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Unfold is an annual hospitality tech forum hosted and curated by Mews. The fourth edition will bring together hundreds of the industry's most inspiring innovators, visionaries and thinkers to the Muziekgebouw in Amsterdam.

This year's theme: The New Standard in Hospitality.




Unmissable sessions


Infamous Mews afterparty


Why join Unfold 2023?

Throughout the day we’ll have a packed schedule of presentations, panel discussions, breakout sessions and more – including plenty of networking space and downtime – all themed around The New Standard in Hospitality. Attendance is a must for any forward-thinking hotelier.

  • Owners
  • A full day of thought-provoking talks with industry leaders
  • Inspiring ways to respond to the changing hospitality industry
  • Time to meet and connect with peers from around Europe
  • General managers
  • Inspiring stories from hospitality innovators
  • A full day to explore the future potential of your property
  • Insights into the power of digital transformation
  • Revenue managers
  • New ways to turn your unused spaces into revenue streams
  • Insights into the spending habits of the modern guest
  • Learn creative strategies to maximize revenue
  • IT leaders
  • See what digital transformation means for hospitality in 2023
  • Explore new solutions to streamline operations
  • Get inspired by the ways peers customize their tech stacks
  • Partners
  • Networking with key decision makers
  • A chance to connect with customers and future customers
  • Breakout spaces for 1:1 conversations


Meet our sponsors

This year's theme is the New Standard in Hospitality, so we've partnered with some true innovators that are pushing the boundaries of our industry.

View more


How to register


Great news if you’re a hotelier: tickets are just a small fee of €15 each. We’ll also plant two trees for every ticket bought, through our friends at Hotels for Trees – one for you, one for us. Make the world a little greener and get yours now.

Get a ticket


We’ve allocated 50 tickets for any non-hoteliers, tech partners, or consultants looking to attend. Oh, and we’ll also plant two trees for every ticket bought. Interested? You should be.

Get a ticket



Amsterdam Netherlands

Unfold 2023 takes place at the stunning Muziekgebouw in Amsterdam. This state-of-the-art venue is the perfect place for hospitality’s visionaries to unite. It’s a short walk from Amsterdam Central Station, boasts panoramic views across the famous River IJ and is equipped with cutting-edge facilities that are as beautiful as they are modern. It’s a seriously impressive set-up and we can’t wait to share it with you.

See venue

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