The organisers of Hotelympia confirmed this morning that the trade show will operate under a new name and run for three days rather than four from 2020.
They plan to “fully rebrand” the exhibition to the ‘Hotel, Restaurant and Catering Show’ (HRC) in a move that they said returns it to its original, heritage-rich 1935 identity.
The move is also designed to lend greater clarity to the event’s offer and further reinforce its relevance to the entire hospitality and foodservice sector.
The rebranding comes in the wake of changes to this year’s show, which sees the floor divided into five distinct areas: The Foodservice Show, The Professional Kitchen Show, Interiors and Tableware Show, Hospitality Tech Show and Café Commerce.
These areas will continue as key pillars of the revitalised HRC proposition, sitting alongside chef competition, International Salon Culinaire.
Additionally, organisers Fresh Montgomery said they are committing £150,000 to create what they claim is the UK’s first hospitality and foodservice hosted buyer programme, offering 500 delegates complimentary travel to, and accommodation at, the venue, with a bespoke business matching tool ensuring a full agenda of exclusive one-on-one meetings and networking events with top-level buying personnel.
Suppliers will have the chance to nominate key buyers ahead of time, ensuring they get their products and services in front of those with high levels of purchasing authority, they said.
HRC portfolio director, Ross Carter, said: “Ever since the new organising team took on the task of revitalising the industry’s biggest showpiece event, we have been in constant conversation with key associations, exhibitors and visitors, in a move to refine the content and formats, all for the benefit of our vibrant and exciting industry.
“I’m confident that with the changes we have made to contemporise and focus our offering – putting the opportunity to connect and do serious business front of mind – we have created a not just market-leading, but market-defining experience. The event has never lost sight of its long and illustrious heritage, but will now evolve to help meet the unique challenges and opportunities of today.”
Mr Carter said that the 2020 exhibition will benefit from better access, as the opening of The Elizabeth Line will make it possible to get to the ExCeL from central London in 10 minutes.