In the latest in our Hospitality Insights series, HRC chats to Mark Heyburn, pre opening General Manager of SiR Devonshire Square about his love for storytelling, curating special moments and the place AI may hold in the future of the industry. 

Tell us a bit about your current role

I'm leading the charge as Sircle Collection expands into the UK with the highly anticipated opening of SiR Devonshire in the heart of London. Set to launch in summer 2025, this vibrant new destination will feature 81 beautifully designed bedrooms, a curated private members' club called The Cover, and an exciting new restaurant, bringing a fresh energy to the city. With a focus on assembling a team of exceptional operational talent, I am laying the foundation for a hotel that promises to be both a standout destination and a benchmark of hospitality excellence in London.

What do you love about working in the hospitality industry?

My love for hospitality is rooted in storytelling and the guest journey. I believe that every great hotel is more than just a place to stay it’s an experience, a chapter in someone’s story. From the moment a guest walks through the doors of SiR Devonshire, they step into a world where thoughtful design, vibrant energy, and personalised service create something unforgettable.

For me, hospitality is about curating moments the anticipation of arrival, the warmth of a welcome, the unexpected details that make a stay truly special. Whether it’s a first-time visitor discovering London or a regular finding comfort in familiar touches, I'm passionate about crafting spaces that leave a lasting impression. With SiR Devonshire, we're bringing this vision to life, ensuring that every guest’s journey is not just memorable, but meaningful.

What do you think are some of the major opportunities and challenges for hospitality operators this year?

Hospitality operators this year face both exciting opportunities and significant challenges as the industry continues to evolve. The demand for personalised guest experiences is growing, with AI and data-driven insights enabling hotels to offer tailored stays that enhance customer satisfaction. Sustainability is also at the forefront, as travellers increasingly prioritise eco-friendly accommodations, pushing operators to adopt greener practices.

Hybrid hospitality models, such as blending work and leisure spaces, are gaining popularity, while technology-driven innovations like AI concierges and smart rooms are redefining convenience. Additionally, private membership clubs present a unique opportunity to build exclusive communities within hotels. However, challenges remain, including ongoing labour shortages, rising operational costs due to inflation, and shifting guest expectations that prioritise unique experiences over traditional luxury. Competition from alternative hotels, such as Airbnb, continues to disrupt the market, while economic uncertainty adds pressure to maintain profitability. To succeed, hospitality operators must balance innovation with adaptability, ensuring they meet evolving consumer demands while navigating industry challenges effectively.

What do you think will be one of the major trends in hospitality in 2025?

One of the major trends in UK hospitality in 2025 will be the rise of hyper-personalisation through AI and data-driven experiences. Hotels will increasingly leverage artificial intelligence to analyse guest preferences, offering tailored services such as customised room settings, personalised dining recommendations, and even bespoke local experiences. Smart technology will enhance seamless stays, with voice-activated room controls, frictionless check-ins, and AI-powered concierge services becoming standard.

Additionally, sustainability will be a non-negotiable priority, with hotels integrating eco-friendly practices like zero-waste initiatives, carbon-neutral operations, and locally sourced products to appeal to environmentally conscious travellers. The growth of private members’ clubs within hotels will also be a defining trend, providing exclusive spaces for networking, work, and leisure. These elements combined will shape a hospitality landscape that is not only tech-enhanced and sustainable but also deeply focused on guest experience and community building.

But we cannot forget the guest journey – this will become more valuable!

What are you hoping to learn or source at HRC this year?

I am open to all new ideas! I love networking and sharing, the one thing I generally tell the hospitality talent of the future is work hard and expect the unexpected. A hotel is an eco-system which never stops, you can be so many careers under one roof, so what I expect from HRC this year is really to be open minded – I am not a fan of AI but it’s here, embrace it and lets have some fun!

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