The af&co. + Carbonate 2027 Hospitality Trends + Marketing Outlook

Discover the trends shaping hospitality in 2027 with insights and actionable strategies from af&co. and Carbonate’s annual report. Are you READY for 2027? Join us to prepare for the year ahead. We’ll kick off with a presentation of The Intelligence Era: Rewriting the Hospitality Marketing Playbook. Centered on AI’s growing influence on guest discovery, this session offers a practical framework for building visibility, trust, and demand across an interconnected marketing ecosystem. The report draws on decades of industry expertise and research to provide actionable strategies for strengthening brands and driving revenue in a rapidly changing environment. Following a break where you can enjoy 25% off from Waters Edge for coffee and snacks, 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. Register Now! Tickets are $25 (or $15 for one session) and include: • Admission to the live presentations • Networking happy hour co-hosted by Waters Edge and Sergeant Ma, including a complimentary signature drink and small bites • 25% off at Waters Edge for coffee, lunch, and snacks • $5 from each ticket benefits Sprouts Chef Training ABOUT af&co. af&co. is an award-winning lifestyle marketing and public relations agency headquartered in the San Francisco Bay Area, with offices in Los Angeles and clients spanning coast to coast. Known for its forward-thinking approach, the agency combines creative and strategic consulting, marketing, and public relations to deliver results that go far beyond the traditional agency model. With more than 500 successful hospitality and lifestyle concept launches and ongoing marketing services for hundreds more, af&co. has built a reputation as a trusted leader in the industry, leading to the agency’s 20th Anniversary in 2025. af&co. focuses on what it is most passionate about - hotels & resorts, restaurants & chefs, lifestyle brands, wine & spirits, and travel & destinations - helping clients bring bold ideas to life while driving lasting impact. Follow along @afandco. ABOUT Carbonate Carbonate is a creative agency that builds, reinvigorates, and grows brands and hospitality concepts. Specializing in food, beverage, restaurants, hotels & hospitality tech/B2B, Carbonate’s services include brand strategy, identity development, trend insights, design, and integrated brand communications. Prior to launching as an independent company, Carbonate was a division of San Francisco-based af&co. Together af&co. and Carbonate produce an annual Hospitality Trends Report, with insights consistently cited by outlets including The New York Times, Forbes, and more. Carbonate also produces Insight Out, a weekly insights publication dedicated to emerging hospitality & branding trends. Carbonate was ranked #45 on the 2025 Inc. Regionals: Midwest list—the most prestigious ranking of the fastest-growing private companies in the Midwest. Follow along @carbonategroup. ABOUT OUR HOST Managed by McCarthy Cook & Co., China Basin is a premier waterfront destination for office workers, tenants, and lifestyle guests. Located at the gateway to Mission Bay and steps from Oracle Park, the campus reflects the real estate company’s “Welcome Meets Workplace” philosophy, combining flexible office and life science spaces with landscaped courtyards, a waterfront promenade, transit access, and thoughtful tenant services. New dining destinations, including Sergeant Ma and Waters Edge, strengthen China Basin’s appeal as both a culinary destination and compelling leasing opportunity. At the center of San Francisco’s growing AI community, China Basin offers an exciting place to work, connect, dine, and experience the city.