This article is the second part of a critical reflection upon the progress of Hospitality & Society in its first ten years. Analysis of the articles published highlights conceptual contributions made to the field of hospitality studies. Thirteen major themes are identified: conceptualizations of hospitality; migration and labour; lifestyle; social hospitality; hospitality, consumption, global citizenship and ethics; addressing neglected areas of research; hostipitality, violence and exploitation; hospitality careers and higher education; historical studies; image and identity; space, design and food; hospitality management and neoliberalism; hospitality and technology. Following reflection on the original goals of Hospitality & Society and the progress made, a research agenda is proposed emerging from the analysis contributing to the aim to transform the landscape of hospitality scholarship.