Blog: Reflections from the Annual Hospitality Conference 2025: AI, Authenticity and the Future of Hospitality
In his latest blog, Associate Architect Dan Postill reflects on his experiences at the Annual Hospitality Conference 2025 in Manchester – an event that brought together developers, operators, investors and designers to explore the evolving landscape of the UK hospitality sector.
The conference painted a fascinating picture of an industry adapting at pace, shaped by technology, changing consumer expectations, and the ever-present drive to deliver memorable experiences.
Economic Realities: Pressure Meets Potential
The conference opened with a deep dive into the economic backdrop. It’s no secret that hospitality continues to navigate high interest repayments, rising costs and slow growth. Yet, amidst these headwinds, the message was one of cautious optimism.
HSBC’s outlook positioned the UK as the fastest-growing economy in the G7, with travel and experience-driven spending showing no signs of slowing. Interestingly, AI is already playing a role in how people plan their trips, half of 18–34-year-olds now use AI tools to search for holiday ideas.
For us as architect and interior designers, this signals a shift: the guest journey starts far earlier than the check-in desk, and digital storytelling, branding and design cohesion are becoming ever more critical in attracting and retaining customers.
AI: From Novelty to Necessity
AI dominated much of the conversation. The sector is moving beyond simple automation toward what’s being called “agentic AI”: systems that can plan, delegate and execute complex workflows with minimal human input.
But rather than replacing people, the key takeaway was to view AI as a collaborator. In hospitality, that might mean smarter forecasting, better pricing strategies, or more personalised guest communication.
As an architect, I found myself thinking about how AI could streamline our own workflows — from early design analysis to managing building operations post-completion. The technology is evolving fast, but those who harness it thoughtfully will be the ones who gain real advantage.
Experiences Over Goods: The Power of Place
One recurring theme was that people continue to value experiences over possessions. The rise of “branded blended residential” developments, where hospitality, living, and lifestyle brands merge, reflects a growing appetite for places that connect community, culture and comfort.
As one speaker put it:
“It’s not about the menu or the wine list, it’s about the license and the lease, the full story of the restaurateur.”
This really resonated. At Bowman Riley, we see how design can tell that “full story”, from the layout of a boutique hotel lobby that doubles as a co-working space, to how a restaurant’s interiors express its local roots. The physical environment remains a key player in curating authentic experiences.
Manchester’s F&B Trail
A highlight of the conference was the F&B Safari, led by the ever-energetic Thom Hetherington, which showcased some of Manchester’s most exciting food and beverage venues including Fenix, Live at Louis, Exhibition, Gooey, and the new Treehouse Hotel.
Each stop embodied the city’s creativity and commitment to values-driven hospitality. Sustainability wasn’t just talked about, it was being delivered. Local sourcing, waste reduction, and “walking the walk” on environmental impact were evident throughout.
Many of these venues are now listed in the Michelin Guide, reinforcing that excellence and ethics can (and should) go hand in hand.
Development and Regional Growth: Manchester Leads the Way
It’s no surprise that Manchester continues to position itself as a model of regeneration and investment. Areas like Spinningfields, St John’s, and MediaCity exemplify the city’s ambition to blend business, culture and living in a cohesive, sustainable way.
One fascinating statistic stood out, around 50% of students who study in Manchester choose to stay after graduation. This retention of talent fuels the local economy and ensures that the city’s hospitality and design industries remain vibrant and forward-thinking.
The Shifting Shape of Hospitality Assets
Later sessions looked at how operators are rethinking ownership and asset strategies. Many are now choosing to retain rather than sell, seeing long-term growth in owning and managing their hotel portfolios.
There’s also a clear rise in “pubs with rooms”, as highlighted by Greene King, which now operates 126 hotels and continues to see strong performance from this model. Similarly, serviced apartments and hybrid hostels are offering flexible, efficient alternatives that make the most of space and yield.
The overarching trend? Sweat the assets – design them to work harder, adapt faster, and engage deeper with guests.
Independent Thinking: Lessons for Boutique Hospitality
While the mood at AHC was optimistic, the takeaway for independent operators was clear: success lies in efficiency, differentiation and local connection.
Operational efficiency: reduce waste, optimise staffing and energy use.
Differentiation: use design, F&B and storytelling to stand apart.
Local integration: source locally, collaborate with artisans, and create a true sense of place.
Reports shared at the event show that the UK boutique hotel market is set to grow by 7.5% through 2030, outpacing the wider sector. That’s a clear opportunity for independents and developers who invest in distinctive, design-led experiences.
Looking Ahead
Leaving the Annual Hospitality Conference 2025, I felt encouraged by the creativity and resilience across our industry. Hospitality remains one of the most people-centric sectors — and design plays a pivotal role in shaping the experiences, efficiencies and environments that keep it thriving.
At Bowman Riley, we’re continuing to explore how architecture and interior design can blend hospitality, living and community in new and meaningful ways from boutique hotels to mixed-use urban destinations.
People seek places that make them feel connected, inspired and at home. Designing for that human experience will always be at the heart of great hospitality.