The Urban Living Festival will take place on 16 February 2027 at Novotel London West, and the organizers have announced that admission will be free for pre‑approved owners, operators, investors and developers. The choice of a centrally located venue in London is intended to make travel logistics simpler for both domestic and international participants, reinforcing the event’s inclusive ambition.
Free entry removes financial barrier
The new policy eliminates registration fees, allowing anyone with a professional interest in urban living to attend. Service providers may still sponsor, exhibit or join for a nominal charge. That modest fee structure is designed to keep the barrier low while still covering essential costs for booths and demonstration spaces.
Organizers say the move is intended to democratise access to industry knowledge, networking and innovation. By removing cost, the event hopes to attract a broader cross‑section of the hospitality and real‑estate ecosystem. This openness encourages participants from different disciplines to share insights that would otherwise remain siloed within individual sectors.
Festival format expands collaboration
Since its launch in 2021, the gathering has grown, and the 2027 edition will feature more than 175 thought‑leading speakers and over 1,500 participants from hotels, serviced apartments, build‑to‑rent, co‑living, student housing, short‑term rentals, later‑life living, branded residences and flexible workspaces. The evolution of the format mirrors the rapid convergence of hospitality and operational real estate, creating a fertile ground for practical business opportunities.
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Rather than a conventional conference, the schedule includes multiple content streams such as debates, interviews, interactive discussions, curated networking experiences, innovation showcases, technology demonstrations, roundtables and investment insights. The aim is to create an immersive festival where ideas can be exchanged freely across sectors. Attendees will see live demonstrations of smart‑room sensors, AI‑driven revenue management tools and contactless guest services that illustrate where technology is heading.
Attendees will encounter a mix of established brands and emerging entrepreneurs, offering a chance for unexpected collaborations. The format reflects the rapid convergence of hospitality and operational real estate, encouraging practical business opportunities. Such spontaneous partnerships have already sparked joint venture concepts that blend co‑living concepts with boutique hotel operations.
Sponsorship and partner advantages
With registration fees removed, organizers expect a significant rise in footfall, giving sponsors and exhibitors access to a larger, more engaged audience of qualified decision‑makers. Benefits listed include increased brand visibility, more qualified conversations, greater lead generation and enhanced thought‑leadership platforms. Direct engagement sessions are scheduled throughout the day, allowing partners to meet investors, landlords, developers and operators in focused settings.
Partners will also gain year‑round exposure through the Urban Living News media network and its sister publications, which cover boutique hotels, serviced apartments and short‑term rentals. This extended reach is intended to amplify the value of participation beyond the single‑day event. The sister titles—Boutique Hotel News, Serviced Apartment News and Short Term Rentalz—provide additional editorial space and digital newsletters that keep sponsors in front of the audience long after the festival concludes.
Headline sponsor and leadership comments
Flexible‑living brand City Pop has secured headline sponsorship for the 2027 and 2028 festivals. 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. The festival brings all three together, and we intend to keep showing up for this community.” City Pop’s involvement shows its commitment to shaping the flexible‑living market through high‑visibility platforms.
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Piers Brown, CEO of International Hospitality Media, which produces the festival, explained, “Urban Living 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. Our ambition is simple: to build the industry’s most inclusive gathering and create even greater value for everyone who attends, exhibits and sponsors.” The statement reflects a broader industry need for inclusive venues that can sustain momentum despite economic headwinds.
The free‑pass model could level the playing field for smaller operators who previously could not justify travel expenses. In practice, it means that a boutique hotel manager from a regional market can sit beside a global investment firm’s director, sharing insights that might otherwise stay siloed. This direct contact helps regional players access capital networks that were previously out of reach.
Registration for complimentary attendee passes and inquiries about sponsorship or exhibition space are now open. Interested parties can sign up through the official event portal.
Media and speaker requests should be directed to George Sell, editor of Urban Living News, or Eloise Hanson, editor of Boutique Hotel News and Serviced Apartment News. Sponsorship and exhibitor discussions can be addressed to Katie Houghton, VP of commercial partnerships, or Rachael Nolan, head of growth at Short Term Rentalz.
