Hotelympia show, which is taking place this week at Excel London, is to rebrand as the Hotel, Restaurant and Catering show (HRC) in 2020.
The move returns the event to its original 1935 identity and is intended to broaden its appeal, as well as dropping the reference to London Olympia, its previous home.
HRC will continue to feature the same co-located events that were established at Hotelympia 2018 – the Professional Kitchen Show, Interiors and Tableware Show, Hospitality Tech Show and Café Commerce – which will sit alongside chef competition Salon Culinaire.
Announcing the name change, HRC portfolio director Ross Carter also launched a £150,000 hosted buyer programme for HRC 2020. The initiative will offer 500 key buyers complimentary travel and accommodation at the next show as well as facilitating one-on-one meetings and networking events with suppliers.
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.”