The theme will explore how independent and boutique hotels can respond to technological change, evolving guest expectations and new commercial pressures, while protecting the individuality, creativity and human connection that set the sector apart. ‘Shaping Tomorrow’ will run throughout the show’s seminar programme, design installations and wider visitor experience, bringing together hoteliers, designers, technology specialists and hospitality leaders to examine the ideas influencing the future of the sector.
David Todd, Event Director for the Independent Hotel Show, comments: “Independent hotels have always helped shape the future of hospitality. Their agility, creativity and close connection with guests give them the freedom to test ideas and create experiences that larger, more standardised businesses cannot easily replicate. ‘Shaping Tomorrow’ is about celebrating that strength while addressing the major changes affecting the sector, from AI and automation to evolving definitions of luxury, wellbeing, sustainability and the continued importance of attracting and developing great people.”
This balance between innovation and individuality will be explored across the show’s content programme. Speakers will consider how technology can remove repetitive work, strengthen decision-making and help independent hotels compete on a larger stage without replacing the personal service at the heart of hospitality.
Alison Battisby, Founder of Avocado Social, says: “AI and automation can take the admin and guesswork off a hotelier’s plate, but the personality behind a property is still the reason someone chooses to stay there. That’s what excites me most: technology doing the heavy lifting so hoteliers can focus on the experience only they can offer.”
Josh Chadwick, General Manager of The Tawny, highlights the ability of independent hotels to lead change: “What excites me most about independent hotels is our ability to be agile. We can test new ideas, respond quickly and innovate without some of the layers and constraints that can come with larger corporate structures.”
The theme will also be brought to life through the physical spaces at the show, with leading hospitality designers creating distinctive environments for learning, networking and conversation.
The Social Business Space, in partnership with Zennio, will be designed by Design Command, while the Hotel Business Stage, in partnership with eviivo, will be designed by MB Design. The Innovation Stage, in partnership with Agilysys, will be designed by Obradov Studio, while TUNTU will create the Members Suite.
Together, the spaces will demonstrate how thoughtful design can support human connection, commercial requirements and memorable hospitality experiences.
Robert Richardson, Chief Executive of the Institute of Hospitality, says the independent sector’s ability to evolve without sacrificing its character will be central to its future success. “What excites me most is the independent hotel sector’s ability to adapt without losing the individuality that makes it special. Technology and AI will undoubtedly continue to change how we operate, but hospitality will always be built around human connection, experience and a sense of belonging. Independent hotels are particularly well placed to combine innovation with personality, creating experiences that cannot simply be replicated by an algorithm or standardised at scale.”
The Independent Hotel Show will bring the sector together at Olympia London on 5–6 October 2026. To find out more and register for your free trade ticket, please visit their website.
The Institute will be exhibiting on Stand 2319, so if you are at the show, why not pop along and say hello to the team.
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