October 9, 2025    El Beatriz Madrid

Hospitality Real Estate Forum 2025 Programme

Accreditation. Networking Coffee
October 9. 08:30-09:00.
    Welcome and opening of the event
    October 9. 09:00-09:10.
      Investing in times of uncertainty: opportunities beyond the cycle
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      October 9. 09:10-09:30. Presentation
        2025-2030: keys to investing today in hospitality: where, how, and with whom
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        October 9. 09:30-10:15. Round Table
        • Where is capital investment currently heading?
        • Focus segments: luxury, midscale, vacation, urban… where is the interest concentrated?
        • Hot destinations: Spain beyond prime locations, Italy, Greece
        • Profile of active capital: REITs, family offices, chains, HNWIs… are there new players?
        • Successful strategies: repositioning, developing, waiting

        Economic market of ‘conversion’: reinventing the economic under a brand

        Inside the Project: from theory to counting results
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        October 9. 10:15-10:30. Presentation
          Brand or identity? How to scale without losing authenticity
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          October 9. 10:30-11:00. Round Table
          • Conversion model: selection criteria, degree of renovation, and operational standards versus local flexibility
          • Financial impact: evolution of RevPAR, ADR, and operating costs after the conversion. How much does it really improve?
          • Brand advantage: what role do distribution and loyalty platforms play in success?
          • Challenges and risks: rate cannibalization, loss of identity, and other critical variables.
            Networking Coffee
            October 9. 11:00-11:45.
              Hybrid accommodations: between regulatory pressure and market opportunity
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              October 9. 11:45-12:30. Round Table
              • What place do formats like coliving, mid-term rentals, senior living, or glamping currently have within the legal and urban planning framework?
              • Is flexibility the key to the new hotel product?
              • Which models have real potential?
              • What’s driving the rise of these concepts?
                Urban planning, regeneration, and regulations: driver or obstacle?
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                October 9. 12:30-13:15. Dialogo
                • Mixed and flexible urban spaces
                • Public-Private management and permits
                • Keys to investing without causing social friction
                  Networking Lunch
                  October 9. 13:15-14:45.
                    Hyperspecialization or integration? Is the hotel business game board shifting?
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                    October 9. 14:45-15:30. Round Table
                    In an increasingly sophisticated market, the major players specialize: some own the asset, others operate it, and others build the brand. In contrast, integrated models continue to bet on controlling the entire cycle
                    • Which model will prevail in 2025?
                    • Is fragmentation an advantage or a risk? Capital, management, brand: better handled separately or under one umbrella?
                    • What role does the brand play in all of this?

                    Talent: a strategic pillar for business success

                    Block 1
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                    October 9. 15:30-16:00. Round Table
                    • Global context of the challenge
                    • Which profiles will make a difference in the next decade? Keys to attracting and retaining talent in hospitality
                    • Leadership, culture, and purpose as a competitive advantage
                      Block 2: Insights of Head Hunting
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                      October 9. 16:00-16:15. Presentation
                        Block 1. Lightning talks
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                        October 9. 16:15-16:45. Presentation
                        1. What we learned by leaving revenue in the hands of AI (and what we didn’t)
                        2. Direct distribution: beating the middleman
                        3. From family-run hotel to brand without losing its soul
                          Block 2. Shaking up the hospitality status quo. Bold decisions that set the course
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                          October 9. 16:45-17:15. Round Table
                          • What key decisions have been made to break with the established norms without losing the essence of the business?
                          • What cultural, technological, or human barriers do innovators in the sector face?
                          • What role do leadership, talent, and vision play in driving these transformations?
                            Afterwork: networking
                            October 9. 17:15.

                              (*) Agenda subject to change

                              Simultaneous translation available (Spanish > English) with on-screen subtitles thanks to AI technology


                              HOSPITALITY REAL ESTATE FORUM 2025 Partners

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