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THE M&E EVENT THAT SPEAKS HOME TRUTHS TO HOSPITALITY.
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š Monday March 9th, 2026
šĀ Imago Venues - Burleigh Court, Loughborough
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Speaking home truths to hospitality
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A brand new event for meetings and event professionals working in venues and hotels. A safe space to share your experiences, hear from experts, and embrace new ideas. Yes, it will push you out of your comfort zone - but , as we know, nothing grows there!
For too long M&E has been sidelined; overshadowed in hotels by beds and overlooked elsewhere due to misunderstanding. Decisions have relied on gut instinct and opinion rather than facts.
It's time to challenge old assumptions, uncover truths and debunk myths.
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Growth starts with the truth!
Truth rooms...
Understanding the Truth Room flow:
Sessions are centred around 3 tracksĀ āĀ People,Ā Strategy, andĀ TacticsĀ ā and follow a journey we call theĀ Truth Path. Each track proposes a "home truth"...Ā "it's not that, it's this"...Ā then follows the truth path for each session. They will challenge assumptions, reveal deeper insights, and offer practical tools you can take back to your business. No matter which trackĀ you follow, or if you want to mix between them, every session fits into this clear, structured truth path:
š§Ø Debunk =Ā That's a mythĀ
š” Reveal =Ā Here's the truth
š Reframe = Let's rethink it
š Do =Ā Here's how
Your people aren't leaving hospitality - they're leaving you.
DEBUNKItās not a labour shortage ā itās a leadership shortage. Theyāre not walking away from the industry, theyāre walking away from poor leadership, broken cultures, and empty promises.
The real reason why people stay? It's not their pay - it's their purpose.
REVEALYou canāt buy loyalty with a raise. Itās purpose, not pay, that keeps people proud, driven, and in your team.
Hosts, not staff: Redesigning roles around purpose and pride.
REFRAMEGreat hospitality isnāt delivered by clock-watchers ā itās created by empowered hosts. Stop filling gaps and start building meaning into the role.
Build your hospitality EVP: A mini-lab for creating careers worth having.
DOA job spec says āwhatā. An EVP says āwhyā. In this interactive session, youāll start crafting one worth staying for.
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2) STRATEGY...
"It's not a plan. It's a choice."
A "strategic plan" is just a list. Why most strategies aren't strategy.
DEBUNKTactics in a timeline arenāt strategy ā theyāre admin. Letās unpack what strategy really means and why it demands sharper thinking.
Play to win, not just to not lose.
REVEALToo many brands just try to survive the year. Real strategy means making bold, winning choices ā and backing them.
Forget loyalty. Build memory.
REFRAMELoyalty is rare. Memory is powerful. Weāll show why distinctiveness and emotion win in the long run.
Design your brand's "where to play/how to win".
DOUsing the Playing to Win framework, you'll define your most valuable battleground ā and how to dominate it.
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3) TACTICS...
"It's not revenue management. It's relationship management."
You don't yield your way to revenue. You create value first.
DEBUNKRevenue doesnāt come from fiddling with pricing. It comes from designing experiences guests are genuinely willing to pay for.
It's not UX, it's guest choreography.
REVEALGreat guest experience isnāt accidental ā itās staged. Weāll explore how to script, guide and elevate every moment.
Forget frictionless. Design for memorability.
REFRAMERemoving friction isn't enough. True growth comes from creating moments guests canāt forget ā and want to repeat.
Build your guest-first playbook.
DOThis session gives you practical tools to design and deliver experiences that serve both the guest and the business.
Event timetable...
(provisional...)
| Time | Truth Room - People | Truth Room - Strategy | Truth Room - Tactics |
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| 09:00 ā 09:30 | Arrival & Registration | ||
| 09:30 ā 10:15 | Opening Keynote: Speaking Home Truths to Hospitality Main Conference Room |
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| 10:30 ā 11:15 | š§Ø Debunk: Stop blaming Brexit for recruitment issues |
š§Ø Debunk: A plan isn't a strategy ā play to win |
š§Ø Debunk: Yielding isnāt revenue ā value is |
| 11:30 ā 12:15 | š” Reveal: Purpose beats perks ā making hospitality desirable |
š” Reveal: Real strategy is sacrifice ā what will you say no to? |
š” Reveal: Map the guest journey ā friction isnāt service |
| 12:15 ā 13:15 | š½ Lunch & Networking Carney & Scotts Bar |
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| 13:15 ā 14:00 | š Reframe: From staff to hosts ā culture that connects |
š Reframe: Memory over awareness ā brand as experience |
š Reframe: Design for emotion, not efficiency |
| 14:15 ā 15:00 | š Do: Build your EVP ā not just another job post |
š Do: Create your āPlay to Winā map |
š Do: Toolkit: Guest-first, revenue-smart |
| 15:15 ā 16:00 | Closing Session: What Truths Will You Take Home? | ||
| 16:00 ā 17:00 | š· Truth Lounge & Drinks Reception Carney & Scott's Bar |
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| 19:30 ā 20:30 | š Pizza and wine Fifty The Street (sustainable restaurant) |
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Imago Venues - Burleigh Court
Address: Burleigh Court,
Off Ashby Road (A512),
Loughborough University (West Park),
Loughborough, Leicestershire,
LE11 3GR
What 3 words: ///singer.gives.event
Parking is free but you must enter your registration on the tablet in Reception to avoid unnecessary charges.
The multi-award-winning Imago Venues is the leading conference venue brand in the East Midlands and one of the country's premier independent hospitality brands. Burleigh Court is their flagship 4-star conference venue and hotel which hosts over 55,000 delegates from around the world every year, from small training events and business meetings, 300 capacity annual conferences, elite sport preparation camps, and everything in between! Accommodation is via 185 stylish en-suite bedrooms guaranteeing a great nightās sleep to leave you fully prepared for the day ahead.
The venue has just undergone a massive Ā£4.7m refurbishment which has seen the addition of the wonderful Fifty The Street - a sustainable, plant-forward restaurant where half the menu celebrates plants over animal protein. Their "plant-powered" concept offers delicious, nutritious meals for meat-free diets while supporting sustainability through food waste initiatives. You can also enjoy award-winning cocktails made by up-cycling food waste.
Explore the Venue
Directions:
Use the postcode LE11 3GR or type 'Holywell Way, Loughborough' into your sat nav. Leave junction 23 of the M1, taking the A512 Ashby Road towards Loughborough...
Loughborough station is 3 miles away, 10 minutes by taxi. Direct trains run from London St Pancras. Journey time is between 75-85 minutes.
The University shuttle bus runs frequently between campus and the train station. Kinchbus also runs services in the evening during term time.
Burleigh Court is just 8 miles from East Midlands Airport and 38 miles from Birmingham International Airport.
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