The VIP Room

AEHM, in collaboration with Horeca Professional Expo (HIP) 2026, will host The VIP Room – Hotel Trends on Tuesday, February 17, 2026, from 4:00 p.m. to 6:30 p.m., at the Main Auditorium in Hall 4 of IFEMA Madrid.

The VIP Room – Hotel Trends has become an essential meeting point for those seeking to stay ahead of industry shifts, exchange knowledge, and connect with the leaders who are transforming the hotel sector. This space for dialogue and reflection will bring together prominent national and international professionals to explore the major challenges and opportunities that will shape the industry’s future.

The Summit will be structured around five strategic pillars that together present a comprehensive vision of the future of hospitality:

1. Destination regeneration and sustainability
   Promotion of regenerative models that integrate economic, social and environmental well-being into tourism development.

2. Talent, leadership and well-being
   A focus on talent management driven by continuous training, digitalization and employee well-being as foundations for strong leadership.

3. Technology, artificial intelligence and humanization
   The search for a balance between technological efficiency and the warmth of human interaction.

4. Innovation and the global market
   Exploration of business opportunities, international competitiveness and the expansion of the luxury segment in an increasingly global environment.

5. Sector reputation and destination experience
   The importance of ethics, social responsibility and excellence as essential elements for strengthening trust and the identity of Spanish hospitality.