At Mews Unfold 2025, hoteliers from across the globe gathered to share insights, celebrate successes and shape the future of our industry.
Among the many topics covered, one powerful idea pervaded almost every conversation: hospitality is no longer just about rooms – it’s about moments. It’s not just what you offer, but how you make people feel.
7 Top Takeaways from the Unfold 2025 Event
This shift is reshaping everything from operations to revenue strategy, especially for general and revenue managers looking to lead through change. Here are the top takeaways from the unique annual forum.
1. Hospitality Is a Verb
Forget scripted service. Today’s most successful hotels focus on creating memorable, human moments, whether that’s a handwritten note, a guest’s dog photo waiting in the room, or a heartfelt ‘welcome home’ upon arrival. Technology should be your enabler, not your endpoint. As one speaker put it, “Tech is your paintbrush. The color is what your guests remember.”
But personalization must be grounded in trust. Use data transparently and responsibly. Every touchpoint should enhance the guest experience, not feel like surveillance. When done right, it’s the personal details that elevate a good stay to an unforgettable one.
2. From RevPAR to RevPAG
The industry is shifting from room-based metrics to guest-centric ones. Revenue per available guest (RevPAG) captures a more holistic picture of performance – one that includes upsells, experiences, F&B and more. While tools for tracking RevPAG are still evolving, the mindset shift is already underway: it’s not just about what you sell, but how well you serve the full guest journey.
This also means dynamic pricing must be paired with storytelling. Guests will accept variable pricing if it’s grounded in value and communicated clearly. As with airlines, transparency and context are key.
3. Agility Is the New Competitive Advantage
he only constant is change. From shifting traveler expectations to unpredictable economic conditions, hoteliers need to be flexible, creative and fast-moving. As one speaker noted, “volatility is the new normal”. The winners will be those who stop asking why is this happening? and start asking how do we respond?
Creative thinking about the guest experience is critical, but it must be matched with agility. Hoteliers need to be ready to test, learn and adapt at pace. That includes the willingness to change processes, not just buy new tools.
4. AI Isn’t Replacing People – It’s Augmenting Us
AI was everywhere at Unfold, but the consensus was clear: the goal is not simply to replace humans. Instead, it’s about empowering superhumans.
Hiring is evolving. Hotels are prioritizing emotional intelligence and passion over rigid adherence to brand standards. Standard operating procedures (SOPs) are giving way to real conversations. Tech takes care of the admin, so people can focus on connection.
Generative AI is also reshaping the digital front door. Nearly 70% of US travelers already use AI to plan trips. That means guests are asking tools like ChatGPT or Copilot for “a cool, affordable hotel near the center of Amsterdam” and getting just a few curated options. Hoteliers must take this new search and booking channel seriously to show up in those moments. Strong metadata, rich guest reviews and clear brand storytelling are now essential to search visibility.
5. Data Is Gold, but Only if It’s Clean
Every hotel is sitting on a mountain of data. But unless that data is structured, centralized and actionable, it’s just noise. Personalization at scale won’t work if your systems can’t talk to each other. Smart operators are investing in unified platforms and data strategies now to future-proof their business.
One recurring metaphor: don’t buy a Ferrari and drive it like a Volvo. Great hotel tech is only powerful if you know how to use it.
6. Local Roots, Global Resonance
Today’s travelers want authenticity. That starts with embracing the local, whether it’s serving local apple juice at breakfast, partnering with neighborhood businesses, or incorporating art and culture from your area. Hotels that integrate meaningfully into their communities don’t just serve travelers – they become local hubs. These are the stories that stick, and that scale.
7. Security Is the Foundation of Trust
As personalization and data use increase, so do risks. Cybersecurity isn’t optional, it’s critical infrastructure. Tools like SSO, 2FA, and security profiles are becoming standard. Recent history shows us that even the biggest hospitality brands can be vulnerable to attacks, as their security is only as strong as their weakest link.
Memorable or Forgettable?
To paraphrase Bashar Wali at Unfold, there are only two kinds of hotels: memorable or forgettable. You don’t need to be five-star to be memorable. You just need to care, act with intention, and use technology to unlock more time for human connection.
In a world shaped by volatility and innovation, the hotels that thrive won’t be the ones chasing every new trend. They’ll be the ones that stay grounded in purpose, open to change, and relentlessly focused on how they make people feel.
Unfold 2025 produced a full day of invaluable advice, insights and inspiration. And you can watch every session, including talks on transforming your revenue potential and how personalization unlocks more profit.
Unfold 2025 reminded us that success lies in connection, not convention. To stay ahead, apply these insights with intention, embrace agility, empower teams with technology, and lead with empathy. The future favors those who act, adapt, and truly care.
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