Beyond the Lobby | Spotlight Series: Petra Meier, Commercial Director at 4C Group
6 January 2026
In the next chapter of Beyond the Lobby, we invited Petra Meier, Commercial Director at 4C Group, whose journey from opening team member at Canopy London City to shaping commercial and revenue strategy across the business is nothing short of inspiring. In this episode, Petra shares her take on leadership, personal growth, and how hospitality continues to evolve beyond the floor.
Petra Meier joined 4C Group nearly five years ago, bringing her rich experience in revenue and commercial strategy. As a passionate leader in this space, she plays a key role in driving her team and the business forward, with a focus on the commercial and revenue aspects. To balance out her fast-paced professional life, Petra enjoys socialising often over brunches, spa days, attending live concerts, and exploring new destinations and cultures through travel.
Over the years, what big changes have you seen in hospitality, and how have they shaped your strategy?
Over the past few years, the biggest shifts I’ve seen in hospitality have been driven by technology, especially in revenue management, and the rise of OTAs. These changes have completely transformed how we plan and operate. But despite all the tech advancements, I’ve learned that people still make the biggest impact, and I’ve been lucky to work with some incredible leaders who shaped how I see my role today. You can have the strongest strategy in place, but if your team isn’t behind it, it won’t go anywhere. At the end of the day, a happy team means happy guests, and that leads to a stronger performance.
Looking back on your journey from launching the first Canopy to becoming Group Commercial Director, what key moments shaped how you lead today?
One of the most defining moments in my career was launching the first Canopy by Hilton in London during the middle of the pandemic. Opening a new hotel and introducing a new brand under those circumstances was incredibly tough, but also one of my proudest achievements. It taught me the importance of surrounding yourself with the right people, building trust, and believing in your vision. That experience still guides how I approach challenges today. When things get tough, I remind myself of what we achieved back then and how we did it.
What’s your vision for the brand’s growth, and where do you see things heading over the next few years in this fast-changing market?
Looking ahead, I believe the hospitality industry will need to embrace digital transformation even more boldly. While AI is reshaping industries everywhere, many areas within hotels – like group bookings, M&E, and CRM – still lack the tools and systems they need to truly evolve. There’s a lot of potential still untapped. At the same time, we face a real challenge in attracting and retaining talent. As new generations enter the workforce, we need to offer more than just jobs; we need to offer purpose, growth, and culture. I see the future of our brand focusing on both innovation and people. That balance will be key to staying competitive and building something sustainable.
What advice would you give to anybody new at 4C — especially those new to hospitality but eager to grow on the commercial side?
For anyone new joining 4C Group, especially those starting in the commercial space, my advice is to stay curious and learn from everyone around you. Find out what really excites you and lean into it. Hospitality is one of those industries where there truly are no limits. You can build a career that takes you anywhere. I always encourage people to get some experience on the operational side first – it gives you a solid foundation and helps you understand the full guest journey. And don’t underestimate the value of entry-level roles. That’s where you learn the fundamentals that will carry you into more senior positions later on.
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About 4C Group
4C Group manages and develops properties and hotels in key business districts and leisure hot spots across the UK, East Africa and Canada. The company was formed in 2010, building on the foundations of a family property business that stretches back to the 1990s.
In 2021, 4C Group added two new developments to their portfolio, including the five-star Westin London City and Canopy by Hilton London City. Both hotels represent the first in the UK-based Marriott and Hilton luxury and lifestyle brands market.
In 2022, 4C Group partnered with Regal London and Pluto Finance to deliver The Haydon, a residential tower of 87 apartments in Aldgate in the heart of the City of London, which is now complete.
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