Unfold 2025 Unpacked

Scroll down for the highlights from hospitality tech’s most innovative event, including full session videos, key takeaways and Unfold Award winners. And don't forget to:

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A note from Matt and Richard

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.

Five key takeaways from Unfold

Hospitality is a verb

/ 01

Hospitality isn’t something you offer – it’s something you do. Craft moments that are personal, meaningful and unforgettable.

Personalization demands trust

/ 02

True personalization builds connection, but only when it’s rooted in respect. Data is powerful, but trust is essential.

Growth requires flexibility

/ 03

The most successful hospitality leaders today are agile, imaginative, and unafraid to experiment.

Start locally, resonate globally

/ 04

Properties with deep community roots create stronger, more meaningful guest experiences.

AI can make us more human

/ 05

AI isn’t about replacing people, it’s about augmenting them. The best technology amplifies empathy.

Unfold 2025 Sessions

Raising your revenue

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.

How to unlock productivity

Dive into the strategies, tips and technology that boost staff productivity and property performance.

Transform your revenue potential

Learn how to sell different space types, offer extended stay options, make money through foreign exchange rates and more.

The future of revenue optimization is personal

In globally unstable times, personalization is key to unlocking revenue. Here's why and how.

Unfold 2025 Sessions

Growing your business

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.

How to win 2025 with Mews

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.

Big bets that pay off

How are leading brands redefining hospitality? Discover actionable strategies to streamline operations and elevate your own guest offerings.

Change is innevitable

How can hoteliers react to some of hospitality’s biggest ongoing changes, from booking channel distribution to travel patterns and consumer behavior?

The future is embedded

Embedded payments can transform your business, from time-savings to security to new revenue streams like multicurrency exchange fees.

Unfold 2025 Sessions

Empowering people

Hospitality is still a people business. These sessions explore how to use technology with intention, elevating teams and enriching guest experiences.

The spirit of hospitality in the age of automation

Is the role of hospitality providers changing alongside technology?

Tech as an enabler

Explore how tech streamlines operations, drives revenue growth and delivers personalized, seamless guest experiences.

Guest-centric design – design with purpose

See how hotels are enhancing website designs, digital journeys and on-property experiences to drive elevate guest satisfaction and foster repeat visits.

Mews Awards

The Unfold Awards celebrate the achievements of remarkable Mews hoteliers. Huge congratulations to this year's winners and finalists.

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Most Innovative Brand

Winner: Habyt

Finalists:
Zedwell Hotels, Lylo

Most Hospitable Brand

Winner: Hotel Montestyria Chalets & Suites

Finalists:
The Dylan, Maison Mère

Most Innovative Integration

Winner: Hey Lou

Finalists:
Bloc Hotels, Finn Lough

Most Innovative Hotelier

Winner: Charlie MacGregor (The Social Hub)

Finalists:
K&N Richter-Wallmann (Hotel zum Hirschen), Martin Kemmer (Hey Lou)

Social Impact Leader

Winner: Haltia Lake Lodge

Finalists:
Comfort Hotel Solna, Bob W

Three-word reviews

Networking, busy, inspiring

Bookboost

Time well spent

Maritim Hotelgesellschaft mbH

Inspired till 2026

H&Hotels s.r.o.

Community, Fun, Innovative

Community, Fun, Innovative, Bloc Hotels

Exciting, inspiring, empowering

Penta Hotels Worldwide GmbH

Innovative, Authentic, Collaborative

ODE Places

Networking, busy, inspiring

Bookboost

Time well spent

Maritim Hotelgesellschaft mbH

Inspired till 2026

H&Hotels s.r.o.

Community, Fun, Innovative

Community, Fun, Innovative, Bloc Hotels

Exciting, inspiring, empowering

Penta Hotels Worldwide GmbH

Innovative, Authentic, Collaborative

ODE Places

See you again in 2026

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.