Senior figures from across the UK hospitality industry will convene in Manchester this month for a major conference focused on the future direction of the sector.
The Great Art of Hospitality Conference is scheduled for 26 February at the Treehouse Hotel in Manchester, bringing together business owners, investors, operators and advocates for a day of discussion and knowledge sharing.
Organised by Hospitality Hero in partnership with Downtown in Business, the event represents the first joint on-stage collaboration between the two organisations. It takes place at a time when the sector continues to face labour shortages, rising operating costs, reduced margins and changing customer expectations.
A keynote session will be delivered by Brendon and Jason Manders, founders of the rapidly expanding Lumberjaxe Food Company, who will outline their growth journey from a start-up to a recognised national brand.
The brothers gained wider recognition following their appearance on Dragon’s Den and have since developed Lumberjaxe into a distinctive food business known for its strong brand identity. Their presentation, The Story of Lumberjaxe, will focus on scaling a hospitality concept and maintaining resilience in a competitive market.
Hospitality Hero founder Steven Hesketh said the conference aims to address current pressures while highlighting the sector’s wider value.
“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, owner of the Townhouse Hotel in Chester and Hotel Wrexham in North Wales, said the programme is intended to deliver practical outcomes as well as sector 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 agenda includes keynote addresses and panel sessions covering hospitality, sport, culture and the visitor economy.
Speakers confirmed for the event include Jamie Christon, CEO of Chester Zoo; Louise Stewart, CEO of Chester Race Company; Victoria Braddock of Marketing Manchester; and Thomas Hetherington of Leading Light.
Discussions will consider the contribution of hospitality to placemaking, the influence of sport and culture on tourism and the challenges of growing independent businesses.
Mr Hesketh said the conference is open to professionals at all stages of their careers.
“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
