Fresh Leadership for Wales’ Hospitality Powerhouse

The Celtic Collection and ICC Wales have announced the appointment of Julie Hammond as their new group chief executive. This strategic leadership transition places Hammond at the helm of Wales’ largest independent hotel group, bringing her extensive industry knowledge to bear on the organisation’s future development.

Hammond steps into the role with more than 25 years of experience in the hospitality sector, most recently managing one of the UK’s largest accommodation venues in Central London, the Cumberland Hotel. Her career encompasses numerous senior leadership positions across prominent hospitality properties and groups throughout the UK and Europe, establishing her as a respected figure in the industry.

A Career Built on Excellence

Hammond’s professional journey features an impressive array of high-profile positions within the hospitality sector. Her previous roles include serving as asset manager for L+R Hotels, overseeing prestigious properties such as Chewton Glen, Cliveden House and Fairmont Monte Carlo. She also held the position of group commercial director for Ralph Trustees, whose portfolio includes London’s Athenaeum and the Grove in Hertfordshire.

The appointment represents something of a return to Welsh hospitality for Hammond, who previously managed the voco St David’s Hotel in Cardiff Bay. This prior experience in the Welsh market provides her with valuable regional insights as she takes charge of the Celtic Collection’s extensive operations across the country.

“I am delighted to take on this opportunity and build on the incredible work that has already been done to establish The Celtic Collection as Wales’ largest independent hotel group and ICC Wales as the UK’s most exciting new convention centre,” Hammond stated upon her appointment.

The Celtic Collection: A Welsh Hospitality Giant

Chaired by billionaire Sir Terry Matthews, the Celtic Collection has established itself as a dominant force in Welsh hospitality. The group currently owns or operates ten hotels stretching from Magor to Milford Haven, covering significant portions of the Welsh landscape with its hospitality offerings.

The flagship property, the Celtic Manor Resort, sits adjacent to ICC Wales in Newport, serving as the cornerstone of the organisation’s operations. This proximity creates powerful synergies between luxury accommodation and world-class convention facilities, positioning the group to serve both leisure and business markets effectively.

Financial performance underscores the scale of the operation, with the Collection generating annual revenues exceeding £100 million. The economic impact extends beyond direct revenue, with the group employing 1,200 full-time staff and maintaining an annual payroll of £40 million, making it a significant contributor to the Welsh economy.

The Collection has also expanded its management portfolio to include the Welsh Rugby Union’s Parkgate Hotel, located next to the Principality Stadium. This strategic relationship with Welsh sporting institutions further cements the group’s prominent position in the national hospitality landscape.

Growth Aspirations Under New Leadership

Hammond’s appointment comes with a clear mandate for continued expansion, as highlighted in her comments following the announcement. “The vision and ambition of the owner, Sir Terry Matthews, to continue growing the group was a particular draw for me and I look forward to developing our existing properties and seeking opportunities for further expansion,” she noted.

This growth-oriented approach aligns with the trajectory established under previous leadership, which has seen the Celtic Collection expand significantly from its original Celtic Manor Resort base to encompass a diverse range of properties across Wales.

Strategic Positioning for Future Success

The combination of the Celtic Collection’s hotel portfolio with ICC Wales creates a particularly robust hospitality ecosystem. ICC Wales has positioned itself as a premier convention destination, providing state-of-the-art facilities capable of hosting major business events and conferences.

This dual focus on luxury accommodation and conference facilities enables the group to capture multiple market segments, from leisure travellers seeking premium experiences to corporate clients requiring sophisticated meeting spaces. Such diversification provides resilience against market fluctuations while maximising revenue opportunities.

Hammond’s extensive experience managing high-end properties positions her well to maintain and enhance the premium positioning of the Celtic Collection’s offerings. Her background with luxury brands such as Chewton Glen and Cliveden House demonstrates familiarity with the expectations of discerning clientele, essential for maintaining the group’s reputation for excellence.

Economic Impact on Welsh Hospitality

The significance of the Celtic Collection extends beyond its own operations to influence the broader Welsh hospitality sector. As Wales’ largest independent hotel group, its practices and strategies often set benchmarks for the industry throughout the region.

With annual revenues exceeding £100 million and substantial employment figures, the group represents a major economic force in Wales. The 1,200 full-time positions create substantial employment opportunities, while the £40 million annual payroll generates significant economic activity through staff spending power.

Navigating Post-Pandemic Hospitality

Hammond takes leadership during a period of significant transition for the hospitality industry following the disruptions of recent years. The sector continues to adapt to changed consumer expectations and business travel patterns, requiring agile leadership and innovative approaches.

Her experience managing diverse properties through varying market conditions provides valuable perspective for navigating these challenges. The ability to balance operational excellence with strategic vision becomes particularly crucial during periods of industry transformation.

Welsh Hospitality on the Global Stage

Under Hammond’s guidance, the Celtic Collection and ICC Wales hold significant potential to enhance Wales’ reputation as a premium hospitality destination on the international stage. The convention centre particularly serves as a gateway for international business visitors, creating opportunities to showcase Welsh hospitality excellence to global audiences.

This international dimension aligns with broader Welsh tourism strategies aimed at increasing the nation’s profile as a destination for both leisure and business travellers. The Celtic Collection’s premium positioning supports efforts to attract high-value visitors seeking quality experiences.