Jon-Fredrik “Joffen” Hopland is Co-Founder and CEO of Altek AI. He works at the intersection of AI, hotel operations, and commercial strategy.

Before Altek, he spent a decade touring the world as a professional drummer, spending more than 1,000 nights in hotels. He performed at Coachella, Lollapalooza, and arenas of up to 25,000 people before pivoting into software engineering and entrepreneurship.

Today, he focuses on how AI can help hotels turn guest demand into revenue, automate operational work, and give hotel teams more time for what hospitality is ultimately about: people.

Jon-Fredrik "Joffen" is panel expert of the Hotel Tech Leadership, the AI Everywhere and the Revenue Optimization panels.