Leaders from across the UK’s hospitality sector will meet in Manchester later this month for a national conference examining the industry’s current pressures and future prospects.
The Great Art of Hospitality Conference will take place on 26 February at the Treehouse Hotel, bringing together entrepreneurs, operators, investors and sector advocates for a full-day programme.
The event is jointly hosted by Hospitality Hero and Downtown in Business, marking the first time the organisations have collaborated on a live platform. It comes at a point when businesses continue to navigate workforce shortages, increased costs and evolving consumer expectations.
A keynote presentation from Brendon and Jason Manders, founders of the growing Lumberjaxe Food Company, will outline their development from an early-stage venture to an established brand.
After gaining national attention on Dragon’s Den, the Manders brothers expanded Lumberjaxe into a recognised food concept with a strong identity. Their session will focus on brand development, operational growth and adapting to a competitive environment.
Hospitality Hero founder Steven Hesketh said the conference is intended to recognise both the difficulties and the strengths of the sector.
“Hospitality is at a crossroads,” he said. “We’re battling recruitment challenges, rising costs, squeezed margins and changing consumer behaviour, while still fighting for the recognition the industry deserves. And yet hospitality remains one of the best industries in the world for creativity, people development, confidence building and community.
“The Art of Hospitality exists to fight for that truth loudly.”
Mr Hesketh, who operates the Townhouse Hotel in Chester and Hotel Wrexham in North Wales, said the event is designed to deliver practical value as well as industry advocacy.
“This is a conference, but it’s also a statement,” he said. “It says hospitality deserves respect, investment and leadership. The people behind it deserve celebration and support. If we want the industry to be better, we have to stop waiting for someone else to fix it and start building it together.
“If you’ve ever said hospitality needs to change, this is where you show up and be part of it.”
The programme will also feature panel discussions on placemaking, the role of sport and culture in the visitor economy and strategies for scaling independent hospitality businesses.
Confirmed speakers include Jamie Christon of Chester Zoo, Louise Stewart of Chester Race Company, Victoria Braddock from Marketing Manchester and Thomas Hetherington of Leading Light.
Mr Hesketh said the event is intended for individuals at all levels within the industry and its supply chain.
“If you’re just starting out and trying to find your place in hospitality, this event is for you,” he said. “If you run a business and you’re trying to grow it, protect your culture, recruit better or simply stay excited, this is for you.
“If you’re a supplier, stakeholder or someone who relies on the visitor economy, you need to be in this room. And if you’re simply passionate about the future of hospitality and want to be around people who care as much as you do, you’ll find your people here.
“This isn’t about pretending everything is perfect. It’s about building something better together.”
Conference agenda highlights
9:00am – Registration and networking
10:00am – Welcome: setting the tone for the day
10:10am – Beyond the Bar: The Role of Hospitality in City Placemaking
10:45am – The Story of Lumberjaxe
11:15am – Coffee break
11:35am – Industry and Economic Outlook session
12:30pm – Lunch
1:30pm – Independent Spirit: Scaling Indie Hospitality
2:15pm – The Power of Sport, Culture and Creativity in Visitor Economies
3:00pm – Closing remarks
Bookable via the following link: Buy tickets – The Great Art of Hospitality Conference 2026
