196+ forum Milan

Save the Date: 19 – 20 April 2026

196+ forum Milan, established in 2014 and founded under the name "hotel & tourism forum Milan" is the annual conference for hospitality investment & design. Held in conjunction with the Salone del Mobile it proves to be the centre for architecture, design and furniture. The two-day event presents expert debates, interactive sessions, insightful case studies and promises endless networking opportunities.

This was 196+ forum Milan 2025

The 196+ forum Milan 2025 was a resounding success, boasting over 20 esteemed international speakers and 24 partners. With an attendance of over 150 participants including investors, developers, real estate companies, hotel operators, consultants, architects, and designers, the event was a vibrant platform for exchanging industry knowledge and exploring emerging trends in hospitality & design.

196+ forum Milan 2025 offered stimulating sessions with presentations and panel discussions led by experts and lighthouse figures from the hospitality industry.

Tim Fu demonstrated how AI is transforming the creative process — turning imagination into reality by blending human intuition with machine-generated possibilities. His visionary talk challenged us to embrace experimental design and rethink the boundaries of creativity. Lyndon Neri took us on a captivating journey through the lens of Paul Bowles’ distinction between tourists and travelers in The Sheltering Sky, exploring how architecture shapes the "tourist gaze." In his keynote on "Travelers and Nomads", he dove deep into the evolving landscape of hospitality and the profound connections between spaces and the humans who inhabit them.

The conference culminated with the presentation of the Hotel Design Award, where we extend our heartfelt congratulations to our winner Ace Hotel & Swim Club Athens, Greece and are delighted to announce that John & Will Silo-Hotel by Guldsmeden, Germany and Palazzo Petrvs, Italy were voted amongst the finalists of the Hotel Design Award 2025.

We sincerely thank our esteemed moderators, speakers, Hotel Design Award participants, attendees, partners and sponsors for their valuable contributions and active engagement. Join us to shape the future of hospitality and design at the next 196+ forum Milan from 19 - 20 April 2026.

Highlight: The Hotel Design Award 2025

The Hotel Design Award is an award given to new hotel openings that have distinguished themselves in architecture and design. An independent jury nominates up to ten hotels and selects three finalists, which are presented at the 196+ forum Milan.

The Hotel Design Award 2025 received a total of 26 hotel submissions from 13 different European countries. Thanks to our jury, who had to face a tough selection, we were able to find this year’s Hotel Design Award winner.

Winner of the Hotel Design Award 2025: Ace Hotel & Swim Club Athens

Winner of the Hotel Design Award 2024:The Rome EDITION

Winner of the Hotel Design Award 2023: the cōmodo

Hotel Design Award