As Seaton House approaches its first anniversary, Director of Sales and Marketing Stephanie Lee reflects on the momentum behind one of St Andrews’ most anticipated openings. From pre-opening strategy to joining Small Luxury Hotels of the World, she shares insights on seasonality, storytelling and leadership – and, in the spirit of International Women’s Day, the power of connection, mentorship and championing women across the hospitality industry.
Stephanie, as Director of Sales and Marketing at Seaton House, what does a typical day look like for you, and how do you balance strategic planning with the fast-paced realities of a luxury hospitality operation?
No two days are alike, which is one of the things I love most about this role. It’s a small team (me!) covering all sales and marketing for hotel rooms as well as food and beverage. I like to plan my day during the drive to the office, and if you saw my desk, there is always a notepad on the go for me to jot down the many additional things I’m asked about throughout the day. With a small senior leadership team at the hotel, there is always someone asking a question, and we work very closely together.
There really is no such thing as a typical day. I could be meeting with suppliers or agents, speaking to photographers about content creation, working with our PR team on upcoming visits, or chatting with our wider Valor Hospitality team about new projects.
As the hotel approaches its first anniversary, what have been the most important lessons from your first year in business, and which moments stand out as defining milestones for you and the team?
I started with Valor Hospitality six months before we opened the doors to prepare. It was a very busy time, working on website structure and development, and creating all collateral. It’s been a fascinating experience to be part of the pre-opening team, and I can see why this is such an important tool to have in my kit bag.
I feel very lucky to have seen the building and its refurbishment come together. The investment and craftsmanship in the overall finish of the building truly shine through. It’s a privilege to see the spaces now and be one of the few who remember what it looked like during the refurbishment. Seaton House has been transformed into a space befitting its prime location in St Andrews, and it’s a joy to see.
Getting the doors open in March 2025 was, of course, a milestone. I remember fondly our launch event in April with our key investors, their families, and our wider support team from Valor Hospitality, along with specially invited guests, all coming together to celebrate the opening. There was a lot of champagne drunk and oysters shucked that night, as our chef team can testify!
St Andrews is a highly seasonal destination, and the biggest lesson has been watching and responding to the demands this brings. We are more international during the peak summer months, with lots of golfers, and then we turn to a more domestic market in the off-season. Both come with their own special markers and moments. I will never tire of seeing golfers realise how close the hotel is to the iconic Old Course, or conversely, seeing guests enjoy a walk along West Sands beach before retiring to the bar. St Andrews truly has something for everyone.
Opening a new hotel in a destination as established as St Andrews comes with both opportunity and pressure – how have you worked to position Seaton House in the market while staying true to its identity?
We did a lot of work pre-opening on the storytelling and unique elements of Seaton House, and I think we’ve done a good job of keeping this alive. This is a very special refurbished property, bringing a locally loved landmark into the 21st century with a softly Scottish feel. I am very proud of how Seaton House sits within the local and Scottish landscape.
We have been fortunate to have a team of wonderful people join us over the last year, and we try to maintain a strong representation of local people within the team. Guests want to meet and engage with people who have great stories, and I love that we have a diverse mix throughout the team. It all brings the passion of Seaton House together in an authentic way.
Within six months of opening, we joined Small Luxury Hotels of the World, and this has been a strong and genuine partnership so far. Their unique portfolio – and the fact that we joined alongside our sister hotel, Dunluce Lodge in Portrush – is a testament to what makes both properties just that bit special.
Looking ahead to 2026, what plans or priorities are you most excited about from a sales and marketing perspective, whether that’s new markets, partnerships, or evolving guest expectations?
We will continue to build momentum with Small Luxury Hotels to promote to international leisure markets, and of course, golf tour operators remain an important part of the business mix in St Andrews. It will be key to see how the global environment impacts travel, but we do know that St Andrews is fortunate to have a strong and diverse business mix, with the University of St Andrews, the global home of golf, and leisure tourism all contributing.
In the spirit of International Women’s Day, how has your experience as a woman in a senior leadership role shaped your approach to team building, mentorship, and company culture?
I have been truly blessed in my career to work with some outstanding leaders. My current General Manager, Michael Davern, is something else. Apart from the natural Irish blarney and some of the very best stories I’ve heard, he has a background and reputation that are second to none. When I speak at our orientation for new employees, I tell them to soak up his experience, as they will most likely never work with someone again in their careers who has the CV he does – and he wears it lightly.
When I look at the central sales team at Valor Hospitality, there are so many incredible female leaders to look up to. It’s genuinely inspiring to see so many women in leadership roles across the UK division, including sales, HR, operations, and finance. Valor has strong workplace policies and is a company that does what it says it will do -it’s incredibly empowering.
Finally, for readers of Hotel Magazine who are early in their hospitality careers, what advice would you give to women aspiring to senior commercial or leadership roles in the industry?
Connect, reach out, and make yourself heard. Across the industry, the move to remote working can make it harder to connect and meet the people who will inspire you. Hospitality offers a wonderful platform to work and network in a way that many industries miss.
When I look back over my career, my next role was often influenced more by the people I wanted to work with than by the role itself. I have always wanted to work with awesome people who are at the top of their game.
I sit on the board of SITE Scotland alongside volunteers from across the incentive travel industry. It’s an all-female board, and it’s heartening to see younger colleagues at the start of their careers recognising the importance of networks and the impact they can have.