Exactly one week ago, we had the pleasure of attending Mews Unfold 2025 in Amsterdam. Now in its sixth edition, Unfold has grown into one of the most anticipated hospitality events in Europe, drawing over 700 hoteliers, tech partners, and innovators from around the world. What began in a single room just a few years ago has evolved into a multi-floor experience, full of energy, insight, and meaningful connection.
This year’s event was a powerful reminder of what hospitality is really about: not just technology, but people. From organizers to speakers, the Mews team curated a day that balanced operational insights with heartfelt conversations and hands-on learning. It didn’t feel like a typical tech conference, it felt like a gathering of a community that genuinely cares about the future of guest experience.
The opening keynote by Mews Founder Richard Valtr and CEO Matt Welle set an open and honest tone for the day: in a world marked by global conflict, economic uncertainty, and shifting guest behaviors, they encouraged the audience to stop asking “why?” and start focusing on “how to respond.” Their message was clear: hospitality must be agile, blending human instinct with data-driven decisions. “Don’t wait for the impact. Be it,” said Richard.
Throughout the day, attendees explored the connection between technology and human service. Whether in the thoughtful one-on-one conversation with Monica Galetti, the dynamic panels on automation and personalization, or the breakout sessions on revenue management and tech integration, one message kept coming through: hospitality is, and will always be, about connection.
Source: Hospitality Net
Unfold was not only about the sessions; the Mews Product and Partner Zones offered an additional layer to the experience. These spaces provided a relaxed setting for networking and connecting with clients, industry suppliers, and speakers in between sessions and during breaks.
As the official program came to a close, the Mews Unfold Awards offered well-deserved recognition to those pushing boundaries, celebrating excellence in guest experience, innovation, sustainability, and leadership. It was a great ending to a day filled with learning and new ideas.
Source: Hospitality Net
The day wrapped up with a lively gathering, complete with great food, drinks, and a buzzing atmosphere. Conversations deepened, new connections were made, and the energy of the day continued in full force, offering a fitting end to an inspiring and well-executed event.
Unfold 2025 reminded us why we do what we do. Technology plays a crucial role, but the magic lies in the moments we create for others. Hats off to the Mews team for delivering a day full of energy, warmth, and vision. We are already looking forward to Unfold Volume 07, because if this year showed anything, there’s still so much more ahead.
This was just the beginning. Over the coming days, we will be sharing more in-depth articles from Unfold 2025, exploring some of the key sessions, expert insights, and ideas shaping the future of hospitality.
