Edinburgh venue Surgeons Quarter has appointed Cat Wilson as head of sales and events, putting an experienced sales leader in charge of commercial activity across the Royal College of Surgeons of Edinburgh campus. Her appointment comes as the hospitality industry works out how to balance artificial intelligence and automation with the personal relationships that still drive event bookings.
Wilson brings decades of sales experience to the role. She has watched client behaviour shift through economic downturns and the pandemic, but says no change has been as profound as the rise of technology. Twenty years ago, event planners relied on printed directories and industry contacts. Today they can compare venues, read reviews, view floor plans and take virtual tours without speaking to a salesperson.
Surgeons Quarter operates 24 event spaces across the RCSEd campus, with in-house AV services. Its sister site, Ten Hill Place Hotel, has hosted 860,000 overnight guests since launch, while Surgeons Quarter has welcomed more than a million delegates and event attendees. Profits from the commercial operation support the College's charitable work in surgical education and training worldwide.
Human contact in a digital sales process
Wilson argues that the abundance of digital information has not removed the need for human interaction - it has made it more valuable. Clients arrive better informed than ever, but they still want to test whether a venue can deliver on its promises.
"The past few years have shown how useful platforms like Zoom and Teams can be, but there's a real appetite now among clients to meet in person again," she said. "They want to ask questions, feel listened to and know we understand their individual needs, something no digital platform can fully replace."
That view runs against the assumption that AI will replace sales teams. Wilson sees it differently: as automation handles routine tasks, sales professionals can reinvest that time in relationships. For those working in hospitality and events, the practical implication is that AI for Hospitality & Events tools can free up time for the face-to-face work that wins repeat business.
"Human connection is more important than ever," she said. "As technology takes care of routine tasks, it's creating the opportunity to reinvest that time in building stronger relationships. As technology continues to advance, the ability to build in-person relationships will be what sets organisations apart."
The most durable client relationships are built on trust, not transactions. Wilson points out that the most rewarding wins are not always the largest contracts - they are the clients who return because they trust the team to deliver. That applies directly to AI for Sales strategies: technology can track leads and automate follow-ups, but it cannot replicate the judgement that comes from understanding a client's specific event goals.
What the appointment signals for the sector
Scott Mitchell, Managing Director at Surgeons Quarter, said Wilson's "human-centred approach to sales will help drive positive change as the industry continues its shift towards a digital future."
The venue is betting on a hybrid model: use technology to improve efficiency, but keep experienced salespeople at the centre of the booking process. For a venue that has hosted over a million delegates, that balance matters commercially.
Why this matters for hospitality and events professionals
For anyone working in venue sales, events management or hospitality, the takeaway is straightforward: AI will not make your job obsolete, but it will change what the job requires. The professionals who thrive will be those who use automation to handle research, comparison and administrative work, then focus their energy on the conversations, site visits and relationship-building that close deals. Wilson's appointment suggests that venues are willing to invest in senior sales talent who understand that balance - and that the human element of selling is not a fallback, but the differentiator.
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