Keeping Tradition and Innovation Intact for Modern Hospitality World

Anna Fenten brings over two decades of hospitality and foodservice marketing experience to her work, shaping strategies that combine creativity, brand revitalization and audience engagement. Her background across world-class brands enables her to turn ideas into impactful experiences, connecting teams, venues and guests. By blending strategic insight with a deep understanding of brand storytelling, she consistently drives campaigns that enhance business outcomes and memorable hospitality moments.

The Challenge of Keeping Tradition Relevant for New Generations

Our guests bring their special moments to Searcys, whether it is a quick cup of coffee or Champagne at Searcys St Pancras International, or an exquisite event on top of Horizon 22, so this is a great responsibility for us as a brand. The main challenge in my mind is how to create consistently memorable experiences, day in, day out, how to stand out and innovate!

Searcys heritage, built from a Victorian entrepreneur John Searcy’s vision, who started the hospitality events business in 1847, is what inspires us, so it is important that we continue to cherish this legacy and at the same time make it relevant for the next generation of customers making his vision of thoughtful, elegant and memorable hospitality fit for the 21st century.

Optimising Campaigns through Smart Data Strategies

Data is the lifeblood of our business. As we shift from SEO (Search Engine Optimisation) to Generative Engine Optimisation (GEO), we face both challenges and exciting opportunities. In the age of AI, brand relevance, authenticity, trust and a strong digital presence are non-negotiable. AI plays a pivotal role in how we search, process, analyse and act. AI also plays a pivotal role in how we process, analyse and act on this data.

Revenue attribution is becoming increasingly complex, but new software solutions are emerging to help us understand and optimise performance. I’m passionate about supporting start-ups, dedicating Fridays to meeting entrepreneurs with fresh ideas. If we can test and learn together, even better. I also believe in building strong partnerships across our marketing and comms ecosystem, treating all stakeholders as like-minded colleagues, setting clear objectives and co-creating for mutual success.

Another priority for me is upskilling our in- marketing teams, striking the right balance between in-house expertise and external support, so we are fit for future. With so many advanced analytical tools and platforms now available, our teams can work more creatively and strategically, we just need to channel this energy effectively.

Blending Automation with Personalised Guest Connections

For hospitality, traditional channels - websites, marketplaces, email marketing and social media, remain core, but they are now faster, smarter and more effective. The emerging technologies are making customer profiling, analytics and attribution more affordable and precise. Enhanced tools, like those we use for our email marketing through Dotdigital platform, now optimise everything from subject lines and copy to send times. The world of content creators is also evolving, and platforms like Invyted allow us to manage collaborations in-house, streamlining what PR agencies once handled entirely.

New features in our restaurant management system (7Rooms), offers automated marketing emails, which have already delivered strong conversion rates. Even small but time-consuming tasks, such as ensuring accurate dish and wine names with correct accents and regions, can now be done instantly with the new AI tools, saving hours of manual research.

Yet in today’s fragmented, multi-channel world, the human touch is more valued than ever. Hands-on experiences like Searcys Series of events, built around our brand core competencies whether it’s champagne knowledge, a tasting menu, or art and music partnerships, create lasting memories and significant digital ‘ripple’ effects. Our Searcys ticketed events programme runs 30–50 experiences annually, culminating in our flagship consumer celebration, the annual Searcys Bubbly Show, a sparkling showcase of Champagne and English sparkling, hospitality and memorable moments. 2026 show is taking place in March, with the tickets going on sale soon, so please come and see us if you are in London!

Key Advice for Marketers to Modernise Legacy Brands

Immerse yourself fully in the brand. In premium hospitality, heritage is a valuable asset—often the very reason customers choose you. Take time to understand your history, brand stories and values, then explore how these can be made relevant for today’s – and future - audience without diluting authenticity.

Always think about your future customer. Demographics, tastes and expectations shift quickly. Anticipate these changes, whether its sustainability demands, digital-first engagement or a preference for personalised experiences.

Focus on experiences, not just products. Premium hospitality thrives on emotional connection. Curate moments that delight—from service touches to immersive events— and make these shareable across channels.

Master the multi-channel ecosystem. Build strong, strategic relationships with your distribution channels, booking partners, marketplaces and industry stakeholders. Don’t treat them as purely transactional as genuine collaboration can unlock marketing opportunities, audience insights and new revenue streams. Co-create together!

Create a robust marketing ‘toolbox’. This should include a balanced mix of owned, earned and paid channels; the right CRM and analytics platforms; trusted creative and tech partners; and use clear brand guidelines that keep your messaging consistent.

Last, but not least, balance tradition with innovation. Honour the brand’s roots, but don’t be afraid to modernise through design, technology and storytelling. The brands that stand out are those that evolve gracefully carrying their legacy into the future with confidence. And keep an ear to the ground, what are chefs in the kitchen are saying, what our front-of-house colleagues observe and suggest!