A warm welcome to the day, including an overview of HSMAI Europe.

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.

An in-depth analysis of Europe’s economic and geopolitical landscape, highlighting key risks and opportunities shaping the commercial strategy for businesses.

In addition to his role at ABP Invest, Thanos is a frequent guest on major financial media outlets such as BBC, Bloomberg, and CNBC. He is also a sought-after keynote speaker and moderator at investment conferences.

What is shaping Sweden’s hospitality market, and how should hotels respond?

Led by Thanos Papasavvas, this panel will bring together leading hoteliers to explore the trends shaping demand in Sweden, the risks and opportunities ahead, and what these mean for pricing, sales and commercial strategy. Building on the European outlook keynote, the discussion will focus on the priorities facing Sweden’s hotel industry.

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

Edward Lines, will open the session with a short presentation, followed by a panel debate led by Edward, exploring 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.

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.

Inspired by the Strategy Labs at HSMAI Europe’s annual pan-European Commercial Strategy Conference, this Stockholm edition will bring participants together for focused, interactive discussions on the most relevant challenges and opportunities for the Swedish 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.

Preliminary topics:

• LAB 1: Measuring M&E ROI – beyond room revenue.
• LAB 2: From Revenue Manager to Revenue Strategist
• LAB 3: Impact of LLMs on Distribution Strategies

Each Lab shares its strongest recommendations and immediate next step. Compare how the actions could work across city, conference and leisure hotels.

We wrap up the day with a few closing reflections, followed by drinks and networking; an opportunity to continue discussions, exchange ideas and connect with peers from across the Swedish hospitality community.