Mews launches Hospitality Industry Advisory Board to redefine future of travel

The creation of the board reflects Mews’ status as a pioneer of hospitality technology and highlights its commitment to transform experiences for both staff and guests. The diverse group will meet to discuss emerging trends, identify key challenges and work collectively to ensure hospitality evolves to meet changing needs and conditions. 

“Since Mews was founded in 2012, we’ve been at the forefront of hospitality innovation. This success doesn’t happen in isolation, and we’ve always sought the input and expertise of hoteliers. Our advisory board continues this important mission,” said Matt Welle, CEO of Mews, and Co-Chair of the board. “Technology has a vital role in making the world more hospitable, but meaningful change only happens if it's driven by people who understand our industry. I’m really proud that so many inspirational leaders are devoting their time to drive our product strategy forward and reimagine what’s possible.” 

The board is made up of forward-thinking hoteliers with decades of on-the-ground hospitality experience, as well as leaders in hotel technology and management groups. Members include Charlie MacGregor, CEO & Founder of The Social Hub, Bashar Wali, Founder & CEO of Practice Hospitality, Halima Aziz, Head of Hotels at Criterion Capital, and Dina Belon, President of Staypineapple.  

“I’ve worked with Mews for years and have seen first-hand their commitment to driving our industry forward with bold moves, just how we at The Social Hub like to run our business,” said Charlie MacGregor, CEO & Founder at The Social Hub. “It’s exciting to be a part of this board and to swap ideas with fellow forward thinkers to help disrupt the way we approach hospitality. Our industry is all about people, and I truly believe that we can create systemic change and positive social impact through new models that enhance the guest experience, our employees’ lives, and the communities we serve.” 

The Hospitality Industry Advisory Board is also an opportunity for Mews to receive first-hand learnings and advice about evolving staff and guest needs. These conversations will help inform the company’s decision-making and strategy to ensure that they continue to lead from the front with product development. 

Bashar Wali, CEO & Founder of Practice Hospitality, echoed this sentiment, emphasizing the importance of innovation in hospitality. “The future of hospitality isn’t spreadsheets and software - it’s soul. It’s about moments, not modules. This board isn’t just advisory - it’s insurgent. We're here to stir the pot, not sip the Kool-Aid. Mews gets it. They’ve never followed the playbook, and now, we get to help them write the next chapter. I'm not here to nod along - I’m here to challenge, to build, to innovate.” 

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The Hospitality Industry Advisory Board members are: 

Alessandro Bottero, Director of Data Strategy & Analytics, Lark 

Bashar Wali, Founder, Practice Hospitality & This Assembly 

Charlie MacGregor, Founder & CEO, The Social Hub 

Dina Belon, President, Staypineapple 

Gorjan Lazarov, CEO, Orea Hotels 

Halima Aziz, Head of Hotels, Criterion Hospitality 

Jo Geneen, Independent Consultant 

Julia Record, Global Director of Communications and Partnerships, Dorchester Collection 

Kari Anna Fiskvik, SVP Technology, Strawberry 

Kevin Machefert, CEO, Machefert Group 

Laurent Lacourt, Co-Founder & COO, Emerald Stay 

Niko Karstikko, Co-Founder & CEO, Bob W 

Suzanne Dau, Director of Technology Management, BWH Hotels 

Valerie Parkes, Senior Director of Business Relations, Choice International