interihotel returns to Madrid (Nov 17–19) with an edition focused on design as a driver of transformation in the hospitality sector.

More than 14,000 professionals and 350 exhibiting brands will gather under the theme Creative Rebellion, which invites participants to challenge established models and explore new ways of conceiving hotels and restaurants.

The Only YOU Boutique Hotel in Madrid hosted the presentation of interihotel’s latest developments, the leading event in hotel and restaurant design, during a press conference attended by Joaquim Solana (Cluster Manager of AMBIT), Toni Zaragoza (director of interihotel), and Pepa Casado d’Amato (creative director of the event), who shared details of this edition with accredited media. The 2026 edition will highlight design as a disruptive and differentiating element in the evolution of the hospitality sector.

The European event for hotel and restaurant design

Interihotel, now in its sixteenth edition, is the only international event in Spain aimed at professionals in hotel and restaurant design. Organised by AMBIT Living Spaces Cluster, it is the most significant event in Europe in the hospitality design sector, bringing together hotel companies, restaurant groups, real estate investors, and interior design and architecture studios specialised in hospitality projects.

Its value proposition, rooted in design, is what sets it apart: it combines an international event with 14,000 professionals, a congress featuring more than 240 speakers, and multiple spaces dedicated to innovation and trends, including talks, Concept Rooms, and idea labs, as well as awards and business opportunities through national and international B2B meetings.

Interihotel is a key event in the hospitality sector, embedding in its DNA the importance of design to question established norms, rethink how we live, and explore new visions for the future of hospitality.

In the words of its director, Toni Zaragoza: We have a great event because the sector deserves it. We deserve it because Spain leads international tourism worldwide. Tourism contributes 12.6% to national GDP, more than €200 billion.

The director also took the opportunity to thank sponsors, participants, partner organisations, accredited media, and media partners. The presentation also featured Sergi Latorre (Project Manager Spain & Portugal at Roca, Global sponsor), Ana María Rangel (Specification Manager at Niessen, Main sponsor), Ildefonso Lecea (Marketing Manager at Tarkett, Party sponsor), and Carolina del Olmo (Country IKEA for Business Manager at IKEA, Theme sponsor), who highlighted the value of supporting the event for the third consecutive year:

Latorre noted that interihotel is a benchmark event in the sector, with continuously growing figures, and that for Roca, “it is a pleasure and an honour to be Global sponsor for the third consecutive year”. Ana María Rangel emphasised Niessen’s involvement, stating that interihotel “is an environment for listening, where concepts, vision, and experience are discussed… For us, it is very important”. Carolina del Olmo from IKEA commented that at interihotel “things happen: there are ideas, new trends and, above all, the people who are transforming this business. You have helped us develop new products”. Finally, Ildefonso Lecea explained that Tarkett sponsors the interihotel party “because the numbers keep growing—they are huge and worth celebrating. More than creating professional relationships, it’s about building personal ones. We’re eager to get started”.

Creative rebellion: breaking schemes, changing codes

Creative director Pepa Casado revealed the concept of this edition: Creative rebellion, an idea that embraces optimism as a form of rebellion. In the hospitality context, this means questioning the established, challenging expectations, and imagining new ways of designing and experiencing spaces. Because nothing truly meaningful happens within the limits of convention—it begins when we dare to think differently.

Creative rebellion is not about rebelling for the sake of it. It is about choosing a different direction, driven by intention, curiosity, and the desire to go beyond established forms. From repetition to intention, from standardisation to identity, design becomes a tool for transformation, opening new possibilities, redefining narratives, and creating spaces that connect on a deeper human level.The edition will focus on three key themes reflecting how hospitality is designed, experienced, and imagined today:

• November 17: The Inside Rebellion – The rebellion starts from within: from spaces that disrupt routines, challenge conventions, and turn a stay into something more. Interihotel sees interior design as a force capable of subverting codes and proposing new ways of inhabiting hospitality.
• November 18: The Green Rebellion – Sustainability can no longer operate on the margins. This requires a shift in mindset: from minimising impact to rethinking the entire system, questioning materials, processes, and priorities.
• November 19: The Future Rebellion – The future is not something we wait for, but something we design. Interihotel brings together ideas that go beyond incremental change to explore new ways of living, travelling, and experiencing spaces.

First confirmed names

Seven months ahead of the event, interihotel MAD26 has already confirmed the participation of leading studios, speakers, and hotel groups such as We Are Ona, El Departamento, Rockwell, Axel Hotels, Dani García, Bar Studio, Beaumier Hotels, Roommate Hotels, Moneo Brock, Alfaro-Manrique Atelier, dAAr Arquitectura, Ansón+Bonet, and Cerámica Mano Alzada, among the more than 240 speakers featured at the congress.

Forums

Following the success of the three forums held at interihotel BCN25, Madrid will repeat the format, expanding it to five. These half-day sessions will address key topics in the sector:

• Future Living Forum: exploring evolving ways of living and their impact on hybrid models between hospitality and residential.
• Wellspaces Forum: focused on neuroarchitecture, design, and innovation.
• AI Interiors Living Forum: generative AI tools for creativity and strategy in hospitality.
• Circular Spaces Forum: rethinking linear design models and exploring new ways of creating spaces.
• Hospitality Building Systems Forum: focused on new construction models applied to the sector.

Concept Rooms with leading international studios

HBA will be the first studio participating in the Concept Rooms project. HBA (Hirsch Bedner Associates) is a global design firm with offices in cities such as Singapore, London, Los Angeles, Dubai, and Madrid, founded in 1965. It is one of the most influential firms in hospitality interior design worldwide.

Madrid office director Marta Palazuelo commented: “We approach this challenge with excitement—it allows us to explore freely”.

Architect Laura Barrós from Barceló Hotel Group also highlighted the opportunity to test trends and generate conversation around what can be applied in real projects.

Livit Design will design a Concept Restaurant. CEO Rebeca Muñoz noted the responsibility of shaping experiences in hospitality and emphasised the excitement of working locally with LAMUCCA.

The LAMUCCA group, represented by Ofelia Sainz, highlighted the challenge and the importance of synergy to create a distinctive space with identity.

Outlook for 2026

Interihotel MAD26 expects to host 350 exhibiting brands, the highest figure in its history, and more than 14,000 professionals from over 50 countries, surpassing previous editions.