Breakout sessions
Compliance
Europe's digital rules are here: What hospitality operators need to know
Compliance is moving fast, and the margin for error is shrinking.
E-invoicing, fiscalisation, VAT complexity, and country-specific digital reporting requirements are rapidly transforming the operational landscape for hospitality businesses across Europe. Getting this wrong is no longer just an administrative problem. It is a commercial and reputational one.
In this session, George Kanellopoulos walks through the key compliance shifts that are already in force and those coming into effect over the next 18 months. Using real hospitality scenarios, he shows how technology, automation, and platform thinking are becoming essential to staying ahead, and how Maxxton is evolving to help operators navigate this new reality. Expect practical examples, audience interaction, and a clear view of your business's compliance roadmap.
George Kanellopoulos
Product Owner & Compliance Expert, Maxxton
George Kanellopoulos helps shape the evolution of Maxxton's Finance Manager and Owner Manager products, while supporting clients in navigating the growing complexity of hospitality finance, compliance, and operational regulations across Europe. His focus is on aligning product strategy, operational processes, and emerging compliance requirements to prepare hospitality businesses for the next generation of digital invoicing, fiscalisation, and financial automation.
Revenue Management
Dynamic pricing in practices: From strategy to results
Static pricing is no longer enough. But dynamic pricing only works if you understand what actually drives it, and most implementation failures stem from the same handful of mistakes.
In this session, Steven Sies and Bart Verkade share what separates theory from results in revenue management. Steven brings the product perspective: how Maxxton's Revenue Manager is built to support real operator workflows. Bart brings the operator perspective: years of hands-on experience working across multiple revenue management systems and markets. Together, they cover the trends shaping today's pricing landscape, the best practices that deliver measurable results, and the common pitfalls that cost revenue teams time and margin.
You will leave with a practical view of how to get more out of your pricing strategy and what to check first if it is not working the way it should.
Bart Verkade
Revenue Manager, Libéma
Bart Verkade, Revenue Manager at Libéma, has extensive experience optimising pricing strategies in the recreational and hospitality sector, working across multiple revenue management systems and organisations. He brings a sharp, independent perspective on what dynamic pricing delivers in practice, and where the pitfalls lie.
Steven Sies
Product Owner, Maxxton
Steven Sies, Lead Product Owner at Maxxton, has years of experience in revenue management and dynamic pricing within the recreational and hospitality sector. He bridges the gap between commercial strategy and product development, working closely with revenue teams and clients to turn real-world pricing challenges into practical solutions.
Analytics & AI
Bringing AI Natively to Your Data
A hospitality management platform constantly generates data. Inventory states, guest profiles, booking patterns, and purchase histories. Maxxton stores that data in a warehouse. BigQuery builds on top of it.
In this session, Gijs van Eysden and Roelant de Looff show what becomes possible when AI capabilities work directly on that foundation — running forecasts, automating data engineering tasks, and deploying agents that act on real operational data rather than extracts or snapshots.
No separate pipelines. No disconnected tooling. The data Maxxton already has becomes the platform that acts.
Gijs van Eysden
Cloud Data Analytics Specialist, Google
Gijs van Eysden is a Cloud Data Analytics Specialist at Google who thrives at the intersection of sales, technology, and innovation. He specialises in deploying cutting-edge data tools and strategies that streamline complex business processes and drive sustainable growth. On stage, Gijs explains the ingredients of a modern agent-ready data platform to drive direct business outcomes.
Roelant de Looff
Software Engineer, Maxxton
Roelant designs intelligent, data-driven solutions for the Maxxton platform. A specialist in analytics, dynamic pricing, and artificial intelligence, he turns complex data into powerful tools that support decision-making. Together with Gijs, he'll show how Google's AI technologies integrate directly with your data to enrich the experience within the Maxxton platform.
Direct bookings
How to build a digital experience strategy that converts
Speaker and details to be announced.
AI
Guest data, put to work by AI
Most hospitality businesses are sitting on years of guest data and using only a fraction of it. The value isn't locked away in another dashboard; it's in putting that data to work at the moment a decision is made.
In this session, Martin de Smit shows how Maxxton turns 15 years of guest data into action across the entire guest journey. Think of the right answer being suggested to a front-desk colleague before they even have to look for it, preference-based bookings, smarter packaging, and loyalty programmes that actually deliver results.
Using concrete examples, he walks through what becomes possible as AI moves from predicting to acting. You'll leave with a clear understanding of where guest data delivers value first, and how to prepare for the agentic step that follows.
Martin de Smit
AI Engineer, Data Scientist, Maxxton
Martin builds AI systems that make our platform smarter, turning its data into tools that help hospitality businesses make better decisions and work more efficiently.
He has played a key role in initiatives such as Dynamic Pricing, Add-on Recommendations, and Maxxton’s agentic AI architecture. Today, he is building the Agentic Knowledge Layer, a next-generation foundation that enables AI agents to understand, reason over, and act on hospitality data at scale.
Guest data, put to work by AI
Most hospitality businesses are sitting on years of guest data and using only a fraction of it. The value isn't locked away in another dashboard; it's in putting that data to work at the moment a decision is made.
In this session, Martin de Smit shows how Maxxton turns 15 years of guest data into action across the entire guest journey. Think of the right answer being suggested to a front-desk colleague before they even have to look for it, preference-based bookings, smarter packaging, and loyalty programmes that actually deliver results.
Using concrete examples, he walks through what becomes possible as AI moves from predicting to acting. You'll leave with a clear understanding of where guest data delivers value first, and how to prepare for the agentic step that follows.
Martin de Smit
AI Engineer, Data Scientist, Maxxton
Martin builds AI systems that make our platform smarter, turning its data into tools that help hospitality businesses make better decisions and work more efficiently.
He has played a key role in initiatives such as Dynamic Pricing, Add-on Recommendations, and Maxxton’s agentic AI architecture. Today, he is building the Agentic Knowledge Layer, a next-generation foundation that enables AI agents to understand, reason over, and act on hospitality data at scale.
UX
Where complexity lives, and how to reduce it
Complexity in software platforms is rarely where you expect it. It hides in onboarding flows, in error-prone edge cases, and in the workarounds teams quietly build into their daily routines. In this session, we share what we've learned at Maxxton about identifying where complexity actually lives, and the work underway to reduce it. Drawing on direct user sessions, sentiment analysis, and ticket data across our core products, you'll see our approach to diagnosing complexity within the Maxxton software platform, prioritising where to act, and using data to steer the work.
Tom Reinartz
Theme Owner & Lead UX Designer, Maxxton
Tom Reinartz is Theme Owner and Lead UX Designer at Maxxton. With a background spanning engineering, design, and product ownership, he focuses on making complex software feel intuitive. His work connects user research, platform strategy, and hands-on design — building the shared foundations that help teams learn faster, make fewer errors, and spend less time working around the system.