- HGEF Series | Europe 2027
- 26 May 2027
- Crowne Plaza Copenhagen Towers by IHG
2nd European Hotel Guest Experience Forum
Copenhagen | 26 May 2027
The 2nd European Hotel Guest Experience Forum brings together senior hotel leaders from across Europe for two connected experiences designed to create more time for meaningful conversation, peer exchange and new thinking around the future of Hotel Guest Experience.
On 26 May, the full-day European Forum brings together hotel leaders, innovators and industry experts to explore how technology, AI, operations, people, commercial strategy and changing guest expectations are reshaping the hotel experience.
As hotels navigate a rapidly changing environment, the challenge is no longer simply to adopt new technology or respond to changing expectations. It is to understand how every decision from the first booking interaction to the final departure contributes to what the guest ultimately feels, remembers and values.
Through a curated programme of leadership panels, real-world hotel case studies, executive insights, strategic discussions, roundtables and 1-to-1 meetings, the Forum will examine the opportunities and challenges shaping the next era of Hotel Guest Experience.
From AI and automation to human connection, personalisation, technology, operational performance and commercial value, Copenhagen will bring together the people shaping the guest journey to ask one fundamental question:
What should the next generation of hotel guest experience look like?
- Explore the Architecture of Hotel Experience
- Gain a deeper understanding of the systems, spaces and signals that shape the modern guest journey and influence every interaction, memory and return visit.
- Understand the European Hotel Landscape
- Examine the strengths, weaknesses, opportunities and threats facing hotels across Europe, from evolving guest expectations and workforce pressures to sustainability, operational complexity and changing market dynamics.
- Learn What Guests Truly Value
- Discover how expectations differ across traveller segments and explore the factors that drive trust, comfort, convenience, loyalty and long-term guest relationships.
- Explore Proven Approaches to Exceptional Guest Experiences
- Learn from senior industry leaders and real-world examples of how leading hotels are creating memorable, differentiated and commercially successful guest experiences.
- Shape the Future of Hotel Guest Experience
- Contribute to discussions that will help define the next generation of hotel guest experiences across Europe and the role of the Hotel Guest Experience Architecture™ in supporting that evolution.
This invitation-only Forum is designed for senior decision-makers responsible for shaping hotel guest experiences, operational performance and business strategy.
Including:
- CEOs
- Managing Directors
- General Managers
- Chief Commercial Officers
- Chief Operating Officers
- Chief Technology Officers
- Vice Presidents
- Heads and Directors of:
Guest Experience, Revenue & Commercial, Marketing & Brand, Operations, Technology & Digital, Guest Experience, Loyalty, Sustainability, Service Excellence, Innovation, Learning & Development
The Forum also welcomes senior leaders from hotels, resorts, serviced apartments and aparthotel operators across Europe.
- Leadership Panels
Participate in strategic discussions examining the architecture of hotel experience, evolving guest expectations, value creation, operational pressures, employee experience and future industry priorities.
- Executive Insights
Hear directly from senior hotel leaders sharing practical perspectives, proven approaches and real-world experience from across the European hotel sector.
- Curated Networking
Build meaningful relationships with senior peers, speakers and industry partners through executive networking sessions, 1-to-1 meetings, evening drinks and dinner.
- Practical Takeaways
Leave with actionable ideas, fresh perspectives and a clearer understanding of what will define successful hotel guest experiences in the years ahead.
The European Hotel Guest Experience Forum exists to elevate hotel guest experience as a strategic business discipline.
Through leadership dialogue, industry collaboration and the continued development of the Hotel Guest Experience Architecture™, we aim to advance how hotel experiences are designed, delivered and evolved across Europe.
Looking Ahead: The Future of Hotel Guest Experience
The Forum will explore how hotels can:
• Better understand evolving guest expectations across different traveller segments
• Create stronger value propositions beyond accommodation alone
• Balance sustainability, profitability and operational performance
• Strengthen the connection between employee experience and guest experience
• Learn from proven approaches to exceptional guest experiences
• Build more resilient, human-centred and commercially successful hotel experience strategies
Join us as we explore what defines successful hotel guest experiences today and what will shape the next generation of hotel guest experiences across Europe.
26 May 2027
Crowne Plaza Copenhagen Towers by IHG
Copenhagen, Denmark
Register your interest today.
The Forum will explore how hotels can:
• Better understand evolving guest expectations across different traveller segments
• Create stronger value propositions beyond accommodation alone
• Balance sustainability, profitability and operational performance
• Strengthen the connection between employee experience and guest experience
• Learn from proven approaches to exceptional guest experiences
• Build more resilient, human-centred and commercially successful hotel experience strategies
Join us as we explore what defines successful hotel guest experiences today and what will shape the next generation of hotel guest experiences across Europe.
26 May 2027
Crowne Plaza Copenhagen Towers by IHG
Copenhagen, Denmark
Register your interest today.
Confirmed Speakers
Jesper Aarestrup
Head of IT & Digital Services
Kimberly Ofrecio
Group Commercial Director
Adam Blake
CEO
Daniel Lister
Consultant
Understanding the Architecture Behind Hotel Guest Experience
Get Direction to the Hotel Venue
Hotel: Crowne Plaza Copenhagen Towers by IHG
Address: Crowne Plaza
Save the Date: 26th May 2027
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Book your Seat
Register now to secure your place at Europe’s first “Winter” Hotel Guest Experience Forum, taking place on 9 December 2025 at the Clarion Hotel Arlanda Airport Terminal in Stockholm. Join senior hotel leaders and industry experts for a unique event focused on redefining winter guest experiences, exploring key challenges, AI-driven personalisation, digital transformation, and sustainable practices.