196+ forum Milan

Save the date: 11 - 12 April 2027

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 Salone del Mobile it proves to be the centre for architecture, design and furniture. The two-day event presents expert debates, interactive keynotes, insightful case studies and promises endless networking opportunities.

This was 196+ forum Milan 2026

196+ forum Milan 2026 welcomed over 15 esteemed international speakers and 20 partners. Bringing together a diverse mix of industry professionals and stakeholders including investors, developers, real estate companies, hotel operators, consultants, architects, and designers, the event was a vibrant platform for exchanging knowledge and exploring emerging trends in hospitality & design.

This year’s edition featured stimulating keynotes and panel discussions on Longevity & Wellness and Branded Residences, led by experts and lighthouse figures from the hospitality industry. Wellness visionary Anna Bjurstam opened the day with a keynote that challenged the common approach to the concept of longevity: "From selling nights to selling years" delivered eye-opening statistics and actionable concepts, all building toward one tangible truth: longevity isn't about living to 150 — it's about being fully alive for every year we get. Moderator Guy Dittrich and his panelists Luigi Caterino, Una Barac and Guy Heywood took the threads further and explored in their discussion on "Hotels and Health - holistic wellness in hospitality operations and design" what it actually means to embed genuine wellbeing into the bones of a hotel — not as an amenity, but as an intention. Werner Aisslinger, one of the most distinctive voices in contemporary design, turned the focus to storytelling and branding, examining what it takes to build brands that feel genuinely new. In our concluding panel, Paul Rands curated a conversation with Diane Daudin-Clavaud, Fabio Calorio & Jeff Tisdall on one of hospitality's most talked-about phenomena — the global rise of Branded Residences — exploring the factors driving demand and whether the product can ever truly live up to the brand behind it.

We extend our heartfelt congratulations to the winner of the Hotel Design Award 2026 Maison Heler Metz I Curio Collection by Hilton, France, and are delighted to announce that Villa Pétrusse, Luxembourg and LILLØY LINDENBERG, Norway were voted amongst the finalists.

The conference culminated in honouring Sir Rocco Forte with a Lifetime Achievement Award, celebrating his remarkable career and paying tribute to his leadership, vision, and enduring commitment to excellence that has shaped modern luxury hospitality.

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 edition of 196+ forum Milan.

Highlight: The Hotel Design Award 2026

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.

In 2026 we received a total of 25 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 2026: Maison Heler Metz I Curio Collection by Hilton

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