Hospitality is moving faster than ever, with new technologies, shifting guest expectations, and fresh commercial opportunities redefining how we work. At the HSMAI Europe Commercial Strategy Forum 2026 in London in January, we will bring together senior leaders to cut through the noise, challenge assumptions, and share strategies that drive lasting impact.

Under the banner “Where Insights Drive Hospitality Forward”, this year’s program dives into the future of loyalty, AI at scale, data-driven decision making, and bold lessons from beyond our industry. Together, we will explore what’s next and how to turn insight into influence, and strategy into measurable success.

Big conversations. Bold insights. Here are some of the topics shaping our 2026 agenda:

• The Future of Hospitality
• Will Bots Stay in Hotels?
• MICE is on the agenda
• Ancillary Revenue Strategy
• Understanding loyalty in the age of choice overload
• AI at scale: Success stories from hotels already doing it right
• Outside the Bubble: Commercial Breakthroughs from other Sectors
• Drowning in data? How to find what really matters
• Rethinking social media: Breaking the rules to drive real results
• From insights to influence: Presenting data that drives decisions