Urban Living Festival 2025: Key takeaways for hospitality

UK: Around 300 professionals from across the living, hospitality and flex workspace sectors attended the 2025 Urban Living Festival in London this week.

Day one event kicked off with ‘Unlock the Neighbourhood’ tours, visiting Outernet, one of the UK’s best-attended visitor attractions; Chateau Denmark, a 44-room hotel set over 15 townhouses; and flex workspace provider x+why’s new Bedford Square property, topped off with drinks and pizza.

Day two saw a full day’s agenda at Mary Ward House in Bloomsbury, divided into a morning of plenary sessions covering macro trends followed by afternoon breakouts of asset class-specific panels, presentations and roundtables.

Across four hospitality sessions, speakers shared insights on the economics of branded residences, the challenges and opportunities of scaling lifestyle brands, European demand trends, and how sustainability is shaping business travel.

The economics of branded residences: sales versus service

Moderator Peter Sugden (Clyde & Co) was joined by Marine Duchesne (Ennismore), Ed Blake (Clivedale London) and Stefano Saporetti (Aston Martin). 

Speakers noted that strong brand recognition and hospitality partnerships can drive faster sales and premium pricing. They also highlighted the need for ongoing, high-quality management after completion to maintain the brand promise and protect resale values.

Location strategy was seen as critical, with opportunities for both ultra-luxury and well-managed mid-scale projects. In the UK, Cornwall and Edinburgh were referenced as potential growth markets. 

Scaling lifestyle brands

In this roundtable discussion moderated by IHM’s editor – hospitality Eloise Hanson, speakers included Alexander Goad (The July) and Lauren Okada-Young (Brookfield). 

Participants stressed the importance of disciplined financial planning and clear growth forecasting, noting that the right capital structure influences how quickly a brand can scale. Unique guest experiences and strong ancillary revenue streams were identified as key differentiators.

It was agreed that investment decisions should balance profitability with long-term asset strategy, considering factors such as RevPAR and whether owning or leasing properties best supports sustainable growth. Emerging, well-connected neighbourhoods in major European cities were highlighted as prime opportunities for expansion.

Hospitality demand trends 

Ryan Bains (STR) delivered a presentation on industry performance with the data showing steady growth despite economic headwinds and geopolitical uncertainty.

Year to date, Europe has recorded a slight rise in room sales and global average daily rates continue to edge upward. North America reflects a mixed picture, with modest US gains and stronger growth in Canada.

Segment performance is also diverging, with luxury properties outperforming and economy hotels under pressure. Travel patterns are shifting as more Americans head overseas, contributing to a small drop in inbound US arrivals. Mid-week demand is most resilient. 

Sustainability in business travel

The final panel, moderated by Matthew Parsons (Etude Agency), brought together Dimitrios Buhalis (Bournemouth University), Jessica Matthias (sustainability advisor), and Ufi Ibrahim (Energy & Environment Alliance).

Panelists highlighted the tension between ambitious ESG goals and uneven government policies, though data emerged a central theme. Investors and corporate clients increasingly expect reliable, auditable metrics on energy, water, and waste. Practical steps include developing an ESG receipt for hotel stays.

The conversation stressed close collaboration with corporate travel buyers to align reporting standards and demonstrate measurable progress toward sustainability targets.

To read more ULF highlights, click here. 

Thank you to our hospitality sponsor Urban Rest, and our wider event sponsors Airbnb, Bidwells, Clyde & Co, Dreamdesk, Keystone Law, STR, and TLJ Access Control; as well as our supporting partners The ARL, ASAP, Bournemouth University, Coliving Ventures, The Class Foundation, FlexSA and Touchstay.

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