Hotel Europe by Booking.com

The story

For Tourism & Tech Week, we turned the space into a working Hotel Europe — a setting that made the sector's complexity visible: many actors, constant flows, trade-offs to manage, and service quality that depends on people and systems working together.

Across five days the programme convened EU policymakers, industry leaders and experts around short-term rental policy, the future EU tourism strategy, SME digitalisation, AI adoption and workforce shortages. It carried the launch of Booking.com's accommodation-sector Skills Gap Survey and the Travel Proud initiative, and closed with a Travel Proud reception and a performance by Envy Peru.