Exhibiting at HRC London 2025 (Hotel, Restaurant, Catering)

HRC Sales Lounge is a dedicated exhibitor and networking hub within HRC (Hotel, Restaurant & Catering), one of the UK’s leading trade events for the hospitality and foodservice industry. Hosted annually at ExCeL London, HRC brings together suppliers, buyers, innovators, and thought leaders across foodservice, professional kitchen equipment, hospitality tech, and design sectors. The Sales Lounge acts as the key commercial touchpoint for exhibitors, sponsors, and industry stakeholders looking to engage with HRC’s expansive B2B ecosystem.

Overview

The HRC Sales Lounge is a curated space for prospective and returning exhibitors to explore opportunities, book exhibition packages, access sponsorship options, and receive personalized advice on maximizing trade show ROI. It also serves as a year-round communication hub for companies aiming to position themselves in front of thousands of hospitality decision-makers attending the HRC show.

Organized by Montgomery Group, HRC and its Sales Lounge support one of the UK's most high-impact business-to-business platforms for hospitality professionals.

Services and Offerings

• Exhibitor Engagement Services

  • Consultations on exhibition space and custom stand designs
  • Access to exhibitor tools and setup logistics
  • Live demos of visitor data capture and lead management tools

• Networking and Business Development

  • One-to-one meeting scheduling between exhibitors and key buyers
  • Access to hosted buyer programmes and VIP lounges
  • Introductions to distributors, procurement professionals, and hospitality groups

• Event Planning and Guidance

  • Insights into footfall zones, buyer behavior analytics
  • Early access to floor plans and sponsorship positioning
  • Help with registration, digital exhibitor listings, and brand visibility tactics

• Post-Show Marketing and Analysis

  • Exhibitor performance reports and engagement metrics
  • CRM integration and data download services
  • Opportunities for year-round content marketing via the HRC platform

Unique Selling Proposition (USP)

• Part of the UK’s longest-running hospitality trade event with over 87 years of legacy
• Central sales engagement platform for HRC’s 600+ exhibitors and 20,000+ trade visitors
• Dedicated sales and customer success teams to support strategic marketing at the show
• Commercial gateway to sister events like IFE (International Food & Drink Event), PUB Show, and The Hotel Show

HRC Event Statistics

As per Montgomery Group’s published 2024 post-show report:

• 21,000+ industry attendees across four co-located events
• 600+ exhibitors, including 100+ first-time companies
• 87% of exhibitors rated lead generation opportunities as “excellent” or “very good”
• 72% of buyers held decision-making authority for purchases
• 50+ countries represented by attending businesses

The Sales Lounge facilitates engagement between these groups through both physical and virtual channels.

Target Audience

The Sales Lounge is designed for:

• Product manufacturers and suppliers in foodservice, hospitality tech, design & décor
• Brand marketing and sales teams aiming for face-to-face engagement with industry buyers
• Startups and international exporters entering the UK market
• Trade organizations and consortiums looking for collective exhibition space
• Distributors and equipment resellers looking to expand networks

Capabilities and Infrastructure

• Dedicated B2B matchmaking software for exhibitors and visitors
• On-site consultation rooms and booking stations
• Experienced sales team for tailored package development
• Online exhibitor portal with real-time updates, metrics, and event guides
• Content-led engagement: digital listings, interviews, pre-event promotion

Strategic Importance

The HRC Sales Lounge is instrumental in the show’s commercial engine:

• Drives pre-show and on-site bookings that account for over 80% of exhibitor renewal revenue
• Enhances exhibitor ROI through strategic advice and premium placement opportunities
• Serves as a year-round B2B accelerator through web listings, webinars, and buyer introductions

Industry Recognition and Role

• Recognized as a top engagement channel by 90% of HRC’s long-term exhibitors
• Hosts exhibitors from leading hospitality brands, including Rational, Winterhalter, True Refrigeration, and Molteni
• Features in promotional campaigns across industry publications such as The Caterer and Hospitality & Catering News
• Supported by industry associations like UKHospitality, Craft Guild of Chefs, and Foodservice Equipment Association (FEA)

Recent Developments

• Launch of the 2026 Floorplan and early-bird booking packages in 2024
• Integration with AI-powered buyer-matching tools
• New multi-show branding options launched in collaboration with IFE and Hotel Restaurant Design Show
• Sustainability Partnership Initiative for eco-focused exhibitors

The HRC Sales Lounge remains a vital conduit for facilitating commerce, collaboration, and innovation in the UK’s hospitality event landscape, serving as both a launchpad and growth platform for thousands of suppliers and stakeholders.