In hospitality, learning often happens organically and instinctively, shaped by everyday moments. For Moira Laird, our People & Culture Director in UK & Europe, it began close to home, working at a local golf club where the fundamentals of service quickly took root.

“My first role was at a local golf club, and it taught me early on that great service is about planning ahead and anticipating what people need before they even ask. That mindset has stayed with me ever since.”

It’s a lesson that sits at the heart of hospitality: awareness, intuition and the ability to read a moment before it unfolds.

Shaped by People and Place

Over time, that early foundation has been strengthened by experience across the UK, Europe and the US. Each place brings its own rhythm, its own expectations and its own way of connecting with guests. Yet it is the culture of South Africa that has left a particularly lasting impression.

“There’s something incredibly powerful about the sense of community in South Africa. It changes how you think about leadership; it becomes less about directing, and more about connecting and contributing.”

One of the most defining influences on Moira’s leadership hasn’t been a place, but a business. Valor itself has played a key role in shaping how Moira leads today, embedding a culture that is both people-focused and purpose-driven.

Staying Local, Thinking Bigger

A connection to people and place naturally informs Moira’s interpretation of our Whole World of Local ethos.

“To me, it’s about being part of a community. For our hotels, it’s not just about where they are, but how attuned they are to their place and history, and how that is reflected today.”

At Valor, that connection shows up in meaningful ways, from the products we serve, to the charities we support, to the time spent volunteering and collaborating with other local businesses.

“It’s about working in partnership, for the greater good and not just your own business. And ultimately, being known and recognised for doing it well.”

When asked to describe Valor in three words, the answer is simple: strong, ambitious, kind, which neatly sums up the balance of drive and humanity that guides the Valor team.

Details Make It Feel Real

Even with global experience, there are still places that continue to inspire Moira. One city that never loses its appeal is Edinburgh, with its unmistakable character and sense of identity. For Moira, what truly makes a place feel local isn’t the design or the décor, it’s the people.

“The ‘folk’ are what bring aplace to life and give it its authenticity.”

That same instinct carries into how Moira experiences hospitality. A memorable moment in Dubrovnik stands out, not for one single element, but for the seamless combination of setting, food and service that come together perfectly.

And when stepping into any hotel, the first impression is immediate and instinctive.

“It’s the feel, the culture.You can sense it straight away.”

A Simple Truth at the Heart of It All

After years in the industry, for Moira hospitality can still be captured in a single word: genuine.

“The best advice I ever received was to treat people as individuals, as if they were in your own home.”

In the end, beyond standards, strategy or scale, it’s personal connection that matters most. Thoughtful, human and real; that defines what hospitality truly means to Valor.

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