Culture is rewriting the rules – and entertainment is already feeling the impact.

Holly explores how shifting identities, disappearing life stages and changing expectations are reshaping the way audiences behave, connect and consume. From the rise of the ‘Eternal Adolescent’ to decision paralysis in a world of endless choice, this session looks at how culture is influencing the stories people want, the talent they relate to and the entertainment experiences that cut through.

You’ll learn: the cultural shifts changing how audiences see themselves and the world around them. How age, identity and life stages are becoming less useful predictors of behaviour. Why infinite choice is creating new pressures on consumers – and what that means for entertainment. Plus, how these shifts are showing up in content, storytelling, talent and travel.

This session unpacks what entertainment brands and businesses need to understand to connect with tomorrow’s audiences.

Sports, entertainment, culture and live experiences are colliding like never before, and the travel industry needs to keep pace.

This session explores how changing fan behaviour, global sporting expansion, and rising expectations from athletes, teams and leagues are reshaping sports travel. From privacy and security in an always-online world to the growing demand for more flexible, experience-led hospitality, our panel will unpack what today’s sports travelers expect and how hotel and travel partners can better support fans, athletes, leagues, teams, promoters, and organizers.

Expect a conversation on trust, relationships, unpredictability, and delivering under pressure, alongside the shift from traditional VIP hospitality towards culturally relevant experiences that feel every bit as memorable as the event itself.

The big event gets them there. What makes them come back?

Landing the Super Bowl, FIFA World Cup, Formula 1, All-Star Weekend, a marquee festival or a sold-out tour can put a destination on the world stage. But the bigger opportunity is turning that surge in attention, visitation and spending into lasting destination affinity and year-round economic impact.

This panel explores how tourism, sports, entertainment, hospitality and brand leaders can work together to turn a tentpole event into a catalyst for long-term visitor growth. We’ll unpack how cultural programming, strategic partnerships and community-driven experiences can transform a destination from somewhere fans travel to for one weekend into somewhere they actively want to experience again.

From fan festivals and artist residencies to neighborhood activations, hospitality partnerships and year-round cultural programming, we’ll explore what happens when destinations stop thinking in weekends and start building 365-day relevance.

How do you keep visitors engaged once the crowds leave? How do you convert fans into future travellers? How can brands and hospitality partners extend the experience beyond the event itself? And how can major events create lasting value for both the visitor economy and the communities that host them?

The event might be the headline. This session is about turning that moment into the city’s cultural imprint.

A tour might belong to the artists, but life on the road is a team effort.

Behind every hotel arrival, rooming list, late check-in and last-minute change is a chain of people trying to make an increasingly complex touring world work. But as costs rise, schedules tighten and expectations evolve, what does a great partnership between touring teams, travel partners and hotels actually look like – and how can it shift for the better?

Bringing together voices from across the touring ecosystem, this candid conversation gets into the realities of life on the road: what artists and crews really need from hotels, where communication still breaks down, the small everyday details *that make a huge difference* and how both sides can work better together.

Expect stories from the road, a few hard truths, the things that work and plenty of practical insight into the relationships, service and human problem-solving that keep touring in motion.

Because the future of touring won’t be shaped by one side alone. It takes teamwork.

In entertainment travel, disruption comes with the territory. Airspace closes. An artist pulls a date. Cancellation windows tighten. Suddenly, a whole leg of the tour is up for discussion – and the strength of the deal, and the relationships behind it, are put to the test.

Built around two real-world touring scenarios, this interactive working session brings together voices from across the booking chain to unpack what happens next: the calls made, the negotiations had, the costs at stake and the decisions that keep things moving. You’ll vote on the big calls in real time, put your questions to the panel and help build a shared playbook for navigating disruption better.

Because the strongest deals aren’t just built for when everything goes to plan. They’re built to hold up when it doesn’t.

In a world where everyone is connected, genuine relationships have become the ultimate competitive advantage.

The most successful pros in entertainment, luxury travel, sports, music, film, gaming and hospitality don't build their businesses through aggressive selling. They build them through trust, relevance, responsiveness, and meaningful connections. Next question: how?

This high-energy session will explore how today's top performers create loyal clients, generate referrals, uncover new opportunities, and grow revenue by mastering the art of relationship-building, modern ‘clienteling’ and becoming unforgettable. Because when there’s a strong network or community behind you – doors break open.

You’ll leave with practical strategies that you can immediately apply in business. Make connections. Make moves.

You don’t need to become an influencer. You need to become more influential. In this session, Sophie covers the rise of the creator economy and its crossover with entertainment, travel and legacy media.

You’ll learn why advisors, hoteliers, agencies, destinations and suppliers are already creators – and what makes being a creator different to being an influencer.

In a world where visible digital presence has never been more important – take notes. Discoverability is your superpower.

She’ll be joined on stage by Jo Franco, a storyteller and Travel Presenter for Netflix’s The World’s Most Amazing Vacation Rentals and National Geographic’s Big Little Italy.

What you’ll learn? How by shifting to a creator mindset, brands and professionals can turn their expertise, access and point of view into trust, visibility, clients and next-level partnerships.

Ready to make the internet your stage?

AI is moving faster than any one person or business can realistically keep up with. So what actually matters – and what should leaders be doing to move forward?

Back at SET for a third year, pioneering AI entrepreneur and investor Gilad will cut through the noise, unpacking the developments set to have the biggest impact on business and hospitality. From agentic commerce and the future of distribution to the growing commoditisation of AI, this session is about turning big shifts into practical opportunities.

Gilad will open with a 20-minute keynote before handing the conversation over to the room for a peer-led discussion on what’s working, what’s changing and where businesses should be focusing next. We’ll finish by bringing the strongest ideas and takeaways back to the group. Ready, SET, Next.