Unfold 2026 was a big one.
On 27 May, over 700 hoteliers, innovators, and partners came together at the Muziekgebouw in Amsterdam for a day of talks, product news, and good conversations. Whether you were there on the day or caught the stream, here's a quick recap.
Mews OS: the big news
The headline announcement was the Mews Operating System. The idea is simple: most hotels run on eight to ten separate tools that barely talk to each other. Mews OS brings the main layers into one AI-native platform.
Want to know more? Watch the announcement here.
An Uber integration is coming too. Staff will be able to request rides for guests and have the cost billed straight to the room folio. Pilot coming later this year.
What was on the agenda
Sessions spanned four themes:
- Tech and innovation: AI and what's real vs hype, the Mews product and fintech teams walking through what they've been building, and SiteMinder's Leah Rankin on connected stacks vs siloed systems.
- Growth and profitability: A forward-looking panel with investors and operators on what high performance looks like in 2026, plus a practical workshop on upsell and upgrade programmes.
- Guest experience: A live Matt Talks recording with De Durgedam, Limehome, and Amano Group, and a panel on personalisation and digital communication.
- Leadership, brand and purpose: Charlie MacGregor (The Social Hub) on purpose-led brand building, Halima Aziz and Bashar Wali on intentional hospitality, and Jan van Hovell on how KLABU uses sport and shared space to create belonging for refugees.
Unfold Awards 🏆
The day wrapped with the third edition of the Unfold Awards. Five categories, five winners: Operational Impact, Revenue Impact, Guest Impact, Team Impact, and Hospitality Impact Leader. Read more about the winners here.