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New research from CGA by NIQ, commissioned by Montgomery Group, revealing key insights shaping the mindset of senior multi-site hospitality leaders shows they are perhaps surprisingly optimistic on the sector’s overall outlook for the year ahead, despite the continuation of significant financial challenges, risk of failure, high inflation, and increased costs. 

The organisers behind HRC part of Food Drink & Hospitality Week conducted the research ahead of the recent Hospitality Tech360 show.  Over half, who included CEOs and CFOs from the UK’s leading multi-site hospitality operators, said overall they feel fairly optimistic or optimistic about the hospitality industry’s prospects over the next 12 months, while around a third (30%) expressed pessimism about the wider market. However, respondents were much more positive when it comes to their own business with only 1 in 20 being pessimistic about the prospects for this over the next 12 months. 1 in 3 are very optimistic and 3 in 4 are very or fairly optimistic. 

“These results really highlight how resilient hospitality leaders are. They’re well aware of the challenges facing the industry, but there’s still a strong sense of confidence in their ability to adapt, innovate, and keep moving forward,” says Jo Farish, HRC Event Manager at Montgomery Group. “For us as event organisers, it’s a great reminder that everything we do, from our content to our experiences, needs to balance that optimism with the realism shaping today’s operators and tailor our programmes accordingly. 

“It’s also clear from our research that events continue to play a crucial role in helping leaders benchmark, exchange ideas and stay relevant in an ever-changing market,” added Farish: “That’s why it’s so important that we continue to deliver content that informs, inspires and connects at the highest level.” 

Almost nine in ten (87%) senior hospitality leaders attended at least one industry event in the past year, with conferences and networking events ranking as the most popular formats. Trade shows and large-scale exhibitions remain well-attended, particularly among CEOs, 100% of whom reported attending both tradeshows and conferences. 

When asked why they attend, two-thirds (66%) cited the chance to connect with peers and stay informed on emerging market trends as their top motivations, followed closely by the opportunity to learn from other businesses (59%) and discover new suppliers and innovations (59%). 

Nearly all respondents (95%) agreed that attending events contributes to personal development, with 38% strongly agreeing. None disagreed, underscoring how events are viewed as essential learning environments. 

While 80% agree that events are productive for their business, the research suggests they deliver even stronger value at a personal level. In line with this, 82% of those interviewed actively encourage their teams to attend events, recognising that individual growth feeds directly into organisational success. 

When asked what types of experiences they find most valuable, senior executives ranked masterclasses on future-facing topics such as AI, sustainability and people management as top priorities. Customer experience emerged as the top growth priority, selected by three in four CFOs. 

Technology is viewed as an enabler of efficiency and insight, particularly in customer experience, market intelligence and staff training, though seen as less critical for creative development such as new menu design or brand building. 

These insights underline the need for event organisers to provide strategic, content-rich experiences that combine thought leadership, innovation and practical takeaways. 

“Hospitality leaders clearly want to engage with forward-thinking, expert-led content that helps them navigate the future from AI to sustainability to evolving consumer expectations,” concludes Farish. “At Montgomery Group, our events are designed to meet those needs head-on, ensuring attendees leave not just connected, but equipped for the challenges ahead.”  Download a more detailed brochure on the research here.