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The Independent Hotel Show, in partnership with James Hallam Insurance Brokers, has announced ‘Shaping Tomorrow’ as the theme of its 2026 edition, taking place at Olympia London on 5–6 October.  

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.  

“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.”  

Innovation without losing individuality  

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: “What I like about Shaping Tomorrow as a theme is that it doesn’t pit innovation against character, and that’s exactly where the opportunity sits for independent hotels.  

“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, commenting: “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. That gives independent hotels a real opportunity to experiment, lead the way and, ultimately, shape the future of hospitality.”  

Future-facing design  

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. Clare McDonald, Creative Director & Founder of Design Command says: “Our Social Business Space interprets Shaping Tomorrow by bringing classic hospitality elements together in a fresh and contemporary way.  

“A calming palette of blues, greens, natural woods and earthy neutrals is layered with a textured tapestry mural and our team’s handmade artwork to create warmth, character and individuality. We always encourage clients to bring their own stories, references and creative ideas into a project.  

“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.”  

Merav Bustan, Founder & Creative Director of MB Design, designing the Hotel Business Stage, in partnership with eviivo, adds: “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, 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,” he says. “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, visit independenthotelshow.co.uk.