As Edinburgh’s hospitality industry embraces technological advances in customer care, one leading sales expert insists human interaction remains central to success.
Cat Wilson has been appointed head of sales and events at Surgeons Quarter, a premier business events venue in Edinburgh offering 24 versatile event spaces for global conferences, corporate events and private functions, with state-of-the-art AV services seamlessly integrated throughout.
She will take charge of hospitality, sales and commercial events across the venue’s four spaces, as part of Surgeons Quarter’s remit promoting, selling and managing all commercial activity across the Royal College of Surgeons of Edinburgh (RCSEd) campus.
With a sales career spanning decades, Cat has watched selling techniques and client preferences transform, navigating shifts in consumer behaviour through economic crises and a global pandemic.
But no single event has reshaped customer behaviour as profoundly as the rise of technology.
Two decades ago, prospective clients relied on printed directories and industry contacts to plan an event. Today’s customers are far better informed, they can compare venues and prices, read reviews, view floor plans and take virtual tours without ever speaking to a sales team.
Yet despite this wealth of resources, Cat believes human contact remains a vital element of sales success.
She said: “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. They want to ask questions, feel listened to and know we understand their individual needs, something no digital platform can fully replace.
“The most rewarding client wins don’t always come from the biggest contracts. They come when someone returns again and again because they trust you, your team and your ability to deliver. That kind of relationship is built by taking the time to speak to people, understand what they’re trying to achieve and find the right solution for them.”
Across every sector, technology and the rapid growth of AI are transforming how sales teams operate. Tasks that once took hours can now be completed in minutes, while customers can research, compare and shortlist without ever picking up the phone.
Rather than replacing the human element of sales, Cat believes technological advances make genuine interaction more valuable than ever. As automation reduces time spent on routine
processes, sales teams have an opportunity to focus on what AI cannot replicate- building real, lasting connections.
Cat added: “Human connection is more important than ever. 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.”
Scott Mitchell, Managing Director at Surgeons Quarter, said: “It’s great to have such an experienced salesperson on board. Cat’s wealth of knowledge and strong work ethic are a real asset to the team, and her human-centred approach to sales will help drive positive change as the industry continues its shift towards a digital future.”
Since launching, Surgeons Quarter has welcomed more than a million delegates and event attendees, with sister site Ten Hill Place Hotel welcoming 860,000 overnight guests- a significant contribution to Edinburgh’s and Scotland’s tourism economy.
Its profits directly support the College’s charitable objectives, advancing surgical education and training, and improving patient outcomes worldwide. In her new role, Cat will help grow the commercial events business further, building on this vital work.
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