Scaling a hospitality brand from a handful of sites to a national presence is never just an operational journey: it’s an emotional and cultural transformation. This CPO-focused session lifts the lid on what really changes as organisations grow: how leadership behaviours must evolve, which structures and systems become essential, and where authenticity is often lost and must be consciously protected.

Drawing on real scaling lessons from leaders who’ve lived the journey, we’ll explore how people strategy must mature at each stage of growth, and why successful tech adoption often depends on leadership shifts that happen long before any system goes live. Expect candid insights on balancing entrepreneurial energy with operational discipline, building culture that scales, and avoiding the common mistakes that can derail growth.