Last October in London, the conversation was alive with predictions. Operators needed to double down on brand. People would always be the competitive edge. Design had to go deeper than shiny amenities. Fast forward to today, and those predictions are no longer theory. They are the reality shaping the market.
Brand as survival strategy
In 2024, the advice was clear: brand would make or break an operator. In 2025, it is already happening. Search has changed. AI-driven results reward clarity and authenticity, which means smaller independents with a strong voice are finally competing head-to-head with the big names. Operators who hide behind generic branding are disappearing from view.
Community managers under pressure
A year ago we raised the alarm on burnout. This year it is sharper. Salaries have barely shifted while the role has expanded into marketing, event curation, hospitality and data tracking all at once. Many CMs are juggling responsibilities that used to be spread across teams. The smarter operators are recognising that investing in training, progression and flexibility is not a perk but a necessity. Losing good people is costing more than keeping them.
Amenities vs. experience
The industry’s obsession with bells and whistles has hit a turning point. The “flight to experience” is real, but customers are becoming more discerning. Flashy add-ons are not enough. Members want reliable basics, seamless tech, genuine hospitality and communities that feel alive every day of the week. Operators that treat experience as substance rather than spectacle are winning trust and higher retention.
Design with meaning
Last year we heard about “personality-rich design.” Now it has teeth. With costs climbing and sustainability in the spotlight, disposable fit-outs are looking reckless. The winners are investing in durable, locally sourced, neighbourhood-informed design. Spaces that carry a sense of place feel more authentic and attract longer-term loyalty.
Landlords wake up
Perhaps the biggest shift of all: landlords are no longer treating flex as a side experiment. Partnerships are deeper. Revenue sharing, flexible lease structures and mixed-use planning are becoming standard practice. Landlords have realised that without collaboration, their buildings risk being empty. With it, they can unlock new forms of value.
When we come together in London this October, the question will not just be where the market is heading. It will be who has adapted quickly enough to stay in it.
8 & 9 October
Convene, 22 Bishopshate
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