PROGRAMME

This page will be regularly updated with the latest additions/changes to the programme.

8:00 AM

Registration, Coffee and Tea

9:00 AM

Welcome and update about HSMAI Europe

By Janicke Hansen, Project Manager at HSMAI Europe and Christelle Pitrel, VP Asset Management Development Director EMEA at Highgate and Chair of the HSMAI Europe Advisory Board for Portugal

   

9:10 AM

Meet the Day’s Moderator

By Pedro Colaco, CEO at GuestCentric & GHOTW and Member of the HSMAI Europe Advisory Board for Portugal

An opening introduction from the moderator to set the scene for the day ahead.

9:15 AM

Opening keynote: The CX Renaissance

By Steven Van Belleghem, Customer Experience Enthusiast!
Global keynote speaker at nexxworks

AI is transforming customer expectations faster than ever. The winners of tomorrow will not be the most digital companies – but those that combine human empathy with intelligent technology. Steven Van Belleghem’s keynote reveals the strategies to thrive in this new age of customer connection.

10:05 AM

The European Outlook: The economic and geopolitical risks and opportunities ahead

By Sergio Guerreiro, Senior Director, Strategy & Knowledge Management at Turismo de Portugal

An in-depth analysis of Europe’s economic and geopolitical landscape, highlighting key risks and opportunities shaping the commercial strategy for businesses. This session will be followed by a Q&A.

10:40 AM

Q&A

This is a 15 minute Q&A session following Sergio Guerreiro’s presentation where attendees have the opportunity to ask him questions.

10:55 PM

Break with coffee, tea, and networking

11:20 AM

Hotel Profitability in Portugal and 2026 Outlook based on current Geopolitical situation

By Juan Gallardo, Director of Hotel Intelligence EMEA at HotStats

11:40 AM

Panel: Agentic AI & Revenue Management

Moderator
Rudi Azevedo
CEO & Founder at RM HUB and Member of the HSMAI Europe Advisory Board for Portugal


André Santos
Director of Hospitality Solutions EMEA at Duetto and Member of the HSMAI Europe Advisory Board for Portugal


Vitor Santos
Associate Professor at Nova Information Management School of Universidade Nova de Lisboa (NOVA IMS)


Juan Azpiazu Beitia
Key Account Sales Manager EMEA at Cendyn


Clemens Fisch
Head of Sales EMEA at Triptease


Sergio Serra
CTO at Guestcentric

12:20 PM

Co-Working, Lunch & Networking

2:00 PM

AI in Hospitality, Digital Guest Journeys, and Operational Efficiency

By Christian Mueller, CPO & Co‑Founder at Onsai

2:20 PM

Q&A

This is a 15 minute Q&A session following Christian Mueller’s presentation where attendees have the opportunity to ask him questions.

2:35 PM

The Lightning Round – Insights worth sharing

A long-standing HSMAI tradition: industry leaders share their best experiences, strategic perspectives, and big ideas to drive revenue and profitability—each in just 6 minutes and 40 seconds.

You will gain concrete tools and best practices you can apply immediately to strengthen both day-to-day operations and overall business performance. In addition, you’ll receive strategic insights that provide broader perspective and deeper understanding of key topics within revenue optimisation and leadership.

Lightning Round 1

Payments Driving Revenue – How payment orchestration can uplift the revenue of hotel groups

By João Fezas Vital, Head of Sales, Paybyrd

This session explores how orchestration solves the top challenges European Hotel Groups are facing today

Lightning Round 2

When Guests Speak, Brands Must Answer: The Rise of the Always-Reply Experience

By Erik Muñoz, Director Business Development EMEA, Trust You

Artificial intelligence is no longer a future concept in hospitality—it is already shaping how guests discover, book, experience, and remember a hotel stay. From personalised recommendations and real-time feedback to smarter operations and service recovery, AI is fundamentally influencing the guest experience at every touchpoint.

This session explores not just the what, but the how and why behind the tangible impact of AI on modern guest journeys.

TrustYou Excellence Award Recognition Hand Out

Join us for the official handout of the TrustYou Excellence Award, recognising 2 selected properties for their outstanding guest feedback and consistently strong online reputation performance over the past 12 months. Based on verified guest feedback across multiple platforms, this award highlights sustained excellence in guest satisfaction within each property’s city and region.

Lightning Round 3

AI Assistants in hoteliers’ daily life

AI assistants are rapidly transforming how hoteliers make decisions, optimize revenue, and personalize guest experiences. This session explores how AI assistants work—from data input to intelligent, personalized recommendations—and what opportunities hotels miss by not adopting them. Drawing on innovations from Revenue Agents and AI-powered BI tools, it will showcase how agentic AI is reshaping hospitality technology. The session will also address how to use these tools effectively while maintaining strategic control and human oversight.

Lightning Round 4

The Anticipatory Hotelier: Using Real-Time Search Data to Beat the CompSet

In today’s volatile market, relying solely on PMS data means your strategy is already lagging. True revenue leadership is won during the search phase, not after the booking. This session explores real-time demand data from your booking engine as well as from your destination reveal hidden market spikes before they hit your books. The goal of this session is to show hoteliers how to shift from reactive pricing to an anticipatory strategy by leveraging live search intelligence. Learn to eliminate data silos, capture early-bird demand, and outpace the competition by acting on the digital heartbeat of your hotel.

3:15 PM

Break with coffee, tea, and networking & coworking

3:45 PM

Introduction to Breakout Session and Workshop

We will host 1 roundtable and 1 workshop held by a specialist in his respective field. Roundtable attendees will also have the opportunity to ask specific questions.

OPTION 1

Workshop: The Profit Game – Making Better Booking Decisions in MICE

By Mark Struik, Partner at Conventus Consultants

In this interactive 90-minute workshop, participants explore the complexity of booking decisions in today’s MICE market. We start with a short introduction covering key industry trends and the fundamentals of MICE revenue build-up, setting the context for smarter commercial decision-making. The main part of the session is The Profit Game, an engaging business simulation where teams manage a continuous flow of incoming requests. Participants must constantly decide which business to accept and which to decline, balancing revenue, profitability, risk, and future opportunity. Working with limited information and under time pressure, teams experience first-hand how challenging it is to optimise performance in a dynamic market environment. This workshop is highly relevant for:
– Management teams, to experience the real complexity behind daily sales and revenue decisions
– Sales and operational teams, to better understand how to prioritise and optimise booking strategies
The session combines market insights with hands-on experience, creating a high-energy learning environment where one key question drives the competition: Who generates the most profit from the same market?

OPTION 2

Roundtable Session: AI and Guest Experience

By Erik Muñoz, Director Business Development EMEA, Trust You

  • AI is revolutionising discovery, booking, and the in-stay experience
  • The shift to AI-driven tools makes GEO and Online Reputation Management critical for guest acquisition
  • AI agents can answer guest enquiries instantly, 24/7, in all languages, enabling seamless conversational experiences
  • AI empowers staff to focus on hospitality by automating routine tasks

5:15 PM

Wrap ups and Outcomes

A short summary of the outcomes from the roundtable discussions and workshop.

5:30 PM

Networking and drinks