Reflecting on Resilience: How Hospitality, Tourism, and Food Brands Have Rebuilt and Thrived Since Covid-19

It’s hard to believe that five years have passed since the first seismic shock of Covid-19 began to ripple through the UK. In many ways, it feels like a lifetime ago, yet it also seems as though those long, uncertain days are still so fresh in our minds. The pandemic turned the hospitality, tourism, and food sectors upside down, testing the resilience of businesses that had once thrived in bustling high streets, packed hotels, and busy restaurants.

However, in the face of adversity, many of these brands not only survived but emerged stronger, more focused, and more attuned to the needs of their customers than ever before.

Longbow Venues is one example. Just a few years ago, Longbow’s founder, Rob Hattersley, found himself on the brink of bankruptcy as the lockdowns took hold. Yet today, Longbow has flourished, growing from one venue—The Maynard—to five properties, including The Peacock at Rowsley, a venue that recently reopened under its ownership (I was at the preview event yesterday, which is what actually prompted this blog post!) Rob’s journey from crisis to success is a testament to the power of resilience, and it also highlights some key themes that have defined the success of many hospitality, tourism, and food brands in the post-pandemic era.

1. A True and Genuine Purpose

The most successful brands that have weathered the storm of Covid-19 all share a deep, authentic sense of purpose. For some, this meant revisiting and refining their core mission.

Others discovered an even stronger drive to support the local community and create unforgettable experiences for their guests. Purpose is about more than just offering a product or service—it’s about creating something that genuinely resonates with people. Businesses that have a clear and compelling purpose are better equipped to adapt, to change, and to thrive, even when the world around them is shifting.

At Longbow Venues, Rob Hattersley’s commitment to providing exceptional service and quality is rooted in a deep respect for both tradition and innovation. His purpose goes beyond just running a collection of venues; it’s about enriching the lives of those who visit them, fostering connections, and supporting local talent and suppliers. This sense of purpose has been at the heart of Longbow’s continued growth and success.

Similarly, Duncan Kirk at The Bakewell Tart Shop took the reins during a tumultuous period and has turned the business into a seven-figure brand. Duncan’s ability to honour the store’s 100-year-old traditions while embracing modernity—especially through a significantly expanded e-commerce offering—has propelled the shop to new heights. His purpose, firmly grounded in preserving the heritage of the iconic Bakewell tart, resonates with both loyal customers and new generations eager to discover the story behind the brand.

2. The Ability to Tell a Compelling Story and Connect Emotionally with Customers

Businesses that have thrived in recent years have understood the importance of emotional connection. It’s no longer enough to offer great food, a stunning venue, or a unique experience. Customers want to feel something when they engage with a brand—they want to connect on a deeper, more personal level.

The most successful brands have embraced the power of storytelling, using it to engage customers in meaningful ways. Whether it’s through the stories behind the food they serve, the history of their buildings, or the experiences they offer, storytelling has become a vital tool in creating lasting relationships with customers.

Peak Edge Hotel, for example, has woven a compelling narrative around its deep connection to both the land it stands on and the vision of its owner, Steve Perez. With the property nestled on the edge of the Peak District National Park, Steve’s passion for providing a unique, local experience runs through every aspect of the hotel. His personal history with the area and the venue itself imbues the hotel with a sense of place that guests can truly feel.

This connection to the local area is reflected in the hotel's commitment to sourcing ingredients from Walton Lodge Farm, also owned by Steve, ensuring that every meal is a celebration of local produce. The hotel’s story is about creating an authentic and enriching experience for guests while honouring the natural beauty surrounding it. It’s a place where the charm of the Peak District meets heartfelt hospitality, making it more than just a stay—it’s a journey into the heart of the countryside, and they tell that story beautifully through every piece of content that is created, whether it is the website copy, a wedding brochure, a media article, or a social media post.

3. Fearlessness and Innovation

Innovation was one of the keys to survival during the pandemic—and it’s been a cornerstone of success since. Fearlessness in the face of uncertainty, and the ability to innovate when others might retreat, has propelled many businesses forward.

In the hospitality, tourism and food industries, this innovation often took the form of new technology, revamped offerings, or creative solutions to unexpected challenges. From virtual events to outdoor dining, businesses adapted quickly, often leading the way in new trends.

Homegrown British campervan business, Quirky Campers is one brand that recognised the surge in staycation interest and the shift toward UK travel early on. They capitalised on this by offering beautifully handcrafted campervans that feel like a hotel room on wheels. Their innovative approach to travel gave customers the freedom to explore the UK in comfort and style, without compromising on luxury. It’s this kind of fearlessness in the face of market shifts that has positioned Quirky Campers as a leader in the staycation movement.

4. Attention to Detail

One thing that the pandemic has taught us all is the importance of detail. With fewer customers and greater scrutiny, businesses had to double down on their commitment to quality. Attention to detail became paramount—from ensuring a clean and safe environment to perfecting the little touches that make an experience unforgettable.

5. A Focus on Provenance and Connection with the Local Community

Finally, businesses that have thrived in the post-pandemic era are those that have focused on provenance—the origin of their products, the quality of their ingredients, and their relationship with the local community. Customers increasingly care about where their food comes from, how it’s made, and who is behind the scenes.

As we move into 2025, it’s clear that many businesses in the hospitality, tourism, and food sectors have turned the challenges of the past five years into opportunities. They’ve rebuilt, rebounded, and are now stronger and more resilient than ever. I'm so proud of the brands that I work with. The future looks incredibly bright, and it’s been a privilege to watch these businesses grow.

The coming year promises to be one of the most exciting yet, and I have no doubt that the companies that have embraced purpose, innovation, provenance, and community will continue to lead the way. They’ve earned it, and their success will undoubtedly inspire others to follow suit.