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Amber Asher

@asheramber

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What do a former Disney innovation chief, a refugee sports nonprofit, a hotel tech company and a luxury hotel GM have in common?

They all helped shape one of the most thought-provoking hospitality conferences we've attended this year.

At @thisismews Unfold 2026 in Amsterdam, the conversation went far beyond AI and hotel technology.

🎨 Duncan Wardle challenged attendees to replace "No, because..." with "Yes, and..."

🤝 Charlie MacGregor, CEO of @thesocialhub made the case for Human Intelligence alongside Artificial Intelligence.

⚽ Jan van Hövell shared how @theklabu is creating belonging and connection in refugee communities through sport.

🚀 Amber Asher, Julie Linn Teigland, Halima Aziz, Danica Smith, Eljesa Saciri, Niko Karstikko and Jim Deters explored everything from experience design and accessibility to the future of hospitality leadership.

And yes, MEWS unveiled its new Operating System, aiming to solve one of hospitality's biggest frustrations: too many disconnected systems that don't talk to each other.

One quote from the day has stayed with us:

💬 "I make my own table."

Read the full recap for the story behind it, along with our key takeaways from MEWS Unfold 2026.

🔗 https://www.hertelier.com/post/mews-unfold-2026-creativity-care-connection

#hertelier #womeninhospitality #womenintravel #hospitality #hospitalitytechnology #hoteltech #AI #hospitalityleadership #MEWSUnfold

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Amsterdam. Three days. @thisismews Mews Unfold. The place was packed. Mews is- hotel software company, is doing many things right. Of course, everybody’s talking about AI. innovation, great speech of @duncanjwardle Duncan, a former Disney creative director.
And then someone puts this slide up: 30% of guest messages never get a response.
Thirty percent.
Not because of bad tech. Because nobody’s listening. That hit different.
Because here’s the thing — I’ve been saying this for years. You can automate everything. You can optimize every touchpoint. You can build the smartest system in the room. And your guest and customers, yes not only in hotels happens those things, still feels like nobody’s home.

The real shift at #Unfold wasn’t a product launch alone - even though super good stuff is coming from Mews! I am working with them in Ibiza and I am very happy!

Buttom line - technology is table stakes now. The human is the edge.

And then there was this moment. @asheramber, the former CEO of The Standard International, also speaker at the event and now recently added to the board of @thisismews and together with @AnnaDiGiuseppe, CEO of @Cuorifoglio and myself. Three women from three countries but somehow with the same culture, standing at a bar, zero small talk but the kind of conversation where you stop performing and start talking. We almost founded a new hotel chain on the spot! 😅
That conversation alone was worth the flight. Thank you Amber and Anna!

And one comment to the event organization itself -very good, small things, but honestly I had little to complain about… so that means something ;)

Amsterdam, you were amazing ☺️ who knows the event? Yes, and have you seen who was right next to the venue? The neighbor - booking. 😎

And one more thing : And I got the confirmation, Genuine Human Xperience (GHX) is not a trend. Not a nice-to-have. The genuine connection between people is the future.

MEWSUNFOLD UNFOLD2026 HOSPITALITY HOTELLEADERSHIP CUSTOMEREXPERIENCE GHX GENUINEHUMANEXPERIENCE HUMANCONNECTION LIFESTYLEHOSPITALITY WOMENINHOSPITALITY HUMAN CONNECTION Three women standing at a bar: Anna Di Giuseppe, Amber Asher and Peggy Amelung at the Mews Unfold event in Amsterdam.

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The future of hospitality isn't a race to see who can build the most complex tech stack.

It's about using intelligent backend systems to clear the noise and allow hoteliers to do what they do best: build community, spark connection and design spaces people actually want to return to.

Fresh from the stage at @thisismews Unfold 2026, we've collated the key points that will define the future of the global travel and hospitality landscape.

It's about intelligence over AI, challenging the norm and fostering a sense of place.

Scroll through some of our favourite quotes from the event, and head to sternalife.com to read a deeper dive.

#hospitalityindustry #travelinsights #techinhospitality #innovationinhospitality

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les conference muses du jour

#waliworld

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Great evening catching up with this crowd of Ne're-do-wells! Brooklyn was magical. First time at Bar Reve, absolutely f'cking amazing!

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Tours, talks, and tunes - thank you, San Juan, for all of it! 👏 🌴

If you’re looking for event photos or an attendee list, check your email! If you don’t see it, check your spam folder.

We had an incredible time in Puerto Rico! We want to hear what you thought. If you share your experience on social media, tag us! 😎 Or give us your feedback directly by filling out the short survey at the #linkinbio 🗳️

#samjuan #travelprofessionals #workhardplayhard

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Every year the room gets fuller, not just with people, but with belief.

Since @raisefashionnow was founded in 2020, our partners have only deepened their commitment, our community continues to show up, and the talent keeps growing.

From the start, @bof has helped amplify these designers’ stories, expanding their reach and engagement on a global stage.
Thank you @yasminedahlberg for capturing our mission and the evening so beautifully!

Thank you to J.Crew Group, @shopmy, and BoF for celebrating the launch of this year’s RAISEfashion Masterclass.

And to our community, whether the gathering is intimate or large scale, you come with intention and support. This is a collective effort, and the designers feel it.

We all begin somewhere. What matters most is who stands beside you while you build.

Always about the support. Always about the talent. Always about the community. 🤍

@koreankandy 💄

🔗Link in bio!
#RAISEfashion #Masterclass #IndependentDesigners #nyfw

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The Independent Lodging Congress Advisory Board is a team of game-changing professionals who come together to help make our events as fun, informative, and impactful as possible!👏

We are excited to welcome new members for the upcoming term. Join us in welcoming and congratulating Amber Asher!

Amber is a strategic leader who transformed Standard International, LLC from a founder-led company to a global powerhouse. She currently serves on the Boards of Lark, RAISEfashion, and now ours! Amber has been recognized among the 50 Most Important Women in Travel (Wonderlust), 100 Most Influential in Global Hospitality (IHI), and Skift’s Women Shaping the Future of Travel, and received ILC's 2022 “Start Something Award.”

We are so thankful to have such a visionary contribute to our community in such a crucial way! 🤝

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Stopped by to visit Mark and Tizzy at the newly reopened Babbo. Stephen Starr has done an amazing job reviving this place as proprietor, and with Mark at the helm, it’s unstoppable.What a night at the new Babbo—I had the best company at my table, enjoying great food, a great vibe, and so much love for my friend Mark. Auguri Amici miei! ❤️🇮🇹
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.#cheflife @markrladner @tizzysbarandgrill @stephen.starr @starrrestaurant @babboristorante

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All the feels 🫶🏼

#waliworld

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