- HGEF Series | Europe 2026, 25 Nov ~ Agenda
8:00AM TO 9:00AM
Breakfast & Networking: A Warm Welcome for Our Guests
Winter Arrival: Start your festive morning by registering, collecting your badge, and joining fellow hoteliers for a joyful Breakfast with Santa – where every guest experience begins with holiday cheer!
9:00AM TO 9:10AM
Welcome & Opening Address
Speaker Details Coming Soon
The Architecture of Hotel Guest Experience
Charles Thomas, CEO & Founder, HOTEL GUEST EXPERIENCE FORUM & REDD MEDIA
9:15AM TO 9:40AM
Opening Panel: The European Hotel Landscape: Strengths, Pressures, Risks and Opportunities
Diana Zambrano, Head of Guest Experience & Community, Sheraton Stockholm
Aino Collan-Jyränoja, Senior CRM and Guest Journey Manager, NORDIC HOTELS & RESORTS, Luxury & Lifestyle Division of STRAWBERRY
Have a perspective worth sharing?
We're inviting hotel leaders across operations, technology, revenue, loyalty, marketing and guest experience to contribute to the Forum programme.
Enquire About Speaking Opportunities
9:40AM TO 10:00AM
Industry Insight
Safeguarding Guest Confidence Across the Digital Guest Journey
Adam Blake, CEO, THREATSPIKE
10:00AM TO 10:25AM
Leadership Perspective - Panel Discussion
What Does the European Hotel Guest Actually Value?
• This panel explores how hotel departments – wellness, front office, housekeeping, F&B, IT, marketing, and more – collaborate to create a cohesive, holiday-inspired guest experience across European hotels. Panellists share festive case studies from diverse markets on aligning efforts, managing occupancy, and integrating real-time feedback to deliver personalised, memorable stays during the winter season.
Andreas Svensson, Senior Strategic Solutions Manager (Payments), PLANET
10:25AM TO 10:45AM
Industry Insight
Reserved for Sponsor
Adam Blake, CEO, THREATSPIKE
10:45AM TO 11:05AM
Morning Coffee & Networking
In true Swedish tradition, we invite you to take a fika break. Recharge with freshly brewed coffee, tea, and local pastries while engaging in informal conversation with fellow hoteliers and industry experts. This is an ideal opportunity for peer-to-peer networking in a relaxed, social atmosphere
Networking Slot - 1-2-1 Pre-Arranged Meetings between Hoteliers & Suppliers
11:10AM TO 11:30AM - 1-2-1 Meeting Slot 1
11:30AM TO 11:50AM - 1-2-1 Meeting Slot 2
11:50AM TO 12:10PM - 1-2-1 Meeting Slot 3
12:10PM TO 12:30PM - 1-2-1 Meeting Slot 4
Arrange your 1-2-1 meeting via our App, 3 weeks before the event.
• This networking session provides a unique opportunity for hoteliers and sponsors to collaborate on shaping the future of guest experiences. Use our event app to schedule personalised 1-2-1 meetings to discuss innovative strategies, share insights, and explore solutions that enhance the guest journey.
• The meeting scheduling feature will go live 4 weeks before the event. Please ensure you download the app, complete your profile, and plan your meetings in advance to make the most of this valuable networking opportunity.
• The App is only available for registered attendees.
Join the Conversation
The Forum is designed around real-world experiences and practical leadership insights. If you have a perspective that could benefit the industry, we'd love to hear from you.
12:30PM TO 1:15PM
Lunch & Networking
Network with fellow attendees, sponsors, and exhibitors from across Europe
Savour a delightful Christmas-themed lunch featuring European holiday specialities. Network with fellow attendees, sponsors, and exhibitors from across the continent in a warm, festive atmosphere under the glow of holiday decorations.
Networking Slot - 1-2-1 Pre-Arranged Meetings between Hoteliers & Suppliers
1:20PM TO 1:40PM - 1-2-1 Meeting Slot 5
1:40PM TO 2:00PM - 1-2-1 Meeting Slot 6
2:00PM TO 2:20PM - 1-2-1 Meeting Slot 7
2:20PM TO 2:40PM - 1-2-1 Meeting Slot 8
Arrange your 1-2-1 meeting via our App, 4 weeks before the event.
2:40PM TO 3:05PM
Leadership Perspective - Panel Discussion
Beyond the Room: The Value Proposition of the Modern Hotel
• This panel explores how hotel departments – wellness, front office, housekeeping, F&B, IT, marketing, and more – collaborate to create a cohesive, holiday-inspired guest experience across European hotels. Panellists share festive case studies from diverse markets on aligning efforts, managing occupancy, and integrating real-time feedback to deliver personalised, memorable stays during the winter season.
Sara McKinven Höök, Group Revenue Director, ORASCOM HOTELS MANAGEMENT
3:05PM TO 3:30PM
Leadership Perspective - Panel Discussion
The Human Behind the Experience: The Staff - Guest Connection
• This panel explores how hotel departments – wellness, front office, housekeeping, F&B, IT, marketing, and more – collaborate to create a cohesive, holiday-inspired guest experience across European hotels. Panellists share festive case studies from diverse markets on aligning efforts, managing occupancy, and integrating real-time feedback to deliver personalised, memorable stays during the winter season.
Andreas Svensson, Senior Strategic Solutions Manager (Payments), PLANET
3:30PM TO 3:50PM
Industry Insight
Topic 1 Coming Soon
Topic 2 Coming Soon
Diana Zambrano, Head of Guest Experience & Community, Sheraton Stockholm
3:50PM TO 4:10PM
Afternoon Coffee & Networking
A seasonal touch to refresh and reconnect before the final sessions.
4:10PM TO 4:35PM
Leadership Perspective - Panel Discussion
Proven Approaches to Exceptional Guest Experiences
• This panel explores how hotel departments – wellness, front office, housekeeping, F&B, IT, marketing, and more – collaborate to create a cohesive, holiday-inspired guest experience across European hotels. Panellists share festive case studies from diverse markets on aligning efforts, managing occupancy, and integrating real-time feedback to deliver personalised, memorable stays during the winter season.
Sara McKinven Höök, Group Revenue Director, ORASCOM HOTELS MANAGEMENT
Networking Slot - 1-2-1 Pre-Arranged Meetings between Hoteliers & Suppliers
Arrange your 1-2-1 meeting via our App, 4 weeks before the event.
Help Shape Guest Experience Across the New Europe
From operations and technology to revenue, loyalty and culture, we're looking for hotel leaders who can bring fresh perspectives to the conversation.
Express Your Interest in Speaking
4:35PM TO 5:05PM
Leadership Perspective - Panel Discussion
The Roadmap Ahead: Building the Next Generation Hotel Experience
As the European hospitality landscape continues to evolve, this forward-looking discussion brings together industry leaders to explore what the next chapter of hotel innovation will look like.
From reimagining festive-season experiences to redefining sustainability, technology, and guest engagement, the panellists will share insights from across diverse markets and business models from boutique and luxury collections to regional hotel groups. Together, they will examine how hotels can balance digital transformation with authentic human connection, strengthen ESG and quality management practices, and embrace responsible growth that drives both profitability and purpose.
This closing session will offer a visionary outlook on how hospitality can create meaningful, memorable, and sustainable guest experiences in 2026 and beyond.
Daniel Lister, Consultant
5:05PM TO 7:30PM
Wrap Up, Networking Drinks & Prize Distribution
Join us for an evening reception to celebrate the Forum’s success. Enjoy drinks, light refreshments, and live music in a relaxed and welcoming atmosphere. Connect with attendees, sponsors, and exhibitors from across Europe, exchange ideas, and continue the conversations from the day in an informal networking setting.
Could Your Perspective Help Shape the Next Era of Guest Experience?
We're inviting senior hotel leaders to contribute to the programme through panels, hotelier perspectives and executive discussions.
Enquire About Speaking Opportunities
1:45PM TO 1:55PM
Case Study 3: Reimagining the Guest Journey: From Human-Driven to AI-Enhanced Hospitality
Kristoffer Pedersen, Co-Founder, ALTEK AI
Jon-Fredrik Hopland, Co-Founder, ALTEK AI
1:55PM TO 2:05PM
Case Study 4: How Loyalty Shapes Guest Behaviour in Hospitality
Martin Kongsvik, CCO, LOYCO AS