Nineteen years of spotting what’s next. And we’re still hungry.

Our annual af&co. + Carbonate Hospitality Trends Report is back for its 19th year, forecasting the biggest influences shaping restaurants, food, beverage, hotels, and travel in 2027. Drawing on insights from more than 100 hospitality brands, the 90+ page report serves up fresh thinking and actionable ideas to help you stay relevant and grow sales.

Don’t just take our word for it. The New York Times, Forbes, The Wall Street Journal, Nation’s Restaurant News, and Restaurant Business regularly turn to our report for our take on what’s next in hospitality.

And this year, we’ve got even more on the menu.

Introducing The Intelligence Era: Rewriting the Hospitality Marketing Playbook, a new, dedicated marketing report. As AI changes how guests discover and evaluate experiences, getting their attention—and earning their business—takes a more connected approach. Built around three essential drivers—Reputation, Relevance, and Reach—this practical guide explores how PR, content, social media, advertising, and more can work together to build visibility, trust, and demand. Expect actionable strategies for turning marketing into what matters: more butts-in-seats and heads-in-beds.

Two reports. Plenty to chew on. And a whole lot you can put to work.

Hosted by Waters Edge at China Basin (San Francisco, CA)

Are you READY for 2027? Join af&co. and Carbonate for a day of preparation for the year ahead.

1:30–3:00 PM – The Intelligence Era: Rewriting the Hospitality Marketing Playbook
3:00–3:30 PM – Coffee Break
3:30–5:00 PM – 2027 af&co. + Carbonate Hospitality Trends Report
5:00–6:00 PM – Networking Reception co-hosted by Sergeant Ma

$5 from each ticket benefits Sprouts Chef Training

We’ll kick off with a presentation of The Intelligence Era: Rewriting the Hospitality Marketing Playbook. AI is changing how guests discover, evaluate, and choose where to go. The Intelligence Era is our 2027 special report designed to help restaurant and hotel leaders connect Relevance, Reputation, and Reach across the guest journey—turning modern marketing into real momentum and demand.

Following a break for lunch, we’ll debut our 2027 Hospitality Trends Report—our 19th annual deep dive into what’s next in food, beverage, travel, and beyond. Expect bold predictions, behind-the-scenes insights, and a few surprises along the way.

Join us after the presentation for a networking reception co-hosted by China Basin, Waters Edge and Sergeant Ma for mixing, mingling, and swapping takeaways with the report’s authors and fellow leaders shaping hospitality’s future. Enjoy small bites and drinks from the Sergeant Ma menu, with additional beverages available for purchase at the bar.

Following the event, we encourage you to make a reservation for dinner at San Francisco’s most exciting new restaurant Sergeant Ma to enjoy the full menu.

Can’t make it in person? Join us for an engaging, interactive livestream presentation of the 19th Annual af&co. + Carbonate 2027 Hospitality Trends Report, and special report for 2027, The Intelligence Era: Rewriting the Hospitality Marketing Playbook.

The 19th Annual Hospitality Trends Report
Thursday, November 19 | 11:00 a.m. PT / 2:00 p.m. ET
Thursday, December 10 | 11:00 a.m. PT / 2:00 p.m. ET