A warm welcome to the day, including key updates in Europe and an introduction to the day’s programme from our moderator.

In this session, Kitty will speak about how organisations can understand changing customer expectations and use digital channels to remain relevant.

A cyberattack on a hotel is not just a technology incident. It is a trust incident.

As hotels become increasingly dependent on digital platforms and guest data, they are facing a rapidly changing threat landscape. At the same time, AI is making cyberattacks faster, more scalable and more convincing than ever before.

Through a combination of threat intelligence, a real-world hospitality case study and lessons from cyber crisis response, Inge van der Beijl demonstrates how attacks unfold, what their impact is on guests, employees and leadership teams, and how organisations can prepare for the moment cyber becomes a business crisis.

This session will explore how AI, search behaviour, and new digital tools are changing the way guests discover, compare, and book hotels. The session will begin with a keynote presentation, followed by a panel discussion, which Dr. Alexander will also be joining, on what these changes mean for hotel commercial teams and the future booking journey.

Jasper van Baal
Vice President Commercial at Odyssey Hotel Group

Thomas van Keulen
Marketing Manager at Van der Valk International B.V.

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.

Reclaiming the Guest Journey:
How AI Memory Is Shaping the Next Generation of Hospitality

Erik Muñoz
Director Business Development EMEA
TrustYou Headquarters

Leading Through Change:
How Hoteliers Can Embrace Hospitality’s Transformation

Sérgio Serra
Chief Technology Officer
GuestCentric

A focused look at the key trends shaping the Dutch hospitality market today. The session will feature a presentation followed by a 10-minute Q&A, giving attendees the opportunity to explore the insights further and discuss what they mean for the local market.

Stef Driessen
Sector Banker Leisure, Travel & Hospitality at ABN AMRO Bank N.V.

Janneke ten Hoor
Corporate Banking | Sector Research Intern Leisure at ABN AMRO Bank N.V.

Hotels have invested heavily in digital transformation, yet commercial success still depends on how quickly teams can respond, collaborate, and deliver great service. From guest services to meetings & events, leading hotels are embracing mobile-first workflows that remove unnecessary administration and enable staff to work where guests and planners need them. Join Shiji and VenueSuite to discover how modern cloud platforms and mobile technology are helping hotels improve responsiveness, increase efficiency, and capture more revenue – without adding complexity.

Jan Mazur
Director of Sales, Daylight PMS at Shiji Group

Ralph van Hooijdonk
CEO & Founder at VenueSuite

Inspired by the Strategy Labs at HSMAI Europe’s annual Commercial Strategy Conference, this Netherlands edition will bring participants together for focused, interactive discussions on the most relevant challenges and opportunities for the Dutch hospitality market.

Each Strategy Lab will be led by specialists in their respective fields and designed to encourage practical discussion, peer-to-peer learning, and actionable takeaways. Topics will be curated based on market relevance and industry feedback, with a focus on the key commercial, digital, operational, and leadership issues shaping hospitality in the Netherlands.

Network, unwind, and compete! Join us for drinks, bites, and the hospitality industry’s first-ever Cornhole Tournament—a fun and relaxed way to connect with your peers and finish the day.