Dear Community,
it is time for Unfold 2025 Unpacked!
Read about the highlights below and find a detailed version here.
A note from Matt and Richard
Unfold 2025 was, above all else, a reminder of what a privilege it is to partner with so many incredible hoteliers and technology experts.
It's such a joy to come together and celebrate our collective successes as we continue to seek new and innovative ways to move our industry forward. This year's event was a timely reminder that unique hospitality comes from people. Only by empowering staff and working together can we create unforgettable experiences.
Thank you to everyone who joined us on the day, and to all those who help us push for more.
Five key takeaways from Unfold
Hospitality is a verb
Hospitality isn’t something you offer – it’s something you do. Craft moments that are personal, meaningful and unforgettable.
Personalization demands trust
True personalization builds connection, but only when it’s rooted in respect. Data is powerful, but trust is essential.
Growth requires flexibility
The most successful hospitality leaders today are agile, imaginative, and unafraid to experiment.
Start locally, resonate globally
Properties with deep community roots create stronger, more meaningful guest experiences.
AI can make us more human
AI isn’t about replacing people, it’s about augmenting them. The best technology amplifies empathy.
Missed a session or want to revisit it? Look no further!
- Raising your revenue
Revenue strategies are evolving fast. Dive into fresh perspectives on productivity, personalization and pricing, so you can unlock more value from every guest, every interaction. - Growing your business
Bold moves drive growth. From embedded fintech to innovation at scale, see how future-ready hotels are rethinking operations and setting the pace for 2025 and beyond. - Empowering people
Hospitality is still a people business. These sessions explore how to use technology with intention, elevating teams and enriching guest experiences.
Unfold Awards
The Unfold Awards celebrate the achievements of remarkable Mews hoteliers. Let’s hear a round of applause for this year’s winners 
- Most Innovative Brand: Habyt
- Most Hospitable Brand: Hotel Montestyria Chalets & Suites
- Most Innovative Integration: Hey Lou
- Most Innovative Hotelier: Charlie MacGregor (The Social Hub)
- Social Impact Leader: Haltia Lake Lodge
