Julie Hammond: ‘Treat every guest as though they’re your first’
Julie Hammond: ‘Treat every guest as though they’re your first’
Few visitors pass through south Wales heading westbound without seeing the Celtic Manor Resort. Carved into the Gwent Valley like Wales’ very own Mount Rushmore, it serves as a beacon, signalling that civilisation is close after the repetitive furlongs of the M4.
Now partnered with its very own Abraham Lincoln—in the form of the International Convention Centre Wales (ICC Wales)—the pair form part of The Celtic Collection, along with The Parkgate Hotel in Cardiff, St Brides Spa Hotel in Pembrokeshire, and many more including the Tŷ Hotels at Magor, Newport, and Milford Waterfront. The Collection has also just expanded its presence in west Wales by announcing a partnership with The Retreats Group to promote the luxury properties at Twr y Felin Hotel, Roch Castle, and Penrhiw Priory.
It’s a portfolio worth boasting about, and the person who gets to do just that more than most is the group’s CEO Julie Hammond.
Having started out in the hospitality sector 25 years ago, working with her family, Julie has climbed the ladder, having undertaken a wide variety of roles within the industry.
“I grew up in the industry, in my parents’ restaurant business,” she explained. “I started as kitchen porter before moving to front of house and I fell in love with hospitality.
“Throughout the years I’ve had various roles from general management to regional roles, commercial and asset management. Then I was approached to apply for this position at The Celtic Collection and I didn’t hesitate.
“I remember working at St David’s Hotel many years ago in Cardiff Bay and it was always my aspiration to actually work at the Celtic Manor Resort back then.
“Obviously, it was just one property but now it’s 10 and we’ve just formed a partnership with the Retreats Group in Pembrokeshire which I’m very proud of, and we went live last week. So, I’m over the moon to be here and very excited about the opportunities for the Collection.”
Now in one of the most prestigious positions Wales has to offer, Julie says there are still lessons she learned in her early days in the industry which stay with her to this day — and even help in her new role.
She continued: “I was always taught that you should treat every customer as though they’re your first. I think that is very important.
“For me, it’s building that team offering unscripted service to the guests. I love hospitality and how it’s so people centred. Every day is different. No two days are the same. Whether it’s a business guest or a leisure guest, you get that opportunity to make it memorable.
“And I think if you are hardworking and dedicated, there are so many opportunities within the industry to progress. I have enjoyed many different roles and challenges during my career, which have all added to my experience and led me to this role today.
“I always remember at Birmingham College of Food; I was told you have to be a general manager before the age of 30. I love a challenge and that was my vision. That’s what I wanted to achieve, and I did achieve it.”
In 2010, the Celtic Manor Resort was driven onto the world stage by hosting the Ryder Cup golf tournament, and just four years later it played host to the 25th summit of the North Atlantic Treaty Organisation (NATO), welcoming world leaders including the then-U.S. President Barack Obama.
With a great portfolio of hospitality offerings comes great responsibility—both economic and cultural—which is something Ms Hammond is fully aware of.
She said: “I think we’re very fortunate. I think globally the brand is recognised but what I’m very proud of is our Welsh roots. And I think it’s very important that we continue to embrace that. From an economic impact, we’re very lucky to be able to influence and support the local region. Last year The Celtic Collection contributed about £15 million through our spend to local suppliers.
“ICC Wales contributed £45 million to the local economy last year, and within The Celtic Collection including ICC Wales, we support 2,000 employees and a £40 million annual wage bill.
“We want to grow, we want to protect the brand, we want to leverage Celtic Manor Resort so we can continue to expand the group.
“But again, remembering where we have come from and continuing to support the region as we move forward.”
Looking to the future, there are plenty of events for the staff at The Celtic Collection to look forward to and further secure its place on the global stage.
Julie said: “We have secured the World chefs Congress and Expo for 2026, hosting 1,000 chefs from across the world at ICC Wales and the Celtic Manor Resort. It’s in May next year but we are already very excited about staging the event and we feel so honoured that we actually secured it thanks to a Team Wales bid with the Culinary Association of Wales and Welsh Government.
“We were up against tough competition, again, worldwide, before Wales defeated Italy in the final vote, having narrowly lost out to Singapore to host the previous Congress in 2024. Worldchefs started 99 years ago in France so it’s going to be an honour to be the first venue in the UK to host the event next year.
“Later this year we will be hosting the Welsh Government Investment Summit which the First Minister describes as the biggest business event ever to take place in Wales. The Summit will provide a great opportunity for Welsh businesses to attract overseas investors as we welcome industry leaders from all over the world to Wales.
“It’s about bringing people together at business events, They bring great opportunities for networking and facilitating trade — whether that’s local, domestic or global. And we can equally do that at all of our properties, in different sizes, from small meetings in unique spaces at any of our hotels right up to 5,000 delegates at ICC Wales.
“Bringing people together and knowledge sharing, it’s vital for the economy as we continue moving forward as well.”
Also on the horizon is the Welsh Government’s visitor levy, labelled by critics as a “tourism tax”.
From 2027, a £1.25 per person, per night charge will be in place for those staying in all visitor accommodation types, apart from campsites, which will be taxed at a reduced rate.
The goal of the bill is to reinvest the money into local services and infrastructure to support tourism in the area where the visitor is staying.
Julie said: “I personally am not opposed to the visitor levy. I think for me it’s about what it’s spent on. That’s what’s key and it’s vital that the money is invested properly in services and facilities that will enhance our offering here in Wales and support the visitor economy.
“I’m really pleased to say that, moving forward, it has been agreed there will be focus groups, so we do, as an industry, have an opportunity to influence that spend which is important.”
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