As the hospitality industry faces ongoing economic challenges, shifting guest expectations, and rapid technological change, there is a growing need for operators to rethink how they work. Mews Unfold, a one-day event taking place on Wednesday, April 30 at the Muziekgebouw in Amsterdam, is here to help turn that into action.
Now in its sixth edition, the event will bring together 700+ hospitality professionals. Rather than following a traditional conference format, Mews Unfold is built around focused conversations on how innovation is transforming hospitality. Topics will include automation, productivity, guest experience, and revenue strategy, with speakers such as chef and presenter Monica Galetti, hotel executives Dina Belon, Nicole Torbiörnsson, and Victoria Fischer, as well as technology leaders like Bryson Koehler, Bashar Wali, and Luca Bovone. All of these discussions will be brought together by Mews Founder Richard Valtr, CEO Matt Welle, and the Mews team, keeping everything connected and engaging throughout the day.
The Unfold Awards will also return this year, celebrating achievements across five categories: Most Innovative Brand, Most Hospitable Brand, Most Innovative Integration, Most Innovative Hotelier, and Social Impact Leader.
Ahead of the event, we spoke with Matthijs Welle to go beyond the agenda and get to the heart of what Unfold is really about. Here is what he shared.
Matt Welle — Source: Hospitality Net
Matt Welle — Source: Hospitality Net A Timely Industry Conversation
To start, we wanted to understand the core issue Unfold is aiming to spotlight, and why this is the right moment for it. What has worked historically will not just work anymore, says Matt, pointing to inflation, labor shortages, and the increasing need for hotels to drive more revenue with fewer resources. While technology is one part of the solution, he believes the bigger challenge is strategic. Operators need to rethink how they approach growth and resilience. We need to think beyond traditional room revenue and really diversify, he adds. Some of this year’s speakers, including leaders from companies like Habyt and The Social Hub, are doing just that. So are the hotels nominated for the Unfold Awards. They are expanding their audience, engaging with their communities, and testing new models for value creation.
Designed for Open Dialogue
We also asked what makes this event stand out from others on the calendar, particularly when many hospitality gatherings focus on trends and tools. What sets Unfold apart, according to Matt, is its willingness to engage with the harder questions. We are comfortable with things getting a little uncomfortable, he says. That is often where the most valuable ideas emerge. Instead of only offering updates on trends or tools, the event encourages attendees to question how they work and to hear from others who have made bold changes. Speakers are chosen not only for their success, but also for their openness in sharing what they have learned.
Who Should Attend
When asked who the event is designed for, Matt is clear that Unfold is not just for tech enthusiasts. Unfold is intended for hoteliers and professionals who are open to doing things differently. Whether managing an independent property or overseeing a portfolio, attendees will hear first-hand stories from peers who have tested new ideas, made difficult decisions, and are willing to share both the results and the process. It is always exciting to have so many of our early customers in the room, Matt says. They continue to shape the direction of this industry.
The Value of Stepping Away
Finally, we asked Matt to reflect on what past attendees have taken away from the event. Matt recalls one hotelier from the United Kingdom who attended a previous edition. She took pages of notes and told me that being away from her daily routine helped her rethink how her property was run. I’m excited to see her again this year to find out what impact she’s seen from the changes she’s made. It is those kinds of stories, Matt says, that demonstrate the long-term value of events like Unfold. As the industry continues to evolve, taking time to exchange ideas and perspectives can lead to meaningful change.
Looking Ahead
Hospitality Net is proud to once again support Mews Unfold as its official media partner. We believe events like this play an essential role in shaping the future of hospitality, by bringing people together to exchange ideas, learn from each other, and explore new ways to move the industry forward.
If you are a hospitality professional looking to connect with peers, gain practical insights, and challenge the way you think about the future, Unfold is the place to be. You can register here.
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 12,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report. Mews has raised $410 million from investors including Growth Equity at Goldman Sachs Alternatives, Kinnevik and Tiger Global to transform hospitality.
About Hospitality Net
Acting as a ‘neutral’ broker and publisher of hotel business information, Hospitality Net is the #1 ranked global website for the global hospitality community. Hospitality Net enables all industry stakeholders to amplify visibility on its platform and connect with the industry globally through a membership business model, unlike any other publishing initiative in the industry. Members include actors throughout the hospitality spectrum – hotel groups, vendors/suppliers, associations, universities/schools, consultants, and event organizers. To learn more, visit hospitalitynet.org. To learn more, visit hospitalitynet.org.
Jill Dassen
Sales & Marketing Manager
Hospitality Net
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