As president of the European Hotel Managers Association (EHMA), I take great pride in reflecting on the success of our recently concluded 51st annual general meeting (AGM), held on 28–30 March 2025 in the vibrant city of Warsaw. Centred around the forward-looking theme of ‘Hospitality by Design’, the event brought together Europe’s leading hospitality professionals, visionary industry leaders and trailblazing innovators. Together, we explored the powerful forces reshaping our industry – innovation, sustainability and the transformative role of artificial intelligence. Warsaw, a city celebrated for its striking blend of historical grandeur and cutting-edge innovation, proved to be the ideal backdrop for our gathering. This captivating interplay between tradition and contemporary creativity perfectly mirrored the spirit of our AGM – reflecting the hospitality industry’s evolution towards a future where human ingenuity seamlessly converges with technological excellence.
In my opening address, I underscored EHMA’s unwavering commitment to fostering leadership, driving innovation, promoting sustainability and upholding service excellence. These core principles are the foundation of our association, guiding our efforts to set new standards and collectively shape the future of luxury hospitality. One of the standout moments of this year’s AGM was undoubtedly our Educational Day, which offered thought-provoking insights and vital reflections on the profound transformation shaping our industry. We had the honour of hosting esteemed experts whose compelling presentations delivered valuable lessons, key takeaways and strategic perspectives for the future.
Now in session
Professor Andrzej Wodecki’s insightful session left a lasting impression. With clarity and conviction, he eloquently illustrated how AI is narrowing the experience gap between junior and senior professionals, while reaffirming the timeless importance of perseverance and hard work. He succinctly captured this with a compelling statement: “Hard work surpasses talent if talent does not work hard.” Building on this theme, Paola Gariglio showcased the transformative capabilities of AI platforms in optimising operations – from analysing RFPs to designing tailored travel itineraries – highlighting how technology can amplify both human productivity and creative potential.
Equally compelling was the session led by Manuel Engelsthal, who emphasised the critical need to embrace technological innovation and adopt practical solutions – such as carbon offsetting – to meet the pressing challenge of emissions reduction. This message was further strengthened by Christoph Steindorf, who presented a thorough and forwardthinking introduction to blueprinting methodologies specifically designed to elevate sustainability and efficiency in luxury hotel operations.
Alexa Poortier’s enlightening session challenged common assumptions around sustainability, emphasising the essential pillars of compliance, transparency, equitable income distribution, net-zero targets and ecosystem stewardship – cornerstones of responsible leadership in luxury hospitality.
Nick Driessen offered a poignant reminder of the strength found in unity when facing global disruption. His message powerfully conveyed thought through the evocative analogy of “brewing a better world”, resonated deeply with attendees. Equally impactful was Paola Vulterini’s passionate call for inclusive leadership, centred on the empowering principle: “Nothing about us without us.” Her message reinforced a vital truth – designing a better world for individuals with disabilities ultimately enhances the experience for all guests and the hotel’s team.
A personal highlight was Professor Ian Yeoman’s keynote, which offered a compelling vision of the future of food tourism. He portrayed food not just as nourishment but as a powerful medium for escapism and community connection – an especially poignant insight as climate change continues to transform culinary landscapes.
Dr Joanna Jurga deepened our understanding of neuro-architecture, revealing how physical environments profoundly shape emotional wellbeing and sensory perception. Her insights are especially relevant as hotels increasingly aim to craft spaces that foster emotional connections and elevate guest satisfaction.
Renowned designer Adam D Tihany shared an inspiring framework for anticipating guest expectations – rooted in creativity, meticulous craftsmanship and the delivery of authentic value. These principles are vital to achieving enduring success in luxury hospitality.
Clare Shine’s closing remarks eloquently captured the spirit of our AGM’s educational journey, calling on the industry to champion inclusion, embrace sustainability and confront societal anxieties – paving the way for a transformative future in hospitality.
Adding a compelling dimension to the insights shared by our industry speakers, Fifa and Uefa referee Szymon Marciniak delivered powerful lessons in leadership, ambition, humility and selfbelief. The wisdom of his mentor, Pierluigi Collina – urging never to allow success to foster arrogance – resonated deeply within the audience. These enriching sessions embodied the essence of our AGM: a commitment to continuous learning, unlearning and re-learning – a mindset that is essential for navigating the future with agility and purpose.
Evolution and revolution
Technology has undeniably reshaped both our lives and professions. Pawel Motyl eloquently illustrated this through the transformative impact of innovation of the iPhone and Google Maps – disruptions that profoundly affected companies such as Garmin and TomTom. Today, the rapid evolution of AI, further underscored this momentum. Breakthroughs like Sora’s hyper-realistic video generation and Google’s revelation revealing that a significant proportion of GPT code is algorithmically generated, showing the accelerating pace of technological innovation in hospitality.
As we embrace these technologies, it is essential to remain rooted in a human-centric ethos – hospitality by design. Integrating AI should complement our efforts to enhance guest experiences, improve sustainability goals and support employee well-being – never to replace the human intuition, empathy and creativity that lie at the heart of our industry.
I was deeply honoured to be re-elected as president of EHMA for the 2025–27 term – a reaffirmation of our shared commitment to guiding our industry with integrity, loyalty and trust. Together with Pawel Lewtak as first vice-president and Stephan Stokkermans as vice-president, we stand ready to uphold and further the prestigious legacy of EHMA.
We are also delighted to welcome 12 new EHMA members, each contributing fresh energy and innovative perspectives, further strengthening EHMA’s dynamic growth. With our membership now reaching 478 hospitality professionals, EHMA continues to expand its influence fostering a thriving community dedicated to excellence in the industry.
