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Unfold 2027 – hospitality’s forum for innovation, hosted by Mews. Amsterdam, 11–12 May 2027

Customer Summit

may 11 2027

Unfold

may 12 2027

Amsterdam

Volume 08

Unfold attendees gathering in the Muziekgebouw foyer

Unfold is hospitality’s forum for innovation. Hosted by Mews, the two-day event unites hundreds of inspiring hoteliers, leaders and visionaries to harness the power of technology and shape our industry’s future.

Unfold flags outside the Muziekgebouw

1000+

Attendees

22

sessions

2

days

Four reasons to attend Unfold 2027

Attendees trying out new hospitality technology at a partner stand at Unfold
A speaker sharing practical insights on stage during an Unfold panel session
Smiling attendees taking a break together in front of an Unfold photo backdrop
Hoteliers and industry peers networking together in a busy Unfold break area

01

/ 04

See first-hand how hospitality is changing, from the realities of AI to the new baseline of guest expectations, and see how peers and innovators are responding.

The Muziekgebouw facade with the Mews Unfold window graphic

“If you’re looking for an inspiring event, Mews Unfold should be the one. I left with valuable new contacts, potential partners and plenty of fresh knowledge. What stood out most to me was how the whole day was centered around a shared passion for improving, optimizing and constantly finding better ways of doing things. A great mix of learning, networking, and inspiration.”

Martha Årdal

Travel Coordinator, 62°NORD Hotels & Adventures

01 / 05

Recognized by leaders

Unfold remains the only hospitality tech event nominated in the Physical Experiences category at the Skift Idea Awards.

Skift Idea Awards badge

Skift
Physical Experience
Shortlisted 2025 & 2026

Global Eventex Awards silver badge

Event EX
Conference:
Silver Award

Global Eventex Awards bronze badge

Event EX
Tech Event:
Bronze Award

Global Eventex Awards bronze badge

Event EX
Gamified Experience:
Bronze Award

Last year’s speakers

The line-up for Unfold 2027 is still being finalized.
Here’s who joined us last year, so you can get an
idea of the caliber and diversity of speakers.

See last year’s speakers

Headline

Duncan WardleHead of Innovation at Disney
01 / 11

Join us at Unfold 2027

Join the industry’s brightest thinkers for two unforgettable days of inspiration. Your team and your guests will thank you later.

Unfold 2027 – hospitality’s forum for innovation, hosted by Mews. Amsterdam, 11–12 May 2027

Customer SummitMay 11 2027

UnfoldMay 12 2027

Two speakers on stage at Unfold 2026

Amsterdam

Volume 08

Unfold is hospitality’s forum for innovation. Hosted by Mews, the two-day event unites hundreds of inspiring hoteliers, leaders and visionaries to harness the power of technology and shape our industry’s future.

1000+

Attendees

22

Sessions

2

Days

Unfold flags outside the Muziekgebouw

Four reasons to
attend Unfold 2027

01Trend-setting

See first-hand how hospitality is changing, from the realities of AI to the new baseline of guest expectations, and see how peers and innovators are responding.

02Actionable

Get inspired to rethink what’s possible at your property with real takeaways you can apply the next day. Take learnings from tailored product workshops, thought-provoking panels and breakout sessions.

03Collaborative

Spend time with hundreds of hoteliers and industry visionaries. Exchange tips and ideas, discover new solutions, and build meaningful relationships with your peers.

04Balanced

The two days balance deep learning with longer networking breaks and a joyful afterparty. That makes plenty of inspiration, time for reflection, and room for spontaneous connections.

Attendees trying out new hospitality technology at a partner stand at Unfold
A speaker sharing practical insights on stage during an Unfold panel session
Smiling attendees taking a break together in front of an Unfold photo backdrop
Hoteliers and industry peers networking together in a busy Unfold break area
“If you’re looking for an inspiring event, Mews Unfold should be the one. I left with valuable new contacts, potential partners and plenty of fresh knowledge. What stood out most to me was how the whole day was centered around a shared passion for improving, optimizing and constantly finding better ways of doing things. A great mix of learning, networking, and inspiration.”

Martha Årdal

Travel Coordinator, 62°NORD Hotels & Adventures

“Unfold is a great example of what happens when technology, hospitality and community come together. Beyond the impressive product innovation, Mews creates an environment where customers, partners and industry leaders can openly exchange ideas and challenge conventional thinking. It was energizing, insightful, and a reminder that the future of hospitality will be built through collaboration.”

Tammy Brazzoli

Manager Interfaces and Distribution, BWH Hotels

“Unfold is much more than a technology event. It brings together innovation, leadership and meaningful human connections in a way that is both inspiring and practical. I left with new ideas, valuable conversations and a deeper understanding of how technology can support – not replace – the human experience.”

Bozidar Prskalo

Head of ICT, SHL Schweizerische Hotelfachschule Luzern

“Unfold 2026 gave us exactly what we needed: hands-on insight into all new Mews features and the confidence to start applying AI-driven tools to our daily operations at VAYA right away.”

Adrian Handle

Head of Quality Management and Application Management, VAYA Group

“Unfold is one of the best hotel events I have attended in the last couple of years. A great and lovely day in one of the best venues of Amsterdam. Giving visitors nothing less but the best service throughout the day.”

Stan Heijsters

Finance Director, Theaterhotel Venlo

Recognized by leaders

Unfold remains the only hospitality tech event nominated in the Physical Experiences category at the Skift Idea Awards.

Skift Idea Awards

Skift
Physical Experience
Shortlisted 2025 & 2026

Eventex silver

Event EX
Conference: Silver Award

Eventex bronze

Event EX
Tech Event: Bronze Award

Eventex bronze

Event EX
Gamified Experience: Bronze Award

Last year’s speakers

The line-up for Unfold 2027 is still being finalized. Here’s who joined us last year, so you can get an idea of the caliber and diversity of speakers.

See all speakers

Join us at Unfold 2027

Join the industry’s brightest thinkers for two unforgettable days of inspiration. Your team and your guests will thank you later.

Get your ticket
Martha Årdal at Unfold
Tammy Brazzoli at Unfold
Bozidar Prskalo at Unfold
Adrian Handle at Unfold
Stan Heijsters at Unfold
Duncan Wardle, Former Head of Innovation & Creativity at Disney, Ex-DisneyEx-Disney
Julie Linn Teigland, Global Vice Chair – Alliances and Ecosystems, EYEY
Charlie MacGregor, Founder & CEO, TSHTSH
Kamalesh Patel, Immediate Past Chairman, AAHOAAAHOA
Richard Valtr, Founder, MewsMews
Matt Welle, CEO, MewsMews
Halima Aziz, Head of Hotels, Criterion HospitalityCriterion Hospitality
Lou Zameryka, Global Head - Hotel Enterprise and Connectivity Partnerships, AirBnBAirBnB
Christophe Peymirat, Head of Uber for Business in EMEA, UberUber
Eric Jafari, Co-Founder, AENDREAENDRE
Gilad Berenstein, Founder, Brook Bay Capital LLCBrook Bay Capital LLC
Niko Karstikko, CEO & Cofounder, Bob W.Bob W.
Øyvind Frisak, CCO and Co-Founder, CIC HospitalityCIC Hospitality
Eljesa Saciri, General Manager, The MandrakeThe Mandrake
Bashar Wali, This AssemblyThis Assembly
Josef Starýchfojtů, CPTO, MewsMews
Stijn Soolsma, General Manager, AedesAedes