During my recent conversation with Emma Catterall, Senior Finance Director at The Belfry, I was reminded that the most powerful transformations in hospitality often occur when technology, people, and place work together in harmony.
The Belfry, one of the UK’s most iconic resorts, is best known for its rich golfing history. Yet as Emma and I spoke, it became clear that the story of The Belfry today goes far beyond the fairways. It’s about blending tradition and innovation, preserving a sense of heritage while embracing change, and always keeping the guest at the center.
In a world where the definition of “hospitality” keeps evolving, The Belfry offers a valuable lesson: it’s not about choosing between legacy and modernity. It’s about finding balance.
Takeaways
Balance heritage with progress: Innovation should honor a property’s legacy, not erase it.
Empower people first: Programs like “Belfry DNA” build culture and consistency across teams.
Use technology with empathy: Data and systems should simplify work, not complicate it.
See through the guest’s eyes: Experiencing your property firsthand reveals opportunities for improvement.
Create emotional connections: Guests may forget details, but they’ll always remember how you made them feel.
Rediscovering what makes a stay special
Emma began our conversation by describing The Belfry’s unique position in the hospitality landscape. “We’re known for golf,” she said. “But we’re much more than that.”
That simple statement captured the essence of what makes The Belfry so compelling today. Yes, it has hosted the Ryder Cup four times, a remarkable legacy, but its heart lies in creating experiences that resonate on an emotional level.
Emma talked about how guest expectations have shifted in recent years. “There’s been a real change,” she reflected. “It used to be about function, a comfortable bed, a kettle, a hairdryer. Now, guests want something more meaningful. They want to feel connected, seen, and cared for.”
“Guests take for granted that their room will be comfortable. What really matters is how the experience makes them feel.” Emma Cotterall, The Belfry
Listening to her, I couldn’t help but think about how universal that truth is. Technology may have changed how we book, check in, or share feedback, but at its core, hospitality remains about human connection. The Belfry understands that perfectly.
From hotel to destination
One of the most interesting parts of our conversation centered on how The Belfry has evolved from a traditional hotel into a complete short-break resort.
“We’ve moved from being a single-night stay property to a destination,” Emma explained. “Guests can have everything they need right here, dining, relaxation, activities, and shared experiences.”
That shift mirrors a larger trend in hospitality: travelers aren’t just looking for convenience, they’re seeking meaning. Families, couples, and even multi-generational groups want to reconnect, away from screens and routines.
Emma shared a beautiful image: grandparents and grandchildren laughing together on the driving range or gathered around a dinner table after a day at the spa. “It’s about creating memories together,” she said.
In that moment, I realized that blending tradition and innovation at The Belfry isn’t just a business strategy, it’s a philosophy.
How technology brings humanity forward
Whenever we discuss innovation in hospitality, technology is often the first thing that comes to mind. But as Emma pointed out, the real goal isn’t digitization for its own sake, it’s empowerment.
Each day, The Belfry’s team reviews guest information: who’s arriving, why they’re here, and what will make their stay special. “Technology ensures those details are communicated and executed,” Emma said. “It allows us to deliver personalization efficiently, without losing the human touch.”
For example, the system might note that a family is celebrating a child’s birthday, prompting the team to place a teddy bear in the room. Or it might alert staff to a VIP guest returning for their tenth visit.
I was struck by how seamlessly technology serves as a bridge rather than a barrier. It gives staff confidence, clarity, and time, time they can dedicate to guests instead of paperwork.
That’s the essence of what digital transformation should be in hospitality: not replacing people, but freeing them to do what they do best, connect.
“Our technology doesn’t replace hospitality, it enhances it.” Emma Cotterall, The Belfry
Honoring the past while creating the future
As we spoke about The Belfry’s ongoing refurbishment, I could hear the pride in Emma’s voice. The resort has recently upgraded its bars and public areas and added 150 new bedrooms overlooking the 10th fairway, one of the most iconic parts of its history.
“These modern, sophisticated spaces still feel like The Belfry,” she told me. “They honor the past, but they’re ready for the future.”
That balance, between legacy and progress, is something I think every hotelier wrestles with today. How do you modernize without losing authenticity? How do you innovate without erasing what guests love?
The Belfry’s answer is to weave innovation into the story rather than overwrite it. Every design choice, every piece of technology, serves a single purpose: enhancing the guest experience while preserving the resort’s unmistakable sense of place.
The “Belfry DNA”: Empowering people to deliver magic
One of the most inspiring moments in our conversation came when Emma described their internal training initiative: Belfry DNA.
The program is built around collaboration and creativity, team challenges, blindfold games, and cross-department tasks, all designed to reinforce the shared mission of creating unforgettable guest experiences.
“Our team ranges from 16 to over 80 years old,” Emma said. “That diversity is our strength. Everyone brings something unique, and Belfry DNA helps us connect those dots.”
The results speak for themselves: guest satisfaction scores are at their highest levels since the program’s launch.
As Emma spoke, it was clear that The Belfry’s success doesn’t come from systems or design alone. It comes from its people, empowered, engaged, and genuinely proud of what they do.
I found her next words particularly powerful: “We call our employees ‘hosts,’ because that’s exactly what they are, welcoming guests into their home.”
It’s a small linguistic shift, but it changes everything. It reframes hospitality not as a job, but as an act of generosity.
Seeing through the guest’s eyes
Before we wrapped up, I asked Emma for her advice on what she would give to other hoteliers hoping to elevate their guest experience. Her answer was simple and deeply insightful.
“Be a guest at your own property,” she said. “Walk the journey yourself. You’ll notice things you wouldn’t otherwise, a missing sign, an unclear process, or an opportunity to make something special.”
That perspective resonated with me. In the rush of operations and strategy, it’s easy to forget that hospitality starts with empathy. When leaders experience their properties as guests, they rediscover the magic and the pain points that define every stay.
It’s a reminder that innovation isn’t always about new systems or upgrades. Sometimes, it’s about seeing familiar things with fresh eyes.
Tradition and transformation, hand in hand
As I reflected on our conversation, one phrase stayed with me: creating memories together.
It’s simple, but it perfectly captures what The Belfry represents, and what so many hotels strive for. Blending tradition and innovation at The Belfry isn’t just about evolution; it’s about purpose. It’s about using every tool, from data to design, from training to technology, to make people feel something genuine.
The Belfry shows us that heritage doesn’t hold you back; it gives you roots from which to grow. By honoring its past while embracing change, the resort has created a blueprint for modern hospitality, one that feels both timeless and new.
And perhaps that’s the most important takeaway of all: in an industry defined by change, it’s still the human moments that matter most.
Final words
The Belfry’s story is a reminder that innovation is most powerful when it feels invisible, when technology enhances experience, and when teams are empowered to bring a brand’s spirit to life.
For me, this conversation wasn’t just about one resort’s evolution. It was about the essence of hospitality itself: care, connection, and the courage to evolve without losing your soul.
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