The upcoming Urban Living Festival will waive registration fees for pre‑approved owners, operators, investors and developers, inviting the whole hospitality and living ecosystem to attend on 16th February 2027 at Novotel London West.
This removal of the cost barrier means that participants who meet the pre‑approval criteria can join without having to allocate budget for entry, which historically limited attendance to larger organisations and gave smaller players a chance to be heard on an equal footing.
Organisers expect more than 175 speakers and over 1,500 participants from hotels, serviced apartments, build‑to‑rent, coliving, student housing, short‑term rentals, later‑life living, branded residences and flexible workspaces.
The speaker roster spans senior executives, technology innovators, policy influencers and academic researchers, ensuring that each sector is represented by voices that can speak to both strategic direction and operational detail.
The free‑ticket model is intended to democratise access to industry knowledge, networking and innovation, allowing anyone with a stake in urban living to join the conversation.
Service providers who wish to showcase solutions still have the option to sponsor or exhibit for a nominal fee, giving them a platform to reach a concentrated audience while keeping the core attendance free of charge.
New format aims for broader participation
Launched in 2021, the event has shifted from a conventional conference to an immersive festival, featuring multiple content streams such as debates, interviews and interactive discussions.
The change reflects the rapid convergence of hospitality and operational real‑estate, where traditional silos are breaking down and participants need a fluid environment to explore intersecting ideas.
Attendees will also find curated networking sessions, technology demonstrations, roundtables and investment insights, creating a setting where ideas move freely across sectors.
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The redesign encourages participants to explore topics beyond traditional sessions, blending education with experiential elements that showcase emerging trends.
Industry reach expands
The gathering brings together emerging entrepreneurs, independent landlords, institutional investors and global operating brands under one roof, offering unrestricted entry to thought leadership and the latest operational innovations.
This inclusive mix supports industry growth at a moment when collaboration, innovation and knowledge sharing are essential to handling market pressures and evolving consumer expectations.
Pawel Gawor, CEO of City Pop, said, “Our relationship with the Urban Living Festival has grown every year, and headline sponsorship is where that naturally leads. Our growth depends on finding the right buildings, the right partners to back them and the right clients to move in.”
City Pop’s headline sponsorship shows its commitment to the sector and will be reflected in branded experiences that align with the festival’s collaborative ethos.
Free attendance lowers the barrier for smaller players who might otherwise miss out, encouraging a more diverse dialogue that can accelerate adoption of new living models across markets. When knowledge spreads without cost, collaboration tends to increase, which can benefit the whole sector.
By enabling a broader set of voices to participate, the festival helps translate emerging concepts into actionable projects more quickly, shortening the time from idea to implementation.
Opportunities for sponsors and exhibitors
Removing registration fees is expected to boost visitor numbers, giving sponsors and exhibitors exposure to a larger, more engaged audience of qualified decision‑makers.
Benefits listed include higher footfall, stronger brand visibility, richer business conversations, more lead generation, and year‑round marketing through the Urban Living News platform and its sister publications.
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Year‑round exposure is amplified across Urban Living News, Boutique Hotel News, Serviced Apartment News and Short Term Rentalz, allowing partners to maintain momentum beyond the single‑day event.
Piers Brown, CEO of International Hospitality Media, explained, “The festival has always been about bringing together the people shaping the future of hospitality and living. I know how challenging market conditions are, so by making attendance no cost, with quality thought‑leading content driven by IHM’s editorial team, we’re removing barriers and creating a truly open platform where ideas, innovation and collaboration can thrive.”
His statement reinforces the ambition to build the industry’s most inclusive gathering, where open dialogue fuels both creative thinking and concrete business outcomes.
Registration and next steps
Complimentary attendee passes are now available, and companies interested in exhibiting or sponsoring can submit enquiries through the provided contact channels.
The event will run at Novotel London West on that day, positioning itself as a central hub for the fast‑evolving intersection of hospitality and real‑estate.
Novotel London West offers a suite of conference facilities, breakout rooms and a central London location that eases travel logistics for both domestic and international participants.
The festival promises lasting impact.
Outcomes from the day’s discussions, demos and networking will be compiled into a post‑event report and shared via Urban Living News, ensuring that insights continue to inform strategy throughout the year.
