Madrid is preparing to host the latest edition of the Hospitality Real Estate Forum (HREF), a meeting point for those who develop, invest in or manage property projects linked to tourism and hospitality. If you are developing a hotel, a tourist resort, a branded residence or any hybrid asset with the potential to attract international interest, this forum is the ideal place to showcase it.
Discover everything you need to know about HREF: who attends, how to take part, what to highlight in your proposal and, above all, how to make the most of your presence on this stage to capture the attention of the sector’s leading decision-makers. Are you ready to stand out?
What is HREF and why is it relevant?
The Hospitality Real Estate Forum (HREF) is an intensive day of conferences and networking focused on the development, investment and transformation of tourism property assets. It focuses on the hotel sector, branded residences, holiday accommodation and hybrid operating models. In short, it is the event where the future of hospitality-related real estate in Spain is shaped. The 2025 edition will be held on Thursday 9 October at the El Beatriz Convention Centre in Madrid. Over the course of a single day, more than 250 key professionals and companies come together from across the sector: from investment funds and family offices to hotel chains, architecture practices, tour operators and technology platforms. HREF is therefore a strategic meeting point for those seeking to showcase their projects to leading decision-makers.
Attendee profiles and networking opportunities
The Hospitality Real Estate Forum brings together a highly specialised audience comprising investors, hotel operators, family offices, property developers, architecture practices, fund managers and international consultancies. The 2024 edition attracted more than 250 professionals from around 200 companies, establishing it as a key meeting point within the tourism property ecosystem. Notable participants include firms such as Accor, Azora, Meliá, PHG, Tinsa, Christie & Co, IE Business School and Catalonia Hotels, all represented on the various committees and discussion panels. The forum is structured around high-level conferences addressing strategic topics such as hotels as investment assets, asset transformation, sustainability, AI and technology applied to the sector, among others. Thanks to its dynamic format, HREF enables valuable connections to be made and provides direct access to those who make real decisions in the sector.
Why showcase your project at the Hospitality Real Estate Forum?
Exhibiting at HREF is not simply about setting up a stand; it means becoming an active part of the sector’s narrative and positioning yourself as a strategic voice in real estate:
Visibility among key investors and operators
HREF was created as a platform that maximises brand exposure among decision-makers in the hospitality sector. According to Planner Exhibitions, its aim is to “facilitate access to knowledge and valuable contacts in a specialised and exclusive environment”. Furthermore, as part of the Foros Planner network (which includes Premium Real Estate, Rental Housing and others), it guarantees coverage before, during and after the event through newsletters, a web profile, photo albums and social media.
Effective networking and qualified hotel investment leads
The inaugural 2024 edition attracted more than 250 professionals from around 200 companies, including funds, hotel operators, consultancies and property developers, all attending high-level sessions. The format of round-table discussions, presentations, speed meetings and exclusive areas for partners creates numerous opportunities for exhibitors to make connections, with strong potential for subsequent follow-up.
Positioning as a leader in innovation
Being a partner —such as Porcelanosa Grupo, ST Sociedad de Tasación and Tinsa, which are Bronze Partners in 2025— provides additional visibility and reinforces your position as a leader in quality, sustainability or design, extending beyond the physical space of the stand. This partnership enables brands to showcase their proposition to a highly selective audience and publicly associate themselves with a prestigious event in the real estate and hospitality sector.
Early access to institutional relationships and sector expertise
HREF’s advisory committee and line-up of speakers include names such as Accor, Azora, Christie & Co, Click Capital, IE Business School, Meliá, PHG Hotels & Resorts and more. Exhibiting connects you not only with attendees, but also with the Forum’s inspiring ecosystem: it enables you to establish a strong presence in strategic discussions, engage with international decision-makers and even anticipate regulatory or sustainability initiatives.
How to make your hotel project stand out: strategies using scale models
At an event such as HREF, where so many high-level projects come together, an architectural scale model can make the difference between going unnoticed and immediately capturing an investor’s attention. Physical scale models clearly convey a project’s potential, creating a visual and emotional impact within seconds. To stand out, incorporate hybrid models that combine physical elements with screens, LED lighting or augmented reality.
These resources not only enhance the presentation, but also convey technology, vision and attention to detail. You can also use removable or sectional scale models to show the asset’s interior and how it functions. We recommend including materials such as acrylic, natural wood or 3D-printed components with realistic finishes. If you have any questions, visit our scale model workshop in Madrid. Complement your scale model with a clear value proposition: sustainability, a strategic location or a differentiated business model.
Final tips for exhibitors
To make the most of your participation in HREF, bear these key tips in mind:
- Book your space well in advance: Stands and premium spaces tend to sell out quickly.
- Align your presentation with industry trends: Technology, sustainability, branded residences and hybrid models.
- Invest in a high-quality architectural scale model: It is your best physical calling card.
- Prepare clear and attractive marketing materials: Brochures, financial fact sheets and digital materials to make follow-up easier.
- Schedule meetings in advance: Contact key attendees to arrange meetings during the event.
- Train your team to communicate effectively: Make sure they know how to explain the project using clear data and in several languages, if possible.
- Use digital tools to capture leads: QR codes, apps or quick forms.
- Carry out effective follow-up after the event: Send thank-you messages and supporting documentation.
Do you need a professional scale model?
If you want your project to stand out at events such as HREF, at Maquetas.tech we design and manufacture bespoke scale models with realistic finishes and high-quality materials that capture the essence and potential of your property development. Our scale models are ideal for exhibition stands, as they make your proposal easier to understand and connect with emotionally. We also offer options such as lighting and removable elements as well as support for integrating technologies such as augmented reality.
Do not miss the opportunity to showcase your project with a scale model that will make your proposal memorable. Explore our hotel scale models. Contact us and we will advise you on how to prepare for the next Hospitality Real Estate Forum well in advance and with a professional approach.
