Hospitality leaders from across the UK will gather in Manchester later this month for a major industry conference aimed at tackling the challenges and opportunities facing the sector.
The Great Art of Hospitality Conference will take place on February 26 at the Treehouse Hotel, Manchester, bringing together operators, entrepreneurs, investors and sector champions for a full day of debate, insight and collaboration.
Hosted by Hospitality Hero and Downtown in Business, the event marks the first time the two organisations have collaborated on stage. Organisers say the conference comes at a pivotal moment for the industry, with recruitment shortages, rising costs, squeezed margins and shifting consumer behaviour continuing to test businesses across the country.
At the heart of the day will be a keynote session from Brendon and Jason Manders, founders of the fast growing Lumberjaxe Food Company, who will share their journey from start up to national success.
The brothers rose to prominence after appearing on Dragon’s Den and have since built Lumberjaxe into a thriving food brand known for its bold flavours and distinctive identity. Their session, The Story of Lumberjaxe, is expected to be one of the highlights of the conference, offering practical insight into brand building, resilience and scaling a hospitality business in a competitive marketplace.
Hospitality Hero founder Steven Hesketh said the event is designed to confront industry challenges while celebrating the creativity and impact of hospitality.
“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 owns the Townhouse Hotel in Chester and Hotel Wrexham in North Wales, said the conference is intended to be both practical and purposeful.
“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.”
Alongside the Lumberjaxe founders, the full day programme will feature keynote talks and panel discussions spanning hospitality, culture, sport and the wider visitor economy.
Confirmed speakers include Jamie Christon, CEO of Chester Zoo; Louise Stewart, CEO of Chester Race Company; Victoria Braddock from Marketing Manchester; and Thomas Hetherington from Leading Light.
Sessions will explore the role of hospitality in placemaking, the power of sport and culture in driving visitor economies, and the realities of scaling independent businesses in a challenging climate.
Mr Hesketh said the event is aimed at people at every stage of their hospitality journey.
“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
