From the outset, IHTF 2025 demonstrated its unique ability to blend the rich expertise of Europe’s leading hotel brands with the disruptive potential of emerging technologies. The forum was designed to do more than just disseminate knowledge – it was a dynamic environment where case studies, panel discussions and interactive Q&A sessions converged to offer attendees an all-encompassing perspective on the current and future state of hospitality technology. There was a comprehensive programme structure:
- Case studies and presentations: High-level sessions offered deep dives into real-world implementations and technological breakthroughs. Esteemed brands such as Minor Hotels, Hyatt, InterContinental Hotels, Strawberry, W Algarve and Dom Pedro Lisboa shared their journeys, illustrating how technology is reshaping the guest journey and operational dynamics.
- Panel discussions and Q&As: Thought-provoking panels, including discussions on whether traditional hotelier roles are becoming obsolete in the face of rapid technological advancements, engaged the audience in debates that balanced visionary ideas with practical challenges.
- One-to-one meetings: Complementing the formal sessions were pre-scheduled one-to-one meetings that fostered personalised interactions. This innovative format provided hoteliers with the opportunity to engage directly with technology solution providers, encouraging rich, in-depth conversations and collaborative exploration of bespoke solutions.
Celebrating excellence: The IHTF Europe Awards
A standout highlight of the forum was the prestigious IHTF Europe Awards ceremony, held on 19 March 2025 at the Tivoli Marina Vilamoura Algarve Resort. This ceremony was not just an awards show – it was also a celebration of innovation, resilience and transformative advancements in hotel technology. Recognising excellence across several categories, the awards underscored the pivotal role of technology in redefining the guest experience and optimising operational efficiency. Here are the award winners and their impact:
- AI Adoption of the Year – PortoBay Hotels & Resorts: Honoured for integrating artificial intelligence to elevate guest services and streamline hotel operations, setting a new industry standard.
- CTO/CIO of the Year – Kari Anna Fiskvik: Celebrated for visionary leadership and spearheading digital transformation, marking a significant shift in how technology is harnessed within the hospitality sector.
- ESG Initiative of the Year – Blue & Green Hotels & Resorts: Recognised for its commitment to sustainable practices and environmental stewardship, aligning business growth with eco-friendly initiatives.
- Hotel App of the Year – RIU Hotels & joyned: This collaboration was celebrated for delivering a seamless, user-centric mobile experience that enhances guest engagement.
- In-Room Guest Tech of the Year – Alexa Smart Properties X NH Collection Hotels: Applauded for pioneering in-room technology that leverages voice control to create an unparalleled level of personalised service.
- Integrated Staff Operations Tech of the Year – CitizenM & Aphy RPA BV: Acknowledged for introducing robotic process automation to streamline internal processes, enhancing efficiency and accuracy.
- Resort Tech Innovation of the Year – Belmond: Awarded for leveraging immersive technology to transform the resort experience, creating a truly modern and luxurious stay.
These accolades not only highlighted the ingenuity of the awardees but also served as a barometer for the direction in which the industry is heading – towards a more digital, efficient and guest-centric future.
In-depth discussions and future perspectives
The forum was more than an exchange of ideas – it was a forward-thinking exploration into the future of hotel technology. Sessions led by influential voices provided valuable insights into guest personalisation, digital content strategy and the integration of AI in everyday hotel operations:
- Keynote insights: Mariya Donat, director digital content strategy, EAME, at Hyatt Hotels Corporation, opened the final day with a compelling keynote titled ‘Encapsulating Resort Experiences in a Digital Age’. Her presentation emphasised the importance of creating tailored digital experiences that resonate with today’s tech-savvy travellers.
- Interactive case studies: The collaborative session featuring Felix Undeutsch, CEO at hivr.ai, alongside Mandy Stam from Radisson Hotel Group, showcased a live demonstration of an AI-powered phone agent. This session offered attendees a firsthand look at how AI can revolutionise operational workflows and drive revenue in meetings and events.
- Global panel perspectives: The concluding session on ‘Global Perspectives on the Next Generation of Hotel Technology’ brought together industry leaders from around the world, including Paulo Mesquita (COO, Dom Pedro Lisboa Hotel), JS Anand (founder and CEO, LEVA Hotels), and Graham Pope (vicepresident international, Cvent). Their discussions provided a nuanced view of how global trends are influencing technological advancements within the hospitality sector.
Additionally, the event featured a thoughtprovoking fireside chat on secure payment solutions in hotels – a session that underscored the critical need for robust, secure and seamless financial technologies in an increasingly digital world.
Looking ahead: IHTF Asia 2025
The International Hotel Technology Forum 2025 in Algarve was more than a conference; it was a vibrant confluence of ideas, innovation and industry expertise. By bringing together top hotel brands and leading technology providers, the forum not only celebrated current achievements but also set the stage for the next wave of technological advancements in hospitality. As the industry continues to evolve, the insights, collaborations and awards from IHTF Europe 2025 will undoubtedly influence how hotels harness technology to create memorable guest experiences and operational excellence. The future of hospitality is here – and it is decidedly digital, innovative and globally interconnected.
As the curtain fell on IHTF Europe 2025, anticipation was already building for the next chapter in this prestigious series – the International Hotel Technology Forum Asia. Scheduled for 18–19 November 2025 in Singapore, this upcoming event promises to extend the forum’s legacy of innovation and thought leadership, bridging the gap between continents and providing a truly global platform for discussing the future of hospitality technology.
