Hospitality interior design company Harrison has announced a new strategic partnership with F&B consultancy Conceptional.

Together, the two businesses will create a new client-focused solution that marries operational excellence and strategic design, helping hotels across the UK and Europe rethink the role of F&B as a central driver of guest experience, loyalty and commercial performance.

By combining Harrison’s 35 years of expertise in spatial design, architecture and guest-led environments with Conceptional’s deep understanding of F&B strategy, operations and guest behaviour, the partnership offers a fully integrated approach to hotel F&B, from early feasibility and business case development through concept creation, design, delivery and long-term performance support.

Working as one team with one process, the collaboration brings together research, positioning, storytelling, functional planning, design and operational thinking from the earliest stages of a project. Concepts are developed holistically, giving equal weight to guest experience, brand storytelling, operational flow, staffing models and financial performance. The result, the new partners say, is F&B that functions as a strategic asset rather than an afterthought, designed to work for owners, brands, hotel management teams and day-to-day operations alike.

The partnership is also built around contemporary guest expectations, including the rise of all-day dining, wellness-led menus, flexible ‘third place’ social spaces, sustainability-driven concepts and immersive, story-led environments that attract both hotel guests and local audiences. Together, Harrison and Conceptional aim to help hotels unlock the full potential of F&B by increasing guest dwell time, spend and repeat visits, while strengthening brand relevance in competitive markets.

To mark the launch, Harrison and Conceptional have jointly published a new industry insight brochure examining how a guest-centric approach to hotel F&B can drive higher spend, loyalty and long-term value. The publication explores current consumer trends, commercial benchmarks and emerging F&B formats, and outlines how aligning strategy, design and operations from the outset can transform hotel restaurants and bars into destination-led, revenue-generating experiences.