Mews expands Unfold to two days in Amsterdam in 2027

Mews will expand its Unfold conference to two days when it returns to Amsterdam on May 11-12, 2027, with a customer product day followed by an open industry day. It is the first two-day edition and the eighth overall.

The split follows feedback gathered after Unfold 2026 and in later conversations, where hoteliers said the program moved too quickly. “Unfold goes by far too fast,” Mews wrote. They wanted longer conversations, more time with the product and experts, and room between sessions for a drink and a complete discussion.

Mews said it rejected the temptation to extend one packed day. “No one’s getting up for a 6am start, however good the pastries are,” the company wrote, explaining that a second day would support its aim of creating a distinctive, memorable event rather than another formulaic conference.

What does the two-day format change for hoteliers?

Tuesday, May 11, is dedicated to existing Mews customers. Mews says its platform keeps evolving through new features and workflows, so the day centers on hands-on, product-first sessions and masterclasses intended to help teams use the system across every property.

Attendees also get one-on-ones with solution architects and product builders, giving them direct access to the people creating the technology. Hotel users can exchange operating tips with peers, a format Mews described as an in-person Mews Community, and act as development partners whose feedback pushes the platform forward.

Wednesday, May 12, opens to all hoteliers, whether or not they buy Mews. Mews plans to bring together the hotel market, industry experts, partners and voices from outside hospitality, combining discussion of the sector's direction with the company's product roadmap.

The expanded agenda includes:

• More time to network with hoteliers, experts, partners and the Mews team.
• Product show-and-tells showing where Mews is heading.
• Industry talks on where hospitality goes next, led by people shaping it.
• Opportunities for attendees to put questions to the experts.

At the operating level, Mews describes its software as an operating system that connects revenue, operations and the guest journey. The platform spans PMS, POS, RMS, Housekeeping and Payments, with the stated goal of automating routine work so teams can concentrate on guest experiences and move from property management toward profit management.

For hoteliers, that makes workflow coverage and staff time the practical focus rather than a single feature launch. The announcement provides no pricing, implementation-cost or labor-savings figures, so it does not support a comparison of the platform's payback or economics.

Mews says its platform supports 15,000 customers across 85 countries. The two-day format gives those operators more time to examine the product and ask its builders direct questions, while the industry day extends the event's audience beyond existing customers.

Hotel Tech Report named Mews Best PMS in 2024, 2025 and 2026 and Best POS in 2026. The publication also listed Mews among the Best Places to Work in Hotel Tech for six consecutive years, adding outside recognition to the vendor's product and employer claims.

Unfold also frames the gathering as a celebration of hospitality's wider role, not simply a technology seminar. The company points to conversations over coffee and shared dancing at an afterparty as the sun sets over the IJ River, underscoring the networking and community element behind the format change. Mews expects attendees to leave with new ideas and new contacts.

Mews is accepting registrations of interest; tickets and the full program will follow once details are confirmed. The announcement does not specify whether the customer and industry days carry separate fees. For now, the clearest change is access to more product time, direct technical conversations and a broader industry agenda.

The announcement closes with an invitation to Amsterdam, signed “Matt and Richard.” The eighth edition will give existing users a dedicated working day before opening the program to the wider hotel market, turning Unfold from a compressed showcase into a two-stage meeting built around operator feedback and industry discussion.