Programme
Pre-Summit · 14 September
Universeum, Gothenburg
Evening16:30 – 22:00
Arrival & Registration
Destined for More – For Me
Rino Wennerholm · Carl-Johan Holmén opens the session
Facilitated Session
Personal Growth
Personal Growth
The Dome — A Film About Space and What Lies Beyond
Experiental
Explore Universeum + Drinks
Get ready to see Universeum like never before. Across two rotations, everyone steps inside the Wisdome for a full-dome show, while the rest of the building comes alive around you — guided experience stations, hidden corners, and a few surprises along the way.
Experiental
Networking
Networking
First rotation
Second rotation
20:00Dinner and Relaxed Music
End of the evening
Day 1 · 15 September
Jacy’z Hotel & Resort
Morning06:30 – 12:00
06:30 — Destined for More — Body & Mind · Morning Swim · Morgonjogg by Sara · Gym by Elina
08:00 — Registration + Morning Coffee
09:00Welcome — “We’re Destined for More, and So Is the Industry”
Carl-Johan Holmén — Host (VP GTM/Partners) · Kajsa Sahlin Süslü (Partner Director) · Erica Brommelius (Head of Marketing & Brands)
Keynote
Opening
Brand Launch
Macro Trends
AI
Opening
Brand Launch
Macro Trends
AI
09:35The Journey So Far — and Where We’re Heading Next
Richard Wiegmann — CEO, VISIT Group · Magnus Emilson — Chairman of the Board
Keynote
Platform Strategy
Platform Strategy
09:50Promises Kept — A Platform Built for More
Chris Micklethwaite — CPTO, VISIT · Thibault Miclo — Head of AI, VISIT
Keynote
Product Roadmap
AI
Product Roadmap
AI
☕ Break — coffee & networking (20 min)
10:45Turning Disruption into Direction
With Liseberg’s 103 year history as a starting point, this keynote explores how leaders can navigate accelerating change and how crisis drives not just reorientation, but positive momentum and lasting progress.
Andreas Veilstrup Andersen — CEO & President, Liseberg Group
Keynote
Destination Building
Experience Economy
Destination Building
Experience Economy
11:15The Human Edge in a Machine-Powered World
What it actually takes to turn any guest into a guest for life, and why the answer isn’t just more technology. AI agents are already booking hotels, planning trips, and negotiating on behalf of your guests while search engines answer travel questions before a human ever lands on your website. But there is one thing that will make your brand stand out in this new landscape: how you make your guests feel and the human connection you build with them across their full journey. This isn’t about choosing AI or human connection. It’s about knowing exactly where each one belongs. And that’s your choice. Having worked with hundreds of companies across the world, customer experience expert and international keynote speaker Ilenia Vidili takes the stage to share her customer centric system. Drawing on real examples from brands across industries that have built lasting loyalty through experience, she shows how to put a genuinely guest-centric mindset into practice. Expect hands-on interaction and a room full of energy as Ilenia helps you build the kind of personal, memorable relationships that no machine can replicate.
Ilenia Vidili — Global Keynote Speaker & Author, Customer-Centric Leadership
Keynote
Customer Experience
Customer Experience
12:00 — 🍽 Seated Lunch (60 min)
Afternoon Sessions13:15 – 16:35
The afternoon is yours to shape — presentations run in parallel, so pick whichever conversations speak to you most. Each session runs about 30 minutes with a short break before the next, giving you time to move between rooms and tracks. One session is hands-on: bring your own device and work through your AI visibility together. The detailed time schedule will be released soon.
Running throughout the afternoon
ESS House Tour
A customer-hosted walkthrough showing the VISIT platform in action on-site.
Meet the Team
Solution experts, commercial leads, product managers and other VISIT colleagues are in the room all afternoon for drop-in conversations. Ask about your product, your roadmap, or just come and say hi.
UYOD & the Huge Commercial Opportunities It Brings!
In a Use Your Own Device (UYOD) service environment, guests rely on their personal smartphones, tablets, or laptops to interact with hospitality services — everything from booking to check-in, ordering, and concierge access. This shift significantly reshapes guest expectations and how the hospitality industry operates. What guests now expect: seamless digital access. Guests expect to handle most interactions through their own device — checking in, unlocking rooms, ordering services, or messaging staff — without friction. Apps, QR codes, and mobile web platforms must be fast, intuitive, and reliable.
AeroGuest
Marketing the Nordics as One Attractive and Safe Destination
Visit Sweden & Visit Norway
Winning the Nordic Guest: Smarter Distribution, Connectivity & AI
The way guests discover, compare and book is changing fast — and AI is accelerating it. In this moderated panel, commercial leaders from Booking.com, Airbnb and Expedia join VISIT for an open, non-competitive conversation about what this means for Nordic travel and hospitality. Together we’ll explore how the Nordic guest is changing, how to build the right distribution mix, why connectivity is now a commercial advantage, what AI realistically delivers today, and the practical steps suppliers can take next. Real examples, actionable insight, no product pitches.
Airbnb · Expedia · Booking.com · Host: Carl-Johan Holmén
The Hotel Market Right Now: Numbers, Trends and the Outlook
Benchmarking Alliance · Henrik Karlsson
Guests – the Digital Transition – The Values & The Myths
A guide to what you should expect as a hotel when making a real digital Guest transition, how to measure your ROI & what steps to take to ensure successful delivery.
Digital Guest
Panel: In-Destination Experience
Panel moderated by Ludvig Olsson, VP Strategic Accounts at VISIT
Agentic Commerce – When AI becomes the Buyer
Carl-Johan Holmén + Thibault Miclo · VISIT · Agentic Commerce
From Friction to Action – The Art of Hotel Jazz
How successful hotels combine people, systems and data to create commercial momentum.
Suusify
Your Website in the Age of AI — Part 1 of 2
Bring Your Own Device · Hands-on
Workshop
AI is changing how people search and how websites get found. We’ll unpack what’s driving the shift, what current trends signal, and what it all means for your site.
Payments Today and Tomorrow
Nets/Nexi · Main Sponsor
Panel: Hospitality — Who’s Coming Next?
Panel with industry leaders · Moderated by Fredrik Norbeck, Commercial Director Sweden
What’s the NOW of Travel?
Everyone is talking about the future of travel. We believe the more important question is: what does today’s traveler expect? How has traveler behavior changed, why experiences now matter more than bookings, and how the industry can rethink the journey around the traveler — not around its systems.
BYRD · Gisli Saevarsson
How to Build an Engagement Engine That Converts
Combining community and data to drive engagement, loyalty, and revenue growth.
Inside Labs
From Insights to Action — Part 2 of 2
Bring Your Own Device · Hands-on
Workshop
Continue from Part 1 or start fresh. Theory meets practice — discover the best tools to assess your current AI visibility and how our AI-powered CMS gives you the insights and functions you need to boost it.
Evening16:40 – 23:00
After-work — “Let’s sparkle like the star you are” ✨
VISIT Awards Ceremony
Recognising the stars of travel and hospitality.
3-Course Dinner + Boris René & LaGaylia Frazier — Live Big Band
DJ – Space Theme
Day 2 · 16 September
Jacy’z Hotel & Resort
Morning06:30 – 12:30
06:30 — Destined for More — Body & Mind · Morning Swim · Morgonjogg by Sara · Gym by Elina
Hospitality Innovation and the Way Forward
Carl-Johan Holmén & Kajsa Sahlin Süslü
Keynote
Breakout Sessions by Functional Area
The morning is yours to shape — presentations run in parallel across every functional area, so follow whichever tracks matter most to you. Each session runs about 30 minutes with a short break before the next, giving you time to move between rooms. The detailed time schedule will be released soon.
Building Tomorrow’s Hotel — From Online Bookings to Web-Based Operations
VisBook · Solution Expert: Kristin Jägberger · Commercial: Nathalie Azulay · PM: Otto Meisingset
How Experiences Become a Destination — Framing the Journey
iTicket · Solution Expert: Julia Swahn · Commercial: Fabian Massaro · PM: Angelo Constantini & Alexander Scabuzzo
Build Connected Supply with the VISIT Platform
VISIT Operational System · Commercial: Ludvig Olsson · PM: Stefan Vasic
Protecting Your Organisation in a Changing World
Thibault Miclo — Head of AI, VISIT
The Intelligent Booking Engine: Combining AI with Complex Commerce
BookVisit · Solution Expert: Linda Odinge · Commercial: Fredrik Norbeck, Commercial Director Sweden · PM: Glenn Cederström
Own the guest, not just the booking: Supply in the experience economy — sourcing, owning, and curating
Citybreak · Solution Expert: Julia Swahn · Commercial: Adrian Holländer · PM: Myrta Zemp
Packaging the Destination — From Components to a Sellable Product
Citybreak · Commercial: Ludvig Olsson · PM: Myrta Zemp & Stefan Vasic
Checkout is where dreamers turn guests: Powering the next generation of payments
In travel and experience-driven industries, the customer journey often starts digitally, from search to booking. As expectations for these digital interactions continue to rise, the checkout becomes a critical moment: it needs to be fast, seamless and secure. In this keynote, Mastercard explores the evolution of checkout – from traditional transactions to tokenized, streamlined payment experiences. Sharing how innovations such as Click to Pay, tokenization and biometrics are enabling smoother interactions, while laying the groundwork for Agentic commerce. With a specific lens on travel and experience-driven businesses, this session shows how customer expectations are evolving and what it takes to deliver payment experiences that truly convert.
Carl-Johan Holmén + Thibault Miclo · Nexi/Nets, Mastercard
Win the Guest — Marketing, Communication, Reputation and the Next Stay
Olery · Solution Expert: Knut Bergsten · Commercial: Mario Bellinzona · PM: Knut Bergsten
VISIT Distribution — OTAs, Travia Marketplace, GDS, Google and Beyond
Travia + BookVisit + Citybreak · Commercial: Ludvig Olsson · PM: Haukur Birgisson
12:30🎉 Farewell Lunch — “Destined for More. Now Go and Be It.” Eat in or grab a take-away box for the road.
