Independent Hotel Show to weave ‘shaping tomorrow’ theme throughout event

The Independent Hotel Show has revealed the ‘shaping tomorrow’ theme of its 2026 edition will run throughout the event’s seminar programme, design installations and wider visitor experience.

Taking place at Olympia London on 5-6 October, the show will bring together hoteliers, designers, technology specialists and hospitality leaders to examine the ideas influencing the future of the sector.

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. 

David Todd, event director for the Independent Hotel Show, said: “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.

“We want the show to give hoteliers practical insight into what is changing, but also the confidence to shape that change on their own terms. Technology will play an important role in the future of hospitality, but the character, stories and people behind independent hotels will remain their greatest advantage.”

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.

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 will be designed by Design Command. Clare McDonald, creative director and founder of Design Command said: “Our Social Business Space interprets Shaping Tomorrow by bringing classic hospitality elements together in a fresh and contemporary way.

“The space has been designed as a welcome retreat from the busy exhibition hall, offering visitors a choice of places to network, meet, work or relax. Soft seating, sheer curtains and warm, layered lighting will create an intimate and comfortable atmosphere, encouraging guests to slow down and unwind.”

MB Design is designing the Hotel Business Stage. Founder and creative director Merav Bustan added: “Hospitality is increasingly about creating experiences people remember, not simply beautiful spaces. For us, shaping tomorrow means combining strong storytelling and emotion with flexibility, sustainability and commercial intelligence, creating something visually impactful without losing sight of how it is built, used and reused.” 

The Innovation Stage 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.