For a long time, corporate hospitality has been defined by what can be easily measured. Attendance, the calibre of the guest list and the perceived prestige of the invitation have been seen as indicators of success, yet they increasingly fall short when it comes to understanding what truly drives long-term value in client relationships. The challenge is that presence alone does not guarantee connection. Many clients now attend multiple high-profile events each year, often in similar formats, and while the experience may be enjoyable in the moment, it rarely leaves a lasting impression. What ultimately matters is not simply the experience itself, but what is remembered. 

For a long time, corporate hospitality has been defined by what can be easily measured. Attendance, the calibre of the guest list and the perceived prestige of the invitation have been seen as indicators of success, yet they increasingly fall short when it comes to understanding what truly drives long-term value in client relationships. The challenge is that presence alone does not guarantee connection. Many clients now attend multiple high-profile events each year, often in similar formats, and while the experience may be enjoyable in the moment, it rarely leaves a lasting impression. What ultimately matters is not simply the experience itself, but what is remembered. 

There’s a particular comfort in encountering something that feels familiar, even if you can’t quite place why. A handwritten note in a digital world. The quiet ritual of making tea properly. The soft crackle of a record playing in the background.

These moments aren’t significant in themselves, but they carry weight. They suggest a different pace. A different level of care.

We speak about it often at Parade, but making people feel seen, heard and understood really is the key to creating genuine connection. It is probably one of the most valuable lessons I have taken from the past two years, and one that applies to all relationships, not just in a professional context. When it comes to celebrating the team, whether in the office or virtually, it’s not about scale but rather attention, thought and intention.

For years, access has sat at the heart of corporate hospitality. Debenture seats at Wimbledon, the Royal Enclosure for Ascot, preview tickets for Frieze… these were the invitations that businesses relied on to demonstrate proximity, relevance and influence.

For a long time, this style of traditional hospitality was enough. In recent years, however, we have seen first-hand how the dynamic has shifted, and with it a clear appetite for more meaningful and considered connection. The reality is that many clients are now very familiar with the headline occasions in the social calendar. They expect the ‘VIP experience’ as a minimum and, in many cases, receive multiple invitations to the same events. As a result, the sense of exclusivity has diminished, and what was once differentiated has become familiar and, dare we say, boring.

Explore our video library where Anna and Andrew answer some frequently asked questions in their own words.

In recent weeks we have spent time in a number of newly opened, or soon to open, hotels across London, and the city feels vibrant with new opportunity when it comes to guest accommodation for our clients. It feels as though more properties are opening now than at any point in recent memory, and in our view, that should only be a good thing.

This is not a luxury trends report in the traditional sense. It is not concerned with aesthetics, materials or seasonal shifts. Instead, it reflects how we see our world (that of event concierge and guest experience) evolving, informed by what we are asked for, what resonates most strongly with our clients and their guests, and what consistently delivers long-term value to our projects.

Luxury has evolved.

For some time, the conversation has centred on time. Slower schedules, lighter itineraries, a recognition that the most valuable guests are often the most time poor. That still holds true. But increasingly, we are seeing a more nuanced shift. It is not just about giving people time. It is about giving them space.

A great company offsite should feel purposeful, energising and quietly generous. When it works, people return feeling more connected to one another and clearer about what they are building together. When it doesn’t, it can feel like time away from “real work”, rather than time invested in it. The difference is rarely about budget – it’s about balance and intention.

This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency - Parade, is in conversation with Roxanne Reynolds, founder and creative director of R Creative Studio, a global creative agency specialising in bespoke show concepts and immersive entertainment experiences.

At Parade, we talk a lot about guest experience, but the truth is that the guest experience begins with the team experience. Projects like Rome are exhilarating, but they’re also demanding. The days are long, the decisions are constant, and the pressure to deliver flawlessly is real. So our first priority is always that the team feels looked after, not just so they can do their jobs brilliantly, but because they deserve to enjoy being there.

At Parade, success isn’t just about flawless logistics, it’s about how our work enhances every part of the event experience for the brand, the hosts and the guests. Every decision we make is guided by one question: did we make this feel easier, smoother and more valuable for everyone involved?

I am very lucky - my career has taken me across the globe and I have had the opportunity to stay in some of the finest hotels in the world. What I am about to write definitely counts as “first world problems” and I am aware of that, and also aware that many will question why I think it’s important. Well, to me and to our business, it's important because when a hotel is charging top dollar for what is essentially a bed for a night, the experience needs to be second to none.

When Anna and I launched Parade, it wasn’t just another event business. It was a shift away from stage centre and into the space where the real magic begins: the guest journey.

We come from event production. For years, our world was full of grand stages, dazzling visuals, and orchestrating the whole narrative from first cue to final curtain. That role was thrilling, but in stepping away from the spotlight, we found something even more rewarding: delivering guests to the "main event" in the best possible frame of mind - a state of ease, anticipation and excitement,  ready to create content, enjoy the experience, and often, purchase.  

At Parade, we often explore the elements that transform a stay into a truly luxurious experience. Recently, we visited three countryside retreats near London - Soho Farmhouse, Cowley Manor Experimental, and Heckfield Place - to delve into what makes up that intangible "special magic" of luxury.

Join Parade's Concierge Desk. This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency - Parade is in conversation with Sandy Mitchell from Red Book Agency.

In April 2024, our Co-Founder Andrew had the privilege of traveling to Athens to join a group of Marriott Luxury Brand General Managers as part of their induction into their new roles. The invitation came with a simple yet compelling brief: to bring an external perspective on how luxury brands create emotional connections with their most important clients. For us, this wasn’t just about delivering a talk—it was about engaging in a shared learning experience. Here is Andrew’s journal entry for the trip…