Beyond the Lobby | Spotlight Series: Zora Watters, Director of Sales
25 August 2026
In the fifth chapter of Beyond the Lobby, we welcome Zora Watters, whose perspective brings a fresh and compelling dimension to the series. Through her experiences, insights, and personal journey, Zora takes us beyond the surface, offering an engaging conversation filled with thoughtful reflections and valuable lessons. This chapter invites readers to discover the experiences that have shaped her, the ideas that drive her, and the unique perspective she brings to Beyond the Lobby.
Zora joined the 4C Group with a strong background in sales and account management, having previously held roles with Radisson and Hilton. Now Cluster Director of Sales, she plays a key role in driving the commercial strategy forward, with a particular focus on the transformation and rebrand of our Camden property to voco this autumn.
Outside of her professional life, Zora enjoys an active lifestyle, spending time with her family, travelling, exploring new places and cultures, and spending time at her allotment, where she grows organic fruit and vegetables.
Zora shared her thoughts openly, offering a glimpse beyond the professional title and into the person behind the story. Here’s what she had to say.
Holiday Inn London – Camden Lock has been part of the local community for many years and was also the second Holiday Inn in Europe to implement the Open Lobby concept. As the hotel prepares to become voco, how do you balance preserving its legacy while embracing a completely new brand identity?
”For me, it’s about recognising what has made the hotel unique over the years while being open to what comes next. Holiday Inn London – Camden Lock has a strong connection with the local community, and that’s something we absolutely want to carry forward.
At the same time, becoming voco gives us an exciting opportunity to bring a fresh energy to the hotel and really reflect what makes Camden so unique: its culture, character and quirkiness. The voco brand gives us more flexibility to bring that local personality into the guest experience.
It’s not about losing what people already love, but about building on that strong foundation and giving the hotel a new expression that feels true to both voco and Camden. I think the balance comes from respecting what has come before while not being afraid to evolve. I’m truly excited to see how we bring the two together.”
You’ve worked closely with IHG on the commercial strategy behind the rebrand. Beyond the new look and feel, what changes do you believe will have the greatest impact on how guests experience the hotel and how the business performs?
”I believe the biggest impact will come from making the rebrand much more than a new look. Working closely with IHG, we’ve focused on how the brand can influence the entire guest experience, from hotel positioning in the market to how we engage with guests throughout their stay. One of the most exciting opportunities is having a clearer identity and being able to connect that identity with the type of guests and clients we want to attract. It gives us a stronger platform commercially, but also allows us to create an experience that feels more relevant and elevated.
Ultimately, it’s about bringing the commercial strategy and the guest experience together, creating something memorable for our guests while driving loyalty, demand and future performance for the hotel.”
In hospitality, successful rebrands are about far more than changing a logo or refurbishing a building. In your view, what has to happen behind the scenes for guests to genuinely feel they’re experiencing something new?
”A successful rebrand only becomes real for a guest when the change is felt in the experience, not just seen in the branding. Behind the scenes, it’s about aligning the whole business around a clear vision, from culture and leadership to people, operations, service and commercial strategy. Our teams need to understand not just what is changing, but why, and how that should translate into the way they work and interact with guests every day.
One of the most important parts of this transformation, in my view, is bringing our people with us. When the team understands the vision, feels part of the journey and is excited about what we’re creating, that naturally comes through to the guest.
Most importantly, guests are very good at sensing when something is genuine. When the people, culture and operation embrace the new direction, that’s when a rebrand becomes more than a new identity; it becomes a new experience.”
Leadership in hospitality often means balancing people, performance and change. What advice would you offer to future leaders looking to excel in all three?
”For anyone looking to grow into leadership, my advice would be to lead with purpose, stay close to your teams, never stop learning and, most importantly, don’t be afraid to be yourself.
If I could give my younger self one piece of advice, it would be not to shy away from asking for help. You don’t have to have all the answers, and some of the best outcomes come from learning from the people around you.
In hospitality, performance and people go hand in hand. I believe the best leaders bring their teams with them through change, while always keeping the bigger picture in mind. I think leadership is about setting the tone, getting involved and leading by example, because your energy, attitude and how you make people feel will always have a bigger impact than your title.”
Catch up on previous episodes of Beyond the Lobby below:
About 4C Group
4C Group is a market-leading property developer and operator with a growing portfolio of hotels, residential and mixed-use developments across the UK, East Africa and Canada.
The Group works with major global hospitality brands, including Marriott, Hilton, IHG and Choice, and its portfolio features landmark properties such as The Westin London City and Canopy by Hilton London City, among others.
Through thoughtful development, operational excellence and a commitment to sustainable growth, 4C Group creates exceptional places that deliver lasting value for guests, investors and local communities.
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