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OCTOBER 15 • MADRID

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Madrid Convention

In an environment shaped by rapid technological acceleration, changing consumer habits and growing economic and geopolitical uncertainty, the ability to anticipate change has become a key differentiator for hotel competitiveness.

With this in mind, Keytel will hold a new edition of its Spain Convention, an event designed to bring independent hoteliers closer to the trends, strategies and tools shaping the future of the industry. The event will bring together leading professionals and experts who will share their perspectives on the challenges and opportunities set to shape the sector in the years ahead.

Keytel’s Convention is the annual meeting point for our affiliated hotels in Spain. It is designed to provide knowledge, encourage reflection and offer valuable insights to owners, general managers, commercial directors, revenue managers and, more broadly, all professionals who are part of the teams at hotels working with Keytel and who want to gain a comprehensive view of the challenges and opportunities facing the sector.

Much More Than a Convention

The 2026 edition will take place at our affiliated Bless Hotel Madrid and will combine inspiring talks, practical sessions and networking opportunities designed to encourage the exchange of experiences among hoteliers. Attendees will also be able to take part in a workshop where Keytel’s different teams will present the latest developments in our value proposition and explore in greater depth the solutions helping thousands of hotels improve their positioning, competitiveness and profitability.

More than an event, the Keytel Convention is an opportunity to share knowledge, strengthen professional relationships and discover new avenues for growth in an increasingly demanding and dynamic market.
Register
Programme
The programme covers some of the most relevant topics on today’s business agenda: leadership, innovation, strategy and artificial intelligence.
  • 09:00 - 09:30
    Arrival and Registration
  • 09:30 - 10:00
    Opening Speech Amancio López • President • Grupo Hotusa
  • 10:00 - 10:30
    Facing a New Landscape: Knowledge and Strategy for Continued GrowthXavier Cortés • Managing Director • Keytel
  • 10:30 - 11:00
    Economic Environment and OutlookSofía Rodríguez • Chief Economist • Banco Sabadell
  • 11:00 - 11:30
    Coffee Break
  • 11:30 - 12:00
    From Hotel to Brand: Visibility, Credibility and Growth Pedro Jareño • Enterprise Account Director • LinkedIn
  • 12:00 - 12:30
    The Value of Location: How Independent Hotels Become Prestigious DestinationsMargarita Cruz • Associate Professor of Strategy and Entrepreneurship • EHL Hospitality Business School
  • 12:30 - 13:00
    The New Era of Travel Search: AI and the Future of Hotel DistributionAlejandra Vigil • Account Executive • Google
    Judit Garroset • Account Strategist • Google
  • 13:30 - 15:00
    Lunch
  • 15:00 - 18:00
    Workshop1-to-1 Meetings between Hoteliers and the Keytel Team
    Freixenet Experience
Our speakers

Amancio
López

Presiden

Pedro
Jareño

Enterprise Account Director

Margarita
Cruz

Associate Professor of Strategy and Entrepreneurship

Alejandra
Vigil

Senior Account Strategist

Judit
Garroset

Account Strategist

Sofia
Rodríguez Rico

Chief Economist

Xavier
Cortés

Managing Director

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Last updated
    Speakers from leading companies such as:
    About our
    Accelerating Conventions
    The Acelerando and Accelerating conventions are leading events for hospitality professionals, designed to share knowledge, analyse trends and drive innovation.

    Through expert talks, specialised workshops and networking opportunities, they offer a unique chance to learn, exchange experiences and create new opportunities for collaboration within the industry.