8 october 2026    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.

      Smart Investment

      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

      Block 1 –Inside the project: from theory to the bottom line
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      October 9. 10:15-10:30. Presentation
      Block 2 – 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.

        Innovation, flexibility, and urban context in the hospitality of the future

        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 simplification. Driver or obstacle?
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        October 9. 12:30-13:15. Round Table
        • 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 landscape 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 – Insights of Head Hunting
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          October 9. 15:30-15:45. Presentation
          • 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 – Attracting and retaining hotel talent
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          October 9. 15:45-16:30. Round Table
          • Shortage of professionals
          • Key profiles of the next decade
          • Culture, purpose, and leadership as a competitive advantage

          Branded residences: inversión y crecimiento estratégico

          Branded residential and hybrid models: opportunities and challenges
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          October 9. 16:30-16:55. Dialogue
          • Branded residences as a tool for financing and differentiation
          • Hybrid formats: hotel + residences
          • Regulatory challenges

          Technology and revenue in the digital era

          AI and the battle for distribution: who decides where we sleep?
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          October 9. 16:55-17:25. Round Table
          • AI in booking, search, and guest experience
          • Impact on margins, pricing, and revenue management
          • Regulation and algorithmic transparency
          Afterwork: networking
          October 9. 17:25.

            (*) Agenda subject to change

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


            HOSPITALITY REAL ESTATE FORUM 2025 Partners

            Leading Partner

            Bronze Partner

            Supporting Partner

            NGO Partner