most exciting thing about your job?
The most exciting part of my job? Well, that’s an easy one. The unique and dynamic nature of the role! This is something Legacy has never had before, and there are big expectations and diverse opinions on what success looks like.
What excites me the most, is the opportunity to make a real, significant impact on the business. I’m focused on finding new connections and opportunities along with building strong relationships with event buyers and ultimately growing our share of the M&E (Meetings & Events) sector.
There’s a lot of work to do, but there’s also unlimited potential to make a difference and shape the role in a way that works best for both the business and my own Career development. The support and flexibility that Legacy provides is fantastic, allowing me the freedom to develop new ideas and implement creative strategies that drive success. It’s exciting to be in a position where I can truly design my approach and have a tangible impact on our growth.
And what’s the most challenging?
The most challenging part of my role is upwardly managing expectations and ideas, especially in a position where there are diverse opinions on what success looks like.
My commitment to success is rooted in delivering strong, measurable results for Legacy Hotels and Resorts, while also building alignment across the board, property owners, and individual sales teams. It’s about connecting the dots between strategic goals and everyday actions, ensuring that everyone is informed, involved, and moving in the same direction.
Clear communication is central to this. I produce a monthly report that shares progress, activity, and insights in a way that’s transparent, engaging, and relevant to stakeholders. While not all results—particularly relationship-building and long-term account development—are immediately quantifiable, I ensure that key developments and momentum are consistently communicated. These elements may take time to fully materialize, but they are often where the most meaningful growth begins.
Ultimately, my focus is on driving long-term commercial success by building trust, maintaining clarity, and creating a culture of shared achievement. It’s about being proactive, collaborative, and always moving forward.
What’s the best piece of advice you’ve ever been given?
The best piece of advice I’ve been given, “Don’t be afraid to challenge the status quo”, has not only been instrumental in my professional journey but also in my personal life.
In the world of sales and business development, especially in a role as unique as mine at Legacy, it’s easy to fall into a routine of doing things the way they’ve always been done. However, this advice has encouraged me to constantly look for opportunities to innovate, push boundaries, and find better ways of doing things.
Whether it’s trying new strategies to connect with event buyers, introducing fresh ideas to the team, or challenging traditional ways of thinking, In my experience being open to new approaches often leads to greater growth and success.
This advice reminds me to embrace change and take calculated risks, which has been incredibly valuable in helping me drive the business forward and carve out a role that didn’t exist before. It’s about having the courage to question, learn, and evolve, ultimately creating positive change that benefits the business.
I’ve embraced this mindset to constantly look for new ways to do things, whether it’s improving processes at work, exploring new strategies for success, or making positive changes in my personal life.
This advice has pushed me to never settle and always seek growth and improvement. It’s about embracing change, trying new approaches, and stepping out of my comfort zone to continuously move forward. By challenging the norms, I’ve found new solutions, learned valuable lessons, and made significant strides both in my career and personal development.