For legacy hospitality brands, the pressure to evolve can feel like a threat to everything built so far. But staying relevant does not mean losing who you are. It means expressing that identity in a way that resonates today.

At our recent webinar, Jenni Benzaquen, a luxury business advisor and former Global Brand Leader at Marriott, shared how Ritz-Carlton leaned into bold creative decisions and unexpected collaborations to meet a younger audience where they already are. Their move into TikTok wasn’t a gimmick. It was a deliberate act of evolution. And it worked.

“We couldn’t rely on legacy to define future perception. We had to think boldly and show up differently – and authentically.”

Aman’s expansion through Janu, and Fora Travel’s culture-savvy storytelling, were also called out as smart, authentic moves. The takeaway was clear. Cultural fluency is not about jumping on trends. It’s about understanding what matters to your audience, and finding your way of joining that conversation.

“Being iconic is one thing, but staying iconic requires evolution.“

At Hue & Cry, we believe brand heritage is not a straightjacket, it’s your superpower. If you are clear on your brand DNA, you can evolve with intention and confidence. You don’t have to trade heritage for relevance. But you do have to participate in the cultural moment – on your own terms.