Returning to Amsterdam on May 11–12, Mews' annual hospitality conference is expanding its format, giving hotel professionals more time to explore new technology, exchange ideas and connect with the people shaping the industry's future.

AMSTERDAM, THE NETHERLANDS | October 26, 2026

If you've ever attended a hospitality conference, you probably know the feeling. You discover an interesting idea during a presentation, meet someone you'd love to continue talking to, or finally find the right person to answer a question you've been carrying around for months. Then you look at the schedule, and it's already time for the next session.

That's one of the reasons Mews is making a change to its annual Unfold conference. For the first time, Unfold 2027 will take place over two days, May 11 and 12, in Amsterdam, giving hoteliers more opportunities to learn, ask questions, explore technology and, perhaps most importantly, spend time with people who understand the challenges of running a hospitality business. The decision came directly from attendees. Following Unfold 2026, participants asked for more time with product specialists, more opportunities to exchange experiences and fewer conversations cut short by a packed agenda. Mews listened. Its eighth edition will now feature a dedicated customer day followed by an industry-wide conference open to hotel professionals, whether they use Mews or not.

And if you're wondering whether this is an event worth adding to your 2027 calendar, there's quite a bit to consider.

Why Unfold Deserves a Place on Your Hospitality Calendar

The real value of attending an industry event isn't simply hearing about what's new. It's returning to your hotel with an idea you can actually use, a solution to a problem you've been trying to solve or a connection that might lead to your next opportunity. Unfold has already shown that it can bring together people with very different perspectives on hospitality.

The 2026 edition welcomed more than 750 hoteliers, operators and industry leaders to Amsterdam. Its program featured speakers and representatives from organizations including EY, Uber for Business, SiteMinder and Airbnb, alongside hotel operators and technology specialists.

The conversations went well beyond hotel software. Participants explored artificial intelligence, profitability, guest experience, leadership and the ways hotels can create value beyond the traditional room reservation.

For someone managing a property, that means exposure to ideas that might not come up during a typical working week. For an owner or commercial director, it's a chance to hear how other businesses are responding to familiar pressures, from rising operating costs to changing guest expectations. And for hospitality professionals who are curious about where their careers or businesses could go next, meeting people from different markets can be valuable in itself.

Two Days, Two Different Experiences

MAY

11

TUESDAY

Unfold Customer Day

For existing Mews customers

A practical day of product masterclasses, demonstrations and one-on-one conversations with Mews solution architects and product developers.

MAY

12

WEDNESDAY

Unfold Industry Day

Open to all hoteliers

A wider look at the future of hospitality through industry presentations, product demonstrations, conversations with specialists and networking.

May 11: Get More Out of the Technology You Already Have

If your property already uses Mews, the first day could be particularly useful.

Hotel technology changes quickly, and keeping up with every new feature isn't always easy when you're busy managing reservations, employees, revenue and guests. Unfold Customer Day is designed to help hotel teams get more value from the platform they're already using.

Rather than sitting through general presentations, attendees will have opportunities to participate in hands-on sessions, explore workflows and speak directly with the specialists who develop Mews products. Imagine being able to sit down with a solution architect and explain a recurring operational problem at your hotel. Or learning how another property has simplified a process that still takes your team hours each week. Those are the kinds of conversations this dedicated day is intended to make possible. It's also an opportunity to learn from fellow Mews users. Sometimes the most useful advice comes from another hotelier who has already faced the same challenge.

May 12: Step Outside Your Property and See the Bigger Picture

You don't need to be a Mews customer to attend the second day. Unfold Industry Day will welcome hoteliers from across the sector for conversations about where hospitality is heading and how businesses can prepare.

Expect industry presentations, technology demonstrations and opportunities to speak with specialists and fellow professionals. The full 2027 speaker lineup has not yet been announced, but the 2026 program offers a useful indication of the event's range. Last year's sessions examined AI and automation, connected hotel systems, revenue opportunities, guest personalization and leadership. Speakers included representatives from established hospitality businesses as well as companies bringing ideas from other industries.

For attendees, that variety matters. You may arrive interested in technology and leave with a fresh perspective on revenue management, employee experience or how to position your hotel in an increasingly competitive market.

The Conversation About AI Is Becoming More Human

One of the most interesting findings from Unfold 2026 wasn't about a new product. It was about how hoteliers viewed technology's relationship with personal service. According to a live audience poll conducted by Mews, 60% of respondents initially believed that new technology would make hospitality more human. By the end of the conference, that figure had risen to 80%.

The poll reflects the views of participating attendees rather than the entire hotel industry, but it offers an interesting glimpse into the conversations taking place at Unfold. And recent guest research makes those conversations even more relevant. In October 2026, Mews published survey findings showing that 75% of respondents believe good hospitality depends on human staff, regardless of the technology supporting the experience. Another 59% said AI should handle repetitive tasks so employees have more opportunities to build relationships with guests.

That's a conversation worth having, especially if you're responsible for deciding where your hotel invests its time and money. How much automation is helpful? Which interactions should remain personal? And how can technology make employees' jobs easier without making the guest experience feel impersonal? Unfold offers a setting where those questions can be discussed with people approaching them from different roles and businesses.

What Could You Actually Bring Home From Unfold?

A conference is an investment. There are travel arrangements to make, time away from work to consider and, eventually, ticket costs to evaluate.

So it's reasonable to ask what attending might offer beyond an interesting couple of days in Amsterdam.

For a general manager, the benefit could be discovering ways to reduce repetitive work or improve communication between departments. For a hotel owner, it might be hearing how other properties approach profitability, technology investments and changing guest expectations. Revenue and commercial teams may find value in conversations about pricing, distribution and new revenue opportunities. Technology professionals can use the event to examine product capabilities and discuss integration challenges directly with providers. And if you're working in hotel marketing, guest relations or business development, the opportunity to connect with professionals from other markets may be just as useful as the formal agenda.

There's also a practical reason to pay attention to the event's product announcements. At Unfold 2026, Mews introduced developments across revenue management, distribution, guest messaging, automation and financial operations as part of its unified operating system strategy. Those announcements give some context to the kind of product discussions attendees may encounter, although the company has not yet confirmed what it will introduce in 2027.

And Yes, There's Time to Enjoy Amsterdam

Not every valuable conference conversation happens inside a meeting room.

Sometimes it's over coffee between sessions, at dinner with a group of people you've just met or during an afterparty when everyone finally has time to relax. Mews plans to retain the social side of Unfold, including opportunities for informal networking and its afterparty overlooking Amsterdam's IJ River.

For professionals whose daily schedules are often dictated by guest needs, operational demands and constant decisions, spending time with colleagues who understand the business can be refreshing. You might leave with a new contact, an unexpected partnership opportunity or simply the reassurance that other hoteliers are dealing with many of the same challenges. And if you're traveling internationally to attend, Amsterdam is certainly a pleasant place to extend the conversation.

Planning to Attend? Here's What We Know

Unfold 2027 is scheduled for May 11–12, 2027, in Amsterdam, the Netherlands. The first day is reserved for existing Mews customers, while the second day is open to the broader hospitality industry. As of October 26, 2026, the complete program, confirmed speakers, ticket prices and specific venue have not yet been announced. Interested attendees can register their interest through the official event announcement to receive further details when they become available.

Unfold 2027: Official event information and registration

If you work in hospitality and have been looking for an opportunity to step away from daily operations, exchange ideas with other professionals and explore what could work better at your property, Unfold 2027 is worth keeping on your calendar. You don't have to arrive with all the answers. Sometimes the most useful part of attending a conference is discovering a question you hadn't thought to ask.

And this time, you'll have two days to explore it.