The Hotels Network (THN) recently hosted our much-anticipated GROW event in the lively city of Barcelona, bringing together forward-thinking hoteliers from all over Southern Europe who are eager to expand their direct channels and explore new strategies for driving direct bookings.

Instead of the typical conference format, we mixed things up with a more intimate 2-day gathering. We brought hoteliers together to dive into the latest hospitality trends, get hands-on with inventive tech, and work closely with our team. It was a personal, collaborative experience that fostered meaningful conversations around today’s industry trends and challenges.

Getting together in person at GROW felt like a breath of fresh air. From the event’s stunning city views to a rooftop dinner at sunset, our team loved the opportunity to connect face-to-face with hoteliers in a relaxed environment. These personal interactions gave hoteliers a space to talk openly about their specific needs, where we could offer tailored advice to help them thrive in today’s competitive landscape.

The “Creative Resonance: The Art of Connecting with Customers” session, led by our founder Juanjo Rodriguez, was all about thinking outside the box. Rather than focusing solely on hospitality, Juanjo encouraged attendees to draw inspiration from standout campaigns in other industries. His message was clear: great marketing ideas can come from anywhere. By exploring what’s working across different sectors, hoteliers walked away with fresh ideas to incorporate into their own brand’s strategies, reminding everyone that staying competitive requires looking at the bigger picture.

The event wasn’t just about presentations and discussions led by our team—attendees had the chance to shape the conversation, too. Two key interactive sessions stood out: a hotelier panel where industry peers answered audience questions, offering practical insights and advice, and a separate Barcamp discussion where attendees voted on the topics they wanted to explore. Some of the most popular topics included exploring the most effective direct channel strategies, discovering the latest AI technology in the industry, and finding the right balance between hotel websites and OTAs. These sessions ensured the conversation was relevant to everyone, fostering valuable knowledge-sharing among hospitality professionals.

One of the highlights of the event was meeting KITT, our AI-powered receptionist. Hoteliers had a blast testing it out, throwing all kinds of difficult questions KITT’s way to see how it would respond. It was exciting to see KITT adapt on the spot, sparking discussions about how AI can make a real difference in day-to-day hotel operations.

Reflecting on the event’s success, Fiona Gillen, VP of Marketing at THN, shared: “At GROW, our goal was to help hoteliers not only connect but also understand how to truly leverage technology and AI to enhance their direct channel strategies. The event created a space for hoteliers to explore our latest advancements firsthand, collaborate with peers, and walk away with actionable insights to boost their direct channels.”

What stood out at GROW was the opportunity for attendees to network with peers facing similar obstacles, in an open and collaborative environment. The energy was contagious, and with plenty of opportunities to talk shop, everyone left with fresh ideas on how to leverage new technology and tactics to enhance guest experiences and stay ahead of the curve.

As GROW continues to evolve, it will keep traveling to cities around the world, with the next events taking place in Cancun and Stockholm. We’re excited to continue these conversations, bringing hoteliers together to learn, share, and collaborate, and helping them unlock new opportunities. Interested in being part of a future GROW event? Invitations are limited, but let us know, and you might just secure your spot!