A warm welcome to the day, including an overview of HSMAI Europe and an introduction to HSMAI Europe’s Spain Advisory Board.

Michael Grohs
Vice President Commercial Transformation at Radisson Hotel Group

Javier Campo
Head of Europe, Middle East and Africa at Amadeus Hospitality

Madrid continues to strengthen its position as one of Europe’s leading international destinations. But what will drive demand in the years ahead?

This session looks beyond the hotel industry to explore the wider forces influencing Madrid’s development — from tourism and major events to infrastructure, connectivity and investment. Hear perspectives on the trends and developments set to influence demand, visitor behaviour and commercial opportunities across the market.

Santiago Santamaria
VP Global Communications, Public and Institutional Relations at Fever

Jesus Menendez
President at Asociación Española de Directores de Hotel (AEDH)

Artificial intelligence is moving rapidly from experimentation to implementation — and the implications for hospitality are becoming increasingly tangible.

This industry panel will explore some of the most important developments shaping AI in hospitality, including agentic AI, changing customer journeys, industry collaboration and the practical implications for hotel commercial teams. The discussion will also draw on the work taking place through HSMAI Europe’s AI Advisory Board and examine what hospitality leaders should be preparing for now.

MODERATOR

Javier Campo
Head of Europe, Middle East and Africa at Amadeus Hospitality

Gianni Di Fede
Global Chief Commercial Officer at Radisson Hotel Group

Benjamin Jost
CEO and Co-Founder at TrustYou

Maialen Carbajo
Director Retail & Travel , Google Spain

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.

EMEA’s Flow-Through Problem:
What 2027 Budgets Need to Catch

Alejandro Garcia Moreno
Director of Sales Southern Europe
Duetto

From Signal to Price:
Agentic AI, secondary data, and learning the patterns your baseline can’t see

Dan Iliescu
VP Science & AI
Revenue Analytics

AI-Powered Meetings and Events:
From Being Found to Being Chosen

Riccardo Galanti
Director Of Sales, International, Hospitality Cloud
Cvent

How does commercial strategy change when you are running a luxury hotel, an international chain, a regional hotel group or an independent property?

Building on the trends explored earlier in the afternoon, this panel brings the conversation directly to hotel leaders. We will explore how different hotel businesses are responding to changing market conditions, AI, distribution, direct bookings and the continued transformation of the commercial function — and where their priorities differ.

MODERATOR

Afra Koers-Hartkamp
Global Senior Manager Business Solutions at Radisson Hotel Group

Elga Castro
Senior Vice President Revenue Performance EU & Luxury
at Minor Hotels

Lila Rodríguez Gayo
Director of Sales and Marketing at Hotel Puerta América

Balasz Szentmary
Director of Revenue Management at InterContinental Madrid

Neville Isaac
Revenue Strategy Director at Petit Palace

We close the formal programme with key takeaways from the afternoon before moving for the evening networking programme.

Continue the conversation over cocktails and connect with fellow hospitality professionals, speakers and partners in a relaxed setting. An opportunity to exchange ideas, build new relationships and discuss the insights from the afternoon beyond the stage.