Unfold 2025 was, above all else, a reminder of what a privilege it is to partner with so many incredible hoteliers and technology experts.
It's such a joy to come together and celebrate our collective successes as we continue to seek new and innovative ways to move our industry forward. This year's event was a timely reminder that unique hospitality comes from people. Only by empowering staff and working together can we create unforgettable experiences.
Thank you to everyone who joined us on the day, and to all those who help us push for more.
Hospitality is a verb
Hospitality isn’t something you offer – it’s something you do. Craft moments that are personal, meaningful and unforgettable.
Use technology to empower people, not replace them.
Delight through small, unexpected gestures that show you really know your guests.
Think beyond transactions and build lifelong relationships.
01
Personalization demands trust
True personalization builds connection, but only when it’s rooted in respect. Data is powerful, but trust is essential.
Be transparent about how you use guest data.
Be bold in creating personal touches, but...
Use insights to spark joy, not to cross boundaries.
02
Growth requires flexibility
The most successful hospitality leaders today are agile, imaginative, and unafraid to experiment.
Think beyond rooms: monetize experiences, moments and memories.
Move fast and adapt faster – agility is your advantage.
Embrace GenAI and new tech to meet rising guest expectations.
03
Start locally, resonate globally
Properties with deep community roots create stronger, more meaningful guest experiences.
Celebrate and elevate your local culture and people.
Build hotels that are part of the neighborhood, not just in it.
Local stories are more authentic and make a global impact.
04
AI can make us more human
AI isn’t about replacing people, it’s about augmenting them. The best technology amplifies empathy.
Hire for emotional intelligence, not just experience or technical expertise.
Use tools that enhance human touch, not hide it.
Empower staff to be the best version of themselves, not just efficient workers.
05
Revenue strategies are evolving fast. Dive into fresh perspectives on productivity, personalization and pricing, so you can unlock more value from every guest, every interaction.
Dive into the strategies, tips and technology that boost staff productivity and property performance.
Learn how to sell different space types, offer extended stay options, make money through foreign exchange rates and more.
In globally unstable times, personalization is key to unlocking revenue. Here's why and how.
Bold moves drive growth. From embedded fintech to innovation at scale, see how future-ready hotels are rethinking operations and setting the pace for 2025 and beyond.
Discover the latest transformational tools from Mews and see how your property can stay ahead of the curve by delivering outstanding experiences while running a profitable business.
How are leading brands redefining hospitality? Discover actionable strategies to streamline operations and elevate your own guest offerings.
How can hoteliers react to some of hospitality’s biggest ongoing changes, from booking channel distribution to travel patterns and consumer behavior?
Embedded payments can transform your business, from time-savings to security to new revenue streams like multicurrency exchange fees.
Hospitality is still a people business. These sessions explore how to use technology with intention, elevating teams and enriching guest experiences.
Is the role of hospitality providers changing alongside technology?
Explore how tech streamlines operations, drives revenue growth and delivers personalized, seamless guest experiences.
See how hotels are enhancing website designs, digital journeys and on-property experiences to drive elevate guest satisfaction and foster repeat visits.
/5
Most Innovative Brand
Finalists:
Zedwell Hotels, Lylo
Most Hospitable Brand
Finalists:
The Dylan, Maison Mère
Most Innovative Integration
Finalists:
Bloc Hotels, Finn Lough
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Most Innovative Hotelier
Finalists:
K&N Richter-Wallmann (Hotel zum Hirschen), Martin Kemmer (Hey Lou)
Social Impact Leader
Finalists:
Comfort Hotel Solna, Bob W
We asked attendees to describe Unfold in three words:
"Networking, busy, inspiring"
Bookboost
"Time well spent"
Maritim Hotelgesellschaft mbH
"Inspired till 2026"
H&Hotels s.r.o.
"Community, Fun, Innovative"
Bloc Hotels
"Exciting, inspiring, empowering"
Penta Hotels Worldwide GmbH
"Innovative, Authentic, Collaborative"
ODE Places
"Inspiring, valuable, 'mewsy'"
APLEND
"Motivating, inspiring and energizing"
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Design Hotels GmbH
"Energetic, dynamic, kind"
Quality Lodgings
"Seemless, comfortable, welcoming"
Conscious Hotels
"Inspiring, future-proof, entertaining"
Puro
"Empowering, Heartfelt, Transformative"
HEIMR Collection
"Friends Future TECH"
HDC Hospitality
Now that you've soaked in the unforgettable atmosphere of Unfold 2025, skipping the next edition is out of the question. Register to be the first to know as the 2026 edition unfolds.
Unfold Speakers
Unfold Partners
Learn more about Mews
Ready to take the first step towards a more efficient, flexible, guest-centric approach to hospitality?
