From Planning to Partying:
Our Adventures Leading the EMEA Partner Summit 2025

The EMEA Partner Summit 2025 brought together our System Integrators (SIs), Independent Software Vendors (ISVs), and customers in Mallorca for a day full of learning, collaboration, and celebration. Set against the stunning Mediterranean backdrop at the Hotel Del Mar Gran Melia, the summit was a perfect blend of insight, activity, and connection.

The summit began with a pre-event Aperó the evening before the official day. Walking onto the Perseo Terrace, framed by crystal-blue waters and stone pine trees, I was immediately struck by the buzz of conversation. Partners, customers, and Magnolians mingled freely, sharing drinks and laughter, forming new connections that set the tone for the days ahead. It was clear from the outset that this was going to be a memorable event, and honestly, it certainly beat a day at the office! :)

Before the talks began, partners had the choice of two pre-event activities. Personally, I joined the City Tour of Palma, guided by Javier through charming streets, hidden palaces, and tranquil gardens, including narrow, balcony-lined streets and a palace tucked behind a wrought-iron gate. The tour visited Can Joan de s’Aigo, the oldest bakery on the island, for hot chocolate and ensaimada. Others opted for the Catamaran tour, enjoying the Mediterranean waters, and some even took a dip in the sea. We even flew a flag with Emporix’s logo on it, proudly showing off our event sponsor while sailing, a fun touch that added to the adventure. Both activities gave partners relaxed opportunities to connect and share stories.

After returning from the tours, each attendee received a personalized Magnolia swag bag, packed with thoughtful (and slightly cheeky) merch: a bucket hat (subtly influenced by the return of Oasis), a practical sunglasses strap, and a “morning-after” Hangover S.O.S. kit with mints, under-eye patches to beat the bags, and hydration sachets. These little touches sparked smiles and set the tone for a fun day.

Back at the hotel, the main conference kicked off with a foreword and warm welcome from our Co-CEO Samuel Staehelin, keynote from Santiago Garcia Solimei, Global Head of Social Media & Brands PR at Meliá. He shared how Meliá is building a Digital First enterprise—blending strategy, social media, and AI to create meaningful customer experiences. Hearing him describe Magnolia as “the invisible bridge that connects Meliá with millions of customers with personalized, meaningful experiences” made us all proud. We were also introduced to Alba Renai, the first metahuman content creator. Some were impressed, others maybe a little uncanny valley, but everyone was talking about it.

Hearing him describe Magnolia as “the invisible bridge that connects Meliá with millions of customers with personalized, meaningful experiences” made us all proud. We were also introduced to Alba Renai, the first metahuman content creator. Some were impressed, others maybe a little uncanny valley, but everyone was talking about it.

Sorina Mone, our Head of Marketing, then led a market orientation highlighting key trends such as AI, data, interoperability, and APIs.

Philipp Bracher, our Chief Product Officer, followed with product updates, showing off Magnolia’s new UI and authoring experience; improvements in usability, productivity, and scalability that had several audience members pulling out their phones to snap pictures. Philipp closed with a powerful statement:

Tim Schwarz, our Head of Technology Alliances & Partner Management, introduced strategic initiatives like Magnolia PLUS, enabling the resale of selected solutions to enhance CMS workflows across Search, CDP, A/B Testing, Analytics, MLR Express, Migration, and AI. Sebastian Stang, our CRO, then shared insights on Why we win, emphasizing Magnolia’s ability to navigate complex environments while integrating seamlessly with existing tech stacks. Security and AI were highlighted as differentiators that give partners an edge in winning deals.

The afternoon featured our AI experts, Jan Schulte and Chris Jennings, who showcased improvements in image generation, editing, digital assistants, and Doc-to-Content capabilities; a glimpse at the future of content creation. As security is proving a key selling point for winning new deals with Magnolia in the AI age, Jan Haderka, our CISO, dived into how much security is enough and advanced security procedures our customers should be thinking about.

Customer stories from Rentokil Initial and their partner VASS gave partners a practical view of three-way alignment and AI adoption, while Dr Lars Völcker from our partner Nexum shared lessons from the B2B DXP project with Komet Dental, highlighting how Magnolia’s headless setup improvements, theming, and editorial UI enhancements led the way.

The day wrapped with Frank Schoutissen, our sponsor, Emporix, presenting on Winning the Game in the New Commerce Growth Arena, just as attendees were starting to crave a cold Spanish beer.

No summit is complete without celebrating our partners’ successes. Awards were presented to recognize outstanding contributions:

The evening continued with Sunset Drinks at Jardín del Silencio, an ironic name, given the lively chatter and a saxophonist setting the soundtrack. Dinner at Restaurante Bombon by Alberta Ferretti (Bombon Pool Club) featured a magician who bent spoons and performed card tricks, leaving everyone wondering “how did he do that?”. The night ended with an open bar and chill-out music, providing a perfect opportunity to relax, reflect, and celebrate the day’s connections.

The energy throughout the summit was high, and the community truly came alive. Partners, customers, and Magnolians left with actionable insights, stronger connections, and a renewed sense of collaboration. From product innovation and AI advancements to inspiring customer stories and partner achievements, the summit highlighted why Magnolia continues to be a trusted partner in delivering meaningful digital experiences.

One personal highlight: walking onto the Perseo Terrace the evening before the official day and seeing everyone mingling freely against that stunning Mediterranean backdrop. It was a simple moment, but it perfectly captured the spirit of collaboration, curiosity, and excitement at the start that carried through the entire summit.

For partners who want to relive the highlights, be sure to watch the recap video, it captures the energy, insights, and connections from an unforgettable EMEA Partner Summit in Mallorca.