Save the dates – yes, dates, plural: Tuesday May 11 and Wednesday May 12, 2027.
Unfold returns to Amsterdam for its 2027 edition, and for the first time ever, the event runs over two days. That means more time to focus on the topics impacting hospitality’s day-to-day, and more time exploring where we’re headed.
Excited? We are. Here’s more about the new look Unfold.
Why two days?
Because you told us. In the feedback for Unfold 2026 and in plenty of conversations since, the message was clear: Unfold goes by far too fast.
You wanted more time to talk to each other. More time with the product, not just a quick look on the way to the next session. More time with experts. And a little more room between sessions to grab a drink and finish a conversation.
Rather than cram more into a single day (no one’s getting up for a 6am start, however good the pastries are) we decided to give Unfold more room to breathe. This will be the eighth edition of Unfold, and the ethos has always been to host something unique that doesn’t feel like another by-the-numbers conference. It should be memorable and impactful – adding a second day lets us to exactly that.
Unfold Customer Day
Tuesday, May 11, is dedicated to existing Mews customers.
Mews is always evolving. New features get added, new workflows become possible, new possibilities are unlocked. There’s so much going on that it’s easy to miss updates, so this day is dedicated to helping our customers become even better Mews users.
It’s a day of hands-on, product-first sessions and masterclasses about how to make Mews do even more across every property. There’ll also be one-on-ones with solution architects and product builders, so hoteliers can speak directly to the ones creating their technology.
It’s also a great opportunity for Mews users to share tips and advice with each other – almost like Mews Community in person. After all, these are the hoteliers that not only place their trust in Mews, but continue to push us to build a better system for everyone.
Unfold Industry Day
Wednesday, May 12, is the Unfold you know and love. It’s a day for all hoteliers – Mews customers or otherwise – carefully curated to help us answer where hospitality is heading and how we’ll get there together.
You’ll be joined by peers, industry experts and visionaries from outside our field, so we also get a wider perspective. The day is unlike any other conference out there, designed to inspire and rekindle your passion for hospitality.
In the new-look 2027 edition, you’ll get:
- More time to network with hoteliers, industry experts, partners and the Mews team
- Product show and tells so you can see where Mews is heading
- Industry talks on where hospitality goes next, from the people shaping it
- Plenty of opportunities to put your questions to the experts
Bring your curiosity, your passion and your ambition, and you can be in the room where it happens.
More than a conference
Unfold has always been more than just another industry conference. It’s a place of celebration, where we recognize the unique role of hospitality in the wider world.
At the heart of that is the connections made between hoteliers. Whether it’s a chat over coffee or some shared dance moves at the afterparty as the sun sets over the IJ River, you’ll leave Unfold with new ideas and new friends.
Register your interest
Tickets and the full program will follow soon. In the meantime, register your interest and we'll send you the details as soon as they're confirmed.
See you in Amsterdam.
Matt and Richard